When transitioning from long-form video content to short-form video to engage with prospects and customers, it's natural to wonder: How do I measure the impact? After all, old-school video engagement metrics like total time watched may feel comforting but don’t tell the full story. The modern video consumer craves relevance, speed, and accessibility - and that’s exactly where Parmonic shines.
Here’s how to measure engagement with Parmonic versus the traditional approach.
Traditional metrics often focus on hours or minutes watched. But let’s be honest - are people going to sit and watch an hour-long recording?
Parmonic’s moment-based approach measures real & relevant engagement. Instead of relying on hours watched, focus on how often viewers interact with specific moments. This shift helps you understand what truly resonates with your audience, leading to more actionable insights.
How many people are engaging with your video content today versus before? With long-form videos, only a fraction of your audience makes it through to the end. That's because an overwhelming (81%) majority of knowledge workers prefer short video-based content over long videos and written content. See our research here.
Lucky for you, Parmonic flips the script.
By breaking your content into moments or highlights, you make it easier for more viewers to engage. Track how many visitors engaged with these moments on a page compared to those who engaged with a full-length video. The increase in reach is a direct reflection of Parmonic's accessible format.
It’s not always about making viewers stay longer; sometimes, it’s about respecting their time. On busy days or between meetings, Parmonic's moments allow visitors to quickly scan and watch what matters most.
Measure the total time spent on the page and the time spent watching key moments. These metrics highlight how Parmonic helps audiences consume more meaningful content in less time - a win-win, especially for busy prospects.
Long video formats provide limited insights into which segments resonate most with viewers. With Parmonic, you can track the popularity of specific moments.
For example, while watching a product demo video, is your audience more engaged in moments with a specific feature or moments with pricing details? By measuring clicks and interactions on individual moments, you can optimize future content to better align with audience interests.
While data is essential, don’t underestimate the power of qualitative feedback. Ask your customers, sales team, and even prospects:
If the feedback is positive, you know you’re on the right track. Combine this qualitative input with quantitative data (e.g., clicks and time watched) to form a holistic view of your content’s success.
- - - - -
Parmonic is not just another tool in your MarTech stack - it’s a transformation in how you think about video content. By focusing on real engagement, expanding reach, saving time, and tailoring content to audience preferences, Parmonic delivers measurable, meaningful results.