How to Measure and Interpret Engagement Metrics for Airlines Explainer Videos

In today's digital age, airlines are constantly looking for new and innovative ways to engage with their customers. One popular method that has gained traction in recent years is the use of explainer videos. These short, informative videos are a great way to communicate important information about the airline, its services, and its offerings in a visually engaging way. But how can airlines measure and interpret the effectiveness of these explainer videos? In this blog post, we will discuss some key engagement metrics that airlines can use to evaluate the success of their explainer videos and how to interpret these metrics to make informed decisions. 1. View Count: The most basic metric to track is the number of views that an explainer video receives. This metric can give airlines a general idea of how many people are watching their videos and can help gauge overall interest in the content. 2. Watch Time: In addition to view count, airlines should also track how much time viewers are spending watching their explainer videos. A high watch time indicates that viewers are engaged and interested in the content, while a low watch time may signal that the video is not resonating with the audience. 3. Engagement Rate: Engagement rate measures how viewers are interacting with the video, such as liking, commenting, or sharing it. A high engagement rate indicates that the video is sparking conversation and interest among viewers, while a low engagement rate may suggest that the content is not connecting with the audience. 4. Click-Through Rate: If airlines include a call-to-action in their explainer videos, such as a link to book a flight or sign up for a newsletter, they should track the click-through rate to see how many viewers are taking the desired action. A high click-through rate indicates that the video is effective at driving conversions, while a low rate may signal that the call-to-action needs to be revised. 5. Conversion Rate: Ultimately, the goal of an explainer video is to drive conversions, whether that means booking a flight, signing up for a loyalty program, or purchasing a service. Airlines should track the conversion rate to see how many viewers are taking the desired action after watching the video. A high conversion rate indicates that the video is successfully persuading viewers to take the next step, while a low rate may suggest that the messaging or call-to-action needs to be adjusted. In conclusion, measuring and interpreting engagement metrics for airlines' explainer videos is crucial for evaluating the effectiveness of these content pieces and making informed decisions about future video strategies. By tracking metrics such as view count, watch time, engagement rate, click-through rate, and conversion rate, airlines can gain valuable insights into how their videos are performing and make adjustments to improve engagement and drive desired actions.