Measuring the Impact of Internal Videos

Measuring the impact of internal videos requires tracking both engagement metrics and business outcomes. The process includes:

1. Establishing clear objectives for each video
2. Collecting data on views, completion rates, and engagement
3. Assessing knowledge retention through surveys or quizzes
4. Connecting metrics to tangible business results

The most effective measurement approach combines quantitative analytics with qualitative feedback to demonstrate the true value of your internal video content.

Why is measuring internal video impact important?

Measuring internal video impact is important because it helps you understand whether your video content is actually achieving its intended purpose. Without measurement, you’re essentially creating content in the dark—unsure if your message is resonating, being watched, or driving any meaningful change within your organization.

When you track the performance of your internal videos, you gain valuable insights that help you optimize future content. This data-driven approach allows you to identify what works and what doesn’t, so you can continuously improve your video strategy over time.

For organizations using co-creation approaches where employees record videos and we handle the editing and production, measuring impact is especially crucial. It helps demonstrate the value of this collaborative model and ensures resources are being used effectively.

What are the key metrics for measuring internal video engagement?

The key metrics for measuring internal video engagement fall into several categories that together provide a comprehensive picture of how employees are interacting with your content.

Metric Category	Key Metrics	What They Tell You
View Metrics	View count Unique viewers Watch time Completion rate Drop-off points	These metrics form the foundation of video analytics, showing how many people watched your content and for how long.
Interactive Engagement	Comments and questions Shares among colleagues Likes or reactions Clicks on calls-to-action	These metrics reveal deeper levels of connection and how employees are actively engaging with your content.

When analyzing these metrics, look for patterns across different types of videos. For example, you might discover that shorter videos have higher completion rates, or that certain topics generate more comments and shares. These insights can help you refine your approach to internal video production.

How can you measure knowledge retention from internal videos?

Measuring knowledge retention from internal videos requires going beyond basic engagement metrics to assess whether employees actually understood and remembered the information presented. This is particularly important for training videos, process updates, or any content where comprehension is the primary goal.

The most direct approach is to implement knowledge checks after video viewing. These can take several forms:

For more complex topics, consider implementing a pre-test and post-test model. By measuring knowledge levels before and after video viewing, you can clearly demonstrate the impact of your content on employee understanding.

When we produce training videos for our clients, we often recommend building in interactive elements that facilitate knowledge retention assessment. These can be seamlessly integrated into your video strategy, making measurement feel like a natural part of the learning process rather than an add-on.

What tools can you use to track internal video performance?

Tracking internal video performance requires the right set of tools to collect and analyze relevant data. The specific tools you’ll need depend on how your videos are hosted and shared within your organization.

Platform Options for Video Analytics:

• Enterprise video platforms: Brightcove, Kaltura, Vidyard
• Intranet solutions: SharePoint, Workplace from Meta
• Communication tools: Microsoft Teams, Slack
• Learning platforms: Various LMS for training-focused videos
• Cobie platform: Our solution with comprehensive tracking

For clients working with us through our co-creation model, our Cobie platform provides comprehensive tracking capabilities. Cobie not only helps with the feedback and collaboration process during video creation but also offers analytics on how your videos perform once published. This integrated approach makes it easier to connect content decisions with actual performance outcomes.

If your internal videos are hosted across multiple platforms, consider implementing a centralized reporting system that pulls data from various sources. This gives you a holistic view of video performance across your entire organization, regardless of where content is hosted.

How do you connect video metrics to business outcomes?

Connecting video metrics to business outcomes is where measurement becomes truly valuable. This step transforms raw data into meaningful insights about how your videos are contributing to organizational goals.

Start by identifying the specific business objectives each video or video series is meant to support. These might include:

Business Objective	Video Metrics to Track	Business Metrics to Correlate
Reducing training time	Completion rates, knowledge check scores	Time to proficiency, training costs
Increasing initiative adoption	Views, shares, clicks on CTAs	Adoption rates, participation metrics
Improving compliance	Completion rates, certification results	Compliance incidents, audit results
Enhancing employee engagement	Likes, comments, voluntary views	Engagement survey scores, retention
Strengthening culture	Sharing, commenting, referencing	Culture surveys, values alignment

Then, look for correlations between video engagement metrics and relevant business metrics. For example, if you created a series of product training videos, you might compare completion rates with subsequent sales performance or customer satisfaction scores from the same teams.

What are the key takeaways for measuring internal video impact?

With our corporate video production services, we help clients not only create impactful internal videos but also implement effective measurement strategies that demonstrate clear return on investment. By combining high-quality production with smart analytics, you can create an internal video program that delivers measurable results.

If you’re interested in learning more, contact our team today