Recently, we conducted tests with multiple videos for the same products to determine which ones are the most interactive and perform best. After thoroughly analyzing the trends in the video campaign performance, we have identified the following key findings.

✅Video Complete Views Drive Sales and Conversions

Campaigns with high Video Complete Views (e.g., Campaign 22: 1,343 completions, $979.77 sales; Campaign 25: 862 completions, $1,215.23 sales) consistently show higher sales, ROAS, and conversion rates compared to those with low completions (e.g., Campaign 1: 2 completions, $0 sales).

Trend: Full video retention is a strong predictor of sales success, as it indicates viewers are engaged enough to watch the entire message, likely including the CTA.

✅Progressive Retention Through Quartiles Matters

Campaigns with a steady drop-off from First Quartile to Complete Views (e.g., Campaign 25: 7,226 → 862; Campaign 22: 6,503 → 1,343) outperform those with sharp declines (e.g., Campaign 2: 57 → 21; Campaign 1: 8 → 2).

Trend: Videos that maintain viewer interest through each quartile are more likely to convert, as they keep viewers engaged long enough to act.

✅High VTR Doesn’t Guarantee Success

Campaign 2 (VTR: 22.7%, $0 sales) has a high VTR but poor sales, while Campaign 25 (VTR: 13%, $1,215.23 sales) succeeds with a lower VTR but strong completions.

Trend: VTR is an early engagement metric but doesn’t ensure conversions without sustained retention (completions).

✅Video Unmutes Indicate Active Engagement

Campaigns with higher Video Unmutes (e.g., Campaign 25: 22 unmutes, $1,215.23 sales; Campaign 22: 13 unmutes, $979.77 sales) tend to have better sales and conversion rates compared to those with zero unmutes (e.g., Campaign 1, Campaign 2: 0 unmutes, $0 sales).

Trend: Unmutes reflect active viewer interest, which correlates with higher likelihood of purchase.

✅5 Second Views and 5 Second View Rate as Early Indicators

Campaigns with high 5 Second Views and 5 Second View Rate often have better overall engagement (e.g., Campaign 25: 9,479 5 Second Views, 5.8% rate; Campaign 22: 8,027 5 Second Views, 10.5% rate), but this doesn’t always translate to sales if later engagement drops (e.g., Campaign 2: 48 5 Second Views, 18.8% rate, $0 sales).

Trend: Early retention (5 Second Views) is a good starting point, but sustained engagement through quartiles is necessary for conversions.

✅vCTR vs. Conversion Rate

Campaign 1 (vCTR: 10.7%, conversion rate: 0%) shows high click-through from views but no conversions, while Campaign 6 (vCTR: 6.22%, conversion rate: 31.3%) has a slightly lower vCTR but excellent conversions.

Trend: High vCTR can indicate clickable content, but without strong retention (completions), it doesn’t lead to sales.

Based on the trends above, we are working on key recommendations to improve video performance and address these challenges. We will share them soon.