Trying to figure out where your videos are making a real impact in HubSpot? You’ve come to the right place. Video content is a powerhouse , and if you’re using HubSpot, you’ve got some really robust tools at your fingertips to see just how well your videos are performing. We’re talking about more than just view counts. we’re going to look at how these insights can genuinely transform your marketing, sales, and customer service efforts.
Gone are the days when you could just throw a video online and hope for the best. With nearly 90% of businesses planning to use video marketing by 2025, and 82% of all internet traffic in 2025 expected to come from video content, having a solid video strategy backed by data isn’t just nice to have – it’s essential. HubSpot’s video analytics gives you the roadmap to understand what’s working, what isn’t, and how to fine-tune your approach for better engagement, higher conversion rates, and a stronger connection with your audience. This isn’t just about reporting. it’s about making smarter, data-driven decisions that push your business forward.
Why Video Analytics in HubSpot is a Game-Changer
Let’s be real, you wouldn’t send out an email campaign without checking the open rates or click-throughs, right? The same logic applies to video. Video marketing isn’t just about pretty visuals. it’s a strategic asset designed to achieve specific business goals, whether that’s boosting brand awareness, generating leads, or supporting customers. HubSpot ties all of this together with its Customer Relationship Management CRM platform, which is essentially a centralized hub for all your customer interactions and data. This integration is key because it lets you see how your videos fit into the bigger picture of your customer’s journey.
When you use HubSpot’s video marketing features, you’re not just hosting videos. you’re also gathering comprehensive analytics that help you track metrics like views, engagement, and conversion rates. This data is invaluable for making informed decisions to optimize your video campaigns and ensure they’re delivering measurable results. For example, HubSpot has found that simply including videos in email marketing campaigns can significantly enhance engagement, leading to a 200-300% increase in click-through rates. That’s a huge boost!
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Beyond just numbers, video marketing can:
- Increase Engagement: Videos inherently grab attention and keep viewers hooked longer than plain text or images.
- Improve Conversion Rates: Placing a well-crafted video on a landing page can boost conversion rates by up to 80%. Videos help people visualize using your product, which can really seal the deal.
- Enhance Brand Awareness: Compelling video content helps your brand stand out and build a stronger presence.
- Boost Customer Experience: Personalized, interactive video can create a more immersive and enjoyable experience, leading to stronger customer connections and loyalty.
- Drive SEO: Search engines love video content. Incorporating videos, especially with HubSpot’s hosting and YouTube integration, can positively impact your search engine optimization SEO efforts, making your content more visible.
Where to Find Your Video Analytics in HubSpot
You’ve got your awesome videos running through HubSpot – now, where do you actually see how they’re doing? HubSpot is pretty smart about baking analytics into various parts of its platform, so you can check performance from a few different angles. Mastering HubSpot: Your Essential Video Tutorial Guide
1. Page Performance Details
This is often the first place many of us look. If you’ve embedded a video on a website page, landing page, blog post, or even a knowledge base article within HubSpot, you can find video-specific metrics right there on the content’s performance details page.
- How to access:
- Navigate to your content type e.g., Content > Website Pages, Content > Landing Pages, Content > Blog, or Service > Knowledge Base.
- Click on the name of the specific page or post where your video is embedded.
- Scroll down, and you’ll see sections for Video Views and Video Retention. This gives you an idea of daily views and how much of your video people are actually watching.
2. Contact Records
This one is super powerful for your sales and service teams. You can actually see how individual contacts are interacting with your videos! This level of detail helps you personalize outreach and understand a prospect’s interest much better.
* Go to CRM > Contacts.
* Click on the name of a specific contact.
* Head over to the Activities tab.
* Click on Filter activity and check the Media plays box. You'll then see a timeline of all the videos that contact has viewed. This can show you specific metrics like:
* Video Watched with Percentage: How much of the video they actually completed.
* Time Spent on Sales Page: If the video was on a sales page, how long they stayed there afterwards.
* Sales Page related CTA clicks: If they clicked any calls-to-action on that page.
3. Custom Reports Marketing Hub Professional and Enterprise
For those of you with Marketing Hub Professional or Enterprise or CMS Hub Professional and above, the custom report builder is where you can really get fancy and dig into the data in a way that answers your specific business questions.
* Go to Reports > Reports.
* Click Create report, then Custom Report Builder.
* Select your primary data source, usually Media, from the dropdown.
* From here, you can choose various video events and categories to build a report that shows you exactly what you need, like how videos influence conversions or revenue. This is great for proving the ROI of your video efforts.
4. Attribution Reports Marketing Hub Professional and Enterprise
Attribution reports are another gem for proving the value of your videos. They help you connect video engagement directly to contacts, deals, and even revenue.
* Click Create report and select Attribution.
* You can then choose an attribution model, chart type, dimensions, and filters to see how your videos contribute to your overall business goals. This is super helpful for understanding the full customer journey and where video fits in.
5. YouTube Reports if connected
If you’ve connected your YouTube account to HubSpot, you can pull reports on your YouTube video performance directly within HubSpot’s social tools. Getting Noticed by a HubSpot Recruiter: Your Inside Track to Landing a Role
* Navigate to Marketing > Social.
* Click the Reports tab.
* Select your YouTube account from the dropdown. You'll see aggregate data for total subscribers, views, average view duration, likes, dislikes, comments, and shares over time. You can also get a YouTube Post Engagement report for individual videos, showing average percentage viewed, likes, and more.
Key Video Metrics You Absolutely Need to Track
When you’re looking at your video analytics, it’s easy to get lost in a sea of numbers. But some metrics are far more important than others for understanding performance and making strategic decisions. According to video marketers, the most important metrics to track for content performance include engagement, watch time, and view count.
Let’s break down the essential ones:
1. Views / Play Count
This is pretty straightforward: how many times your video was played or loaded on a page. While some might call it a vanity metric, it’s a good first indicator of how well your video’s hook is performing and its overall reach. A high view count suggests your video is getting attention, which is a solid start.
2. Watch Time / Average View Duration
This tells you how long, on average, people are watching your video. It’s a much stronger indicator of audience interest than just views. If you have a 5-minute video but the average view duration is 30 seconds, you know something’s off. Conversely, a high average view duration means your content is compelling and holding attention. This metric helps you understand your audience’s length preferences. if shorter videos consistently perform better, maybe it’s time to trim down. Veronica Huber: Mastering Your Practice with Essential Business Tools
3. Engagement Rate
This metric is gold. It measures how much your audience is interacting with your video beyond just watching it – think likes, comments, shares, and clicks on in-video Calls-to-Action CTAs. A high engagement rate indicates that your content is relevant and appealing, which can lead to increased organic reach as viewers are more likely to share and discuss it.
- For HubSpot-hosted videos, pay attention to:
- Video CTAs: How many people clicked the CTAs embedded directly in your video. This is crucial for driving conversions and guiding viewers to the next step.
- In-video Form Submissions: If you’ve got forms embedded, track how many submissions you’re getting.
4. Audience Retention / Drop-off Rate
This one shows you exactly which parts of your video content are being watched and, more importantly, where viewers are dropping off. HubSpot’s video analytics often provide a visual graph of retention. If you see a steep drop-off at a particular point, it’s a red flag that that section might be losing your audience. Maybe the intro is too long, the information gets boring, or your message isn’t clear. On the flip side, spikes indicate highly engaging sections, telling you what resonates well.
5. Click-Through Rate CTR for Videos and Related CTAs
If your video is meant to drive an action – like visiting a landing page, downloading a resource, or booking a demo – the CTR on associated calls-to-action is incredibly important. This isn’t just about in-video CTAs. it also applies to any CTAs on the page where the video is hosted or in the email that delivered the video. HubSpot data shows that video can significantly boost email click-through rates, so keep an eye on those numbers.
6. Conversion Rate
Ultimately, many of your videos are designed to drive conversions, whether that’s a lead fill, a sale, or a service request. By integrating your video analytics with your HubSpot CRM, you can track how videos influence these bigger picture goals. For instance, you can see if contacts who watched a specific product demo video are more likely to become customers.
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Using Your Analytics for Smarter Video Marketing
you’ve got the data. Now what? The real magic happens when you use these insights to refine your video marketing strategy.
1. Optimize Content Strategy
- Identify Winning Topics & Formats: If your analytics show that explainer videos about specific features have high engagement and completion rates, you know your audience loves that content. Double down on what works! If short-form content is driving more leads, lean into that. In 2025, short-form video is the leading content format marketers intend to prioritize, with 17.13% planning to increase investment in it.
- Refine Video Length: Different platforms and content types have optimal lengths. For example, HubSpot data suggests that more than one in three video marketers say the optimal video is just one to three minutes long, and 96% agree that videos should be less than 10 minutes. If your longer videos have terrible retention, try breaking them into shorter, more digestible pieces.
- Improve Production: If viewers drop off consistently at a certain point, analyze that segment. Is the audio unclear? Is the visual boring? Does the speaker lose energy? Use this feedback to improve your future video production. Remember, consumers and customers prefer lower quality, “authentic” videos over high-quality videos that seem artificial.
2. Personalize the Customer Journey
This is where HubSpot’s CRM integration truly shines.
- Targeted Follow-Up: If you see a prospect watched a specific product demo for 90% of its duration, that’s a strong signal of interest. Your sales team can then follow up with a personalized email, referencing the video and offering to answer questions, or even send a personalized video response.
- Segmented Nurturing: Create HubSpot lists based on video engagement. For instance, a list of contacts who watched a specific webinar replay could then receive a follow-up email sequence with related resources or a special offer.
- Tailored Content Delivery: With HubSpot’s personalization features, you can show different videos to different segments of your audience on your website or landing pages, based on their CRM data, buyer persona, or lifecycle stage.
3. Boost Conversions
- Optimize CTAs: Test different CTAs within your videos or on video landing pages. Change the text, color, placement, or offer. Your analytics will tell you which versions drive more clicks and conversions.
- A/B Test Video Variations: If you have different versions of a video e.g., a shorter vs. longer intro, different explanations of a feature, use A/B testing in HubSpot to see which one performs better in terms of engagement and conversion rates.
- Strategic Placement: Pay attention to where your high-performing videos are hosted. If a particular video on a specific landing page is crushing it, consider replicating that success on other relevant pages.
4. Prove ROI and Secure Budget
One of the toughest parts of marketing is proving its value. Video analytics in HubSpot makes this much easier.
- Connect to Revenue: Use attribution reports to show how video touches influence deals and revenue. This provides concrete evidence that your video efforts are directly contributing to the bottom line.
- Demonstrate Lead Generation: Highlight how many leads are generated directly from video views or interactions, especially through forms embedded in videos or on video landing pages.
- Show Impact on Sales Cycle: Track whether prospects who engage with videos move through the sales pipeline faster or have higher close rates. This is huge for justifying investment in video marketing. According to research, 83% of video marketers say that video helps them generate leads, and 88% report positive ROI with video.
Best Practices for HubSpot Video Analytics
To truly get the most out of your HubSpot video analytics, keep these best practices in mind: Viewing Your Leads in HubSpot: Your Ultimate Guide
- Set Clear Objectives: Before you even hit record, know what you want your video to achieve. Is it brand awareness? Lead generation? Customer support? Your objectives will dictate which metrics you focus on.
- Integrate Your Tools: Make sure your HubSpot video hosting is properly integrated with your CRM and other marketing hubs. This allows for seamless data flow and a holistic view of performance.
- Regularly Review Reports: Don’t just look at your analytics once a month. Make it a habit to check key metrics weekly or bi-weekly. Trends emerge, and the sooner you spot them, the quicker you can adapt.
- Segment Your Audience: Not all viewers are the same. Use HubSpot’s segmentation capabilities to analyze how different buyer personas or customer segments interact with your videos. This can uncover powerful insights you might otherwise miss.
- Act on Insights: Data without action is just numbers. When you identify a trend or an area for improvement, make a plan and implement changes. Then, track the impact of those changes.
- Don’t Forget Qualitative Data: While numbers are great, sometimes comments and direct feedback on your videos can provide invaluable context to your quantitative data. Listen to what your audience is saying, not just what they’re doing.
- Embrace Native Hosting: While external videos can be embedded, video performance analytics are only available for HubSpot videos. For detailed tracking, use HubSpot’s native video hosting feature.
By leaning into HubSpot’s comprehensive video analytics, you’re not just measuring performance. you’re gaining a deeper understanding of your audience, optimizing your content, and ultimately driving better results across your entire business. So go on, start digging into those numbers, and watch your video strategy flourish!
Frequently Asked Questions
What kind of video metrics can I track in HubSpot?
In HubSpot, you can track a wide range of video metrics including video views, engagement rates, average view duration, completion rates, and calls-to-action CTA clicks. You can also see how individual contacts interact with your videos, including the percentage of a video they watched and if they clicked on any related sales page CTAs.
How can I see individual contact’s video viewing activity in HubSpot?
To see individual contact video activity, navigate to CRM > Contacts, click on a contact’s name, and then go to their Activities tab. From there, click Filter activity and select the Media plays checkbox. This will show you a detailed timeline of which videos that contact watched, for how long, and any related interactions. The Ultimate Guide to HubSpot UI Extensions and GitHub Integration
Can HubSpot video analytics help me prove the ROI of my video marketing?
Absolutely! HubSpot video analytics, especially through custom reports and attribution reports available in Marketing Hub Professional and Enterprise, can help you directly link video engagement to business outcomes like lead generation, deals closed, and revenue generated. By showing how videos influence these metrics, you can clearly demonstrate their return on investment.
Are video analytics available for all HubSpot plans?
HubSpot’s core video hosting and basic analytics like views and retention on content pages are generally available with various Hubs Marketing, CMS, Service Hubs Professional accounts or above. However, advanced features like custom report builders and attribution reports are typically available with Marketing Hub Professional and Enterprise subscriptions.
What’s the difference between “Video Views” and “Loads” in HubSpot analytics?
According to HubSpot, Video Views refers to the number of times your video was actually viewed by a visitor. Loads refers to the number of times the video was opened or loaded on a page in a visitor’s browser, which might be slightly higher than views if a visitor opened a page but didn’t actually hit play.
Can I track YouTube video performance directly in HubSpot?
Yes, if you’ve connected your YouTube account to HubSpot, you can access YouTube reports under Marketing > Social > Reports. These reports provide aggregate data on channel subscribers, total views, average view duration, likes, dislikes, comments, and shares. You can also get post-engagement details for individual YouTube videos.
How can I use video analytics to improve my video content?
You can use video analytics to improve your content by identifying what topics and formats resonate most with your audience high engagement/completion, optimizing video length based on average view duration, and pinpointing where viewers drop off to refine future production. Testing different CTAs and video variations can also help you boost conversions. Mastering HubSpot User Permissions & the API: Your Ultimate Guide
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