How to drive engagement and measurable results with video
Video is one of the most powerful communication tools available today. But to truly succeed with video—whether live or on-demand—it takes more than just great content. The key is engagement.
So how do you create engagement? How do you measure success? And most importantly—how do you ensure that viewers actually take action?
In this post, Viktor Underwood, CEO of Quickchannel, shares his top insights on how to maximize the value of your video communication.
Two key trends driving video engagement
When it comes to engagement, two major trends are reshaping how we use video:
Interactivity – We are moving from passive watching to active participation. A great example is Black Mirror: Bandersnatch, the interactive Netflix episode where viewers could shape the storyline. In the business world, we see an increasing use of interactive video formats that let audiences engage through polls, live Q&A, or clickable content.
Live Video – Live streaming has become a fundamental part of corporate communication. During the pandemic, live streaming exploded in popularity, and even after, companies realized its value. From product launches to virtual conferences, live video creates a sense of presence and allows real-time interaction.
Why engagement is the key to success
Engagement is more than a buzzword—it’s the secret ingredient that keeps viewers interested, involved, and, ultimately, ready to take action.
Engagement captures attention – When viewers interact through chat, polls, or comments, they stay focused on the content.
Engagement drives motivation – The more involved people feel, the more likely they are to care about the message.
Engagement leads to action – A deeper connection to the content makes it easier to prompt viewers to take the next step, whether that’s signing up for an event, downloading a report, or reaching out to a sales rep.
But how do you measure engagement?
Measuring video success
When evaluating the impact of video, it’s important to distinguish between internal and external communication.
Internal communication
For organizations, video is often used for company-wide updates, leadership town halls, or employee training. Success can be measured by:
- Viewership – How many employees watched the broadcast?
- Chat and poll participation – How engaged was the audience?
- Follow-up surveys – Did employees understand and absorb the message?
Example: If a company has 1,000 employees but only 200 tuned in to the quarterly update, it may indicate a need for a different format, better content, or improved internal promotion.
External communication
For marketing and customer engagement, key metrics often include:
- Registrations – How many people signed up for the event?
- Attendance rate – How many actually showed up?
- Conversions – Did the video generate leads, sales, or other business goals?
Example: If 500 people registered for a webinar but only 150 attended, that may suggest that better reminders or a different timing could improve turnout.
How to create engagement in live video
Live video offers a unique opportunity to capture and hold your audience’s attention—if done right.
Use the chat actively – Encourage viewers to ask questions and interact. A lively comment section creates a sense of community.
Ask questions and use polls – By including live polls and feedback loops, viewers feel like they’re contributing, increasing their investment in the content.
Create clear Calls to Action (CTAs) – Want viewers to sign up for a training program, download a report, or contact your team? Offer them that option during the broadcast—not just later in a follow-up email they might never open.
How to boost engagement in On-Demand video
What happens after a live stream ends? Many companies simply post the recording and hope for the best. But there are smarter ways to increase engagement in pre-recorded videos.
Use animated thumbnails – A dynamic poster video (like a GIF) makes it more likely that someone will click and watch.
Add interactive elements – Use clickable links, quizzes, or chapter markers to help viewers navigate the video easily.
Time your CTA wisely – The best moment to get someone to act is when their engagement is at its highest—while they are watching, not days later in an email.
Summary: The keys to engagement and measurable results
Tailor content to your audience – The wrong content for the wrong audience will never work.
Engagement leads to motivation, motivation drives action – Encourage participation to increase impact.
Measure what you want to improve – Use clear, measurable CTAs to track effectiveness.
By integrating these strategies, you can ensure that your video communication not only reaches the right people but also inspires them to take action.
Have you tried any of these techniques in your video strategy? Share your experiences in the comments! 🎬💡
