22 Jul Short-form Video Metrics That Matter
Every day in Cut30 we see people laboring over their analytics.
What should I look at?
What’s a good follower conversion?
Why does this video have comments and that doesn’t?
Is this watch time good?
Today, we’ll break down exactly what you should look at.
A Tale of 2 Videos
Here are 2 videos and their engagement metrics – both videos are similar format in nature, and share a lot of similar metrics including follower conversion. But Video2 has roughly 10x the views.
Video1’s comment rate is MUCH higher, but Video2 outperforms the account average on 5 metrics. Great, so which should we pay attention to?
First – you can ignore Reach. This is mostly a function of views.
Next – Ignore Comments and Likes. Clearly, the higher comment rate didn’t drive any additional views here.
What matters is if people watch it and if they share it.
Watch time is expressed with 2 metrics:
- Inversely in “Skip Rate” – how many people just immediately skip the video, dragging down their watch time.
- In simple terms with “Average watch time” – which is pretty straight forward.
Shares are pretty straight forward, and something you can publicly see on any video.
Why Watch Time and Shares Rule Everything
Let’s dig deeper into why these two metrics matter more than anything else in short-form video.
Watch Time: The Algorithm’s Love Language
Watch time is the #1 signal that platforms use to determine content quality. Think about it from the platform’s perspective – their entire business model depends on keeping users on the app. When someone watches your entire video (or even better, rewatches it), you’re literally helping the platform achieve its core business goal.
Watch time is honest. You can’t hack it. People either find your content compelling enough to stick around, or they don’t.
Shares: The Ultimate Endorsement
Shares are the only metric that requires real social capital. Liking is free. Commenting is easy. But sharing? That’s someone putting their reputation on the line to say “this content is worth your time.”
When someone shares your video, they’re:
- Vouching for your content
- Directly giving it more views beyond the algo
- Creating real word-of-mouth momentum
- Signaling to the platform that this content sparks conversation
It makes sense why this has become such a heavily weighted metric, doesn’t it?
So What Should I Do With This Information?
Now for the part that actually matters – how to use this knowledge to create better content.
1. Optimize for the First 3 Seconds (The Skip Rate Killer)
Your opening hook isn’t just important – it’s everything, and if you’re one of the many who are stuck at “Why aren’t my videos getting any videos – it’s the answer.
Here’s your checklist:
- Start with action – Never open on a static shot
- Create a pattern interrupt – Say or show something unexpected
- Promise value immediately – Make it clear why they should keep watching
- Skip the intro – No “Hey guys, welcome back to my channel”
Practical tip: Film hooks and watch them back – ask. yourself “who cares?” and “would I stop scrolling for this?”.
The difference between a 37% and 48% skip rate can mean 10x the views.
ICYMI, check out our hook breakdown from a few weeks ago here.
2. Structure for Retention
Use the “Curiosity Loop” structure:
- Tease the payoff in the first 3 seconds
- Build tension through the middle
- Deliver satisfaction at the end
- Bonus: Add a twist that makes them want to rewatch
Example: Instead of “3 tips for better sleep,” maybe it’s “The sleep trick that seems wrong but changed my life” and pull the viewer through a relatable story that culminates with the hook.
3. Create Share-Worthy Content
Ask yourself: “Would I put my social reputation on the line to share this?”
Share-worthy content is typically:
- Solves a real problem people want to help their friends with
- Sparks strong emotion (surprise, delight, outrage, inspiration)
- Makes the sharer look good (smart, helpful, in-the-know)
- Has a clear takeaway that’s easy to explain when sharing
Put simply it’s usually either relatable, funny, or valuable.
4. The 80/20 Rule of Content Creation
Stop obsessing over perfect lighting, fancy editing, or follower conversion rates. Instead:
- Spend 80% of your effort on the hook and story structure
- Test radically different hooks for the same content
- Study your 3-second drop-off rate religiously
- Ask friends “Would you share this?” before posting
5. The Weekly Analytics Routine (5 Minutes Max)
Every Sunday, check only these things:
- Skip rate – Which videos kept people watching?
- Average watch time – What content structures worked?
- Share rate – What made people want to spread your message?
- Your top 3 videos – What patterns can you replicate?
- Critically – What got shared, but didn’t rip. It might need repackaging.
That’s it. Damn near everything else is vanity metrics that’ll drive you crazy without driving results.
The Bottom Line
The path to short-form video success isn’t complicated: Make content so compelling people can’t look away, and so valuable they have to share it.
Ready to master watch time and shares? The summer session of Cut30 starts Tuesday August 5th. Join 1,000+ creators and brands who’ve already discovered that success in short-form video isn’t about posting more – it’s about posting better.
– The Cut30 Team