When it comes to creating an epic video marketing campaign, a lot of things need to fall into place. There's a lot that goes into it, but it's definitely worth it. Video marketing is a highly effective way to get leads to actually engage with your brand. In fact, 45% of people watch videos online every day so it only makes sense that video marketing has become a favorite in the world of digital marketing. Today we're going to focus on how you can measure the success of your video, increase engagement and reduce costs.
How to Measure Success in Your Video Marketing Campaign
Measuring the success of any video marketing campaign isn't that hard. Especially if you know where to start. We'll cover basics that will get you started down the right path. And before we dive into HOW to measure the success, you need to understand the variety of KPIs that can help most when it comes to a video marketing campaign.
Examples of Video KPIs
Small BizTrends hinted that by 2019 internet video traffic will add up to 80% of all consumer traffic on the internet. This is pretty incredible. Especially when you consider that YouTube's mobile video consumption rises by 100% each year. Which might make it a little hard to not over think every single KPI metric. Try not to beat yourself and focus ones below. They are some of the best KPIs that help measure the success of your video marketing campaigns with ease.
1. The Engagement of Each Video
The "engagement metric" shows exactly how long someone has stayed on your video. This metric lets you take a deeper look at the average engagement of the video too. It also shows how much of a specific video the viewers watched on average. But how useful is engagement when it comes to KPI analysis?
Very useful, actually! Let's say you've created an informative video that showcases multiple points on how your product is a solution to a specific problem, it won't really matter how long viewers are engaged for. All that matters is that they are getting at least some of the intended information. This is where "engagement metrics" really comes into play. If you have a narrative-based video with a proper CTA (call to action) at the end, it's incredibly important that viewers watch the video all the way through. As it will increase conversion rates.
Curata ranks the three most effective video types as:
- Customer testimonials – 51%
- Demonstration videos – 49%
- Tutorial videos – 50%
These statistics will help you create a better video marketing campaign that will work towards your goals. But no matter what type of video you create, the goal should always be to get the viewer to hang out until the end of the video. If you can do that, it'll make for a better campaign.
2. Rate of Play
Obviously, before someone can even make it to the end, they need to click on it first, right? The "rate of play" will give you a better understanding of how many people actually engage with your video. However, there are some factors that impact the play rate of your videos. It can even come down to the thumbnail you choose! Thankfully there's a way to see if you've reached your KPI targets and initial goals whenever you measure the rate of play. If you find something that's causing an issue, you can simply change the characteristics of the video to help increase total views.
3. View Count
Notably one of the most important metrics is "view count". Thankfully, it's a pretty easy metric to measure. It's essentially the total views of your video ie. how many times someone has watched your video. However, this metric can be a little tricky. Especially when you consider that different video playing platforms measure the view count of videos differently. For example, on Facebook it takes only 3 seconds before it's listed as a "complete view". Whereas YouTube requires a full 30 seconds of playtime.
4. Click-Through Rate
If you include CTAs (call to actions) in your video, the "click-through rate" is by far the most critical metric to track. After all, your video will hopefully persuade a viewer to take some sort of action. If your goal is to increase website views or to get customers to click on a high-value landing page, your click-through rate needs to be high. In order to increase your click-through rate, it's a good idea to match your video content to the right CTA.
5. Sharing On Social Media
A high-quality content marketing strategy includes the tracking of social media shares. The same thing goes for any video marketing strategy. Social sharing is the best representation of how many shares your video content actually receives.
Of course, a high rate of social sharing depends on the video, but if it's high it means that your video is effectively increasing brand awareness. This is great because it means that the video has some sort of value to whoever is viewing it. More than likely, when one viewer from your target audience shares your video via social media, other viewers from the same target audience are introduced to your brand. It's a win-win for everyone involved!
6. Video Conversion Rates
The "conversion rate" of your video shows how many prospects, leads, or customers that the video or video marketing campaign generated. But since KPI analysis of this metric is a little hard to pin down, you might need to get some professional help from a KPI expert analyst. If the goal of your video marketing campaign is to encourage viewers to engage in your online sales funnel, you really need to track the conversion rates of your campaign.
It's easy to reach KPI targets when you have a solid plan ahead of time. Just keep in mind that social media algorithms and search engine rankings constantly change. Therefore it's necessary to adapt your video marketing campaign to make sure that you meet the current digital requirements. This might mean looking back on the KPI reporting results from previous campaigns too.
Understand the KPIs of Your Video Campaign
There are so many touchpoints when it comes to sharing video content. You have to consider the target audience, first and foremost. Mainly because it can be hard to tell what's working and what isn't. In order to reach a better understanding of how good your video marketing campaign really is, you need to take note of the ROI (return on investment) generated. This KPI (key performance indicator) measures your efforts in a clear way.
Have A Strong Goal In Mind
A clearly defined set of goals is one of the most important aspects when it comes to any content marketing strategy. KPI reporting for video marketing can prove difficult if you aren't aware of the targets you should be aiming for and tracking.
If you don't know what your end game is, you won't be able to create the right content. It's a good idea to consider your goals. Like if you want to increase brand awareness or get more site views. Once you are aware of your goals, it makes it a lot easier to figure out the KPIs you should track.
Don't get me wrong, ideally, you'll measure several KPIs through the duration of each video campaign. But the best part is knowing that the KPI reports can be used across a variety of video campaigns. Heck, you can even optimize them to create more streamlined content!
Take Your Video Marketing Campaign To the Next Level
When it comes down to it, your video marketing campaign needs to help you reach a goal and get positive results. With the help of KPIs, you can really take your video marketing campaigns to the next level. Below are a few ways to increase those positive results.
- Keep your audience engaged for longer by utilizing the live video features of social networks. According to Social Media Today, people spend 3x's longer viewing live videos on social media platforms.
- Choose a thumbnail for your video that is relevant to your target audience. If you're having trouble, you can choose one with a wider range.
- Having trouble trying to come up with a video? Consider using content from blog posts and create an educational video.
Whether your video content is displayed on social networks or just on your website, video marketing campaigns are a powerful form of content marketing. It's a great way to move your business forward. The goal should always be to strive for high-quality content that is shared at various touchpoints throughout your sales funnel. Video marketing will definitely set you apart from the competition.
The magic of metrics is that they empower you to conceive and practice amazing marketing strategies. Have you used video marketing before? Have you found that it's helped your brand at all? Let us know in the comments below, so we can discuss!