Measuring the success of your video marketing campaigns is essential to understanding what works and what doesn’t, and key to making data based decisions for future campaigns, or editing what you’re currently doing.
It’s easy to think any video marketing campaign hasn’t had the desired effect and get down on yourself, or you might do the opposite and over egg it.
By measuring your campaign as you go, not only do you get informed insights to make accurate observations, you can make changes based on the data you have.
A simple one. Views is simply the number of times your video has been watched.If you’ve got it on multiple channels, compare the views. If you’ve got 500 views on YouTube, but 17 on Twitter, start to explore why.
If it’s not got any views on any of the platforms, you can restart your promotion and look at new methods.
If it’s got millions of views, happy days! Demand a raise.
Engagement is the level of interaction with your video, such as likes, comments, shares, follows and all the rest of it.
All of the major social media platforms have engagement in their analytics tool, so it’s easy to look up.
If your engagement levels are low, there are loads of ways round it.
Reply to comments, add polls, send it off in emails and ask for feedback – the list is endless.
This is a measure on video platforms really. It will show you how long viewers watch your video before leaving, giving you an idea of how well your video is holding their attention.
Audience retention is unbelievably important for video marketing. If you can keep your audience engaged throughout the entire video and get them to absorb your message, you’ve scored a hat trick in the World Cup Final and won (sorry Mr Mbappe).
To the point, engaging, eye-catching videos are the key to high audience retention levels.
YouTube will provide you with a cool graph that shows you exactly where people start to drop off.
This means you can pinpoint changes and even get a re-edit if necessary.
The entire point of most video marketing campaigns is to generate new leads and turn those leads into paying customers.
You define what constitutes a lead in your organisation. It might be an email sign up, or it might only be considered a phone up and explicit question about your services.
The conversion rate is the proportion of leads that went the whole way and became a paying customer, so that’s slightly easier to define.
However, these two are quite difficult to track unless you have some kind of tracking software, or someone outright tells you they’ve come to you as a result of your video marketing efforts.
It’s an oddly philosophical way of looking at it, but if someone sees your video today, remembers it and gets in touch a year after your campaign has ended, is it a result of the campaign?
So, again, there’s room for you to decide on how you want to define this metric.
Measuring the success of your video marketing campaign by comparing the revenue generated to the cost of the campaign.
To get a super accurate measure, tracking software might be necessary, or asking people where they’ve come from, but you’ll get a decent idea of increase/decrease on profits following the campaign regardless.
Make it clear to everyone in your organisation what you want to achieve from your video marketing efforts and refer back to your goals throughout the campaign.
Setting goals is important for any project, but you need to set clear goals and KPIs before you begin a video marketing campaign.
All of the major social media platforms have analytics tools available as standard, so they’re worth checking out on a weekly or bi weekly basis as your campaign goes.
YouTube analytics will provide a detailed analysis into the performance of your video, down to audience demographics.
Google Analytics is an incredibly useful tool to measure the success on your website. It’s free and there’s endless tools within it to measure acquisition.
If you’ve got a decent relationship with your customers, surveys and gathering feedback is a great way to measure the success of your video marketing campaign. It’ll give you a better understanding of what’s resonating with your target audience and what’s not.
Testing and experimenting are key elements to include in a video marketing campaign.
Try different types of videos, different video lengths, and different call-to-actions to see what works best for your target audience.
Use A/B testing to compare the performance of two different versions of a video to see which one performs better. Any decent video production company should allow you to have two slightly different versions. Social media videos are a great add on for the end of your project.
Understanding what works and what doesn’t is key to improving your marketing game. Set goals, use tools such as Google Analytics and YouTube Analytics, gather customer feedback and experiment to make data-driven decisions.
Have any questions about measuring your video marketing? Why not get in touch to find out more!