What does success mean when it comes to Video Marketing?
Any marketing generates pretty intangible results. Measuring benefits like brand awareness, education of target audience or relationship building is a challenge. But it has to be done.
Before any campaign, you need a clear idea of your campaign goals. If you don’t know your goals, you can’t measure your success.
There is a load of metrics you can use to start with measuring Video Marketing success. But we’d start with the following 4:
Be wary of stressing over the Number of Views. There’s more important things to spend your time analysing.
1) Play Rate
Play rate refers to the percentage of visitors (eg, to your website) that click play on your video.
If your video has a really great message that you want your target audience to hear but the video isn’t being played, your message isn’t getting heard.
There’s a number of reasons why your video might not be getting the initial plays. It could be the positioning of the video on your website, it could be the thumbnail, it could be the length of the video. You can tinker these relatively easily and measure each change to see if there is any impact.
TIP – Thumbnails including eye-catching images (such as people, locations and colours) typically work better than a thumbnail of your company logo on a white background.
2) Watch Rate
This is the percentage of the video that each viewer actually watches.
Okay – so you’re getting 1000 views p/week on your video. But what if 90% of those viewers stop watching after 10 seconds? Are they missing key messages further on in the video?
Video is all about engagement and the Watch Rate is a crucial metric in measuring this. You can identify any common points that viewers re-watch, skip ahead, or stop watching the video. This will give you an idea of any parts of the video content that your audience find confusing and you can start thinking about re-working and re-editing to get better success.
TIP – Nobody’s perfect, making changes is all part of the process.
3) Conversion Rate
The percentage of people who complete an intended action. Again, this goes back to the goals that you have set. You may want your audience to subscribe to your updates, or arrange a meeting with your sales rep, or fill in an enquiry form.
This metric is all about keeping an eye on what leads your video has generated. And then identifying the type of content your audience finds most valuable, meaning a more tailored approach next time round.
TIP – Have a clear Call To Action at the end of the video. Keep this short, and use action verbs (eg, Start, Join, Learn, Discover…)
4) Social Shares
The number of times your video has been shared on any social network (eg Facebook, Twitter, LinkedIn…)
When your video is shared by a viewer, it pretty much acts as a positive endorsement for your brand. And we all know the importance of recommendations in any purchase decision.
TIP – Make sure that you not only include social sharing buttons, make sure they are really clear and visible for the viewer and please, make sure they actually work.
Wistia is a great tool that provides loads of analytics, from demographic information to the actions taken by a viewer. But, if you’re wanting to try a free service – Google’s isn’t bad for a start.
If you want some advice on how to get started with analytics, call Steph on 0115 958 9172 or fill in a few details here and we’ll get back to you!