11 Great Ways To Measure Your Video Marketing Metrics
With so much data at hand, how do you process the information you have and paint a picture of success? Video marketing metrics is your solution.
In order to conduct a meaningful analysis of what is and isn’t working for your campaign, it is important to understand how your statistics are gathered.
This interpretation is not just a game of numbers: rather in practice, metrics expose the way your content is received, it also highlights concerns of the audience and gives you an exact idea of what will work for your content marketing.
It is important to get intelligent feedback as this improves your marketing strategy, not only in terms of sharing and promoting your current assets but also in terms of streamlining future production.
Here we explore the importance of some of the most sought-after metrics and how they can be interpreted by inbound marketers.
Video Marketing Metrics Tip #1: Reach
This kind of metric shows the number of people who come across the video you posted and it is of two kinds; paid and unpaid.
Considering the huge scope available at a reasonable cost, ‘reach’ certainly sounds like an important figure and if you already have shelled out for paid amplification, you will be eager to see results.
This metric is most useful when moving between tactics as it provides you with a baseline for analysis and the overview of your videos capacity to inspire.
Upon performing an A/B test on paid reach with conversions, you might not be surprised to find that the trick isn’t in reaching people but rather in reaching the right people at the right time and in the right way.
In order to achieve this, consider sharing your video with your target audience directly via email or social media. Also get in touch with influencers in your field to see if they would be willing to share.
It’s important to pay close attention to buyer persona behavior and ensure that your videos play under the right nose.
Video Marketing Metrics Tip #2: Total Views
A ‘view’ definition differs across platforms. Popular social networks set different criteria:
Facebook: 3 seconds
Twitter: 3 seconds
Instagram: 3 seconds
Snapchat: Immediately after opening
YouTube: 30 seconds
Periscope: Immediately upon pressing play or in 3 seconds after autoplay
Perhaps views might be hard to measure success by because you ideally want more than 3 seconds of viewers time, but it is a very promising metric. According to statistics, first impressions are formed quickly.
Video Marketing Metrics Tip #3: Interactions
That nod of approval does not just feel good but positive feedback from your audience also proves that you are right on track.
However, do not get too comfortable instead strive to find n out the motivation behind it.
Regular interaction with your viewer base helps you better understand who shows an interest in your business.
Being helpful and vocal about your expertise in a field helps to increase your standing as a thought leader.
Video Marketing Metrics Tip #4: Shares
As a digital marketer you will definitely be familiar with this one; if your views are more than your shares then that means your content is not resonating.
From an optimization point of view, shares are quite interesting as they prove that gripping headlines, high image quality, and concise description do not really matter to the video.
Video Marketing Metrics Tip #5: Play Rate
The percentage of the people who click on your video and watch it show several things; the strength of the copy and optimization of your video, the allure of the topic and whether or not the placement or channel that you are using is suitable.
Use a relevant and eye-catching thumbnail something like a hero shot for your video, in order to increase the play rate. Also, use keywords and succinct copy.
If possible allow the content to breathe by increasing its size or by creating white space around it.
Consider also on page placement and whether you are hosting it in the best place to get found.
Videos that have broad topics tend to have high play rates, but popularity should be taken with a pinch of salt. If they are unlikely to convert figure are not likely to deliver much.
Video Marketing Metrics Tip #6: Traffic
Do you intend to drive action with your video?
Video comes out as a strong weapon in your inbound marketing pool and can be used to direct visitors to specific pages or to encourage them to interact with your business, opening up opportunities for them to move down the funnel of sales.
Video Marketing Metrics Tip #7: Completion Rates
This refers to the number of times a played video reaches completion. Marinating viewer attention can be a challenge as newsfeeds have limelight thieves ready. As such completion rates sometimes become alarmingly low.
Watching your carefully made video get abandoned mid-stream can be a bit disheartening.
However, do not fight the nature of your digital audience rather make videos suited for fickle characteristics.
Establish campaign messages as well as brand identities earlier on, treasure attention you get and use strong visual clues to ensure your viewers remain glued
Video Marketing Metrics Tip #8: Engagement
Average percent watched and average view times are both examples of engagement video metrics.
Research shows that when people watch 30 seconds or more of a video, there are major improvements in behavior and attitude trends: 45 percent higher consideration, 14 percent higher favorability and 19percent higher purchase intent.
Take note of drop off drop- off times. You will not only learn what your audience enjoyed or disliked but also gain an understanding of how much brainpower and time your personas are willing to give you. That provides a good guide for your future scripts.
Average view time can be calculated as:
Total audience view time/ Number of video starts
View time is useful as it helps establish whether viewers are looking to find something specific such a tutorial Q&A and eventually whether or not you have delivered the information they needed to find.
Video Marketing Metrics Tip #9: Subscribers
Subscribers is an obvious core metric that helps us support our goal of increasing total minutes watched.
The key to using this information for our video marketing efforts lies in YouTube’s Engagement reports.
In Swearnet subscriber session, the subscriber’s report is made up of details on how you have gained and lost subscribers all across different content, geographic locations and dates.
When reading subscriber reports, it is important to utilize the compare metric function in a bid to add back the lost subscribers.
Note: For those new to video, the subscriber metric might be the best to use as it is the most familiar key performance indicator.
Ensure you always build your subscriber base as they are your most loyal fans and should get notified of new videos.
Video Marketing Metrics Tip #10: Audience Retention
This is the overall measure of our video’s ability to retain its audience. View counts are good indicators but in reality, this just tells you how many people have clicked the play button.
In terms of retention metrics, there are two types to consider absolute and relative retention.
Relative retention is considerate of your video in the context of all videos on YouTube that are of the same length.
Video Marketing Metrics Tip #11: Feedback
The final key metric is feedback on your video. This is not a number but rather it is the qualitative data that you can gain by tracking how viewers react to your video content as well as comment on it.
Listen to your target audience and the communities that they engage in so as to get a true feel for the reception of your video.
Pay attention to both digital and in-person comments that you hear. Try judge the tone of these comments and generally the reaction to your video.
What Do These Numbers Mean With Metrics?
Video marketing metrics can at times be confusing and overwhelming, more so if you are new to video. Always begin with the objectives of your video: what were you hoping to achieve?
After this, you can tie specific metrics to your goals and start measuring success. It is almost guaranteed that the more initial planning you do for your project content, the easier it will get to report on metrics.
You might want to track more specific metrics depending on your video objectives, for instance when creating a Q&A video to address common concerns, you might need to monitor the number of calls that your support staff receive is reduced.
Ensure you pay attention to data, however, do not jump to conclusions. Consider why things have changed, and if they have changed for better or for worse.
It may seem like boosting your rates of conversion is always a good idea even though it is really not if each of your customers is a wrong fit for your business.
Video is not an integral part of most marketing strategies simply because it is quite effective as is clear with the increasing popularity of YouTube.
With a huge global audience and the visual effectiveness of video, you should make use of it.
Most importantly remember to learn from these metrics in order to continually improve with each new video also put your video marketing metrics at par.