You’ve worked hard to create a video marketing strategy, and you have the library of videos to prove it. While you may have poured your heart and soul into each one, how will you measure which videos are delivering the results you want and which videos might need some messaging tweaks? That process starts by knowing how to measure success.
Ideally, before you create a video, you’ll know what you hope to accomplish with the video content. Limit your focus to one or two main goals. Next, determine your audience and the viewers you want to reach. In doing so, you’ll be better able to apply the metrics back to your original objectives.
If you aren’t sure which metrics to choose, here are five of the most common video metrics and why they matter when it comes to tracking the success of your content.
1. Play rate
Play rate is simply the percentage of people who clicked play and watched your video. It’s calculated by dividing the number of people who watched the video by the total number of visitors who accessed the landing page.
Play rate is a good way to measure how relevant your content is compared to where it is placed on your website, as well as how interesting it appears to your audience. If your goal is to get your target audience to view your content, play rate is a helpful metric to track.
If your play rate is tracking lower than you’d like, try increasing the size of your video thumbnail, or even picking/creating a more engaging thumbnail. You could also try changing the caption or copy introducing the content to make it more intriguing to viewers and ensure that it accurately reflects your message. If you don’t see results, try moving the video to another page and measure again.
2. Social sharing
Social sharing is a reflection of the number of people who shared your video content on social media platforms. Why is it important? If someone likes your content enough to share it with their social network, you can assume that your message resonated with them. It also adds credibility to your content as it is shared across platforms. It is always better to let your audience talk about you instead of talking about yourself. Lastly, it creates a snowball effect of word-of-mouth marketing at no cost to you.
If one of your objectives is to build brand awareness, social sharing is one of the best video marketing statistics you can use to gauge success. If your social sharing metrics are low, try directly asking your audience to share your content. You should also create content that lends itself to social sharing– in length, messaging and entertainment value.
3. View count
While view count is a simple metric to track, use it with caution (and in combination with other metrics). View count is simply the raw number of how many times your video has been viewed. Be aware, however, that different platforms have different qualifications for what constitutes a “view.” Facebook requires that the viewer consume only three seconds of the video. Youtube requires 30 seconds of watch time. While view time is a good indication of the total reach of your content, you may want to differentiate by channel or platform when you look at the collective data.
To boost view count, try sharing your video content with influencers in your network. You might also consider paying to promote your content on a social platform or website where your target audience is most likely to spend their time. If awareness and reach are your objectives, view count is a great way to measure success, but it’s only the first step. Combine view counts with other metrics like social sharing and play rates to get a better picture of how well your content is reaching and resonating with your audience.
4. Comments and feedback
Feedback and viewer comments are a bit trickier to measure than other video metrics because they are qualitative, rather than cold, hard numbers. If your goal is to get a response from and engage with your audience, comments and feedback will be a helpful measurement of success.
To boost engagement with your audience, make sure you respond quickly to any comments or questions you receive (whether positive or negative). If you’re not getting regular feedback, try asking your audience what they think of your content. It requires a bit of thick skin at times, but it’s the fastest way to find out if your audience is connecting with your content.
5. Conversion rate
Most video marketing content is created to drive leads or brand awareness. For that reason, conversion rate may be the metric that is most interesting to your organization. It’s simply the number of customers you acquire as a result of your video content. Conversion rates can be measured in a variety of ways, including subscriptions, purchases, or software downloads by the viewers who watch your video.
You may need to employ a separate analytics platform like Google Analytics to track and measure conversion rates. Before you do, decide how you will attribute a conversion directly to video content. Is it that the video was the last touchpoint before the customer converted? Is it a percentage of the overall attribution?
To help boost conversion rates, make sure your content is aligned with what the viewer needs at each stage of the sales funnel. Remember to offer value and solve a problem for the viewer. Lastly, make sure your video is in the right place on your website to attract attention and drive conversions.
If you’re ready to take your video marketing strategy to the next level, contact the Explainify team today. Companies all over the world are turning to Explainify for the kind of goal-driven videos that inspire their audiences to think, feel, and take action.