What is the point of creating video for your business if you don’t even know how effective it is or what video metrics to watch? You could be wasting money hand-over-fist if you create videos without knowing whether or not the ROI is worth it.
I’ve done it.
Getting started, I knew that video was worthwhile, but didn’t know what metrics I needed to monitor in order to make sure I was getting the most out of my video. I didn’t know what, if anything, was working. I didn’t know what I needed to change. I didn’t know how to move forward.
Here’s the thing- when you have these metrics in mind, not only will you get the most out of your video marketing, but it’s even easier to know what needs to be done to create successful video time and time again.
Learn 5 Amazing Video Marketing Hacks that will take your campaigns to new heights.
Here is a guide for the video metrics you want to monitor and keep an eye on.
Keep in mind this may be different depending on the goal of your video.
Total Video Starts – They were compelled to play the video because of the title or thumbnail. If you get a lot of starts, this shows topic interest in your title.
Average Viewing Time – Shows where you are losing viewers.
Here are a few reasons you may be losing viewers too soon:
- Your video is too long.
- You have too many points in your videos.
- The content does not match the title.
- The audio quality is poor.
- The visual is quality poor.
Watch to Completion – Use this as a gauge for length, topic and strength of your video components. Keep this in mind for future videos. It’s a clear indication that your audience likes this.
You can split test with different components to see what it was that made that video, or videos, really hold the attention of your viewers.
Email – Are emails being opened more, is click through rate higher? If so consider adding video, or links to videos, more often but don’t overdo it.
According to a report published by Forrester, including video in an email leads to a whopping 200-300% increase in click-through rate.
Social Sharing – Gauge the popularity of content. If sharing is high, continue with that style and related content. If sharing is low, try a new format and new content.
Demographics of Viewers – Check the audience that is responding most to your videos. Look to see what other content they are interested in that is related to your industry.
Find industry influencers in that demographic and create relationships to help promote your brand. Consider strategic partners that can help you or sponsorship opportunities.
Viewing Device – If viewing device is largely mobile, consider vertical videos as well. Also consider using Instagram and other mobile dominant video sharing social media sites.
- For videos on YouTube, use icards instead of annotations if you have more mobile viewers.
- If you have more desktop views, annotations are good and keep the horizontal video format.
It’s best to start with one particular type of campaign and nail that down. This can help you with the style of video your audience responds to. Focusing on a specific kind of campaign will help you consistently track video metrics and learn what to expect from those campaigns in the future.
You can also generate a list of topics so you have plenty to choose from.
We’ll help you design, monitor and tweak your video campaign to get the results you need with your video marketing campaign.