You’ve done all your video recording. You’ve posted on social media and even ran an ad or two for it. But now what? How do you measure the success of your video? What do you look for to help you optimize your results next time? Without putting KPI’s in place to guide your objectives, it will be difficult to measure your progress. Here are 4 useful metrics to measure your video marketing success.
This metric is pretty self-explanatory. It is simply the number of times your video is viewed. If your goal is to increase your brand awareness and reach, this is an essential metric to monitor your video’s performance. Keep in mind that different platforms will measure a view differently. YouTube counts a view after 30-seconds of watching, while Facebook counts a view after 3 seconds.
Watch rate is a measurement of the time your viewers spent watching your video. Did they only view 10 seconds? Did they make it all the way to the end? The middle? This metric provides all of that information so you can learn more about what captures and holds your audience’s attention. Optimize your videos for longer watch times by adjusting your content and presentation. This could include revising the opening of your video and the verbiage you use, addressing the main topic earlier, or shortening the video so that it’s easily digestible.
This metric measures the percentage of viewers who clicked your link and were directed from the video to another website. This is an extremely essential performance indicator if you are using Facebook video and YouTube to drive traffic back to your website. A high click-through rate means that your video and associated call-to-action are successfully driving traffic back to your intended landing page or website. If you’re posting the video across multiple channels, create a UTM tracking link to effectively track where the traffic is coming from. If your click-through rate is low, try adjusting your call-to-action verbiage and placement and make sure the CTA matches the video content.
Last, but certainly not least, the conversion rate measures what percentage of your viewers are becoming customers, clients, subscribers, or whatever your end goal may be. Conversion is the golden ticket. Not every video campaign may have a conversion rate objective, and those that do must be customized to your specific conversion goals. This can be a hard metric to track as the benchmark for success can vary from content to content and objective to objective. Some ways to increase your conversion rate include:
- Design the video to address a topic that is valuable to specific leads
- Ensure your videos contain the value you promise in the title and/or copy
- Strategically place your videos across social media and on your website so they are viewed by your target audience
- Include a lead capture in your video or copy
Did you know that videos up to 2 minutes long get the most engagement?
KWSM has an in-house video team that will help give your brand a human face and generate the results you’ve been looking for.
CONTACT US to learn more about one of our upcoming Video Studio Days in Orange County and Atlanta.