Congratulations fellow video marketer! You created a winning video marketing strategy, followed through on production, and now your new professional looking video is poised to take the internet by storm! Please take a second to give yourself a well-deserved break.
Okay, break’s over.
Now it’s time to get to the core of what makes any video marketer’s career successful. It’s time to sift through statistical data to identify if your video is truly resonating with your target audience and is meeting the goals you’ve set out in your plan.
We’re going to dive into some the raw data that every marketing team needs to stay on top of to measure the success of their video content.
1. Total Video Views
For most marketers, total view count is the low hanging fruit KPI. Total Views can be a great way to see if your content is interesting enough, and if you have a solid distribution system in place.
It’s important to not be fooled by this seemingly all-important statistic, however. Achieving thousands of views won’t count as a success if you don’t see your conversion rates go up.
One caveat. If your goal is solely to increase brand awareness then this metric may be more relevant to your team.
2. Time On Video
How many times have you heard that people’s attention spans have dropped to just a matter of seconds? It’s important to find the balance between the length of your video and the time needed to convey your message. On average, you can expect that 5% of viewers will stop watching a video after 1 minute and around 60% will stop watching by minute 2. Hopefully your content is interesting and relevant enough to beat those averages.
Related Article – Is your video not getting the response you feel it deserves? Read our blog “Why Your Customers Are Not Engaging With Your Videos”.
3. Social Shares
The amount of shares your video receives on social media speaks volumes about how appealing your video is to your audience. If your video is interesting enough, your viewers will begin to do the marketing work for you by promoting it themselves across sites like Facebook and Twitter.
Seems simple, but the best way to increase content engagement is by asking for your viewers to share your video. It’s important to make sure that wherever your video is shown, you prompt your audience to engage and spread the word, because shares from a trusted source are more positively received. It’s also best practice to make it easy to share on any social media platform in as few steps as possible.
It’s a good idea to get a sense of why your content is being shared, and the type of comments your videos are getting. A large number of retweets won’t benefit you if all the comments are negative.
Did you know social video generates around 1200% more shares than text and images combined?
Every video has a call to action. The click-through-rate measures the total number of users who were motivated enough to click on your video to learn more about your product.
If you find that viewers are watching your video and not coming to your website, you may want to optimize your call to action. This could involve using different verbiage, moving it from the end of your video to the middle or having it display all the way throughout.
5. Conversion rates
Conversion rates apply to the number of leads, sales, or customers you have gained that have watched your content. Tracking this method requires setting up conversion goals through an attribution model that incorporates video views.
A good conversion rate can be anything above 1%. If your conversion rate is well below that, you must consider the following:
- Is your video being shown to the right audience?
- Is your video interesting enough?
- Is there a call to action on your video?
Leveraging Video Metrics to Create Better Performing Content
When we keep track of the following data, we are able to:
- learn more about our what type of content appeals to your customers.
- optimize your lowest-performing videos and make higher-performing videos even better.
- develop the best method for delivering the best ROI for your content.
For more insight into how you can lead the charge in creating a great video marketing plan, stay tuned to the BlueRush Blog.