Video marketing is an effective way to reach potential customers and increase sales. But how do you measure the success of your video marketing campaign? There are several metrics that can be used to measure the success of a video marketing campaign, such as view count, engagement, conversion rate, average viewing time, interaction, participation, and ROI. The view count is the total number of people who have watched your video. A Facebook study suggests that views are a good indicator of your video's hook performance.
However, the view count, as a metric, also has drawbacks, such as not being able to tell you who your audience is or if your video is successful in them. Engagement is one of the most important factors in increasing the organic reach of your video. The video conversion rate measures how well your video has persuaded viewers to become potential customers or customers. You should check if videos increase or decrease the conversion rates of your landing pages or product pages.
If they do, this means that the video conveys better information and arouses enthusiasm in your potential customers than the text. You might think that a view is counted every time you watch a video on any device, but different platforms have different ways of measuring the view count. For example, YouTube counts views if the platform confirms that the video was played by a human on a device. This means that someone can't update their page multiple times to increase their number of views.
The average viewing time is the total playback time of the video divided by the total number of video views, including repetitions. Measure how long your viewers watch your video, on average. Average viewing time is a powerful metric because it reveals your audience's video length preferences. The interaction shows how much of your video viewers have seen.
This metric is shown as a percentage. The average interaction shows you what part of your video all viewers have seen on average, and it's also shown as a percentage. This is a useful metric to be able to see how long people are watching, where they might be stopping, and where they might have seen parts again. Participation is also relevant to all types of video in the industry. According to Demand Metric findings, 83% of companies now use some type of video analysis to track the effectiveness of content.
That's because it's no surprise that measuring your videos helps you to know if your video ROI is improving or not. For example, if a human resources software company published a touching Christmas video that went viral with millions of views, it could be a huge failure if none of the viewers were part of the target audience of the people who would really need their solution. Numbers are just numbers, unless you know how they affect your business and your objectives. Video marketing metrics are essentially more numbers to add to the mix, the difference here is that this data comes with meaning and a useful context. For example, creating a video series is a better strategy for achieving brand affinity than for lead generation, in which you can use the video to guide a potential customer along their buying journey. In general terms, a video can be considered successful if at least 60% of viewers watch the entire video, which is also known as the video completion rate.
Essentially, ROI is the amount of money you earn (as a direct and indirect result of your video) after considering all the costs of producing and promoting each video. You need to measure how your video affects customer experiences on your other marketing channels and how it improves overall sales. Audience retention graphs show that most people don't see the videos in their entirety, so you can place your CTA at the beginning or in the middle of the video. The general metrics of the video program tell you if your video program has been a profitable investment and suggest ways to increase those returns. Video engagement metrics are essential for evaluating if a video is having an impact on your audience. YouTube can also be a great place to add your videos, even if you have them on another platform, and create an additional video channel. We surveyed more than 500 video marketers around the world to find out what metrics they think are important in measuring the success of a video.
There are several different marketing strategies, two of the most popular of which are lead generation and brand affinity. Measuring success with these metrics will help you understand what works best for each type of campaign and optimize future campaigns for maximum results.
