Video differentiates your company from the competition because it offers information in a way that is more engaging and interesting than anything else out there today. Videos can be used effectively across all social media channels if done right. Numbers do not lie; without clear headed data on what does well under certain circumstances, then how would one know whether or not their efforts will pay off?
Video marketing requires extensive testing to be sure you’re reaching the target audience. Measuring video metrics is a necessary step for your campaign to perform better with each iteration.
Tracking the impact of video marketing
1. View count
Your view count is an easy way of measuring how many times your video has been watched and provides fast, clear data on its success. But one watch does not necessarily mean that the viewer finished watching the video. Every platform has different methods for counting views. For example, YouTube considers “continuing to watch after 30 seconds” as one view, depending on content length.
You can see your views count easily, as it is usually displayed under the video wherever you have posted it. A large number of views is a good indicator of overall interest in your video.
2. Click-through rate (CTR)
Your click-through rate (CTR) is a measure of how many times visitors click a link in your video description box to visit your website. Knowing CTR is vital because if your CTR is too low, you are not giving potential customers or followers what they want.
Click-through rate = (clicks on the external link) / (views on the video)
The math is quite simple. You take the number of clicks generated from the link you shared with your video and divide it by the total number of views of the video. A higher CTR indicates greater engagement with your video and increased traffic to your blog, website, or landing page.
3. Conversion rate
Conversions are the number of leads or customers that you have achieved through video content. Conversions can be defined as any desired action taken by the visitors. That includes sales, email sign-ups, or account registration; For example, if you sell a product and want more customers to buy from your company, this conversion process is considered complete when they make a purchase decision after watching one of our videos.
Conversion rate = (number of conversions) / (number of views)
The conversion rate is calculated by dividing the number of conversions by the total number of views. For example, if you got 100 conversions from 2,000 views, your conversion rate would be 5%.
If the conversion is your goal, always include a call to action (CTA) at the end of your video. That will allow visitors to take their next steps by directing them to your landing pages.
4. Return on investment (ROI)
Return on investment is how much money one has made or lost as the result of an investment. Video marketers should always think about their return on investment (ROI) for each video they create. The ROI is calculated using this formula:
Revenue – costs = return of investment
ROI is essential to determining the success of your video marketing campaign. It will allow you not only to calculate revenue but also to cover production and advertising costs, making this an efficient means for attaining profitability or failure.
5. Video engagement
The engagement metric is a fantastic way to see how your audience engages with you. You can start with this data and see how many people watched the video till the end, re-watched, and stopped watching your video. That is a great way to assess the quality of your videos.
Video engagement is measured through several metrics:
- Comments – To determine engagement, Look at how many times people comment on your video and what they are saying.
- Likes and dislikes – Any rating, good or bad, on your videos can still indicate engagement.
- Social shares – Look at how many people have shared your videos across social media? A video that has been shared is engaging.
- Watch time – Check the total video playtime for your video. You are doing well if people are watching your video all the way through. But if not, and they seem to cut off at some point in time, then determine whether your video is too long or simply not engaging.
Engagement is essential for almost every type of video in any industry at the end of the day. You want your videos to be seen- make sure it has a purpose. Don’t worry if the average engagement isn’t enough. Sometimes even lower numbers are ok too.
6. Viewer demographics
It turns out that analyzing who is watching your videos isn’t any different than analyzing who visits your website. Think about it, the most crucial part of the puzzle. If you look at your traffic sources, you can see what your audience is exactly.
Your audience demographic can tell you whether or not the content is resonating with the right people. Are they coming as expected? Have we reached your target audience or not? If you aren’t, then figuring out how to direct your videos so that they can be watched by those who are should be a top priority.
If you want to improve your video marketing strategy, you must measure the effectiveness of new content. Don’t be afraid to try something different and see what happens–you might make a huge breakthrough.
Hire Dustin Hill Production to create high-quality videos. Contact us today and see how our team of video production experts can help you communicate the message that will resonate with your target audience. We’re ready to work on a project that speaks directly to your customer base, so contact us now.