Currently, you probably know how to create video and video storage. However, before embarking on the video production process, it is imperative to establish your video objectives and identify the best metrics to evaluate the attainment of those objectives.
Before initiating any marketing campaigns, it is imperative to determine the primary objectives for your video. This enhances brand awareness, fostering engagement, or facilitating conversions for free trial. It is crucial to limit the selection to one or two goals per video. As you exceed this limit can render the video unfocused, thereby complicating the viewer’s ability to discern the appropriate action.
When contemplating your objectives, it is essential to consider your buyer and target audience’s characteristics. How old are they? Where do they live? What are their preferences? At which phase of the buyer’s journey are they currently situated?
These inquiries aid in identifying the appropriate video content and platform for posting For instance, if your target audience lacks familiarity with your company, you can craft a video centering on brand awareness before the development of an in-depth product video. Additionally, you can store video on a website with extensive reach, such as YouTube.
Subsequently, let’s address the topic of metrics. A comprehensive grasp of these metrics will empower you to delineate, evaluate success, and establish your objectives. It is common to fixate on a singular metric, the number of views when you upload a video. While the number of views can be a significant metric, there are numerous other metrics that might hold greater relevance for your campaign.
These metrics are frequently encountered during the creation and monitoring of videos
View
Views represent the number of your video has been observed, also referred to as reach. This metric proves valuable in assessing the achievement of objectives related to enhancing brand awareness and maximizing content visibility. Nonetheless, it is imperative to note that each video storage platform employs distinct criteria for measuring views. For instance, a view on YouTube is recognized after 30 seconds, whereas on Facebook, it is acknowledged after only 3 seconds. It is advisable to read the print before reporting on video views.
Play rate
Play rate is the ratio of individuals who play your video divided by its impressions. This metric serves as an indicator of a video’s relevance or attractiveness to its audience. If a substantial audience watches your video, yet only a limited number initiates playback, it may be opportune to optimize your content.
If you are active on social media, you’re probably familiar with sharing and commenting. Social shares and comments serve as valuable indicators of the relevance of your content to the target audience. When an individual watches your video and invests the effort to share it within their network, it signifies the creation of compelling content. Social sharing is particularly noteworthy as it contributes to an increased viewership. Therefore, monitoring social shares proves beneficial if your objective is to achieve widespread reach.
Accomplish video
If you invest effort in producing a video, it is likely with the expectation that the audience engages with the entire content. Video completion rate is the number of times that a video is played in its entirety. This metric can offer a more dependable measure of a video’s success compared to the view.
Completion rate
The completion rate is derived by dividing the number of individuals who viewed your entire video by the total number of individuals who initiated its playback. Completion rates, along with other indicators, serve as valuable tools to assess viewer responses to your videos. A low completion rate or a common abandonment point may signify a lack of preference between your video content and the target audience.
Click-through rate
The clickthrough rate (CTR) is ascertained by dividing the times in which your call to action (CTA) is clicked by the total number of times it is viewed. CTR is a noteworthy metric of your video’s efficiency in motivating individuals to undertake your desired action. A low CTR warrants consideration for adjustments to the CTA design or copy.
Conversion rate
The conversion rate is the number of times that a visitor accomplishes your intended action divided by the total number of clicks on your CTA. If your objective is to prompt viewers to undertake a specific action, such as signing up for a free trial, adding a video on the landing page to yield insights into whether the conversion rate experiences an enhancement.
Bounce rate and time on page
Contemplating the incorporation of video on your website? Pay attention to both the bounce rate and the duration of time individuals spend on the page before the video’s inclusion. Subsequently, check the metrics following the video integration to discern any alterations in the manner individuals engage with your other content.
Ultimately, what encompasses your video marketing strategy on social media, and how can its effectiveness be assessed?
Assessing performance on individual social media provides valuable insights, particularly in determining the suitability of video content for your audience on each platform.
Across all platforms, alongside the aforementioned metrics, it is essential to measure the views over time to ascertain the duration for your videos. It may become apparent that video content requires updates every few weeks or months to sustain its relevance to your audience. Additionally, continuous tracking and comparative analysis of video engagement are crucial. This practice aids in identifying topics that elevate sharing, thereby contributing to heightened and more enduring value.