Meauring Video Performance
Measuring video performance is a key element of a successful video marketing strategy. But it is not the only factor that matters. Businesses must also understand how to properly analyze the content they have created and put out into the world. Only through analytical assessment of content can businesses ensure their future videos are pushing the company agenda forward.
Measuring video performance is a key skill that a business must learn, especially if it has never engaged in a video marketing campaign before.
Defining Goals
When you were creating a video, there should have been a clear understanding of that video’s goals. Perhaps the video was created to boost brand awareness, inform customers about a product, thank them for a purchase or ask them to sign up to an email list.
Goals can help to narrow the focus of a video. When you have goals, you can start to think about how to achieve them. If the goal was to boost brand awareness, you would research the demographic you are targeting and create a video that appeals to their tastes.
Analyzing and Measuring Video Performance
With goals defined and the video created, it is time to analyze and measure its performance. There are a few metrics that can be used to assess video performance, including view count, play rate, shares, completion rate, conversions and time on page.
View Count:
The simplest way of measuring video performance is to see how many people watched the video. But keep in mind that every platform is different, as some social media sites define views based on how long the person engages with the content. That could be a minute on one site, but only a few seconds on another.
Play Rate:
When a video is shared online, it may be noticed by a million people. But only some of those people clicked on the video and started watching. The play rate is the percentage that shows how many people saw your video and hit the play button. It can indicate the quality of your title and thumbnail.
Shares:
If you enjoy a video that you saw on Facebook or Twitter, you probably shared it with your followers. Companies that are putting out marketing videos can assess how many times their content is shared, as it can indicate whether people watching the video found it appealing or interesting enough to share with others.
Completion Rate:
How many of the people who played your video saw it through to the end? Some marketers believe it is the best way to see if a video was successful, as the ones who stayed to the end are probably the same people who enjoyed the content you put out.
Conversions:
Most videos are put out to achieve a clearly defined goal, such as getting customers to buy a product or service, sign up for an email list or visit a website. If your video was designed for such a purpose, you can assess the conversion rate to see if it was successful.
Time On Page:
Do you have pages on your site that get a lot of visitors, but most visitors leave within 30 seconds? Adding videos to those pages is one way to try and improve the time spend on a page. Comparing the time on page from before and after the video is a great way to measuring video performance.
These metrics can help you understand whether your video achieved the goals that you had set. They can also indicate weaknesses in your content that you can improve in the future.
