Watching instead of reading. Animations instead of words. More interaction than passive listening.
In the current visual and interactive age, Video Marketing is evolving, becoming one of the most crucial marketing strategies of 2019.
The amount of videos created and uploaded on the internet is constantly increasing.
Did you know that more video content is uploaded in 30 days than all three major U.S. T.V. networks combined have created in 30 years (Insivia)?
Furthermore, according to Cisco, the total Internet video traffic will be 80% of all Internet traffic by 2022.
That’s why a well structured Video Marketing Campaign could really boost your business nowadays.
Building a video marketing campaign requires efforts, skills and detailed studies. To begin with analysis of the context, the target, the format, the channel and every other aspect is often hard and complicated.
Creating an effective campaign could take lot of time. And it will come as a real relief when the time to publish your video finally arrives after all the hard work put into it.
Your video looks fresh and ready to be uploaded, the channel is set up and waits for the video to be uploaded. Looks like the work is finally done and you can now relax…
Couldn’t get any wronger than that!
The total Internet video traffic will be 80% of all Internet traffic by 2022.
After the publication, it’s time for the most important part of your campaign: the monitoring and measuring of its effectiveness.
All the efforts made in managing the video marketing campaign would be pointless, if not followed up by any analysis
To have a clear understanding of the success and effectiveness of your video campaign and recognise your Return on Investment, the video marketing campaign has to be measured using the right KPIs.
Video metrics can sometimes be confusing or overwhelming, but thanks to the big amount of analysis platforms and tools available on the internet, it has never been easier to collect data and analyse them.
Keep your goals in mind!
Let’s take for granted that before everything was made, you set clear goals and a precise direction for your strategy.
Summarise these goals now. Which are they? More visitors on your website? An increase of conversions? Get subscribers to your newsletter?
Focusing on your purposes, it is now time to analyse the result of your campaign to see if they have been accomplished.
6 most important KPIs
Learn more about the 6 most important KPIs to measure the success of your Video Marketing Campaign.
1. Rate of Play
This is one of the first indicators to take into account. The Play Rate refers to the number of users who actually clicked “play” and began watching the video. The metric measures how relevant the content is for the target you chose.
If the click rate is low there could be different reasons: maybe the location where it is placed is wrong or the content of your video doesn’t look appealing.
2. Video Engagement
Expressed in percentage, this metric shows how long your video has been played, how much of your video your viewers watch but most of all, how viewers interact with it.
Thanks to the latest marketing tools, this analysis can be brought to a very accurate level. Engagement graphs could show in detail the behaviour of the users during the whole duration of the video and their interaction with it: whether they paused the video, stopped it or even re-watched it. The usefulness of this information depends on your aim and on the type of video you create. For example, if your video is informative, you will give more importance to how long users watch your video, than to the interaction they showed.
In any case, this analysis can help your business to optimise videos, guiding you toward a better engagement in the future.
3. View Count
This is the most instant and simplest data to keep an eye on, but it doesn’t mean to be less important than others. View count gives you the number of times your video has been viewed. Depending on the channel your video is placed on, views are counted differently. For example, a view on Facebook is counted after 3 seconds of watched video. While on YouTube, 30 seconds make a view.
If the goal of your video was brand awareness, this metric is great! It shows whether your video has been seen by as many people as possible or if it didn’t get the expected attention.
A view on Facebook is counted after 3 seconds, while on YouTube, 30 seconds make a view.
4. Click Through Rate (CTR)
Was your video effective? This is the metric that better answers this question!
The CTR counts the number of times your Call To Action (CTA) is clicked and divides them by the number of times it has been viewed. The result will give you the perception of whether your video encourages the viewers to interact with it or not.
If the CTR is low, improvements on the copy or design of the video could be a good solution.
5. Social sharing and comments
The most important observations on your video could arrive directly from the target you hit. If your video was placed on social media, users’ comments could reveal useful tips or criticisms.
Moreover, the number of times your video has been shared is another useful information. Social sharing is often a positive vicious circle. Shares usually bring to more views, which lead to further social sharing and so on. Social shares and comments are a good indicator to understand if the content is relevant with your target or not.
Once comments are written and saved under the video, there are no possible improvements or changes that can be done as with other parameters.
However, this is the most realistic human review you can get, thus precious and necessary.
6. Video Conversions Rate
If your goal was to get a certain action from the viewers, this is the ideal metric to measure if the goal has been achieved or not. The conversion rate is calculated by the number of times users accomplished the desired action divided by the number of clicks on the CTA.
If this number is low, there could be possible problems in the last part of the funnel that prevent users from accomplishing the last action.
We understand how crucial and necessary is the monitoring of your video marketing strategy. Running a campaign without analysing its results is a pointless effort and a big mistake companies must not make.
With a better understanding of the main metrics that allow you to track the success of your video marketing campaign, future campaigns can only get better and better.
Data shows us necessary information that guides your business to improvements or implementation of the video marketing campaigns, which will enable your business to get the best from your strategies.