Figuring out what “success” looks like before you even begin to think about commissioning your next video project is super important. After all, how will you judge the results if you haven’t defined what would make a successful video?
Cue video metrics.
And because you don’t have hours to figure out what you should and shouldn’t be measuring, we’ve done the hard work for you.
Here are 4 video marketing metrics we use (and recommend our clients use) to determine the success of video projects.
Perhaps the very first step in measuring the success of your video is the view count. But whilst this little metric is simple, it’s actually the most deceptive of all!
Checking how many times your video has been viewed will tell you the reach of your content, which is great if your objective is to reach as many people as possible.
But you should be aware that what constitutes a view on some sites, is very different to others.
For example, YouTube count a view after 30 seconds of the content has been watched, but Facebook counts a view after just 3 seconds.
You should bear this in mind when analysing the views on each of these platforms, as Facebook could likely (seemingly) outperform YouTube in terms of views.
But don’t be disheartened if your video views aren’t what you expected them to be – they really are just the first step in measuring success.
Unlike view count, we can actually take some real feedback by looking at the engagement of a video.
Engagement defines how much of your video a view has watched, and this number is shown as a percentage.
As you can imagine, the higher the number the better.
The engagement figure will also tell you an overall average, which is how much all viewers watched.
The engagement metric will allow you to measure the quality and usefulness of your video in general and will help you make decisions about the type of content you produce in the future.
Using an engagement graph you can see how much your audience watched and re-watched, and when they stopped watching too.
Like view count, low engagement rate doesn’t mean your video was a failure, and there are some other metrics you can use to further understand how it was perceived by your audience.
More about improving the engagement of your videos in our blog post next month.
Click through rate
It’s likely you’ll have measured click-through rate before, either on your website or maybe in Pay Per Click campaigns such as Google Adwords.
In video terms, the click-through rate (CTR) is how many people click on whatever your call to action is in your video.
Arguably one of the most important metrics, the CTR will indicate how well your video encouraged viewers to take action.
The CTR is particularly important if you want your audience to do something after watching your video – like completing a form on your website or visiting a particular page.
The conversion rate is often the most accurate representation of the return on investment for a particular marketing activity; in this case video content.
The conversion rate is how many customers (or leads/enquiries) you have gained as a result of your video content. A conversion could be counted as filling out a form, subscribing to a newsletter or channel, buying a product or making a phone call.
Conversion rate is shown as a percentage and tells you what proportion of viewers actually took action.
This differs from the click-through rate, as it shows how many viewers completed the specified action, rather than just showed intent (for example, visited the web page where the form is).
Setting up some goals in Google Analytics is a good way to monitor conversion rate, and you’ll also have to think about your attribution model (more on this in another blog post!)
Make sure you are using at least all of the previously mentioned video marketing metrics to define the success of your video content, both before and after the commissioning of a new piece.
By doing so you will establish what success looks like and what you hope to achieve, which ultimately will ensure your video generates a return on investment.