If you’ve been living in a marketing trends-resistant bubble the past couple of years, then you haven’t heard that one-third of online activity is spent watching video. Or that marketers who incorporate video into their digital content strategy increase revenue 49 percent faster than those who don’t.
You haven’t realized how easy it can be to set up DIY lighting and shoot brand videos on a budget. Or seen firsthand how the medium can bring your campaign narratives to life in ways the written word alone simply can’t.
Then again, maybe you are well aware of these things, having been consistently using video marketing to connect with audiences across multiple channels. What you’re struggling to comprehend, at this point, is how to speak to their performance in a way that justifies the resources spent. And that’s where we come in.
Here’s how to measure video marketing performance.
Understand Your Objective
Put this on a post-it and stick it to your desk—somewhere front and center. Regardless of the type of content, budget or promotion strategy—having a clear objective will point you in the right direction when it comes to next steps 99.9 percent of the time. Your approach to video marketing performance metrics is no exception.
For example, say you created a video for the purpose of building brand awareness. You’ll likely put a fair deal of emphasis on the number of views and duration watched. On the other hand, for a video that’s added to the landing page geared towards lead gen, you’ll be hyper-focused on clicks and leads generated.
Focus on Video Marketing Metrics That Matter by Channel
There are a number of metrics to focus on when measuring the ROI of your video marketing efforts. And while they remain fairly consistent across the board, there are some nuances to be aware of depending on which channel you choose to distribute through.
Facebook has been making video a priority for some time now, and there’s no denying that when uploaded natively to the platform, reach results go above and beyond. If Facebook is a key player in how you currently connect with audiences, you might have noticed this already. Here are some other metrics tracked by the network to remain conscious of.
- Unique viewers: When getting a feel for audience reach, taking note of unique viewers will be key. Pair it with the tracked number of repeat viewers and you’ll be able to paint a clearer picture for audience retention, as well.
- Minutes viewed: Facebook gauges in terms of seconds—both 3 and 10 increments. While this is great at understanding high-level interest, if you’re pushing minute-plus videos, a high number of 3-second views isn’t exactly impressive. Instead, keep tabs on overall minutes viewed to then compare against other distributed video content.
- 10-second video views: Audiences are likely to decide whether to stick around for a video within the first 3 seconds of viewing. Because of this, 10 seconds can indicate a jump from interested to invested.
- Average video watch time: But as beneficial as 10-second views can be, they’re put in even better context when looking at average video watch time. For example, you may have 1,000 10-second views on a video but if that video is 2 minutes in length and audiences are, on average, only watching 30 seconds, it might not be quite the win you hoped for.
- Engagement: Likes, reactions, comments, shares—all of these engagement metrics give deeper insight into audience connection with the video messaging itself. Put greater emphasis on shares since they inevitably also aid in furthering reach and additional views.
YouTube processes more than 3 billion searches every month, with more than 100 hours of video content uploaded to the channel every day.
It’s a powerhouse for video marketing, especially considering the benefits it can offer from an SEO perspective. And since the channel functions off video alone, the analytics it offers are fairly robust in nature. Here are a handful worth noting.
- Watch time: This functions in a similar manner as the “minutes viewed” metric on Facebook. It gives you an understanding of which videos are receiving the most interest in comparison to their total length.
- Average view duration: Similar to average video watch time on Facebook, this metric puts your views in perspective. It gives context to drop-offs so you can get a better feel for content quality.
- Feedback: Aside from likes and comments, YouTube also allows its users to give dislikes. And while it’s never fun to see a bunch of “thumbs down” reactions to your video, it effectively sheds light on video content that falls flat in quality and message.
- Traffic sources: YouTube functions as its own search engine, and in doing so, it provides insight into how viewers are arriving at your content. Keeping an eye on traffic sources will give you a feel for how you can better optimize your videos for viewing on YouTube and beyond.
If you’re hosting a video on a landing page, you’ll likely more focused on how it impacts conversions than views alone. In this instance, here are some metrics worth tracking.
- Play rate: When using videos as part of a lead gen campaign, play rate gives you a way of gauging how they impact overall engagement on a landing page. This metric is a measure of play button clicks in comparison to page views.
- Click through rate: In theory, with the right messaging, videos should be helping to drive visitors toward your call-to-action. For this reason, keep tabs on click-throughs and conversions as well.
In what ways has video benefited your content marketing efforts? Let us know in the comments below! If you want to see what PowerPost can do for you, contact us to schedule a free demo here!