It's not a dark art, it just involves looking at numbers.
Where to start
Once you have developed your video marketing strategy and implemented it, you need to measure how far you are in achieving your goals in your strategy.
Measuring the success of your video marketing campaign will enlighten you on whether your strategy is working or not. There are certain metrics that you can use to measure such successes but before doing so, you must define the following elements for proper evaluation of your video campaign:
Objectives: what are you trying to accomplish with your video campaign
Audience: the type of viewers you are targeting
Metrics: select a group of metrics defined by their usefulness
Now, with these elements defined, you can go ahead and measure the success of your video.
Measure the views
This is measuring the number of time your video has been watched. This is an important way of measuring the scope of your influence and the impact your video has made on your audience. Measuring views is only the first step in the process of video evaluation. It is a some what vanity metric and a shallow indicator of success because different platforms have differing views of what a "view" is.
Twitter: any views which are at least 50 percent in-view for 2 seconds.
Facebook: three seconds, or 97 percent of its total length, whichever comes first.
Instagram: three seconds.
Youtube: “around” 30 seconds.
Linkedin: working on it.
So many platforms, so much view count confusion.
Measure engagement
Engagement is quite a popular term among marketers but the actual concern is what it exactly means. Engagement is defined as the percentage of a view that a visitor has viewed. It is goes beyond view counting by indicating the quality of that view. It is aimed at determining whether viewers managed to engage with your story. A higher percentage shows that your viewers are connecting with your video.
Measure the play rate
Are you looking to measure the relevance of your video? Then you should most definitely measure the type of content that is getting more response from your viewers. Play rate combines page views and play count metrics to provide you with the number of people who visited your website and those who clicked play to watch your video.
This metric can help you with structuring your website and content topics in a way that motivates people to play your videos.
Measure shares
“Shares” indicate the social impact of your videos. Liking a video means you are going to share it with others, online or off. By sharing, videos become a social experience. You can clearly understand that if there are more people sharing your content, then they find it easy to connect with. The ability of your video to be shareable will multiply your marketing efforts as each user who shares introduces your now "vetted" content to their influence circles.
Measure CTR
CTR or click-through-rate measures the percentage of viewers who click on any sort of call-to-action in your video. CTR is a relevant metric when analyzing the amount of direct engagement from your video. It also enables you to evaluate the power of your video for generating sales and conversions. It's not fool proof, and some clicks can be false, but it is essential to track during direct "buy now/sign up" campaigns.
Measure conversion rate
Conversion rate measures the number of leads your video has gained. It is pretty much the most important metric. It tells the exact number of viewers your video converted to leads or clients.
Measuring the conversion rate can be difficult but with the help of Google Analytics, you can get some helpful data. More info on that here: https://support.google.com/google-ads/answer/2684489?hl=en-GB
The results of these metrics should help you determine what works and what doesn’t for your marketing campaign, resulting in a much better marketing budget spend!New Paragraph
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