Videos are taking over, year by year; 71% of consumers are watching more video online than a year ago, and brands are recognising this. Many brands are now using this medium of video to promote their own products and services, but measuring the success and return on these video can sometimes be difficult especially if you do not have clear goals from the start of your project. Once again, Team Cincera are here to save the day with a few ways of measuring the success of your latest video.
Before starting, it’s important for you to identify your primary video goal, do you want to increase engagement on your social media platforms? Gain conversions? Increase brand awareness? Picking only one or two will allow you to focus and refine the process for your viewers.
Fast forward a few stages; you now have your video, you’re happy with it, Now let’s talk measurement and metrics. Most people think that video count is the only important factor. Well, nuh, there’s a few more metrics which are influential in showing you how well successful your video is against the goals you have set.
1. View Count/Reach
The number of times your video has been viewed. Great for measuring brand awareness and having your content seen by as many viewers as possible. However, views are measured differently on different platforms; one view counts for 30 seconds on YouTube, whilst Facebook considers one view to be 3 seconds long.
2. Play Rate
The percentage of people who have played your videos divided by the number of impressions it has received (impressions are the number of times the post is seen). It aids in determining how appealing the video is to your audience. If thousands of people see the video but only a few play it, you may want to switch it up a bit.
3. Likes, Shares and Comments
This one is pretty self-explanatory – these are all indicators of how much your audience enjoys and relates to the video content. If people take the time to share it, chances are they like the video or think that the information will be important to others too. Also, the more times videos are shared, the more it will be viewed. This is a good indicator if your target is to increase your brand’s reach.
4. Completion Rate
This is the number of people who completed your full video divided by the number of people who played it. This is a great way to determine the reaction to a video, did people generally watch it more than once? Is there a low completion rate, this would indicate that people are maybe not connecting with the video and thus exiting the video before it finishes.
5. Click-Through Rate
Your CTR is the number of times your call-to-action (CTA) is clicked on divided by the number of times it has been viewed. This is a good indicator of how many people are taking an action parallel to your video targets.
4. Conversion Rate
This is the number of times visitors to your platform have clicked on the CTA. If viewers complete a CTA, this will increase your conversion rate.
4. Bounce Rate & Time-on-Page
If you are adding a video to a web page, take note of the bounce rate and the amount of time people spend on that page, prior to adding the video. After adding the video, check the metrics to see if there are any changes, as an indicator of the success of the page.
These are some of the factors we consider, and that we ask our clients to think about when setting the goals for their videos. It’s also a way of monitoring the success of previous videos and knowing what your consumers engaged with and responded to the most in the past, to get the most out of upcoming videos, and so that your video gets the return on investment it deserves.
Did you find this useful? Do you measure any of the above metrics? Let us know in the comments below.