There are many ways to track the success of your video marketing campaign. But which metrics should you really care about?
We have outlined four metrics below that should be at the forefront of your marketing report.
The most difficult video marketing metric to achieve, the share.
If your video is receiving shares you are clearly doing something right. You have effectively interrupted you viewers online journey enough to communicate your message with the required value to encourage them to share your content with people they know.
Given that people only share content which they feel represents them, you have done a great job at targeting your ideal buyer/audience persona.
If people aren’t sharing your video, that doesn’t mean it isn’t a success. As mentioned above, ‘the share’ is the most difficult metric to achieve. Make sure you measure your video against the below four metrics before considering re-working your content.
How to track: The good news is that shares are extremely easy to track. Below is an example of a video placed within a paid Facebook campaign. Here you can clearly see the number of shares that this video has received.
Whatever the goal of your video marketing campaign, the click-through rate is a critical measure to track. Regardless of which call to action (CTA) you choose, ideally your video needs to be persuasive enough to encourage viewers to continue their journey by clicking to either ‘find out more’ or even potentially make a purchase.
If you have looked at your click-through rate and are concerned about your videos performance, evaluate your content. Take a step back and watch your video with fresh eyes, or better yet, ask someone else to take a look. Does your video content match your CTA? If these don’t match up its unsurprising that your click-through rate is low. If viewers are unsure why they should click on your video, it is unlikely that they will progress their journey.
It’s important to bear in mind that the idea of a ‘good’ click-through rate varies considerably between industries. A simple Google search should give you an idea of your desired percentage.
How to track: If you are running paid Facebook adverts, your click-through rate is extremely easy to track. Simply open ads manager and navigate to either the ‘campaigns’ tab or the ‘ad sets’ tab (depending if you want to track the campaign as a whole, or an individual adverts performance).
You should see a column titled ‘CTR (all)’ displaying your click-through rate. If you cannot see this, click on the blue + sign and select the relevant column to view.
Since these metrics are the most familiar to most people, we will just overview the importance of tracking and monitoring negative feedback.
How will you receive negative feedback?
Let’s continue with the example of running a paid Facebook campaign. Here you can receive negative public feedback in two ways:
- Negative reactions to the video (instead of a like)
- Negative comments
So why are we discussing the obvious?
Negative feedback is an extremely important metric to measure and should be closely monitored to ensure it doesn’t have a profound effect on your campaign.
If you start to notice negative comments, ensure these are dealt with swiftly either by replying to the comment head on or simply hiding the comment. This avoids other viewers becoming put-off your advert due to an unfair or unwarranted comment.
Don’t be disheartened by the occasional negative comment.
However, if you are noticing that a significant proportion of the reactions to your video are negative, it’s time to act. This signifies that you are not engaging the right audience for your advert, and even more worryingly, that your advert is actually causing viewers offence.
How to track: Feedback is as easily tracked as shares. You will also be notified each time a viewer comments on your advert. Below is the same image shared from above, however this time focus on the reactions and comments.
At first glance it may look like your video is a viral success! You’ve seen that your video is reaching thousands of people per day with an even higher number of impressions. Of course, reach is important, however this is merely a vanity metric.
After looking at the reach of your video, it’s vital that you dig a little deeper to discover its true engagement level – watch time.
Let’s take a look at some examples. Which of the below results are better?
Scenario 1 – Video length: 5 minutes – Reach: 100,000 – Watch time: 30 seconds.
Scenario 2 – Video length: 5 minutes – Reach: 20,000 – Watch time: 4 minutes
Without a doubt the best results are scenario 2. Whilst the video reach is far lower than scenario 1, the watch time is extremely high.
What does this mean?
Your video is engaging and is speaking to the right people. You have clearly delivered content which people want to watch. As you know your content is working as it should, you next step should be to look at your targeting to try and increase the reach of your video so that it can be delivered to more people.
How to track: Instead of selecting the column ‘CTR (all)’ choose a metric related to watch time.
Using Facebook advertising as an example, tracking watch time follows the same process as tracking click-through rate.
Hopefully our video metrics guide has armed you with the necessary tools to properly evaluate the success of your video marketing campaign. Have a go at creating your own marketing report. Please don’t hesitate to reach out if you have any questions.