Unless you live under a rock, you’re probably aware of, or at least starting to realize, how valuable video production can be for marketing purposes, both online and off.
More and more brands are employing video marketing tactics than ever before, and if you haven’t dipped your toes in the water just yet, you may be tempted to jump right on the bandwagon and try your hand at it.
However, corporate or commercial video production, though cheaper and more accessible than ever before, still takes time and the necessary know-how. That’s why you must learn how to measure the performance of your video content to ensure you’re not wasting that time and energy.
The good news: Video has incredible measuring capabilities. New tools and technology make it easier than ever to keep a close eye on the effectiveness of each and every video you produce.
So, let’s take a closer look at some of video’s measuring capabilities and why the data they bring you is so much more helpful than that of any other kind of content.
The good old view count still counts.
There are numerous ways to measure your video content’s ROI. How, exactly, you go about doing that though, depends on the specifics of your brand and objectives.
The number of views your video gets, once the primary indicator of the content’s performance, has taken a back seat to some other metrics in terms of how telling the data really is.
The process of video marketing has evolved, and so the ways to measure its effectiveness for any given business have evolved along with it. But no matter what else you’re looking at, the view count remains essential.
While other metrics like click-throughs and more specific engagement indicators, like Shares or Likes, provide a better view of how, precisely, visitors and videos are behaving, the view count gives you the bottom line.
There are a few different kinds of view counts to keep an eye on. The total views, of course, the views you get through PPC campaigns, and the number or organic views, or those that come through social shares or referrals.
Today, it’s not just who found it, but what they did once that happened.
Now that you know how to keep an eye on the basic data, let’s get into some of the more specific metrics that provide genuine insight into how, exactly, visitors are behaving. Once you know the how, you can figure out the why.
This is where video sets itself apart from other kinds of content. Advanced metrics like the average viewer duration, heat maps, drop-off rates, and embed locations combine to form a much more accurate view of the level of engagement your content is getting.
The data you retrieve from the various social media platforms can be very telling too. The number of Likes your video gets on Facebook or YouTube, or how often you’re retweeted on Twitter, don’t just inspire confidence in a new visitor, they also provide you with useful data that may lead you to alter your approach.
You don’t want to simply measure how many people are liking or sharing your video content on the various social sites either, you also want to keep an eye on what they’re saying about it.
Measure the total number of comments, first of all, and from there, look closer into what your audience is actually talking about, relating to your content, in the Comments section.
If you’re not getting the picture yet, only by utilizing video production services can you learn who, exactly, your viewers are, where they’re located, what they like, and how long they stay and watch. No other content yields that kind of information.
The finer details allow you to fine tune your video content.
Armed with this detailed and telling data, you’ll be in a prime position to make discoveries that may dictate drastic changes in your commercial or corporate video production process, or reveal that the solution is easier than you thought.
For instance, let’s say you find that a certain video with a decent view count isn’t getting the kind of engagement you envisioned. People are leaving way before the video’s complete, leading to a heavy drop-off rate.
With the detailed data that only video content can provide, maybe you find that the steep drop-off isn’t a result of shabby video content, but something simpler, such as the use of the autoplay feature because, while it has its advantages, autoplay presents some issues as well.
Many visitors may not be making it through your video simply because it’s set on autoplay and, therefore, when they arrive at the site, the first thing they do is find out where that noise is coming from and stop it.
Remove the autoplay feature and check again. Hopefully, you’ll find that the content itself wasn’t failing, and that the problem could be solved by the click of a button.
This is just one example of the kind of discoveries you can make by tracking the detailed behavior of your target audience when it comes to engaging with your videos.
The point is, by giving the necessary time and energy to measuring the finer details of your video content’s ROI, you’ll get a true feel for what your audience wants to see more of and what’s losing them.
No content type is more upfront and honest about its performance.
The bottom line is, video exists differently on the web than other text-based content, which may be delivered in the PDF format and, therefore, won’t give the same kind of inside look at the actual level of engagement.
With the data video yields, it makes it much easier to determine which videos maintain interest, which seem to lose people’s attention, and which are completely useless.
That way, you’ll know which videos need some work, and which you may want to discard or discontinue altogether. You want to aim for 60% when it comes to the portion of your visitors that watch your video content all the way through.
Nowadays, simply knowing if they stop by isn’t enough. You need to know how long they stayed, what they did with their time there, and why they left when they did. Using video content allows to keep a closer eye on those finer details than any other type of marketing content.
About KVibe Productions: we’re a full-service video production company. Whether it’s a promotional web video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.