While some businesses and marketers are just starting to use video production as part of their marketing plan, not all of them understand the importance of keeping track of how their videos are performing.
The truth is, failing to properly measure a video’s performance can be detrimental to your future success. You could be making high-quality videos while, at the same time, spinning your wheels and not really getting anywhere.
Take it from us as longtime NY / NJ video production experts, keeping an eye on certain metrics is key to continued success when it comes to video marketing. So, let’s take a look at some of the primary metrics you need to pay attention to.
It’s all about your specific goals.
First, of course, you need to decide what you want to get out of your video. Whether it’s a commercial, a corporate video production, or anything else, you need to determine what your objectives are when designing any type of video production.
Think about it, you can’t possibly know how best to measure the success of your videos until you’ve decided on what kind of success you’d like it to have.
Are you making the video to create or enhance your brand awareness? Do you want it primarily to help you generate more leads? Or are you making the video to function as a guide or resource of that nature?
The point is, you need to map out what you believe to be the road to success for each video you create before you can determine the best ways to measure their performance.
Go to the source.
It’s always a good idea to pay attention to where your video viewers are coming from because traffic could be coming from a variety of places.
Viewers may be finding their way to your videos directly from search engines, from referrals, from paid search, from social sites, etc.
You need to use tools like Google Analytics to determine which parts of your audience are coming from where in order to determine which areas of your video marketing strategy are proving to be effective and which appear to be in need of some adjusting.
How deeply are viewers engaging?
Most people understand that video views are a very important metric to keep an eye on, however, not many seem to understand how important it is to get an idea of how immersed and committed viewers are. It’s not just important to know that they’re watching your videos, but also that they’re watching your videos from start to finish.
When measuring viewer retention rates, you may find that far more viewers are starting your videos than finishing them, whether they’re leaving mid-way, after just a couple seconds, etc.
It’s critical to use that information to better your corporate or commercial video production efforts in the future. You need to determine when, exactly, viewer drop-off occurs most frequently so you can work on those areas.
For example, if you find that many viewers are losing interest and heading elsewhere about 15-20 seconds in, then that could be an indication that your video introductions need some work, whether it’s because they’re too long, misleading, etc.
This kind of statistic will also help you determine which parts of your target audience are your strongest leads and which parts require some adjusting to better reach and connect with.
No, you cannot possibly keep every single viewer who comes across your videos deeply engaged for their entire experience, but that doesn’t mean you shouldn’t do all you can to keep at least 75-80% immersed throughout.
And we’ve been in NJ and NY video production for long enough to know that keeping an eye on the attention spans of individual leads and on viewer retention rate will help you do just that.
Are you generating leads and are those leads converting?
From there, you need to measure how well your videos are grabbing ahold of your leads. Many businesses and marketers simply ask for the viewer’s email address via a form within the video to accomplish this.
That way, you can get an idea of how well your videos are performing pertaining to capturing leads by seeing how many viewers are inputting their email addresses when prompted.
Pay special attention to the number and percentage of forms being completed to get an idea of how qualified your leads truly are, and then can continue to follow the viewer’s journey to see how many of your video-generated leads are actually going on to becoming customers.
And if you decide to promote future action from your leads, which many often do, whether you want them to download additional content or go to your website, be sure to check if viewers are taking action and keep a close eye on the click-through rate, or how many viewers are clicking through to your site after the video’s complete.
Have a plan in place.
The bottom line is, while video production has become an indispensable marketing tool for businesses and marketers everywhere, you can’t just produce high-quality video content and call it a day.
You need to measure how your videos are performing to get the most out of the process and to ensure you’re not wasting your time in the future.
Just remember, you need to determine your specific goals for each video before deciding how best to measure how well it’s achieving those goals and, from there, pay close attention to where viewers are coming from, how deeply they’re engaging, and how well your videos are generating leads and converting them.
As you can see, there’s a lot to it, so before creating any videos, make sure you have a plan in place to keep an eye on their performance.
About Us: KVibe Productions has been a leader in film & video production in NJ / NY for years. We offer the total package of video production services and whether it’s a corporate video production, a commercial, a feature film, etc., at KVibe, we create to inspire.