Now that we’ve reached a point at which most people understand how much video production and marketing can help them and are trying to either get into into it or getter better at it, how you go about tracking and measuring the performance of your video content is more important than ever.
The good news is that as video becomes more and more popular, the tools and technologies to measure its effectiveness will only get better and better, but the bad news is that all that advancement will require a lot of growing on your part. You’ll have to continue to use these tools and the data they yield in the best ways possible for your primary goals and mission.
So, being that we’ve been in video production in NJ and NY for years now and we know a thing or two about keeping an eye on the performance of our content, we thought we’d pass along a little guide for doing just that with your own videos. Hope it helps!
Figure out what to look for.
The first step to tracking and measuring your video content’s performance is knowing which specific metrics to keep a close eye on. Why? Because different ones will tell you different things and some of those things will be more important for you know, depending on what you’re ultimately trying to accomplish.
While metrics like view count, total watch time, average view duration, completion rate, impressions, reach, level of engagement and the demographics of your audience as well as the various devices they’re using are all potentially helpful bits of information, you’ll be better off zeroing in on certain areas based on your goals.
For instance, if you’re just trying to entertain your audience to build a little brand awareness, then you’d want to keep a close eye on engagement metrics such as likes, comments, and shares. Anything that will tell you about how they’re actually responding to and interacting with you and your content, as opposed to simply clicking play, should be deemed important.
But if you’re trying to directly sell something with your video, then you need to connect the data you can gather about the content itself with your sales data. How can you do that? Well, there are a variety of ways. You could, for example, track which video(s) viewers are watching after another or what type of action they’re taking after watching a certain video. Did they watch another video? Head straight to your product or pricing page?
The point is that finding which videos were watched at certain points in the buyer’s journey is a key metric when your goal is sales-oriented and if your goals were to educate or inform instead, then the key metrics and viewer behavior signs would be a little different. So, before doing anything else, you need to decide what your real mission is in order to then determine which metrics will tell you if you’re actually accomplishing it.
Don’t just listen, but adjust and evolve.
Once you’ve got a clear plan in terms of what kind of data is best to keep track of with your video content, then you’ve got to allow yourself to adjust to your findings. For instance, it’s always a good idea to consider making some kind of teaser or trailer to release before your full video.
That way, you’ll be able to get a glimpse at how your viewers are responding to it and can then adjust accordingly. It could be that you find that adding more music in certain places could help or something of that nature, but the point is that it’s critical to build some time into your plan from the start to allow for these kinds of adjustments.
Think about it, we live in a new day and age and another benefit of all these advanced tools and technologies is that we can now learn so much in real time. We don’t have to wait until after all is said and done to see how a piece of content performed and there’s no point in taking the time to determine which data will be most useful to you to then not allow it to dictate a few immediate changes.
But that doesn’t mean that we shouldn’t also use the data we gather for long-term purposes, too. After all, just as all these tools and technologies will continue to evolve, so will the viewers themselves. What’s working with them right now may not be the same thing that will be working with them a few months from now, but if you put all this data about their behavior to good use, then you’ll be able to see their evolution as it happens and take measures to ensure you keep pace with it.
Doing video production without a tracking/measuring plan is like flying blind.
The bottom line is, while you can get advanced data if you’re willing to pay for it from certain video hosting platforms and the like, there is also plenty of data right at your fingertips. That’s why there’s really no excuse for not putting it to use, especially considering how much it can improve your video production efforts.
So, we hope this post helps you to understand not just how important tracking and measuring the performance of your video content is, but also how to go about it the right way. Good luck!
About Us: KVibe Productions, one of the top NJ & NYC video production companies creating video content of all kinds, can handle every aspect of the process. And whether it’s a commercial, a corporate video production, or a feature film, at KVibe, we always create to inspire.