Right, you’ve finished your final edits and created a great video – now what?
Well, you need to measure the success of your video by taking a look at some key metrics; otherwise how else will you know how to improve?
Ideally, you should always take a look at these before you start any video project but as the saying goes: better late than never.
If you’re new to video, metrics can seem a little confusing but start by identifying your objectives for the project: what do you want to achieve? By understanding this, you can tie video metrics to your goals and truly measure its success.
Keep in mind though, you’ll want to focus on more than one metric to get a complete overview, but not too many that will steer away from your objectives.
Plus, you’re not measuring metrics for the sake of gathering numbers. These numbers need to actually mean something and indicate how future projects should be directed.
So, here are our top 4 metrics to track in video marketing metrics you need to measure in your campaign.
Click Through Rate
Yes, views are great. But content needs to do more than just be seen and this is the same for videos too.
Click through rate (CTR) measures how frequently a viewer will click on a link or button.
To work this out, take the number of clicks referred to your site from the link shared within your video and divide it by the number of views your video receives.
Essentially, the higher the CTR the higher engagement with your video and increased traffic to your website.
On the other hand, a low CTR could suggest a couple of things. First, your video isn’t resonating with your target audience (if people are not engaged or cannot relate to the video then they aren’t going to click).
Secondly, if people are finishing the video but not clicking through, perhaps you need to change the way you link or button looks. A good way to analyse this is by using heat mapping, which will indicate whether people are hovering their mouse over the button – if they aren’t then the CTA needs to be more apparent.
This is the juicy part to see how effective your video actually was.
To put simply, engagement for each viewer will tell you how much of your video was actually watched, presented as a percentage; to get an average, this will calculate how much your video was watched by everyone.
One reason why this is important to measure as it will help you to assess the quality and usefulness of your videos: you can see who watched, re-watched and stopped watching.
In other words, are viewers watching all the way through or jumping around to specific parts?
And if you have a call to action at the end of your video, you obviously want people to reach it – but an engagement graph will show you whether your audience is clicking off before that point.
If this is the case, see if there’s a common theme: is there a particular time most viewers stop watching? If so, workout why and change your video.
This is a metric you’ll already be familiar with from your other forms of content.
Simply, social shares refers to how much your content is being shared across social channels.
On its own, it may not seem like an important metric to measure. However, the more your video is shared, the more it will be shared by the wider audience and so on, eventually expanding your reach greatly.
At the same time, this shows how appealing your video was to your target audience, and others, and how they are willing to spread the word.
Positively, this all contributes to greater brand awareness and you’re able to tap into a wider target market.
Arguably, the most important metric to measure is viewer demographics as this will give you an insight into who your audience actually is.
Ultimately, your viewers need to be in line with your target audience and to see if they are, you will need to assess what your viewers interests are, which industries they’re from, their age etc.
And, if the people watching are completely different to who you were trying to target, this could explain why your engagement levels are low, for example.
Video content is not going away any time soon, and learning how to measure these metrics above will set you on the right path to create successful video marketing campaigns.
Once you understand these, you can set benchmarks in place to improve the quality of your videos overall. After all, success is all about improvement.
In the meantime, check our YouTube channel: Axies & Kankei for some inspiration.