By now we all can appreciate how important videos are when it comes to getting high-potential leads. According to Cisco’s Visual Networking Index, by 2022, online videos will even make up more than 82% of all consumer internet traffic, which is 15 times higher than it was in 2017. While many digital marketers consider video marketing a great tool to support their journey through the sales funnel, learning how to properly track and measure a video’s performance is a vital aspect that a lot of marketers tend to ignore.
There are a variety of digital touchpoints that marketers can use to track and measure a video’s success; however, with the growing number of video distribution platforms online, it can be quite difficult to tell what’s working and what’s not. As a digital marketer, if you want to generate a clear understanding as to how you can measure your video campaign’s performance, here are four ways to measure them:
1. View Count
This one’s pretty straight-forward. A video’s view count refers to the number of times that people have chosen to watch it; however, view count is measured differently across all distribution platforms. For instance, a “view” on YouTube is defined as being 30 seconds long, while a “view” on Facebook is only 3 seconds. Hubspot also revealed that social media posts with video have 48% more views. Being able to understand how your viewers interact with your video based on its view count can help you formulate effective strategies to increase engagement and audience reach by tweaking or determining the nature of the content.
Some great examples of marketing videos which have gained tremendous view counts are the following:
- Always’ #LikeAGirl (67.7M)
- The Old Spice Man (56.8M)
- Dollar Shave Club (26.5M)
- GoPro’s Fireman Saves a Kitten (42.3M)
- Extra Gum’s The Story of Sarah & Juan (3.6M)
There are numerous ways to measure a video’s view count. Depending on the distribution platform, checking the view count is an easy thing to do. Social media platforms, such as Facebook, provide insights that will allow you to access the video’s overall performance if it was posted on a Facebook page.
YouTube, by far, provides the most convenient way to check view count. You can easily see the view count right below the video you are watching. In addition, if you want to have a detailed overview of your video’s performance, using YouTube Analytics is an easy way to do it.
2. Engagement Rate
The engagement rate focuses on measuring the interaction that your video is receiving from your viewers. It specifically tells you how long someone watched your video and if they finished the whole thing or not (ie, clicked off after losing interest). Your engagement rate indicates the quality of your brand message, the video’s creativity, and insight into its overall length (whether it’s too short or too long or just right).
Measuring the engagement rate of a video is not as easy as checking the view count. When it comes to assessing how your videos interact with your target audience, there are a number of engagement metrics that you need to review.
Take note that calculating your video’s engagement rate may vary depending on the platform you are using. For instance, Facebook Insights can provide you with the data you need to measure your video’s performance. Once you have gathered the data, you can calculate the engagement rate based on these following metrics:
- Video View Rate = Total View / Impressions
- 30-Second View Rate = 30-Second View / Total Views
- Complete View Rate (Views to 95%) = Complete Views / Total Views
Note that a video’s view rate is the main component you need to measure engagement. Moreover, for YouTube users, YouTube Analytics can provide this information more conveniently.
3. Social Shares
“Social shares” indicates the number of times your video has been shared on social media channels, such as Facebook, Twitter, and Instagram. Social sharing tells you how impactful your videos are and how strongly they resonate with the audience. In fact, WordStream statistics reveal that 92% of users watching video on mobile will share it with others. So if your video gains a lot of shares, it simply means that it struck a nerve with your viewers. Needless to say, people will generally not bother sharing something they’re not interested in.
Checking a video’s social share is probably one of the easiest metrics to check when you’re evaluating your video’s performance.
On Facebook, you can check it through the video post itself, as the number of shares will be indicated just beneath the Like button. On YouTube, however, you can only check the sharing report via YouTube Analytics.
This is probably one of the most important aspects that you should consider when trying to gauge your video’s performance. Feedback is essential, as it gives you a direct idea whether your video is performing well. Nonetheless, treat every comment you receive (positive or negative) as an essential component in order to improve your video accordingly.
Comments/Feedback are real-time data that will allow you to get a good grasp of what your viewers think about your video. Every video distribution platforms provide a comment section where people can share what they think about your video. Based on their feedback, you can identify whether your video is doing well or not.
While there are a variety of ways to measure the success of your video marketing campaign, these four guidelines offer powerful insight into how your strategy is doing. It goes without saying that constantly keeping an eye on the performance of your videos is crucial in informing your marketing strategy and we highly recommend being proactively involved in the analysis of these data points in order to fully understand the efficacy of your video efforts and to be able to improve in an informed manner.