Now you have completed your video marketing campaign, what to do next? Well, the next step is to analyse its performance against the objective of the campaign and the return on investment (ROI) you planned for the video. So let’s take a look at key things to analyse, which will allow you to measure the success of your video.
Views
One thing you are going to want to measure is, the amount of views your video gained in the space of your campaign. Many video hosting sites such as; YouTube, Vine, and Wistia allow you to see how many views your video has reached. This allows you to know whether the marketing surrounding the video worked in helping to get the video seen. This, along with the amount of reposts on social sites, are instrumental things to keep an eye on if your goal is for your video to be viral.
Likes and comments
A good indicator of people’s opinions on your video can be seen through the amount of likes or dislikes it has received, and the comments section. People online are always there to give feedback, so it’s very useful to pay attention to what your audience are saying whether it’s positive or negative. Benchmarking these results against audience responses for similar online content, will help with deciphering the next actions you choose to take with your business and marketing communications.
Click through rate (CTR)
At the end of every video Aniboxx advice on a call to action, whether it is to make a purchase, go to your website or to sign up to your newsletter. Your CTR indicates the success of the video in encouraging your viewer to seek more information. We also understand some companies may just want to release videos for pure entertainment, to engage their target audience and increase awareness. However, a call to action at the end helps those watching the video engage further with the brand, therefore inadvertently maximising on the ROI, which is usually related to profit or brand awareness. To re-emphasise, the CTR tells you how many engaged viewers clicked through to linked webpage or downloadable content.
How long people watched the video
It is very insightful and important to know which sections of your video engaged people the most. So look out for how long the majority of people watched the video for, what they skipped over and where they stopped and started watching. The video hosting site Wistia is very good for measuring these important statistics. What you can take away from these insights will help you make sure the next video you make will be highly engaging for your target audience.
Refer back to clue 1 to see the ROI you could gain from your video and see whether your video has acquired the ROI you set out for it to achieve.
It has been a lovely journey, but we have now reached the final clue. We are sure these top tips will lead you to video marketing victory, and will surely follow-up with a free downloadable whitepaper of the 11 clues to the video marketing treasure that you could print-out and share with your colleagues
For online video production and video marketing services contact team Aniboxx and we will assist in getting you the best results.
