How Can You Measure The Success Of Your Video Marketing Efforts?

How can you measure the success of your video marketing efforts? 

Video has gained massive traction in the marketing world, with brands using it to communicate with customers at all points of the funnel. However, just as important as the type of content created is how you measure its effectiveness. The right metrics will unlock a treasure trove of insight that can help you make your marketing smarter and more effective. 

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The key to success lies in defining the goals you want for each individual video project. Whether you’re looking to attract new leads, build brand awareness, or persuade potential buyers to buy your product, each video should be planned with specific objectives in mind. This will help you work out how successful a video is, as well as give you an idea of what changes could be made to future videos to improve performance. 

Total Views: 

One of the most straightforward metrics to track, this measures how many times a video has been watched. This is an indicator of engagement, and a high number means your audience is finding your video interesting, informative or entertaining. 

Watch Time:

This is the total amount of time that your video is viewed, and it includes replays. It’s important to note that different video playing platforms count views differently; on Facebook, for example, it takes 3 seconds of viewing to register a view, whereas on YouTube a full 30 seconds is required. A higher watch time is a good indication that your video is engaging, but it’s important to consider context and funnel stage when interpreting this data. For example, shorter videos may be more effective for top of the funnel campaigns where prospective customers are deciding whether to invest in your company, while longer videos are better at converting them into paying customers. 

Share Rate:

Social sharing is a great way to widen your audience and generate more brand awareness, so it’s important to focus on increasing this metric wherever possible. You can do this by creating engaging, relevant and valuable content that your audience wants to share. 

Conversion Rate:

At the bottom of your funnel, it’s important to have a clear call to action that prompts your viewers to take the next step in their relationship with your business. This can be anything from a call to action for your products to encouraging them to sign up for your loyalty program. 

Customer Feedback:

The best way to gain valuable insights into your customer’s experience with your brand is to ask them directly for their feedback. This can be done through video surveys, social posts or by sending a survey link in the email confirmation of a completed video. 

You can also use your CRM or marketing automation platform to integrate with your video platform and see which videos are generating the most leads or sales by tracking the number of views at the lead or account level. Then you can make informed decisions about what to do with your ongoing video marketing efforts.