Matching Video Metrics to Your Marketing Goals
Spin Creative • May 11, 2020
Most companies understand the importance of video marketing in 2020. But what’s even more important than creating video? Tracking it!
Video can be a costly investment, so it’s important that you’re paying close attention to its performance. Establishing a set of key metrics to track is an important part of this process. However, these metrics cannot be determined until you understand your video marketing goals.
It’s absolutely crucial that you establish your marketing goals at the outset of a campaign, then determine your metrics. This ensures that your messaging is accurate for the intended outcome and that you’re actually capable of determining whether your campaign was successful.
Common video metrics
Video marketing is unique in that it gives us access to a wide range of metrics
that provide useful insight into our audience and their behavior. Some of the most important include:
• Views:
The number of times your video has been seen
• Click-through rate (CTR):
The rate at which users click on your call to action
• Watch time:
How much of your video the audience watches before exiting
• Shares:
How many times the video is shared to other users or pages
• Impressions:
How often your video is displayed to users (without necessarily being watched)
• Likes and dislikes:
How many people reacted with a like, favorite or dislike on your video
• Comments:
How many comments users left on your video
• Traffic sources:
Where your viewers are coming from to see your video
Picking the right metrics for your goals
With so much data available to you from your videos, it can be difficult to determine which metrics to track and which to glance over. The best way to identify the right metrics for your campaign is to match them to your goals.
When you created your campaign, you had an idea of what you wanted your videos to do. With this goal as a guide, you can pick the right metrics that will indicate your video’s success. Here are a few examples.
• Brand awareness:
Many brands use video marketing to get their name out in front of as many potential customers as possible. If you created your videos with the goal of improving your brand awareness, you’ll want to track things like views, impressions, shares and replays. Views and impressions can give you an idea of how far your video has reached and how many people are watching. Shares and replays can indicate how often a user liked your video enough to send it to a friend or return to it later. All of these things can contribute to making your brand a well-known name.
• Community building/engagement:
Are you creating videos with the goal of building a community out of your current audience? If so, you’ll want to assess how much users are engaging with your content. Metrics like watch time, likes and comments can clue you in to how engaged a user is during your video. If your watch rate is low, viewers are exiting out early. If you don’t have a lot of likes or comments, you might want to find new ways to encourage users to interact with your content.
• Lead generation and sales:
Some videos might use internal links or specialized links and codes to drive people to your website and get them to convert. In this case, things like views won’t tell you much about your conversion success. You’ll want to assess CTR and conversion rates to determine how successful your video was at encouraging people to buy.
By matching the right metrics to your marketing goals, you’ll have a clearer view of your campaign’s success. This can inform future campaigns and ensure your marketing efforts are on the right track.
The Spin Creative team can bring your videos from concept to creation, then help you track performance through metrics. Ready to get started? Say hello!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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