Video is not just a trend — it’s here to stay, and if you’re already using video in your social media strategy, you’re a step ahead of the pack.
In fact, video marketers see 66% more qualified leads and a 54% increase in brand awareness.
Plus, 90% of consumers say video helps them make buying decisions and that they spend nearly a third of their time online watching videos.
But how can you measure the success of your videos? How can you tell which videos are performing well and which are not?
It almost goes without saying, but the more initial planning you do for your video content, the easier reporting on metrics will be down the line. The first step is setting goals then determining which metrics to track to report your results.
Set Goals for Your Videos
Start off with your high-level objectives then break it down to your specific video project. What are you hoping to achieve?
Here are a few video marketing goals you can set:
Increasing the number of people that are familiar with and interact with your brand on social media. Videos designed to improve engagement are typically thought-provoking and compel the viewer to watch until the end and share with their circles.
Increasing the number of people that express or indicate interest in your brand’s product or services. Videos that generate leads are typically short, informative, and answer your audience’s pain points.
Increasing the number of visitors who take action on a page, such as downloading gated content, subscribing to a newsletter, submitting a form, or simply making a purchase. Videos aimed at converting are typically shown to existing leads in video ads or within email campaigns.
Increasing the number of people that know about your brand, changing the perception of your brand, or improving brand recall. Videos that increase awareness usually include subtle branding and are short, useful, and provoke a strong emotion.
Your video project goals should be SMART (Specific, Measurable, Achievable, Relevant, and Timely). The following are examples of SMART goals:
- Earn 10,000 views on your video within two weeks.
- See 25 conversions from your video within one month.
- Increase engagement by 25% over two months.
Social Video Metrics to Track
Now you’re ready to determine which metrics to track based on your high-level objectives and specific video goals. The main types of social video metrics fall into these categories:
It can be tricky to measure awareness, but the simplest way is by tracking video views. It can also involve measuring impressions, brand recall and recognition (the rate of appearance on social media), and share of voice (how many people are mentioning your brand on social media compared to your competitors). A great video can go a long way to improving awareness, so be selective when choosing a video creation platform.
Awareness Metric to Focus on:
- View Count: If your concern is reaching a large number of people, then tracking your video view count is a must. Be aware that different channels classify a view differently. For example, for Facebook, Instagram, and Twitter, a view is 3 seconds or longer. For YouTube, a view is determined by a computer algorithm (though believed to be around 30 seconds).
- Playrate: This is the number of times viewers clicked “play,” and is a good metric to track when determining your video’s relevance and attractiveness to your audience.
Measuring video engagement typically involves measuring the number of interactions, such as comments, shares, and likes.
Engagement Metrics to Focus on:
- Average Engagement: The average engagement metric looks at all of your viewers to determine how much of your video they actually watched on average. It is typically expressed as a percentage.
- Social Shares: Shares on social media can increase the number of views your video has, so this is a good one to track. It can also indicate how appealing your video is to your target audience. Simply look at your social channel’s analytics to see the number of shares.
Lead Generation & Conversion Metrics
This one might seem straightforward, but measuring conversions is usually done by looking at your conversion rate and the number of leads gathered from viewing your video. Filling out a form, making a purchase, or registering for a webinar are all examples of conversions.
Lead Generation & Conversion Metrics to Focus on:
- Conversion Rate: The percentage of all viewers that convert thanks to your video content. Finding this rate usually involves setting up analytics software, like Google Analytics. Some companies only consider a video conversion if watching the video was the last thing the user did before converting. However, you can also consider other attribution models.
- Views to Leads: The ratio or percentage of views to the number of leads collected. This can be an effective metric when you want to see how many of your viewers actually converted into leads.
Video is one of the best ways to tell your brand’s story and connect with your audience. Whether you’re just getting started with video or already have a strategy in place, it’s important to create goals and track your results. Doing so will not only provide important direction but also show the ROI for your efforts. Plus, knowing which metrics to track beforehand will make your job that much easier down the line.