In marketing, there are many instances in which the written word simply won’t cut it. For times like these, we often call upon video content to convey our intended message.
With 82% of B2B marketers experiencing success with video marketing initiatives, according to a recent report for demand metric, there’s certainly no denying the compelling nature of the play button.
However, when it comes to video, what does “success” really mean? And what metrics should marketers be keeping tabs on to determine the performance of a video?
Beyond views, which is arguably a vanity metric, there’s actually a lot more to be considered. We’ve defined a handful of metrics below that will help you uncover the true value of video marketing.
Play rate refers to the percentage of visitors that click play.
If you send an email, and nobody opens it, did you really send an email?
The same notion reigns true when it comes to video play rate. If you have a video on your website that contains an super awesome message, but no one actually clicks play, no one will ever hear that super awesome message. Makes sense, right?
Small considerations like thumbnail selection, size, and placement can affect your play rate. Experimenting with different variations of each could mean the difference between a viewer lost and a viewer earned.
When optimizing for these influential factors, keep the following tips in mind:
Watch rate, also known as engagement rate, refers to the percent of a video that a viewer actually watched.
Viewers who enjoyed a video were 97% more likely to purchase the product featured in the video, according to findings by Decipher Research.
That’s valuable insight, but to reap the benefits, you need to make sure that people are actually watching your video. Clicking play is one thing, but for someone to truly enjoy a video, they must actually watch it, right?
Consider this: YouTube updated its video discovery features to deliver a better experience for viewers back in 2012. As a result of the changes, the selection of suggested videos are now based on watch time, rather than views. The goal of this change was to ensure viewers were presented with videos that kept previous viewers engaged.
So while many marketers feel inclined to stress over video views, watch rate is actually much more meaningful.
There are a handful of reasons why your visitors might not be watching your video all the way through. To help improve the odds that people actually watch your video, try these tips:
Whether it’s subscribing to your video updates or setting up a call with one of your sales representatives, conversions refer to the percentage of people that complete an intended action.
Conversions are a necessary step in winning real business.
To prove the effectiveness of video content, it’s important to keep tabs on the number of leads each video generates. Once you have this information, you’ll can tailor your future video format or content focus to drive action.
If you’re not including a clear, compelling CTA at the end of your video, you’re missing out on a huge lead generation opportunity.
When selecting the best possible CTA for your video, keep the following tips in mind:
Social shares refer to the number of times your video is shared on any given social network.
Think about the last time you made a big purchase.
Before you took the plunge, you probably did some research. Maybe you asked your friends, read reviews online, or talked to your one of your co-workers.
When it comes time to make a purchasing decision, 92% of consumers believe recommendations from friends and family over all other forms of advertising, according to Nielsen.
Social media shares serve as the equivalent to face-to-face recommendations. In other words, if your video is being shared by many, you’ve gotten a positive endorsement for your brand.
Rather than sit and wait for social shares to come to you, take a look at the following tips to increase shareability: