Video content marketing is a powerful tool for interacting with your audience in the midst of a wide variety of content marketing options. 88% of the businesses surveyed, according to Visionary Web Studios, have a team dedicated to producing video content. YouTube, TikTok, and Instagram are just a few of the social media sites that specialize in video content and have more than five billion monthly active users between them (MUAs). At Visionary Web Studios Creates, we believe that using video marketing is one of the most effective ways for companies to connect with their target market. In order to get brand messaging in front of the consumers who need to see it, we’ve worked with businesses of all sizes, sectors, and financial capacities.
But which key performance indicators (KPIs) should you watch when tracking your video marketing efforts? Here are 15 crucial KPIs for video content marketing that will make your company stand out from the competition.
Choosing the Correct KPIs Depends on Your Marketing Objective
Outlining your precise video content goals is the first step in creating a successful video marketing campaign. In order to pique the interest of their target audience in tools for a healthy lifestyle, Visionary Web Studios Creates, for instance, created a service marketing social media video for a health brand using real people participating in a fitness challenge.
Focus on the stage of the marketing funnel you want to enhance when defining your goals. Perhaps you want to increase the number of leads at the awareness stage or make customers feel more at ease during the decision stage so they buy. In this situation, starting with an influencer who uses your product and posts about it on Instagram might be a good idea.
You can structure your content, objectives, and video content marketing KPIs around the stage you want to improve.
KPIs for Tracking Video Content Marketing
During the awareness campaign, you should monitor a few fundamental video and content marketing KPIs that serve as the cornerstone of your video marketing strategy. Below, we list them.
The number of times viewers view your video is referred to as an impression. Eight viewings of your video constitute eight impressions.
Impressions, however, can vary between social media platforms. Some platforms, for example, count viewing the thumbnail as an impression, while others count it as viewing the first frame of the video. However, since impressions only track who views the video and not who actually watches it, this metric is regarded as vanity.
Reach is the number of distinct people who have watched your video, where impressions are just a volume count of impressions. This metric enables you to determine when to publish content for maximum reach.
Shares on social media are great for expanding reach. When people discuss a video going viral, they are referring to how the information is spread.
To get audiences of sports enthusiasts excited about the product, Visionary Web Studios Creates developed a series of Instagram stories for Adidas that were inspired by influencer athletes. Sharing content is effective, inspiring, and contagious.
The criteria for measuring video views differ between social media sites. A video play, for instance, occurs when someone watches at least 30 seconds of your video on YouTube. However, the threshold is only three seconds on Facebook and Instagram.
The number of views reveals whether your hook is effective or whether readers are simply scrolling through feeds.
You can determine the difference between impressions and the total number of viewers by counting unique users. It may sound like a reach, but it’s not.
This metric shows us when a single user viewed your video on different platforms. As a result, even though someone watches your video on both their phone and computer, only one unique user will be reached.
Lift Ad Recall
Ad recall lift, a perception-based metric, measures how well your video ad or brand is remembered over time. With your video content, you want to raise brand awareness.
Visionary Web Studios as a corporate video production services company, creates created a mouthwatering video for Publix that followed a baker as he made a loaf of bread. Without using many words, the brand still effectively stands out thanks to a memorable logo, and it’s likely that the strong images of flour, dough and freshly baked bread made many viewers quite hungry.
KPIs For a Consideration Campaign
Consideration campaigns aim to encourage consumers to think about and research your company. These video marketing KPIs assist you in determining the level of campaign engagement.
Rate of Views
A skippable ad’s view-through rate, or VTR, is defined by Google as “the number of completed videos over the number of initial impressions.”
It counts the number of viewers who finished the entire video. The VTR is calculated by dividing the total number of viewers by the number of people who stayed on the video until the very end.
Low video engagement is correlated with a low VTR. This indicates that many viewers scrolled past or dismissed your video, frequently due to a loss of interest. When people click on a website and then quickly “bounce” from the page because it wasn’t what they were looking for, this is similar to what they call a “bounce rate” from a website.
The number of time viewers spends watching the video is measured as watch time. The better, the longer the watch time!
You can tell if your videos are being viewed by looking at the click rate. The reach improves as the rate rises. However, tracking this metric by itself cannot be used to assess the effectiveness of your video.
The number of viewers who clicked on your video but then quickly clicked away without taking any further action is known as the bounce rate. Improve your messaging if the bounce rate is high.
Click Through Rate:
The percentage of people who saw your content and clicked on the call to action is known as the click-through rate (CTR) (CTA). You should compare the CTR to the number of sales or leads (or whatever your ultimate goal is) you generated in order to determine your conversion rate.
A Lift in Consideration
You can tell if your marketing campaign has had the desired impact on the audience by looking at consideration lifts. If necessary, you can change your video advertisements using the data.
KPIs for conversion campaigns
Conversion campaigns encourage viewers to take a particular action, such as signing up for a newsletter or visiting a landing page. As a result, they are crucial KPIs for assessing video performance.
The number of people who became leads after viewing your content indicates the interest they have in your product or service. Leads typically click on some type of CTA.
You can monitor interest using some of the following methods:
to send an email
Making a reservation
I’m going to call you
Sales are the total number of customers who bought your good or service as a result of watching your video. This is still an essential KPI to monitor even though it may take several different kinds of videos to generate a sale.
Intent to Purchase Lift
The likelihood that a customer will purchase your goods or services is known as the purchase intent lift. By asking survey questions, you can determine their intentions.
The total cost of getting a customer to take the desired action is known as cost per acquisition (CPA). It’s an excellent gauge of how the advertising campaign did and your return on investment (ROI).
Start monitoring the KPIs for your video content marketing.
A crucial component of any digital marketing strategy is video content. To make sure your campaign is successful, you must track specific video content marketing KPIs that are in line with your objectives in order to determine what is working.