You have finally decided to incorporate the videos into your marketing and communication strategy. And you got it right, the video is a powerful marketing tool for your strategy! But you are probably wondering how to assess its performance. Although tempting, the trap would be to count only the number of views of each of your videos. In this article, we’ll show you the 5 key indicators (KPIs) to measure the effectiveness of your marketing videos.
Why use video marketing
For your business, video is a very powerful marketing tool, for 3 main reasons.
Video makes it easy to get a message across. Produced with pedagogy, a video provides visuals to facilitate understanding. It’s an emotional carrier, ideal for your storytelling.
2. Video to capture attention
On social networks, there are very different content formats: text, images, graphics, photos…. Among these contents, video tends to be better capture the attention. For example, on some networks like Instagram or Facebook, the video automatically launches in the users’ news feed. They then stop “scrolling” to watch your content. Static content is not as captivating.
Video is the medium that generates the best engagement rate on social networks: it generates 1,200% more shares than the texts and images put together.
3. Video to boost your notoriety
Internet users will naturally tend to get better to memorize brands that have made videos because they will have spent a little time watching them. The use of storytelling also helps in memorization: the more emotions generated, and the more the messages are retained.
According to a study conducted by researcher Thierry Karsenti, we retain only 10% of what we read, 20% of what we hear, 30% of what we see. On the other hand, we retain 50% of what we see and hear, hence the interest of the video for your notoriety.
The use of video within your communication strategy is strongly advised. In addition, it lends itself to many challenges: presenting a product, do a tutorial, a customer testimonial, an event aftermovie …
Be careful however, video is a powerful marketing tool but it is also a investment. In addition, video is not always suitable for all sectors of activity, at least, it will be necessary to find a type of video that sticks to your communication.
We therefore recommend that you focus your efforts on a video to analyze its results and the achievement of your goal. To do this, select 2 to 3 KPIs which you can find below.
Definition of your KPIs
What is a good KPI?
A KPI is a key performance indicator used to steering and at the measure of effectiveness of your marketing and communication campaigns. It’s a statistic, an indicator figure, which is why it is said that it must necessarily be measurable.
A KPI must also be reliable (there should be no doubt about its accuracy), comparable (to follow its evolution) and easy to understand (to analyze it).
The KPIs you choose must meet a goal. For example, if your goal is to improve your awareness, you will not focus on the number of comments but rather on the number of views.
5 KPIs to measure the effectiveness of your videos
1. The range: number of views
The number of views is an interesting indicator to measure the reach of your videos. 2 factors influence the number of views:
- The topic addressed;
- The moment of publication.
With hindsight, you will be able to bring out trends on the subjects that most interest your audience as well as the key moments to publish your videos.
To boost your number of views, you can use influencers to relay your content. You too can share the video on your social media or in your campaigns newsletters. And if you have the budget, you can boost it with a targeted audience thanks to digital advertisements (Facebook, Google, LinkedIn…).
2. Quality: duration of viewing
The duration of viewing is a guarantee of quality. The more time the user spends watching your content, the more relevant it is. Depending on the average viewing time, you can analyze when the audience tends to leave the video.
Several reasons can explain a hearing loss at a time T:
- The title of your video is not true to its content. Beware of overly enticing titles, you risk disappointing your audience;
- Theth rhythm video is not dynamic enough or the video is too long. If there is downtime, hesitation or too much information, you risk losing your audience. Prefer short formats as possible. You can also set up a chapter for your videos (possible on some platforms such as Wistia) or divide your video into several episodes;
- The contents has no added value. Your message must be unique and respond to the problems of your audience;
- The answer to the problem of your target arrives too early in the video. The user does not perceive the interest to continue viewing.
On Wistia (professional video host) for example, you can also analyze the most watched part of the video or the number of views per Internet user. An individual watching your video again can mean two things:
- Either he likes the content, finds it interesting and wants to review it;
- Either the content is difficult to assimilate and requires a second viewing to be fully understood.
Bonus tip: On YouTube, the higher your average percentage of videos watched, the more you increase your chances of being well referenced by the platform, and therefore your number of views. This rate is considered to be correct when understood between 25 and 50%.
3. Commitment: comments
Depending on the platforms on which you publish your video on the web, you may receive comments (YouTube, blog article, social networks…). The more your audience comments on your content, the more they will be considered engaged. The number of comments indicates whether you manage to create a community or not.
Video is the content that generates the most engagement on the web. Take the opportunity to boost this commitment by directly asking questions to your audience during your video. Users will have topics to discuss in comments. These comments are a wealth of information. Also assess the tone adopted and the reactions of your audience.
Bonus tip : Comments can also bring out ideas, recommendations or areas for improvement. Consider responding to each of the comments, both negative and positive. They will allow you to build a relationship with your audience, which indirectly will encourage them to comment on your next content.
4. Virality: number of shares
The number of shares of your video on social media gives an idea of the word of mouth that you manage to provoke. So encourage sharing by integrating CTA (call to action).
If your audience shares your videos, chances are they’re very excited. Are all your listeners dedicated enough to share your content? Will their contacts be interested? Like comments, also assess what people say about you by sharing your content. In general, videos that appeal to emotions are more likely to be shared.
5. Attractiveness: impressions
From the YouTube statistics and the coverage tab (see below), you have access to theorigin of traffic of each of your videos.
In particular, you have access to impressions : This is the number of times your video has been displayed to users on YouTube only.
From the number of impressions, YouTube gives you:
- Click through rate per impression : This is the number of times viewers watched your video after seeing its thumbnail. YouTube clickthrough rate is considered normal if understood between 2 and 10%. It’s a good indicator to measure if your thumbnails are attractive;
- The number of views generated by impressions ;
- The average viewing time generated by impressions: Please note that a low average viewing time and a high click-through rate suggest that you have click-trap thumbnails, which is not appreciated by the platform and users.
Be sure to keep some distance with these statistics as they only take into account impressions on YouTube.
KPIs therefore allowevaluate the performance of your videos broadcast on the web. Be careful not to multiply the number of KPIs. They might confuse your analyzes.
Also think about follow your KPIs regularly (At least once a week) and group them together in a specific dashboard called reporting. This will allow you to compare the different KPIs with each other, follow developments and bring out the videos that work best for your audience. You will be able to bring out trends and areas for improvement to adjust your video marketing strategy.
If you have video marketing projects, do not hesitate to refer to a video production agency.