How to Track Your Video Campaign Success
More than 51% of marketing professionals around the globe believe that video is the content with the best ROI. If you’ve invested in an awesome video, you want to see this for yourself, right? So how do you measure the success of your video campaigns and make sure you’re getting the best possible ROI?
You’ve probably heard the saying “You can’t manage what you don’t measure.” If you’ve invested in a video campaign, you’ll want to ensure you’re posting it in the right places, in front of the right audience, at the right time.
Cisco’s Visual Networking Index has found that internet video traffic will account for 80% of all global consumer internet traffic by 2019. While this is an incredible opportunity for marketers, 56% of marketers are still measuring the success of their video campaigns in clicks instead of sales.
That’s why you should ignore the metrics that don’t matter, and instead use tools that measure how your video is impacting the bottom line.
Luckily, there are a few excellent tools that make this easy.
Here are some of the best tools to use:
Wistia is a video hosting solution. The tool stands out with its lead capture tools and analytics. You can include call-to-action forms and buttons, while its in-depth analytics include CRM integrations, engagement statistics, and heat maps.
Wistia has some of the most advanced video analytics available, providing demographic information, tracking engagement, and integrating seamlessly into your sales funnel. This tool will even let you see which actions users take when they finish watching your video and if they make any purchases.
One of the best things about Wistia is its integration with Google Analytics. This allows you to see how your video campaigns are contributing to your marketing strategy as a whole.
YouTube remains the most popular video hosting site in the world. While it provides plenty of data, you’ll need to know which metrics show whether your video campaign is succeeding.
If you log in to your YouTube Account, you’ll see a Video Manager link. Click ‘views,’ and you’ll be able to see an overview of your video’s analytics.
By default, you can see data from the past 28 days. But you can change this to see the entire life of your campaign or narrow it down to a specific point in time. On this page, you’ll see the key information you need about engagement and performance. To see a more specific breakdown, you can explore each tab on the left-hand side. These tabs provide a number of different reports, including:
- Estimated minutes watched
- Average view duration
- Demographics of your audience
- Playback locations
- Traffic sources
- Audience retention
- And more
You probably already know that engagement is one of the most important measurements for any marketing campaign. YouTube provides a number of engagement reports including:
- Likes and dislikes
This data will help you see which content is resonating the most with your audience. You’ll be able to see exactly how well each video is performing based on the metrics that mean success to you.
SproutVideo is another video hosting tool, but it stands out with its editing, encoding, privacy, and API customizations. Even the least tech-savvy marketers can use SproutVideo, with its top-notch email and live-chat technical support.
Most importantly, the video engagement metrics and deep analytics allow you to track how each user is reacting and interacting with your content through data like heatmaps. You can also see what users did before and after your video, use calls-to-action and lead capture, integrate with your email marketing, and more.
Facebook remains the most popular social network, with 2.2 billion monthly active users. And these users watch more than 8 billion videos each day (although just 3-seconds of watching counts as a ‘view’).
For these reasons, any video campaign should include Facebook. Keep in mind that native videos posted directly on Facebook tend to do better than those that are shared from YouTube or another video host. If you post your video directly on Facebook, it will autoplay, grabbing attention from viewers as they scroll.
You can track the success of your Facebook video in Facebook Page Insights. This can be found at the top of your page under the Insights tab. Then, click ‘videos’ from the menu on the left.
At the top of the page, you’ll find a performance graph. This shows you your video views, along with the minutes viewed. This will be set to a comparison from the past week to the previous week by default. You can choose your own time frame by selecting the dates you’d like to compare.
The video average watch time will help you see how long your target audience is watching your videos for. This can give you an idea of when they’re dropping off so you can use this information when developing your next video.
Under the post tab, you’ll see the post’s engagement. This includes clicks, shares, reactions, and comments.
The most important metrics can be found under Audience and Engagement. This is where you’ll find how many people your video reached, how many unique viewers watched it, and the number of viewers that engaged with it. Facebook also breaks down your demographics so you can see where you had the most engagement. This helps you see if your interactions are worthwhile, or if they’re coming from people who are unlikely to want or need your services or services.
While video platforms and social media channels will give you an excellent insight into the overall success of your video, Google Analytics is your best option for analyzing how your video performs on your website.
There’s a reason Google Analytics is the go-to choice for so many marketers. It’s one of the most robust tools for analytics and can track clicks, referral data, conversions, revenue data, demographics, and more.
On the videos page, click ‘Analytics.’ From there, check out ‘Audience retention,’ which will show you how long people are watching your video for, and where they’re dropping off. In ‘Performance,’ you’ll see a summary of what actions viewers are taking after they watch your video.
Delmondo is a social video analytics platform. It allows you to centralize social data from Snapchat, YouTube, Twitter, Instagram, and Facebook. Not only can you get all of this information in one place, but it provides insights for live video on Facebook and Instagram as well.
You can automate reports for video campaigns, branded content partnerships, video series, and track engagement, video views, watch time, and more. The ROI calculator is one of the standout features of this tool, and it makes it easy for you to track the value of each campaign.
You may find that you get much more engagement on Snapchat compared to Instagram. Or maybe no one is watching your Snapchat stories but your Facebook videos drive massive engagement. These insights can help you reshape your strategy and grow your audience much more quickly.
Delmondo also allows you to analyze industry benchmarks, and compare your engagement and growth against your competitors. Every video and social post is automatically tagged, so you can see who’s watching, where they’re located, and how long they watch your videos for.
The above tools are excellent for tracking ROI and sales. You can use them to see how potential customers move through the buyer’s’ journey, and how your video impacts your revenue.
We all know sales are important. After all, without sales, you’re out of business pretty quickly. But if your business is scaling, you’re rebranding, or you’re launching a new product, you’re likely to also be focused on brand awareness. Unfortunately, measuring brand awareness can often be easier said than done.
That’s where Brandwatch excels. This tool makes it possible for you to quantify brand awareness. You can use it to identify brand sentiments and see if your video campaigns are working and helping you build positive brand awareness for your business.
You’ll get access to customer conversations about your brand in real time. This is invaluable for market research and makes it easier than ever to see what people think of your video campaigns.
Brandwatch gives you access to weekly and monthly social media monitoring reports and video campaign tracking, so you can immediately see what impact your videos are having on the perception of your brand.
Haven’t yet created your video? Need some help choosing the right type of video for your campaign? Get in touch today so we can help you get the most out of your next campaign.
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