How important can a video be for promotional marketing? Well, I’ve got the answer for you to process! A report suggests that videos will be implicating for about 80% of the consumerism in the internet in the next 4 years and that can predict how significantly they can contribute in the era of digital marketing. As excited as you are for the promotional video (well, from the data I just made you encounter with, I presume!), the key to marketing the video that you just developed for the promotion goes to the basics of video marketing analytics.
So, you’ve created a video content, and the video is a quality content type. However, without proper steps that you need to plan and work on, the video serves no purpose in promotional marketing. Whereas no matter how significant these marketing analytics are, only about 35% of the startups and businesses have been applying the intermediate and advanced marketing analytics for video promotion. That correlates the fact that, around 65% of the promotional video marketing have been done with nil or minimal knowledge on the marketing analytics and metrics which is directly proportional to the video failure rate. You see, whether you are commissioning a video or launching a video, those are just the initial steps of the promotional video marketing and the tip of the iceberg for you to launch a successful promotional video marketing is through the application of the marketing analytics! You will still need to measure how well the progress is happening and for that you need to entertain certain tools to quantify the progress. And such tools in Business Jargon are called as metrics.
If you’re clueless regarding the goal of your video, you won’t be able to farsightedly see the future of your promotional marketing video. So, the first step to marketing analytics to always be familiar with your roots. That way, you can eventually start planning the next phases of the project. That way, you can give direction to your video consecutively benefiting the stakeholders involved. You should be able to set target audience so that you can work according for the marketing, and set goals and standards for guiding the promotional video in marketing analytics. So, for a video marketing campaign to run as per expectations, here are some of metrics that you need to focus on so that it can pave a way toward successful promotional video marketing.
The view count refers to how many times your video has been played and is shown numerically. Of all the video metrics, view count is intriguing to the creator/developer because of how appealing that seems to be. In YouTube, your video view is counted after the consumer sees the video for the first 30 seconds while on Facebook, your video view starts being counted after first 3 seconds worth of video watch. Video count is an important metric if creating at-a-glance-look type of videos for promotional marketing. Sharing your video with the audience or target group as well as paid promotion in the social media could be some of the tactics to increase the video view count.
The definition of play rate varies with different platforms. For platforms that host such as Wistia, play rate is the percentage of the visitor who instead of just clicking the video and skipping it, the users who actually watched the embedded video is counted in the play rate. Play rate helps in identifying how much relevancy your video measures and how much audience it can attract and for how long! A useful tactic in increasing the play rate is by increasing the size of you video that is embedded or inclusion of catchy thumbnail.
If your video is not as eye-catching as it should be to stay relevant, this will definitely mark a dent on the success rate of the promotional video marketing. Hence, view duration is a handy metric to quantify how much of your target audience actually watches the video and for how long! It’s usually expressed in percentage and allows analyzing the quality of the video content. It is an applicable metric that helps to keep the content creators on toes.
This metric is used in calculating how well the video is in engaging the user and is expressed in percentage. For example, if you split your video into 100 parts, and for each part, if you divide the number of people who are still watching the by number of people who started watching, and there are 600 people watching the video at the 1-minute part. By that, the engagement rate for that part is 60%. This metric also helps in quantifying the number of users who actually watched the whole video or skipped to the specific parts or skipped to the end.
Regular monitoring and analyzing your social shares is a good tactic to assess the audience engagement. This metric holds an important position if you are specifically making the promotional videos for marketing in the social media. Social sharing of your video in the social media will in turn encourage the viewer to share your video in the social media eventually increasing the coverage of the video and view count. The key to make shareable videos is by making relatable content which are relevant for the time being.
You cannot expect a centralized business to be accessed globally. As some businesses serve their purpose only to the specific areas, and even though if they make strikingly amazing videos, they wouldn’t gain any kind of conversions apart from their territory of prevalence. So, this metric should be taken into consideration while implementing promotional video marketing strategies. It should take into account some geographic report for references.
A demographics report by Ooyala suggested that in 2016, around 50% of the video are watched in mobile devise. This data concludes that devices type is an important metric which helps to gain vital information regarding the gadgets with which your videos are being watched and how can they be optimized to organize better view rate. In addition to this, it also helps in creating better CTAs suitable for most convenient and favorable devices.
While setting goals for your promotional marketing videos, the demographics for the target audience are taken into consideration. If you don’t go through the specific, understandable and analyzed demographics report then, it could in turn become the setback for your video and content creation. It could be necessary to try different types of videos or go through various kinds of distribution channels. If you’re able to explore the demographics of the video in different hosting platforms, it could help you in reaching the target audience. Similarly, demographics report also contributes in seeing more conversion rates. In addition to this, demographic report is an important metric to assess new opportunities which you might have surpassed including in video analytics.
CLICK THROUGH RATE
Click through rate helps in analyzing the viewers who click on your video’s call to action while in turn, again visit another page. It is a metric usually expressed in percentage. It even helps in managing the traffic drive backs from one of your hosting platforms to another, such as between the Facebook and YouTube. Altering your CTA or engaging the videos could be some of the useful tactics to indulge CTR as a video metric for marketing analytics.
Conversion rate helps in defining the amount of video viewers who are converting to customers. When you are using Facebook as a platform for advertisement of your videos, it becomes an important part to whether it sees any progress in the conversion rate.
Likewise, if you run an online business store, conversion rate could be an important metric to uplift the sales rate. To increase the conversion rate from the audience, you have to try to make the video as relevant and as relatable as possible. Similarly, try to provide as much useful information as you can while choosing the right platform for marketing.
Feedback is a metric that provides qualitative data regarding how the viewers or the audience react to your videos. Feedback helps the video creator in listening to the audience or the user group and make modification in the next video to maintain relevance. Through analyzing feedbacks, content creators can improve their story lineage making the videos better fitting for the target audience.
To conclude, you can choose the metrics based on your requirement criteria to convey better delivery from the video marketing. It can be fairly stated that videos that are better in quality stay become relevant for a longer period of time in contrast to poorly delivered videos. And for your videos to remain relevant you have to keep assessing and modifying the metrics based on your need. Hence, it is a necessity to use marketing metrics to improve the overall success rate of your promotional marketing video.