Metrics you need for measuring effectiveness of promotional video campaigns

Posted by SMstudy® on November 14, 2018 | Digital Marketing (DM)

Keywords: Social Media, Digital Marketing, Internet marketing, Online Marketing

Metrics you need for measuring effectiveness of promotional video campaigns

Video marketing is an aspect that you need to consider seriously if you want to be successful in your digital marketing campaigns. Video marketing is a very effective strategy to obtain potential leads and initiate the sales funnel.

The scope for video marketing is huge as around 45% of people active on the Internet watch online videos every day. This has increased the demand for online video marketing across the platform. However, once you have launched your video marketing campaigns, you need to measure the effectiveness of all your efforts. Here are some metrics that you can use to keep a check on engagement, to regulate video campaign costs, and to measure success.

KPIs and their role in your video marketing campaign

To stay competitive, digital marketers use a number of digital touch points in their video campaign. It becomes very difficult to comprehend which elements are working in your favor and which are not. In order to gain an understanding of the success of your promotional video and assess the generated ROI (Return on Investment), KPIs (Key Performance Indicators) have to be identified and used. You can use marketing tools and analytics for tracking KPIs across the Internet which are of great help in this regard.

1)    Engagement

This basically refers to the average time of view along with the percentage of video watched by viewers. There are many platforms which show the times where visitors re-watched your video. Take a note of the drop-off times which will assist you in identifying the likes and dislikes of the audience. Your objectives for video marketing campaigns definitely include the audience watching your promotional video till the end. This becomes more target-oriented when you have a “Call-to-Action” at the end of the video.

You need to share information which is of value to your viewers. The information that you present in the videos needs to be clearer and more interesting. Visitors’ engagement arises out of familiarity with your content and loyalty with your brand.

2)    Play rate

It denotes the percentage of viewers who have clicked on your video and watched it. Play rate is related to the effectiveness of the position, size, and thumbnail of the video, and the extent to which the content around the video has been appealing to the visitors that convinced them to watch the entire video.

In order to get the best play rate, you need to position your promotional video in a noticeable spot. Keep the video moderately sized. The thumbnail of your video should be relevant, attractive, and engaging. The content around your video has to be brief, accurate, and persuasive.

3)    Bounce rate

It denotes the number of people who visited your website and then left without visiting other web pages. If the landing page of your website has the video along with links to the forms or pages for closing the conversion process, you need to be more prudent about positioning your video. You have to be more convincing to make the viewer complete the entire cycle of conversion. High bounce rate means your landing page has to be reworked.

In order to get low bounce rate you need to optimize navigation, work on decreasing the loading time of pages, and improve the size, quality and position of the video along with the design of the landing page.


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