You need to track more than the number of views your video has in order to ensure your video marketing program is giving you a high return on your investment.

Want to ensure your video programs are worth your time? If so, don’t just track the number of views. There are plenty of other video metrics that you can track in order to prove you are getting a high return on your investment.

As with any marketing strategy, analytics are an essential component to successful video marketing.

In this article we will discuss how to use video metrics in order to determine whether or not your video marketing efforts are worth your time and money. By tracking views, attention spans, click-through rates, and more, we are able to determine which videos help us to generate leads and retain customers. Video metrics give people the information they need in order to develop more efficient marketing strategies and, in turn, create a higher return on their video marketing investments.

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Metrics for Individual Videos

The number of views your video received is often misleading. A more significant measurement would be your video’s engagement status, such as the data of your viewer’s attention span. Attention span metrics will display the length of time your viewer was engaged.

If at least 60% of your audience watched your video to the end, you can consider your video successful. If your finish rate is lower, consider your length, format and subject matter.

Another important metric is your video’s click-through rate. Click-through rate, or CTR, is the ratio of viewers who click on your video, to the number of people that view it. Your CTR is determined by dividing the number of views by the number of people that clicked. This metric has nothing to do with the value of your content, and everything to do with how alluring your title and thumbnail are.

Measuring Video Performance

In order to measure your video’s overall performance and discover whether they are driving leads, sales pipelines or influencing deals, you need to merge your video platform with a marketing automation platform. Check out Vidyard for integration companies. This will allow you to view comprehensive reports about your video’s accomplishments and shortfalls, helping you to determine the return on your video marketing investments. By comparing your revenue data with your video viewing analytics, you can discover who viewed which videos, how those views influenced deals, and much more. This information can be used to discover which content is positively influencing your revenue. 

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Set Goals

As with any marketing strategy, it is important to set goals prior to starting your video marketing program. While goals can differ each time you to go create a new video, they should generally fall into the following categories:

  1. Drive Traffic
  2. Build Contacts
  3. Qualify Prospects
  4. Generate Leads

If you want a high return on your video marketing investments, Dolphin Video Productions can not only help you to create high quality videos, but also supply you with information on to help you achieve your goals! Contact us today to learn more!

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Please call us to discuss how we can help you reach more people and expand your business through video.

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