It’s easy to set it and forget it with video content, especially in the rapidly changing social media landscape. Knowing what you need to track before posting can make measuring the success after so much easier. The metrics help us understand when we need to pivot and adjust our video marketing strategy.
Once a video’s goal has been defined, we know which metrics to track to measure its success. The best way to measure a video’s success is to determine whether it achieved its goal or not. We can’t expect an awareness video to lead to conversions, but we can expect a conversion video to do that!
Once a video’s goal has been defined based on the video marketing funnel, we know which metrics to track to measure its success.
A lot of resources exist¹ to help measure all of your social media and digital marketing metrics, but here is our cheat sheet for video-specific performance metrics:
AWARENESS:
Statistics to Gather:
- Impressions (number of times your video or post was seen)
- Reach (unique users seeing content)
- Mentions
- Follower growth
- Hashtags
Calculate: Reach (what percentage is followers v. non-followers), Impressions, Video Views, Video Completion Rate (VCR)², Audience Growth Rate
CONSIDERATION:
Statistics to Gather:
- Likes (or other reactions)
- Comments
- Shares
- Saves
- Direct messages or replies
- Mentions
- Clicks or click-throughs
- Profile visits
- Calls, texts, or emails
Calculate: Engagement Rate, Amplification Rate, Virality Rate
CONVERSION:
Statistics to Gather: Track URL shares, clicks, conversions
- Making a purchase
- Downloading a resource
- Signing up for a newsletter
- Attending a webinar
- Visiting a specific webpage
- Entering a contest
- Signing up for a demo
Calculate: Click-through rate (CTR), Conversion Rate, Cost-per-click (CPC), Cost per thousand impressions (CPM)
After conversion, customer service metrics become increasingly important, but it is also essential to continue monitoring video completion rates, audience growth rates, engagement rates, and amplification rates.
RETENTION:
Statistics to Gather:
- Followers
- Subscribers
- Likes
- Comments
- Shares
Calculate: Average response time, Customer satisfaction score (CSAT), Net Promoter Score (NPS)
ADVOCACY:
Statistics to Gather:
- Followers
- Subscribers
- Direct mentions/tags
- Indirect mentions/tags
Calculate: Social share of voice (SSoV), Social Sentiment
As you analyze your data, you can adjust your video marketing strategy so that the content you’re creating resonates with your audience. And it doesn’t hurt that you have some hard numbers to share with your boss.³
If you need help with creating your strategic video marketing plan, reach out to Emily at emily@thepixelpark.com.
Sources:
¹https://sproutsocial.com/insights/social-media-metrics/
²https://agencyanalytics.com/kpi-definitions/video-completion-rate
³https://blog.hubspot.com/marketing/video-metrics-your-boss-actually-cares-about