Video marketing has been a trendsetter among businesses for a while.
The role of video content on social media is crucial to growing your business and enhancing your marketing channels.
Many businesses have generated positive results thanks to explainer videos. The increasing interest in video consumption aligns with the rise of video-based social media like Instagram Reel, YouTube Short, and TikTok.
Aside from that, you must also know how to measure your efforts. From setting goals to analyzing key video marketing metrics, let’s explore how to measure your video marketing success on social media.
Setting Goals That You Want To Achieve With Video Marketing
Setting goals is essential to success when it comes to video marketing on social media, as it allows you to measure results easier.
There are typical goals that businesses hope to achieve. For example, in many cases, companies that create product videos aim to drive sales. Meanwhile, those making explainer videos using a video editor tool aim to expand brand awareness.
Here are some common business goals for video marketing:
Growing brand awareness is one of the most common goals. It means you need to increase the number of video views, shares, and comments on social media platforms.
Businesses can effectively grow their brand awareness by creating compelling video content that resonates with the target audience and leveraging social media algorithms.
Video marketing is an influential tool for driving sales, allowing businesses to showcase their products or services in action and demonstrate their unique value proposition.
To measure this goal, you can track conversion rates, revenue generated from video campaigns, and the number of leads or sales generated from video content.
In addition to driving sales, video marketing can also be used to capture audiences’ attention and encourage them to take action. You can look into metrics such as click-through rates, email sign-ups, or form submissions.
Businesses can effectively generate leads through video marketing by creating compelling video content that addresses their target audience’s pain points and needs.
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Gather followers and loyal buyers
Building a community of followers or loyal buyers is essential for long-term success. This is especially important if you’re trying to establish your brand on platforms like TikTok or Instagram. However, gaining initial traction could be hard on these platforms. So, if you’re posting your videos on let’s say TikTok, you can invest in buying active TikTok followers to get the initial boost that your brand needs. You can track your brand follower growth or the number of repeat purchases from existing customers. Offering benefits can be one of the best strategies to encourage repeat orders.
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Increase audience engagement
Video marketing is also effective for connecting and building engagement with audiences, creating a two-way conversation between the brand and its followers. Your engagement increases with more likes, comments, and shares you get on your post.
In this case, providing interactive content is crucial to boost social media engagement. You can play quizzes, create shoppable posts, host live streamings, and more.
Essential Video Marketing Metrics To Track
There are important video metrics for video marketing you must keep a close eye on. You must check, monitor, and analyze the analytics page of your social media platforms to gain insightful inputs to enhance your marketing strategy later. Consider tracking the following video marketing metrics:
1. Video views
Video views are one of the most basic and essential metrics for video marketing. It calculates the number of times your video has been played and viewed by audiences.
2. Audience reach
This metric measures the number of unique viewers who have seen your video content. You can understand how many people have been exposed to your brand and see their demographics.
3. Engagement rate
Engagement rates reveal the level of engagement of your video content. Learning how to schedule YouTube Shorts can significantly enhance your video marketing strategy, ensuring consistent engagement across your channels. It includes likes, comments, shares, and other interactions. A high engagement rate indicates that your video content resonates with your target audience. It also shows that your content generates interest and excitement.
4. Click-through rate
Click-through rates (CTR) calculate the percentage of viewers who clicked on a call-to-action (CTA) within your video, such as a link to a product page or a sign-up form. This metric can help you assess the effectiveness of your CTAs and the overall impact of your video marketing on driving traffic and conversions.
5. Conversion rate
Conversion rates measure the percentage of viewers who take a desired action after watching your video. It counts actions like purchasing, signing up for a free trial, or filling out a form. You should clearly aim for higher conversion rates to drive revenue.
You can also use third-party analytics platforms besides embedded social media systems. They provide social media content management, analytics, and reporting. You can also gain an in-depth explanation of your content performance and how to improve it.
Some well-known third-party social media analytics platforms include Hootsuite Insights, Sprout Social, Brandwatch, Buffer Analyze, and IconoSquare. They all provide excellent performance reporting, social listening, and trend analysis service.
Conclusion
Measuring video marketing efforts is as essential as creating the content itself. You can do A/B testing to know which type of videos are most preferred by your audiences. Also, continually optimize your videos on social media to reach relevant audiences and generate the desired results.
The above discussions are ways to measure your video marketing campaigns on social media. It requires you to keep a close eye on crucial metrics to know your content performance and find gaps to cover in your marketing journey.
Author Bio
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video production company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). You can follow him on Twitter: @breadnbeyond.
