Let’s begin by saying this: If you aren’t marketing your brand on video already, you’re behind the curve!
The world is shifting to video content and here’s what we know about video marketing today:
- Almost 50% of all mobile Internet traffic is spent on watching videos (source: Hubspot)
- There are over 100-million video watchers surfing the Internet every single day (source: Video Brewery)
- 75% of executives watch work-related videos at least once a week (source: Forbes)
- 80% of viewers remember watching a video ad on a website in the last 30-days (source: Online Publishers Association)
- 65% of people who view a video go on to click through to the vendor’s website (source: Forbes Insight)
These are just some of the many reasons why we believe that by 2020, the entire world is going to be making videos for marketing!
If these statistics, and a whole bunch more of them available on the Internet, are encouraging you to go down the video route, then here’s what you need to know.
Statistics to Gauge Video Marketing Success
Here’s how the average person judges video success – number of views, number of thumbs up/down or even the subscriber-count (albeit for the channel as a whole).
In other words, the “analytics” that we generally talk about are quite superficial.
In this day and age, when we have an incredible amount of data available, relying on barebones statistics is not a sensible approach.
So let’s take the example of the viewed count and think about what it really means – it simply refers to the number of times that video started playing – nothing more!
You could have a million views on your video but if only two people watched it past 3-seconds, chances of any real engagement are unlikely.
The key elements you need to look for are those pertaining to ‘Engagement’.
In other words, click-throughs, likes, re-watching, tab-closing, etc. tell you more about the quality of your video than the total number of views.
So let’s take a look at some of the statistics you need to start observing to squeeze more out of your video marketing endeavours.
Video Marketing Statistics to Track
- Play Rate: Essentially, this is the number of people who clicked on your video to play it. While not as important, it is the first indicator of whether your video is considered interesting enough or not
- Call to Action Response: If you have a link on your video asking people to ‘subscribe’ or ‘check out the website’, then the number of people clicking on it will tell you how effective your Call-to-Action (CTA) is. Poor engagement reasoning needs to be diagnosed by variation-testing (putting CTAs on different locations, changing CTAs, etc.)
- Where in the World?: If you made a video for your customers in Mumbai, India but only people based out of Cologne, Germany were viewing it, your targeting needs work
- Hours Viewed: Well, this is something that requires a bit of analysis to understand what’s happening and why. However, the average hours viewed will tell you when people are moving out and what’s probably putting them off – if anything
There are many other things that come into the picture based on where the video is being placed – for example, the number of times a video is shared or where the video has been viewed the most – but these are statistics that give you a decent starting point.
Is this going to solve all your video marketing problems?
No! A large part of marketing success depends on what your objectives are and what you perceive your problems to be.
Your solutions are only as good as your analysis is so make sure you have an expert working with you to help you perfect your video marketing strategy.
Get in touch with us to find out how you can make your video marketing strategy more effective!