In the business world today, we all know the power of videos, the chances are everyone is using video in some way for their business. Be it commercial video production, branding, corporate, awareness, documentary, behind-the-scenes and many more. With the variety of videos available the goals for them may differ from one to the other too.
Now a big question is, how do we gauge the success of his videos?
Here are some tips for setting up some simple metrics to analyse the success of your videos.
You may have seen it being done in most social media platforms and yes, this has been used commonly as the basis of how successful the video is. But having a higher view count is not just enough. We want to analyse the view count. For example, compare the statistics between different videos that you have or between competitive videos which have similar services or products. This will allow you to have a better understanding of what works and what does not. Which will lead to a better breakdown of what to do in the future of your videos.
It is fairly important to know how long your audience has been looking at the video that you are presenting to them. This is crucial because it shows if the approach of the video that you have been doing has captured the attention and driven audiences. Do not be mistaken for some videos, maybe short at length but still do not garner enough attention. If the video presented to our audiences does not provide a certain value to them. Some videos may be long, but if the value in the story hits the audience hard and impacts them, it may be a successful video. This information also tells you the trends that are on coming, it may be a seasonal thing whereby a seasonal video would probably be engaging to viewers as that’s in their front of mind, paying more attention to a specific or related season. This works the same for trends if the video that you are presenting is on a current or up-trending trend that you may not be aware of. the same goes on the reverse if it may seem that it’s on trend but viewership is declining it may be on a downward trend. Aside from trends, it could also very well be the approach of the video and the storytelling. Ideally trying to meet an aim that meets the flavour of the current market. This will allow us to have more informed data on our viewer’s expectations.
The Click Through Rate Or CTR
Click-through rate translates to the engagement that you have of your videos towards audiences. If it’s a high click-through rate it means that audiences have high engagement towards your videos. However, in a corporate video presentation setting this assessment may differ depending on the presentation of the audience you are presenting as the platform may not be the same and it could be less accurate. Therefore, as a corporate, you may have a different approach how to assess your click to rate, this is crucial because regardless of what video you are presenting there’s always an engagement metric. Now the goal is to set the right benchmark for the click-through rate of your particular video.
Understanding Your Data
Having gone through the above basic steps. You now have a set of data to analyse. What do you do? First, understand the demographics that you have according to the data that you receive from the above pointers. Understanding if it is more targeted to a male or female audience, the age group and the area of target based on location may indicate to you that your product or services may be more suitable for a particular audience.
However, this analysis is better targeted more towards brands and products for a business to customers. For a business to business once you have enough data of your audiences maybe by the responses to your presentation in a corporate setting of the video. We now know what kind of investors would be interested in your business, or perhaps the investors that you are targeting may have the right and aligned goals based on the video presentation. Otherwise, you may need to go back to the drawing board and work it out again. However, this data may not be sufficient for just one video. You may need a few videos to have collective data to make a better-informed decision.
we all know the power use of data and we also know the potential of videos now with this information we acquired we can now make a better and more informed decision for your next campaign. Please feel free to contact us for further discussion to know more.