20 March 2023 Video tips

How to measure the effectiveness of your promo video: top metrics to track

Promotional videos are a great tool to market your business, but how do you know if they're effective?

In this blog, we'll cover the top metrics to track when measuring the effectiveness of your promotional video.

From views and engagement to conversions and ROI, we'll explore the key indicators that will help you determine the success of your video campaign.

By analyzing these metrics, you'll be able to make informed decisions about your video strategy and set up your future campaigns for even greater success.Download our Video Activation guide  In this guide, we’ll share our key tactics and approaches, and walk you  through the details of the main distribution channels to help you work out what  to post when, where and why. Download the guide

1. View count

First of all, let's get this one out of the way.

View count is the most basic metric you should be tracking for your video content. It tells you how many people have watched your video, and it can give you an idea of how many potential customers you've reached with your video.

But hold your horses, because view count alone doesn't give you the complete picture of your video's success.

A high view count doesn't necessarily mean your video is engaging or driving conversions. It's important to track additional metricd at the same time to get a better idea of how your video is performing. Metrics like...

2. Engagement rate

The engagement rate measures how much your audience interacts with your video content, including liking, commenting, and sharing. A high engagement rate indicates that... yeah! your video is resonating with your audience and generating interest. Nice! 

To improve engagement, you need to make sure your content is compelling, informative, and relevant to your audience. Here's a resource to help you get planning that!

Another nice little trick is to encourage audience interaction by asking questions, including calls-to-action, and responding to comments.

3. Click-through rate (CTR)

CTR measures how many viewers clicked on a call-to-action (CTA) link within your video.

A high CTR is a clear indication that your video is driving traffic to your website or other desired destination.

To improve CTR, make sure your CTAs are clear, compelling, and relevant to your audience. And be sure to test different CTAs and placements to see what works best for your video content.

4. Conversion rate

Conversion rate measures how many viewers completed a desired action, such as making a purchase or filling out a form, after watching your video.

This is a critical metric that shows the effectiveness of your video content in driving actual business outcomes. So you'll probably be most interested in measuring this one! 

To improve your promotional video's conversion rate, make sure its content is aligned with your overall marketing goals and that your CTAs are clear and relevant. Again, test different video content and CTAs to see what drives the best results.

5. Audience retention

Audience retention measures how long viewers watched your video, which can provide insight into the overall engagement and impact of your video content.

A high retention rate indicates that your video is holding viewers' attention and providing value. That or they're too lazy to skip your ad... 

To improve retention, make sure your video is engaging and informative for your intended audience. And test different video lengths and formats to see what works best for your audience.

6. Social media metrics

If you're promoting your video on social media, it's important to track metrics such as engagement rate, reach, and impressions.

Why? Well, these metrics can give you insight into how your video content is performing on each different platform and how it's resonating with your audience.

Use this data to optimize your social media strategy and improve your video content to drive better results.

 

Download our Video Activation guide  In this guide, we’ll share our key tactics and approaches, and walk you  through the details of the main distribution channels to help you work out what  to post when, where and why. Download the guide

Emily Malone

Written by Emily Malone Marketing Manager for Skeleton — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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