So you’re happy with your new video ad. You’ve figured out where you want to put said video, but now you need to know how much of an impact your video has actually had. It is definitely worthwhile to measure the views and shares of your video and to examine if the right audience has seen your video.
Before you try to evaluate how well your video ad performed and even before you create your video you should decide what it is exactly it is that you want to achieve with your video. Do you want increase awareness of an event? Increase views to your website? Or increase product purchases? Once you decide on what you want to achieve you can consider the analytics tools available to you.
There are several analytics tools available to track what is going on with your video ad. YouTube analytics is an extension of Google analytics and can be utilised when you have placed a video on YouTube. The same goes for analytics tools that are built in various social networks such as Facebook and Twitter. Other separate analytics tools include Ooyala and Vidyard.
Which analytics tool you use comes down to what is best for your business. You may be happy enough with the tools that come with each site you post your video on or you may feel the need to use a dedicated analytics tool.
Whatever tool you decide to use, you should pay attention to the information it is providing you with. It should give you detailed analyses of your views. So what gender are watching your video more? What age demographic are they in? Do people who play your video watch to the end or stop watching after 10 seconds?
You can use these statistics to ensure you are targeting your specific audience correctly and that audience are engaging with your video. It will also help you to make changes to your video ad strategy in the future. For example maybe you’ll notice that people aren’t watching the video to the end, analysing the viewing data will allow you pinpoint the time when most people stop watching the video, and in turn try to improve viewership by changing the video content to something more exciting or interesting.
Coming back to your original plan as to what you wanted to get out of your video you can judge your video against these goals. So consider the following:
Revenue: If you wanted your video to increase purchases, have you seen an increase in revenue since you launched that video? If not, take a look at your analytics tools and your marketing plan. Maybe you didn’t share the video to the right social platform, or maybe you should change what settings you’re using in your advertising campaign.
Engagement: Consider the amount of shares or ‘likes’ or ‘hearts’ your video has gotten. The more of these obviously the more your audience liked your video. Shares are really important to consider because not only did someone enjoy your video but they thought it would be of interest to other people that they know.
Reach: Reach is how many people saw your video, so how many views. This is great as a quick fact to say your video has so many views, but don’t rely on this too heavily, because views tell you very little about your customer. Also depending on the platform, a view can range from a mere 3 seconds of watching a video to 30 seconds.
The above is just some examples as to what can be measured to determine the success of a video. It will always come back to your business needs and what you want to achieve.
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