This is a guest post from Adam Riemer
People talk about video and how well it is performing, but not everyone is actually measuring the right video analytics for your company’s goals. If all you want is views, that’s fine, but you probably aren’t getting a reasonable ROI. Here are 5 things that you may want to measure instead of worrying about how many views and comments your video has.
1. The point in your video which the call to action occurs.
This is probably the most important thing to look at first. By knowing when in the video people drop off, start to take a measurable call to action or get bored and watch a different video, you can begin to determine how long your videos need to be and where to place your calls to action. By measuring multiple points in your video where a call to action takes place, you can determine what length of your video is too long to bring in a positive return, how many minutes or seconds into the video brings in what type of customer (how long they stay with you for, what their average AOV is, etc…) and when you should stop filming or cut it off because of a diminishing ROI. By knowing how long to make your video and by knowing when to place your calls to action, you can then optimize it for a solid ROI and predict what types of customers you should be able to attract.
2. The wording you use.
When using wording like click here, shop now, find out more information, etc… it’s important to measure what words work with which length of video and on which video sites. You then cross that with your AOV and total sales and you can determine which videos with which words to use on which sites and be able to maximize your ROI with little to no additional work.
3. The color of the skin you are using.
When you have the video on your website, sometimes changing something small like the color or design of the skin can make a huge difference. Try changing the colors from one that matches and blends with your site to one that contrasts and draws attention. You’ll also want to test this with your videos on social sites like Facebook and Twitter.
4. The reach, not just the views.
If driving impressions is your goal, you shouldn’t rely only on one site like a YouTube, DailyMotion or Viddler. Instead you need a way to distribute to all major sharing sites as well as track the effectiveness of them. Impressions can count if you have an ad on the opening screen or your opening screen is an image that someone paid for, so having your reach counted is even more profitable than just video views because you can charge more for the increase in impressions.
5. Other site goals.
Marketers often forget that there are other goals you could try and hit with your video.
- Newsletter sign ups are a huge one. Newsletters let you remarket back to a targeted audience over and over which also means you have more opportunities to drive sales.
- Social media likes and followers on Twitter. These are great because you are building an audience and a following which can help spread your video as well as your products or services. You can also remarket back to them like you can with your email list.
- Visits and page views for your site. These are easy to measure depending on the tools you are using. If your site sells ad space, you’ll want to know how well your videos are driving traffic back to your site and which types of videos are driving more page views which means more impressions.
Here are some tools you can use to measure this:
Flimp Media – Flimp Media gives you many options to extend the reach of your video— through video postcard emails, embedding video on your website, and the flexibility of interacting with the video on any device—mobile, PC, Mac, tablet. You can instantly track and report in-depth video analytics on your videos (how long the viewer watched, if they watched to completion, etc), and can drop the videos into a “video postcard” to enable buttons for your calls to action (can be linked to URLs, email addresses, even custom forms). They also allow you to customize a branded look surrounding the video to make it stand out. Also, with Flimp Media’s video analytics, you can see exactly how long each viewer engages with the video, how many times they watched and if they watched to completion or stopped at a specific time. It measures which buttons the viewer clicks and how many times, and can tell you if they share the video on social media or forwarded it onto a friend (in which case, you could also find out the friend’s email address so you can add new people to your distribution list). FlimpAgency, a division of Flimp Media, can produce professional videos at a lower cost and can write the scripting so that the right verbiage is used to maximize engagement.
Viewbix is another tool that has a free option to add links and calls to action to your existing videos.
About the author:
Adam Riemer is an online marketer with more than a decade of experience. He works with mom and pop shops to the Fortune 500 to help them remove theft, properly measure ROI and to help with their attribution while growing channels like PPC, Affiliate Marketing, SEO and more.