If you’ve ever made an explainer video before, you know that when done right they can boost business, increase trust, and lift your organic search engine rankings. But how else can you measure the success?
Here are five important things to consider:
1. Number of views
Perhaps an obvious metric to track, the number of views your video video gets can be an indicator of your explainer video’s performance. For example, if you launch your video, and it gets three times as many views compared to other videos, that clearly tells you that something has struck a cord and viewers are finding it engaging. Keep in mind, however, that just because your explainer video has a lot of views, it doesn’t necessarily mean it’s driving business results you’re looking for – unless of course you’re looking to drive awareness.
2. Engagement on social channels
It’s usually a good idea to get more use out of your explainer video by sharing on social channels, like Instagram, LinkedIn, and Twitter. Doing so can increase your reach and drive more awareness to your brand for very little investment on your end (basically just time spent posting). Most social channels provide performance analytics like the number of likes, shares, comments, etc, and you can analyze that data as well to get a better understanding of what’s working and what isn’t.
3. Video conversion rate
If the goal of your explainer video is to have viewers do something specific, like submit your contact form, visit your website, etc, then you should look at conversion rates (the rate at which your viewers convert to doing the action you want them to). You’ll have to look at your analytics to see exactly what actions your viewers take after watching your explainer video, so you’ll have to ensure you have proper tracking set up.
4. Overall watch time
Your explainer video’s overall watch time shows how much of your video is being watched, across all views. It’s a good way to measure the success of your explainer video because it can show you if viewers are interested in the content and messages, and if they find it valuable. If your video is seeing lots of views but low overall watch time, for example, that could mean your title and thumbnail, topic are great but the video content itself isn’t.
5. Viewer feedback
Videos bring your brand to life and create excitement around your story, so you’ll be surprised how many people will mention your explainer video if it’s done well. This feedback is a great way to measure the success of your explainer video because its viewers who will notice things that you may not have. For example, have numerous people said they LOVE how easy it was it understand one of you key messages? Great! Then you’ll want to look at your other marketing assets (website, marketing documents, etc) to see if you can update messaging to be more inline with how you explain it in your video, since it’s clearly resonating. And be sure to use that feedback to help influence future videos down the road.
Analyzing the performance of your explainer video is critical to understanding what worked and what didn’t, and for measuring the return on your investment (ROI). Conversion rates, views, and metrics listed above provide a great foundation for making sure you get the most out of your explainer video.
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