Ok, so you now have a killer animated explainer video on your website. It looks great, it has wonderful characters and it tells the story of your product in just a couple of minutes. However, the work is far from done.
You need to know the impact your marketing video is having on your audience. Otherwise, you won’t be able to know if it’s working. You also need to gather as much information you can in terms of evaluating your animated marketing video because it will help you make wiser -and cheaper- decisions in the future.
Long story short: you need to collect data. The good news is that popular video hosting sites like YouTube or Vimeo and paid hosting services like Wistia or Vidyard offer very useful metrics that will enable you to know if your explainer video production is obtaining the goals your company has set out to accomplish.
We’re talking from our own experience: we made a video entitled “What’s the best explainer video style for your business?” It ranked #1 in YouTube in just 3 months, drawing around 300 daily views with a monthly growth rate of 20%. You can watch it here.
Today you’ll learn about the metrics you need to know for measuring your video marketing campaign:
1. Number Of Views
You need to know how many people are watching your animated video. But this number in itself is too raw, so you have to limit it in time. Examine your video’s views most days and weeks in order to find out if your animated marketing videos are working or not. The more information you get the better your evaluation will be, so make sure to add annotations to your most successful videos, and to drive new traffic to the other videos you have created in the past.
You already know how many people are watching your video. But you also need to find out how long are they are watching it for, which may be even more important. After all, you’re trying to understand how well your audience is engaging with the content you’re presenting them. And also, since you have usually placed your call-to-action at the end of your video, you need to make sure that your viewers are watching it until the end.
3. Traffic Source
This metric allows you to know how viewers found out about your video -where are they watching your videos from. This information is very useful in order to analyze which promotional efforts are succeeding and which aren’t. This measure will allow you to make proper adjustments in the future in regards to investing more money into the most effective strategies, discard and eliminate the unsuccessful ones, and come up with new ways to market your marketing video.
This metric is highly valuable because it is very detailed. It will allow you to learn the gender, age and country of your target audience and it will also allow you to analyze the resulting data. If you look at the number of the views you’re getting from your target demographic, then you will be able to know if you’re reaching the right audience. As we’ve said in the past: there’s power in the details, so make sure to properly register all of this information. After all, these are not only powerful insights on how your video is doing -they’re extremely useful in order to outline how you will do in the future.
This metric tells you which devices were used to watch your video and it can also tell you which operating system was used. The power of this information lies in the fact that they tell you where to invest your marketing efforts in the future, in order to achieve the best return on investment possible.
6. YouTube and Google Ranking
It is also very useful to find out how your video is doing in YouTube. For that purpose, you can visit free online tools like Youtube Rank Checker, where you can, as the title implies, check how your video is ranked by YouTube.
Our video appears at the number one spot in YouTube if you use the words “best explainer videos”.
You can also learn how the keywords of your video appear in Google. But you need to do this in a more manual way: you could type your keywords and find out if your video is positioned within the first pages of the results.
This is how you measure your video marketing campaign results. Understanding what type of data you are collecting empowers you to control, adjust and improve your marketing efforts. All of which will help you to make the most out of your animated marketing videos.
Now, if you want further advice on marketing videos, visit our Explainer Video Academy and download our other free eBooks, infographics and educational videos to boost your online campaigns and make the best explainer videos possible.