If you’ve just published your explainer video and you are looking at its metrics for the first time, you might be feeling a little dazed: there’s lots of stuff out there, but you’re not really.For this reason, we’ve made this guide to help you figure out what those numbers actually mean. Good luck on your journey to discovery!
How many people are watching your video? Take a look! View count is the key metric that will inform you about your reach.
Although view count is the easiest metric to understand, be sure not to pay attention exclusively to it. It can’t give you a clear picture of how your video is performing and, actually, if it is being watched at all: if viewers don’t like what they see, they can mute, minimize, or just ignore your video. But traditional video metrics may still count that as an impression.
Tip: Enhance the understanding of your video’s reception by taking into consideration the geo-source, which devices your audience is using and at what times your video was watched.
Is your view count low? Post your video elsewhere: Facebook, Twitter, YouTube, email marketing campaigns and your website are just a few of the channels where you can distribute your explainer video. Don’t hesitate to test out different channels depending on your audience.
Not only is quantity important, but also quality. Is your video actually attractive to people? This will define if it’s being viewed all along, which means you’ll see if your message is getting across.
Engagement involves cognitive, emotional and even physical positive impact regarding the content you publish for your brand. As you see, it is not easy quantifiable, but you can still have a clear idea if you take a look at conversations, amplification and applause rates. This is to say, comments, shares and favorites (or likes).
Also, videos let you gain insights on the consumption of the content itself. Look at the average percentage of your video that was watched, if there were replays and if particular segments were watched again. An engaging marketing video will give you good results in this area.
But if the reception is not that positive, don’t worry! The great thing about KPI’s is that they give you information on what can be improved upon. Look at what second viewers are leaving and rethink your video according to that metric. When editing, always remember the attention span of the average internet user is of just 8 seconds. You have around that amount of time to catch your average audiences attention and keep them engaged throughout the rest of the content.
3. Average time spent on page
If you posted your video on your website, take a look at its analytics to gain insight on how it is helping your metrics.
For starters, see the average time spent on the page where your animated explainer video is –if that’s your homepage or a campaign’s landing page, better yet. A well done, engaging video will mean your viewers will watch most of it, which will in turn rise the number of your page visits.
Also, be sure to include a descriptive title and a nice, representative thumbnail. Metadata is really important! (You can learn more about this on page 13 of our free eBook How to Rank #1 on Youtube).
4. Bounce rate
Keep on diving into your website analytics and find your bounce rate. It indicates the number of viewers who visit your site and leave without navigating any further. Now, compare your stats: if your bounce rate lowered after you published your video, it means it is interesting enough to make your viewers keen on learning more about your brand. Which has surely led them to navigate through a few more sections of your website.
Tip: Your conversion funnel is the way towards reaching your marketing goals. If you think your site’s navigation flow could be updated, don’t hesitate to do so before you publish your video. It will enhance its potential!
What if your bounce rate is still the same? Try analyzing carefully and updating your website before blaming a particular element. Maybe it is hard to navigate or key information isn’t at hand.
You know what? There’s a bonus of paying attention to your analytics! Taking a look at the average time-on-page rate and your bounce rate will help you gain an overall idea of how your animated marketing video is enhancing your SEO campaign, as Google considers both KPI’s when displaying search results.
To get an exact measurement of the ROI of your video, take conversion rates into account. Videos must tie back to campaign’s overarching goals, and conversions are the immediate objective of any marketing campaign!
As explainer videos are really informative, they teach users how the product depicted can help them and even address some of their doubts and pain points. If you notice a boost in your conversions since you published your video, congratulations! Your video is truly aligned with your marketing strategy.
Now that you’ve been officially introduced to the universe of video metrics, are you ready to go on board your KPI’s discovery journey? Knowledge and practice are key in learning to master the great tool animated marketing videos can be. For more knowledge, you can read all our posts about explainer video strategies. Regarding practice, just embark on the adventure. Enjoy!