Now that you know the huge impact video has in marketing initiatives, you´ve created an amazing animated explainer video to broaden your online visibility and boost your sales. But remember that in the business world (just like in life), analyzing data plays a key role for tracking results and making improvements to your strategies.
The good news is that popular video hosting sites like YouTube or Vimeo and paid hosting services like Wistia and Vidyard offer you a complete dashboard to access all the data you need to analyze the performance of your videos.
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You must focus on measuring the results of your marketing videos in order to learn from what you´re doing, bad or good. Let´s see some metrics you should consider when tracking video performance.
ENGAGEMENT AND INTERACTION
The fact that your visitors watch the a video is important, but engaging them is even more relevant. Using the Engagement reports enables you to track what content drives them to like, dislike, share or comment on your videos, and even subscribe to your channel (a piece of advice: it is very important that you respond to each comment on your videos to show interest towards your viewers and stand out as a respected company). The greater the level of engagement, the better you´re connected to your customers and the more likely you are to be promoted. By paying attention to their feedback, you can make adjustments to your video strategy based on the preferences of your audience.
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RANKING ON YOUTUBE
As you probably know, when you upload a video, you have to choose some keywords that will help you to get a good position in YouTube´s rankings and -why not rank first among millions of videos?. Checking how your video ranks in the YouTube search box and entering the keywords you pre-selected will also be an indicator of the videos performance. Regarding this, setting up a good SEO strategy will help a lot. Check out these tips on How to make your animated explainer video rank #1 on YouTube. You can also download our free eBook that explains how to rank #1 on YouTube. (Psst! We´re talking from our own experience: we´ve developed an animated marketing video that ranked #1 on YouTube in just 3 months! The title of the video is “What's the best explainer video production style for your business?” and we reached 300 daily views with a 20% monthly growth rate. Watch it here!)
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In the Audience Retention page, you can watch the exact times in your videos when people stopped watching. This is: how long viewers are watching and when they leave your channel or go to another video. This way you can detect one particular time in your video when your viewers stop watching and understand and prevent the same mistake in the future. Conversely, you can make use of the Audience Retention page to analyze what videos are performing the best and get a clearer idea of your viewer´s tastes.
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In a way, subscribers represent customers or potential customers: they have some kind of interest in your product or company. The more subscribers you have, the more people who have the potential to see your channel contents will be…and then your brand will get more exposure. Thus, monitoring the fluctuations of your subscriber base is also a key indicator for your video marketing strategy. A good technique can be adding Call To Actions in the form of video annotations to test how much this influences your channels subscriber´s rate.
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Although YouTube Analytics does not give you the chance to track conversions, you can do this from your own linked-to website. Examining the number of conversions a video generates is also a key performance indicator. At this point, you must have a clear idea of the purpose of your video: is it meant to drive traffic or to generate sales? Having this answered, you might be surprised about the performance of your videos: a video with a low view rate may have a higher conversion rate…and this happens often.
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Now, if you want further information on marketing videos, visit our Explainer Video Academy and check out all the materials we´ve developed for you: free eBooks, infographics, slides and the best explainer video production tips!