Video content accounts for the majority of web content. With more than 244 million viewers worldwide, there is no wonder why more and more digital marketers are looking into the different video marketing strategies to adopt in their campaigns.

According to recent reports, 86% of digital marketers use video content and consider video as a powerful marketing tool. However, it is still important for them to understand how to effectively use video content in their marketing campaigns.Effective video marketing strategies are not as easy as posting whatever type of video content on social media or other digital channels. Instead, it requires strategic methods, tactics, and techniques to get the most engagement, click-throughs, and conversion rates.

There are several key performance indicators (KPIs) that can be used to measure the success of a particular video marketing strategy. To give you a better idea, here are some of the essential video marketing KPIs to gauge the performance of your online videos. 

 

Importance of Video Marketing KPIs

Source: Unsplash

Before we dive into the different video marketing KPIs, we must understand why it’s 

necessary to gauge a campaign’s performance in the first place. Key performance indicators are metrics that allow digital marketers to accurately and quantitatively measure the performance of the campaign efforts.

With these data, video content marketers can track the progress of their marketing campaigns and assess their performance in relation to their goals and objectives. Digital marketers also have the opportunity to identify specific areas of improvement in their strategies and make the necessary changes and adjustments to improve their video content’s performance. 

Lastly, results from the video KPIs allow digital marketers to make better decisions about their future video marketing efforts. They can determine which strategies offer the best ROI as well as identify campaigns that are simply not worth continuing. 

 

5 Essential Video Marketing Key Performance Indicators

View count

When it comes to video marketing, one of the simplest and most basic KPIs is the content’s view count, which refers to the total number of views a particular video has received since it was published. A video with millions of views is performing significantly better than one with less than a thousand views.

There are several factors considered when it comes to counting a video’s total views. For example, the popular video-sharing platform YouTube has two criteria used when counting a video’s total views. First, the viewer should have physically clicked on the video to play the content and second, they should also have watched the video for a minimum of 30 seconds. 

Considering this, view count is a metric that can be used to gauge a video’s performance or progress towards objectives such as boosting brand awareness and reaching a larger and wider audience. 

 

Video watch time

Using videos as a marketing tool is more than just views. Considering that some platforms consider a 30-second watch time as a view, it doesn’t accurately represent how engaging your content is. 

Video watch time shows exactly how long viewers last watching your content. Your content is not engaging enough if your viewers only last a good 3 to 5 minutes into a 20-minute-long video. 

This shows that there is something that needs to be changed with the way they produce their content. It can be something about their editing style, videography, script, or even their delivery that is turning their viewers off and making them lose interest.

Considering this, video watch time is a performance indicator that can be used to gauge a video’s effectiveness in drawing viewers’ attention and maintaining their interest for longer periods.

 

Social media engagement

Source: Pexels

Social media platforms like YouTube, TikTok, and Facebook are some of the most popular channels for digital marketers to conduct their video marketing campaigns. 

This is primarily because social media platforms provide access to a significantly large and diverse demographic. Aside from that, social media has also become an easily accessible and active platform for people to interact, communicate, and engage with each other.

Taking this into consideration, the amount of social media engagement your video content can produce is another essential key performance indicator for video marketing campaigns.

Social media engagement is measurable using a range of variables. It can be measured in terms of the video’s total number of shares, comments, as well as reactions. 

Social media reactions can be perceived in various ways. Reactions such as likes, laughing emojis, or hearts show that your videos are positively received by your targeted audience. However, negative reactions such as angry or sad emoticons show negative perceptions that can be related to the message or your content style itself.

Comments are another way for content marketers to see how their videos are received by their audience. Viewers can tell how they feel and brands also have the opportunity to directly respond to or interact with their viewers through the comment section.

Video shares are another important KPI that shows how valuable or relevant your videos are to your audience. Viewers share videos for various reasons. They can share your content because they find it relevant to current events, informative, or simply entertaining. Regardless, the more your videos are shared, the more visible it becomes online. 

 

Video Conversion Rates

Video marketing is more than just having your target audience view your content. Adding a call to action (CTA) in videos is a common practice used by digital marketers to engage their target audience and encourage them to perform specific actions. 

The conversion rate shows the number of people effectively driven to take action specified in your video CTA compared to the video’s total view count. A higher conversion rate means that the content is effective in engaging the target audience enough to drive them to take action and maintain contact with your brand or business.

Video CTAs can be a variety of things. It can be a simple line urging viewers to like the video or comment on what they thought about the content. It can also be a plea asking viewers to subscribe or follow their channel or direct instructions to check out your brand and visit your ecommerce website.

 

Returning Users

Video marketing is an effective way to build and establish a community. People who find your video content interesting or valuable are more likely to take action such as subscribing or following your channel to stay up to date with future content uploads.

Another video marketing key performance indicator is the number of returning and unique users who consume your content.

Returning viewers are those who have previously viewed your content and have come back to watch it again. Returning or recurring viewers are further categorized into two depending on the nature of their activity. One type of returning viewer is those who rewatch videos because they have difficulty understanding the content. The other type is those who come back to a video to refresh their memory. The type of returning viewer shows how your content is received by your viewers.

If you have a large number of viewers who come back because they have trouble understanding your content means that there is something wrong with the way you deliver your material. On the other hand, those who come back to refresh their memory mean that your content has made an impact and was memorable enough to get back to.

 

Bottomline

Video marketing is a powerful online marketing strategy. However, running such a campaign is not as easy as one might think. While it’s easy to post videos online or run video ads, digital marketers need to actively gauge their video’s progress and performance. 

Learning about the different key performance indicators is one way to effectively implement a video marketing strategy. You can track your campaign’s progress, gauge its performance, and decide which tactics are worth pursuing or not. These KPIs also allow digital marketers to improve the way they create video content to adapt to the preferences of their target audience. 

 

 

 

Want to know more about video marketing strategies? Sidekicks is an on-demand virtual company, and we’re eager to help visionaries and entrepreneurs like you. Get a free ebook and learn more about how we can help you by signing up for our newsletter. We also offer a free 30-minute consultation if you prefer something more personal.

 

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