1. Comparative Sales – sales before and after the video went live
2. Track analytics – use individual site analytics to track performance
3. Third-party apps – these can help to provide deeper analysis
There are lots of different metrics you can apply to your video marketing and it really does boil down to what you want to achieve – view-times, watches, shares, comments, engagement – all of which are important. More often than not it comes down to one (or more) of three things:
- lead generation
- brand awareness
Here are just three ways you could measure video marketing:
If you are posting videos on product pages this method almost makes it too simple. Compare the sales you made prior to the video going live to the sales you made after the video was out there for the world. In addition, you can compare those products with videos to those without thus giving you a good overview of how much video is helping. Once you know your sales you can then work out your ROI.
Depending on where your videos live you can obviously track using the individual site stats such as YouTube, Vimeo and Facebook. And crucially don’t forget to use Google Analytics. If you are running video ads there is a great article here from Google about measuring video performance with video analytics.
The big social channels such as Facebook, LinkedIn, and Twitter, now all offer analytics on videos that you post. You are able to see the average watch time, how many people viewed your video, and the engagement rates. Taking all this into account you are able to really hone in on your video production and create engaging content that your audience really wants to watch.
Third Party Apps
There are also a number of third-party apps and platforms such as Wistia.com and Vidyard that provide deeper analysis for video marketing, such as how long did people watch for and where did they go after watching, as well as demographic information about your audience. Such platforms also integrate with other sales and marketing platforms so you can really analyse how video is helping your sales funnel.