As the use of video becomes increasingly popular for both personal and professional use, it can be tempting to focus all of your time and energy on acquiring the latest and greatest video equipment.
While having high-quality equipment is certainly important, it is not the only factor that determines the success of your video. In fact, it is possible to create an impactful and engaging video with even the most basic equipment, as long as you focus on what truly matters: making your video do something.
Watch this snippet from “Shark Tank” and see how a client responds (or in this case, investors) to a product that gets 20,000 views and no sales:
Clients want a video that ends with a result, not just a show of your skills and experiences. A video that educates, entertains, sells, or inspires, has a clear purpose and objective. Establish goals then focus on crafting a compelling narrative that effectively conveys your message and motivates your audience to take the wanted action.
As a video editor, you know that the quality of your work is important. But did you know that choosing the right metrics can improve the impact of your videos?
Define your goals for the video – what do you want to achieve?
When you’re creating video content, it’s important to have a clear understanding of what you want to achieve – your video goals. Video marketing is an incredibly powerful tool and can be tailored to support your objectives, whether that’s increasing brand awareness, driving website traffic or engaging customers. Consider the outcomes of creating video as part of your marketing strategy and take time to decide upon the emotive journey you want your video viewers to experience. Establishing video goals from the get-go will help ensure a successful video campaign and enable you to measure success more accurately.
Measuring the performance of a video is crucial for understanding its impact and determining its success. There are various metrics that can be used to evaluate a video’s performance, and each of these metrics serves a specific purpose and provides valuable insights.
View Count: The number of times a video has been viewed is an important metric, as it gives an indication of the video’s reach and popularity. This metric can help to determine the level of engagement and interest in your video, and can also provide valuable information about your target audience.
Goal: Get the viewer to watch more of your video
The average view duration measures the average amount of time a viewer spends watching your video. This metric is crucial in determining the level of engagement and how well the video is capturing the viewer’s attention. A high average view duration is a good sign that the video is providing valuable content and is of interest to the viewer.
Goal: Boost your ego
View count measures the number of times the video has been viewed and is a good indicator of the video’s reach and engagement. Knowing how many people view your video is important. You can tell whether your title is compelling, whether your thumbnail is effective, and whether your content is watch-worthy based on views alone.
Goal Rank higher on YouTube
Audience retention measures how long viewers watch the video before leaving, which can indicate how engaging or interesting the video is. Videos with high Audience Retention scores tend to have increased visibility on YouTube’s platform. A good audience retention rate will persuade YouTube into ranking your video better, and will give an overall better organic visibility. Poor audience retention will decrease the chances of your video achieving positive organic growth. a benchmark, creators should always strive for an audience retention rate of above 50%.
Goal: Just drive conversions
Click-through rate (CTR): This measures the number of clicks on the video’s call-to-action (CTA) button, which can indicate how effective the video is at driving conversions.
Goal: Find out what your audience is interested in viewing
Engagement rate measures the number of likes, comments, shares, and other forms of engagement on the video, which can indicate how well the video is resonating with its audience.
Goal: A video that brings in sales
Conversions are the number of times someone takes an action. This is also represented as a percentage of either the clicks or impressions. Conversions can refer to people who respond to a video by going to your site, subscribing to your newsletter, or making a purchase. You define what conversions are for your business. Increase conversions with a call to action at the
Conversion is the most important measure of results. Place a clear call to action within your video—what they need to do to become your customer. This can be a phone call, email, or going
If your video is not translating to money now, there’s probably a high chance that it’s never going to ever convert. Forget about it. Focus on conversions. I mean traffic is great for the ego but traffic is not going to put through another table. Conversions will. Focus on conversions.
Focus on boosting conversion power by using an elemental optimization system to your website. If the call to action drives people to your site, make sure you have a contact form that’s easy for your audience to locate and complete, an easy way for them to subscribe to your emails, and a prominently placed phone number so they
can call you.
Choose the right metrics to measure your success – views, engagement, shares, etc.
Looking to make sure your video content really takes off? Choosing the right metrics can help you measure how successful your videos are. Take a look at things like views, engagement, and shares – this can give you a good understanding of the impact it’s making on your audience. Paying close attention to these metrics can offer valuable insight into what people find interesting about your content, so don’t overlook their importance! With the right analysis and measurements in place, you’ll be able to maximize the impact of every new video.
Use those metrics to improve your video’s impact and reach your goals
Knowing the right metrics for your video can make a world of difference when it comes to creating content that resonates with your target audience. From total views to likes and comments, understanding the most effective data points to track can help you fine-tune and improve your video’s impact. Properly tracking metrics is also essential to meeting any goals established when first creating the video. Whether you’re aiming to increase brand awareness or reach a certain number of subscribers, each metric provides actionable insight into how well you are achieving your desired outcome. Leverage each metric as a tool, keeping in mind how they fit into your overall objectives, and watch as they give shape and direction to achieving greater results over time.
Rinse and repeat! Keep measuring and improving to make sure your videos are as effective as possible
It’s all about the rinse and repeat! If you want to make sure your videos are achieving maximum impact, it’s important that you measure data and then make decisions on how to improve your content. Gathering the right metrics—such as watch time, views, and engagement scores—will help you fine tune the viewing experience for your audience. When armed with this data, you can customize each video to suit viewer interests and maximize impact. Remember: keep measuring and improving to ensure success for every single one of your videos!
If you want your videos to have a real impact, it’s important to set goals and measure the right metrics. By doing this, you can track your progress and ensure that your videos are as effective as possible. Keep measuring and improving, and soon you’ll be reaching more people than ever before.
