How To Measure Engagement Of Video Marketing Campaigns11 min read
When it comes to measuring a video ad’s success, views aren’t everything. This article is the third in series to support marketers that want to learn how to measure video marketing ROI. Our mission is to help you identify the right Key Performance Indicators (KPIs) of video marketing campaigns and ultimately achieve clarity around measuring ROI at each stage in your funnel.
Measuring Engagement of Video Marketing
Customers buy from companies they trust. Engagement is the next stage in the funnel after awareness. Engagement builds upon awareness and helps develop a trusted relationship with your customer. Engagement actions rely upon a free exchange of value; first, provide valuable thought leadership content in exchange for deeper attention and trust from a customer.
This step is critical: Create value for customers before asking them to trade on that value (typically in the form of contact information). There are three primary goals for engagement as it relates to video marketing:
- Build trust through thought leadership with value-add content
- Develop interaction with personalized offers
- Develop customer advocacy
Engagement Through Earned Attention and Trust
A marketer should build trust through thought leadership to develop the digital relationship with their customers. After you gain interest in the awareness stage, your customers’ attention grows along with their willingness to consume longer content (like reports, papers, presentations and guides). Building trust as a thought leader requires remarkable ideas and content that differentiate your company and your product. This establishes why you are the best choice to work with.
As you become a trusted source of information, your customers will reward your company with attention by watching more videos and consuming deeper content (ex. white papers and reports).
Value of Interaction with Personalized Offers
An advertiser should engage with customers using personalized offers and content that encourages them to lean in. (Get people to raise their hands by downloading free content.) An advertiser should align offers and content with qualification stages and, subsequently, track what’s downloaded and consumed as a signal for qualification. For the best results, an advertiser should provide personalized offers that appeal to the specific interests of your customer segment. Advanced personalized offers based on account-level personalization through Account Based Marketing (ABM) is an example of smart segmentation. Knowing what products customers are interested in and how they respond to different offers provides customer qualification insights. This content serves as a deeper signal of interest and intent. For example, to measure the success of multiple product lines, follow your prospects’ content consumption trails.
Value of Customer Advocacy Through Social Engagement
An advertiser should develop a social following who are interested in your content and story. Recruit subscribers who sign up for video updates. Brand advocates comment, like and share your content leading to earned views for your videos.
Measure Engagement with Deeper Content
- Minutes watched – calculate the amount of time customers spend actively watching your videos. Account for the aggregate of partial video views. Impressions do not count toward this total.
- Earned views – is when a customer watches additional videos after the promoted one. Measure which videos are watched subsequent to initial video. Value at the CPV. Ex: if you pay $0.25 per view for a promoted view that leads to a customer watching 4 additional videos the value of the entirety is $1.25 (1 initial and 4 earned views).
Content download – Download un-gated content
Drive Interaction – Lean In
- Personalized offers – use personalized video messaging and offers and measure success off of clicks, CTR and page visits
Pixel engaged users.- track funnel progression by using tracking pixels for each stage in your funnel. Note the level of engagement and map this back to your lead scoring.
- Website visits – measuring web traffic starting with CTR and CPC on your videos all the way through daily traffic lifts from your video sources
- Recruit Subscribers – get more people to receive notifications when you publish new videos. This accelerates brand recognition.
- Earned social – measure the earned media from video by tracking comments, shares, likes, and playlist adds
So many smart marketers approach video campaigns with awareness goals and measure the success of their campaigns with conversion metrics. It’s likely this mismatch is happening within your organization as well. You just read about how to measure your Engagement stage campaigns. In the final post, we’ll dig deep into the conversion stage; which goals are appropriate for that stage, how to measure success, and why it’s important. If you haven’t read the first post in this series, check it out here first: How To Identify The Right KPIs And Measure ROI Of Video Marketing.
Then dive into the blogs that cover the other funnel stages:
All the things you need to know about generating revenue with video marketing In 2018.
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