The number of views is a popular way to measure the success of online video, but it’s far from the only way to gauge of the return on your investment.
If your video includes a call to action (CTA), measuring its success involves more than the number of views. You can glean a lot about the effectiveness of your message and whether you’re reaching your target audience through other key performance indicators, or KPIs.
Here are some video KPIs and what they help you determine.
Video KPIs are most commonly used when there is some sort of call to action. Follow-through measures how many people follow through with your CTA. For instance, if your CTA is for people to click on a link to your webcast landing page, your KPI would be how many page views you received from the video based on the CTA link. Strong follow-through is an excellent indicator that you’re reaching your intended audience with enticing content.
Video view time (VVT) is how many times your video is viewed either partially or completely. VVT helps you gauge whether your message is being heard. Short view times could mean your video isn’t capturing viewers’ attention, or it could indicate that your video may be too long.
Unique video views (UVV) provide insight into viewer activity, specifically whether your video is being viewed many times by a few people or many times by many people.
Video social share (VSS) measures how much your video is shared within social channels such as YouTube, Facebook, LinkedIn, and other forums. Strong VSS bolsters SEO and signals that your video is gaining interest.
A less quantitative, but useful, way to help determine whether or not your video is successful is by talking to different stakeholders who use or interact with your video in some way. Salespeople are prime candidates. If your salespeople are using your video to inform or engage customers, positive feedback and new leads resulting from the video are great indicators of success.
Before you establish KPIs for your video content, you need to be clear about the purpose and end goal of your video. If, for instance, your primary aim is to create awareness for your product or brand, KPIs to consider include video views, unique video views, and follow through, among others.