When it comes to measuring video success, most use the proverbial public scorecard as the base.
The more views your video gets, the more successful it is, right?
Views are good on a video, but they aren’t and shouldn’t be the only way of tracking if your video campaign is a success.
In this post, I review two key performance indicators (KPIs), in form of questions, that should guide you when unpacking your success rate.
Q 1: What is Your Primary Campaign Marketing Goal?
As a marketer, your target audience will fit into one of these three categories:
- Unfamiliar with your product
- On the fence about a product
- Ready to act
With these 3 categories in mind, your video campaign should aim to either increase awareness and consideration for your product or service, and ultimately influence sales.
Remember that your consumers no longer have a simple, linear experience. They have a variety of touchpoints that include mobile, social, and reviews. With each of these touchpoints, you move them closer to a purchase decision. Video is just one of these touchpoints.
Q 2: What are your KPIs?
Now that you have a marketing goal in mind, the next step is to dig deeper into your campaign KPIs. These KPIs can fall into various categories.
Compare your marketing goal and the following KPIs to determine what you want to achieve with your video.
All of the above KPIs are measurable. You can use Google Analytics, YouTube Analytics, and AdWords to determine and measure your campaign success.
When optimizing your KPIs, avoid using competitive or industry benchmarks. The creative choices for each video vary too greatly.
Instead, set your own benchmarks based on your past campaigns, A/B testing, and real-time optimization.
Putting One Brand to the Test
The Infinix brand of smartphones is one of the brands that continues to gain popularity. We executed a campaign on YouTube with the goal of growing awareness of it’s new brand of smartphones.
Here’s an example of what happens when you put the Infinix campaign through the exercise above:
Q 1: What is Your Primary Marketing Campaign Goal? The primary goal was to be discovered through YouTube Search
Q 2: What Are Your KPIs? As we mentioned in the graphic, one good awareness indicator is unique users. We focused on getting discovered for key search terms through YouTube Search. Looking at YouTube Analytics, 55% of the views came from suggested videos by YouTube and 33% from a YouTube Search.
On this project we had a clear brand goal. Every brand has specific challenges that need to be solved. In case, it was being discovered on Search.
Hopefully, you now have a better approach and understanding of why YouTube view numbers aren’t everything. Rather, the objective is whether you’re meeting your primary campaign goal and KPIs. This will not only ensure your campaign goals are met, but it’ll enable you to reach your target audience in the most important moments along their journey.
By David Gitonga – Video and Online Content Creator