Imagine your agency is executing a direct mail campaign for you next month and the only measure of success will be the number of packages sent out. Not response. Not qualified leads. Not conversions. It wouldn’t make sense, right? But that is exactly what more than 75 percent of brands are doing right now with their video content campaigns.
Measuring the performance of video by views alone fails to consider the result that you are trying to achieve. Engagement and active engagement response are what you are really after. If you aren’t measuring those, your videos could be massively underperforming — and you would never know it.
Video-specific analytic tools help shine a light on missing engagement metrics, but the only way to fully capitalize on the engagement power of video is to put more emphasis on strategy and optimization in your video creation process.
Here’s how to make your video campaigns work for you.
Implement Powerful Analytics to Measure Results
There are a multitude of tools out there to help you get a grip on what your videos are actually doing. Limbik, Tubular and Vidyard are good places to start. The best way to tap into the power of video analytics is to use a little bit of foreshadowing. What are the primary metrics that are going to drive results, and what can you do to drive them?
Video producers know that a minute of pre-production is worth an hour of post-production, so these variables should be active parts of your idea generation, storyboarding, script writing and shooting. It’s much more difficult — and expensive — to change them after the fact.
Like most marketing campaigns, videos do not represent one-and-done linear paths. They are touchpoints in a complex web of the buyer journey. That means that, while measuring the performance of each video is good, what you really want to measure is how they perform alongside one another, working together to create the behaviors that you seek. Those insights allow for both improving active video campaigns in real-time, as well as informing the production of the next set of content.
Balance Creative Execution With Strategy
Another bit of wisdom from Hollywood that applies to marketing videos is the saying, “It’s show business, not show art.” That does not undermine the value of creative. Obviously, boring videos will not drive engagement. However, a fantastic video that has the power to catch fire does not necessarily have the power to generate meaningful results.
According to Google, customers in the B-to-B space are increasingly watching video during the entire path to purchase, with 48 percent consuming more than 30 minutes worth of video content.
Hunger for engagement is there, but getting the right message in front of the right people at the right time is key. Only about 15 percent of marketers are taking advantage of optimization metrics that help determine if the video is actually working. Once you have the creative nailed down, it is imperative to devise an execution strategy that ensures that prospects are able to easily locate — and actually want to view — the ideal video content that is going to move them along the journey to conversion.
Optimize Your Videos Once They Go Live
Despite even the best planning efforts, most videos are not going to be perfect at launch. What is working and what isn’t? In the old days of one-way video viewing, it was impossible to know.
As Chief Development Officer of unified.agency, Rob Simone focuses on delivering clients effective strategies and creative that not only fits within brand guidelines, but also exceeds business goals. Simone leveraged a film school degree into a career in advertising as an agency producer. He made stops at Grey Worldwide and later at BBDO NY where he worked on award-winning ad campaigns for some the world’s most recognizable brands, including: Panasonic, Pringles, Febreze, Captain Morgan and others. Simone launched Hiccup NY, a unified.agency partner, in 2006 with partner Michael Cruz.