If you use Wipster's Pulse feature, you can also view the full aggregated metrics across all your social media channels, including views, duration, and engagement, making it simple to have an overall indicator that can inform you of the ongoing success of your videos.
While this applies to your overall marketing strategies, it’s still important as you integrate video into your campaigns. Stay with me here-conversions are still important. The total number of leads and your conversion rate can be skewed by the amount of unqualified traffic you’re bringing in.
So how can video marketers drill down to what matters?
First and foremost, marketing goals need to align with business goals. Then you can clearly define success whether it’s a combination of converting leads, building your list, increasing awareness or improving your return on ad spend.
Once you have goals in place, here are a few ideas to help you get better metrics.
Your Email Performance Metrics for Video
Test out an opt-in gate for your lower funnel video content to build your email list. You can also use a video player like Brightcove or Wistia to can find out who is watching based on clickthrough from emails. Combine this with your marketing automation platform of choice and you can determine what content appeals most to your target personas. When you are looking to create the most relevant content possible for your different segments, this data is essential.
For qualifying leads you can gauge their engagement by reviewing:
- Playthrough rate. First of all, did they open the email containing a video? If so, how much of that video did they watch?
- Shares. Did they find your content valuable enough to share it?
- Additional Actions. After watching content, what other sections of your site did they view? What other steps did they take?
Tracking Onsite Content
If a video is on your website, you should also be looking at site metrics like bounce rate and time spent on page comparing how adding video impacted each. You can also review the playthrough rates and amount of time users spend per session when placed on different parts of your website.