March 31, 2016

Views Aren't Everything

Whether you’re selling a product or rallying a community around your efforts, views aren’t everything when it comes to measuring a successful video.

Too often marketers look for a video or effort to “do it all” and speak to audiences at all levels of engagement.

We find that success comes from being intentional and specific. How do you get there?

1. Determine the familiarity of your target audience with your product or cause.

Most marketers agree that their campaign target audience will fit into one of three categories:

  • Unfamiliar
  • Familiar; on the fence
  • Ready to act

2. Set the right goal to meet this audience’s needs and establish the right key performance indicators (KPIs) to measure to that goal.

Audience engagementUnfamiliarFamiliar; on the fence
Ready to act
 marketing goal

   Awareness    Consideration  Action
 Sample KPIs
   Unique views
   Watch time
   Consideration lift
   Landing page/web views

3. Monitor and optimize.

While it’s tempting to want an industry benchmark, it’s not always that simple. With multiple factors—including audience demographics, video length, video style, music choice and more—there’s not always one-size-fits-all benchmark. The best thing to do is compare the current effort to a past effort. Don’t have a past effort? Then testing and research become increasingly critical.

Once you have your plan established, be sure your team and partners are aware. Then, stick to the plan. Not only will you help ensure your goals are met, but you will also establish a process to guide and monitor continuous improvement.
Have additional thoughts about measuring video success? Tweet us @JayRayAdsPR