Two of the biggest forces that have emerged in digital marketing in recent years are video content and trackable data. However, putting the two together can seem overwhelming at times. After you release your video on the world wide web, there are so many data points you can use to measure success it’s hard to know which are the most important. While each campaign and objective will be different, we like to boil it down to four primary data points to measure the success of a video.
Who Watched the Video?
Look for peaks in your demographic data. Did more men or women watch your video? How old are they? Is this the audience you wanted to target, or did you accidentally stumble into a potential new customer base? Understanding who watched will help you curate future content to your audience and lets you know what messaging strategy to use.
How Long Did They Watch?
If half your audience is dropping off at the halfway point of the video that can either mean they got the information they needed, or they didn’t feel like this video was going to satisfy their need. Either way, you might need to reconsider the content flow of this video. This question can also help you assess whether you put this video on the right platform.