Video has become an essential tactic for all businesses, but that doesn’t mean it’s not an effort to make. You have to plan, script, film, edit, and share your video. There’s a lot that goes into making a video and it’s important to ensure that you are getting value for that hard work. Here are some ways to ensure you get a return on your video investment.
- Define Your Goals
Before you can start measuring your video’s success, you need to first determine what success means for that video. Think about your video’s content; what was it promoting? Set a measurable goal for each video and review it after the fact to see if your goal was met. Whether or not you meet that goal, use that information to teach yourself about your video content and what your audience likes.
- Create Ways to Measure Results
To easily measure your video’s ROI, set yourself up for success by making it easy to analyze your results. Do this by including a call to action at the end of your video to see how effective your video is. For example, if your video is promoting an event, include a call to action at the end to register for that event. You can then measure the results of that call to action by seeing how many clicked or performed that desired action. Another way to ensure this tactic’s effectiveness is by using a tracking link in your video description to measure your CTA.
- Review Your Analytics
No matter where your video is shared, it’s always key to review your video’s analytics. Some important metrics to keep in mind are:
- Watch Time: the total amount of time viewers spent watching your video. This metric informs you how long people engaged with your video.
- Audience Retention: the percent of your audience that watched your video from beginning to end. This will tell you if your video was engaging and if it was an appropriate length.
- View Count: how many times your video was played. This metric should be reviewed with caution as some people may not watch your video in its entirety.
Review these metrics often and in conjunction with each other. For example, if the view count of your video was incredibly high, but your audience retention was only 30%, you may infer that your video topic was interesting to your audience but it may have been too long.
- Repurpose Old Videos
The best way to get your return on investment from your videos is to use and reuse them. As addressed at the beginning of this blog, it’s a lot of work to make a video. The best way to get your money’s worth is to use the same video in multiple places. If you need to personalize a video, for example, for a customer video, try creating it where you can reuse the main content, but add in a personalized introduction that can easily be changed.
A best practice is to invest in evergreen videos, videos that don’t contain time-sensitive information or information that won’t change. A great example of this is an explainer video, a video that explains your company’s purpose. This information likely won’t change very often, so you can make the most of it by sharing it on your website home page, in advertisements, and in prospecting email campaigns.
With this information, you’ll be able to easily see a return on your video investment. Once you’re ready to start making videos, create a free account with VideoRequest VideoRequest is an all-in-one video marketing platform, with video creation, editing, and sharing functionality. Get started today.