How to evaluate video content

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If you’re having a tough time expressing the actual return on investment (ROI) of your explainer videos, web video inforgraphics and logo animations, you’re not alone. We’re often asked to provide our clients with guidance around specific, measurable parameters that can be used to equate their video content with clear, quantifiable outcomes.

The fact is, when it comes to video content, there’s isn’t a single, simple formula, spreadsheet or calculation to connect the dots between cause and effect. (Sorry, bean-counters of the world).

While traditional digital content metrics like total views, watch time and email click-through rates (CTR) provide valuable information about the statistical performance of your animation and motion graphics content, these numbers don’t tell the whole story.

Video content provides the potential to deliver benefits that go beyond straightforward acquisitions, sales and social shares – it can, (and should) play a leading role in your overall branding strategy.

In order to develop a clear picture of how your video content is really performing, you need to first establish parameters that define your own unique definition of ‘success’ – what exactly do you want your video content to do for your brand, company or organisation?

Defining Your Video Content Goals

Here at Jumbla, we create video content that’s designed to inform, influence, engage, motivate, convince and convert. But, because each of our clients’ are unique, we don’t always aim to hit all those marks on every single project – it all depends what the client hopes to achieve through digital storytelling.

Looking to generate more leads with an email campaign that’s linked to your web videos? Hoping to increase brand awareness with a TV commercial? Want to reduce service calls by providing customers with access to detailed explainer videos?

Create a list of what you’d like your video content to do, and focus on the outcomes that are relevant to your specific goals.

Think About Outcomes, Not Just Followers, Likes & Shares

It’s easy to equate the success of video content with it’s perceived popularity – after all, if lots of folks like, share and follow your videos, you must be getting a great ROI, right?

Well, not necessarily.

If you’re trying to win a popularity contest, then it makes sense to evaluate your video content based on the number of viewers.

However, if your goal is to connect with a specific demographic, influence conversion rates, or create brand awareness among your target market, then simply tracking the volume of views won’t tell the whole story.

Sure, reaching a large audience can be great, but connecting with the right audience, at the right time? That’s a real measure of success.

Video Content Metrics & Your Brand

While animation and motion graphics are powerful tools for driving conversion rates, delivering training materials and communicating complex ideas, at the heart of every well-executed digital video lies the brand behind the content.

Motion graphics, title animations, web videos and scripts are all important elements of a comprehensive branding strategy.

That’s why marketers are now focusing on “Brand Lift” metrics – a collection of factors that look at how digital content impacts perceptions of a particular brand, and the relationship between a promotional campaign and shifts in consumer perceptions.

A number of online platforms provide advertisers with brand lift tracking and analysis services, which include evaluations of consumer attitudes, intentions and recall through post-view surveys.

When combined with clear, trackable statistics like click-through rates, total views, website traffic and engagement metrics, marketers can establish an accurate snapshot of how their video content is impacting overall brand awareness, brand recognition and audience perception.

By creating a clear set of brand-specific goals, you’ll be able to objectively evaluate the performance of your video content and establish a long-term strategy for your digital assets and advertising.

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