Measuring the success of your branded video campaign

Measuring the success of your branded video campaign
Written by Nigel Simpkins

A branded video campaign has the ability to boost your brand, whether it’s due to putting out regular content or you are simply showcasing who you are and what you do. Audiences are generally more attracted to video content and react much more positively to visual information as opposed to blocks of text; according to various research, our brain can actually process visual elements 60,000 times faster than text. 

Producing branded video campaigns can ensure that your brand personality comes through and lets your audience know exactly who you are. Likewise, it’s a chance to show your creative side and reach a wider audience and utilise new platforms. Branded videos can also have an impact on the performance of your business online. It’s important for your company to communicate your brand’s worth by using various platforms, particularly of the visual kind. 

Measuring video success

So you’ve created your video and are happy with the final result; it’s now ready to release across your website and the likes of social media platforms. But how do you know that it’s done well? Which signs should you be looking for? 

Measuring the results of your video is incredibly important especially within a larger marketing campaign; it helps to see if you are on the right track! One of the most important things to consider is identifying the KPIs (key performance indicators) that you should be tracking. Usually, everyone is incredibly hung up on the number of views a video has had, but there is much more to it than that. Your brand will have its own unique goals that may require different metrics.

Identifying your brand’s KPIs

When getting ready to track and measure your branded video, you must first ask yourself what your main marketing goal is. What are you looking to get out of creating your video? Generally speaking, video aims to increase awareness and might even influence sales in some way. With so many points to target along a customer’s buying journey, you might want to focus on a particular part.

For example, a customer will be at one of three stages; unfamiliar with the product or service, on the fence about investing, or ready to take action. Depending on your goals or priorities, it could have an impact on which part of the journey you focus on.

Focus on specific KPIs for your goal

You should make sure you are focusing on the correct and appropriate KPI for your unique goal. For example, if you want to measure how well your brand awareness has fared due to your video, you’ll want to concentrate on the views, impressions and unique users.

To measure a marketing goal known as considerations, you should be looking at view-through rates and watch time; this can demonstrate people’s interest levels and if they are being persuaded by your video content. Action goals are often highlighted by KPIs such as clicks and sign ups. This is shown in the chart below, from Google BrandLab.

How to measure your KPIs effectively

Figuring out how to measure your video and see the results for yourself, there are 3 primary tools that you might consider using. YouTube Brand Lift, along with YouTube Analytics and AdWords can help you to recognise if your marketing goals have been met. These tools can help you to measure metrics such as unique users or view-through rates; Brand Lift in particular can help you to transfer these statistics into an increase in awareness or purchase intent which is incredibly helpful. 

What’s more is that you can learn from your results and decide how you are going to put together your next video campaign. Note which videos did well and which didn’t in order to shape your marketing efforts for the future.