Tracking makes marketing. Tracking, tracking, tracking. If you want to know what your video accomplishes, who it’s reaching—if it’s helping at all—you’ll need to track metrics.
Key Performance Indicators (KPIs) give us that meter stick.
There are hundreds of KPIs to measure videos. In our last post, we reviewed commonly used KPIs—the KPIs that, as a video maker, you really need to have in your back pocket.
But tracking KPIs will not get you an inch if you cannot identify which KPIs relate to your goals. To match KPIs to your video, you’ll need to know (a) what you want your video to do and (b) how best to measure your video’s effectiveness.
Start by analyzing your video.
Identify your video goal:
When identifying a goal, you have to have your audience in mind. There are three stages that could describe your brand’s relationship with your viewer.
- Phase One: Introduction
Your goals land here if you are interested in reaching people who have never heard of your brand, service or product. You are aiming for brand awareness and a first meet.
- Phase Two: Familiarization
Your goals fall in this category if you want to help people gather more information about your brand, help them explore options and—ideally—draw them to yourself.
- Phase Three: Commitment
Those in this camp are not so concerned about meeting new people or creating space for familiarization as they are about straight action. If your video is mainly meant to get people to click “purchase” or do an action point, you are commitment ready.
Ask yourself which phase in the marketing game your video plays at.
- Does your video cross people in passing—an introductory, chance meeting?
- Is your video educational, with an interested audience?
- Does your video call for direct action now, providing a link to commit?
- It’s likely your one video will not be able to perform all three functions well. Where does this particular video meet its audience?
The next step, of course, is to match KPIs. Watch our video above to see what KPIs will best measure success for each kind of video. Refer to our last video on key KPIs for more explanation on each Key Performance Indicator.