Did you know you can add video content to your marketing campaigns to increase behavior marketing metrics? Statistics show video marketing content is effective in garnering leads and boosting conversions.
When compared to text and image content combined, social videos result in 1200% more shares.
Placing a video marketing content on your landing page can improve conversions by 80%.
Using video marketing content helps increase your revenue 49% faster when compared to brands that don’t use them.
Behavior marketing metrics are essential to any marketing campaign. As you collect and analyze these metrics, you can refine your marketing strategy to improve engagement, increase click-throughs, and most importantly, generate leads and boost profit levels.
Adding explainer videos to your marketing campaigns is an excellent way to increase behavior metrics. You can acquire a deep understanding of how and why your audiences behave the way they do and then alter your marketing efforts accordingly.
Your ROI on video ad marketing is directly correlated to the behavior metrics you analyze and your ability to use your findings to adjust your ad strategy.
All of your video marketing content should be analyzed for behavior metrics, including explainer videos, whiteboard animations, and interactive infographics.
Knowing How to Increase Behavior Metrics With Video Marketing Content
While many marketers consider viewability to be one of the most important video metrics, a STRATA study (1) confirms it isn’t as valuable as many others. The viewability metric simply measures whether viewers can identify your brand and the products being promoted in your video marketing content. Although this is an extremely valuable measurement, other metrics, like engagement and comments, are more important.
If 50% of a video ad’s pixels are visible for two seconds or longer, this means the content is “viewable.” — The Media Rating Council
The STRATA study discovered 75% of viewers need longer than two to three seconds to identify a brand and its products. 44% of viewers need at least four seconds.
The study also revealed there is a huge issue with viewers skipping ads when watching a video, which, of course, impacts viewability metrics. After all, viewers can’t recognize a brand if they don’t watch the actual ad. 40% of people skip ads because they are in a hurry. 20% because they’ve already seen the ad, 15% because the add is too long, and 12% because the ad isn’t relevant.
Brands and marketers that find the most success with video ad marketing when they focus their attention on three core behavior metrics:
- Views: number of people watching the video
- Engagement: length of time people are watching the video
- Click-throughs: number of people following the CTA
Measuring view count is the easiest and most straight-forward behavior metric. You simply look at how many times the video ad has been viewed. Because of its simplicity, it tends to be the most appealing. It’s important to note, however, that different platforms vary in how they measure views. On Facebook, views are only counted if a viewer watches at least three seconds of the video ad.
Other metrics that are measured differently by different platforms include cost-per-view and impressions. For example: Twitter and Facebook measure impressions differently, and DoubleClick and YouTube vary in how they measure cost-per-view rates.
Variations in platform measurement tactics make it difficult to normalize your marketing data, but understanding how each platform measures behavior metrics is essential for increasing the ROI of your video marketing content efforts.
Whether it’s whiteboard animations or explainer video ads, you need to determine how they are performing on each platform to determine which one is providing the strongest ROI; this is where you will want to focus your marketing efforts.
A total view count gives you a good indication of which video ads are the most popular. If you are more concerned with brand awareness than you are click-throughs and conversions, then view rates will be your most important metric.
You must consider several factors when measuring view rates. Are the video ads with the most views being promoted heavier than your other ads? If so, then it’s no wonder they are performing better. Just because a certain ad seems to be the most popular, it’s possible it is receiving the most views because it has more promotion being invested into it, which impacts the ad’s overall ROI.
View rates, impressions, and even average completion rates provide little value to behavior metrics. They don’t measure brand recall or whether or not viewers followed the CTA. Instead of focusing on these metrics, you should ask yourself, did the video ad contribute to brand advocacy? Did it reinforce the current customer attitudes and behaviors? Did it cause customers to develop a new attitude or behavior? Does the video influence a viewer’s purchasing intention or decision? Is the video resulting in increased sales?
View rates are nonetheless extremely important, but they definitely aren’t a metric you want to hang your hat on. Conversions and click-throughs provide a deeper look into the behaviors of viewers.
Video marketing content can increase behavior metrics when you use it to measure engagement. Engagement comes in several forms, giving you plenty of opportunities to engage the audience in various ways. Comments, likes, shares, and click-throughs are all forms of engagement. Even better, they are fairly simple to measure.
You can view the performance cards for each video ad to determine how much engagement is organic and how much isn’t. An organic engagement is going to come in the form of likes, comments, and shares. Click-throughs are an example of engagement behavior metrics that are relevant to the context of the ad and are not considered organic.
Engagement is a vital metric because it is directly correlated to upper-funnel engagement measurements.
The goal is to look at upper-funnel interactions rather than clicks to determine just how successful your native advertising efforts are. Always keep in mind that any engagement metric should be focused on voluntary interactions, such as likes, comments, and social shares.
User engagement metrics are vital for calculating the cost and ROI of video marketing content. Traditional cost measurement tactics are only click-deep. But with cost-of-engagement metrics, you can pinpoint cost-efficiency potentials and adjust your video ad efforts. You can optimize the efforts so that the placement and targeting of ads are being used in a manner that results in increased engagement, and ultimately, higher sales, which in turn, translates into higher ROI.
Create an engagement graph out of your user engagement metric data to determine the true value and usefulness of video ads. You’ll be able to see engagement levels as a whole, including how many people are actually watching the video, how many are commenting, liking, sharing, and following the CTA. With a clear picture of which videos are performing the best, you can then create more of those video ads and integrate them with all of your marketing efforts.
The click-through rate is another straightforward behavior metric. It outlines how many viewers are following your CTA. Video ads with high click-through rates are the ones that are most effectively encouraging viewers to perform a certain action.
Much of the time, brands don’t include a CTA until the end of the video, meaning a viewer isn’t given the chance to click on it unless they watch the entire ad.
Adding CTA overlays in the corner of a video ad as shown in the image above is a great way to remedy this problem. This way, no matter how long a viewer watches the video, they have the opportunity to click on the CTA.
Use these tips to improve behavior metrics with video content marketing:
- Place at least one CTA within the first 10 seconds of the video.
- Alter the color and design of the CTA to make it more visually appealing.
- Adjust the CTA so that it’s more relevant to the audience you are reaching (this requires using metrics to see which audience you are reaching versus your intended audience)
Other Behavior Marketing Metrics to Focus On
In addition to views, engagement, and click-through rates, you’ll want to measure play rates, social sharing, conversion rates, and feedback. Combining these metrics with the ones outlined above gives you a crystal clear understanding of how well your video ads are performing. More importantly, they allow you to view your video ad campaign as a puzzle. You can see which pieces are fitting together and which ones need to be altered to ensure they all come together to create a powerful video ad marketing strategy.
The play rate behavior metric looks at how many people clicked on a video and started watching it. It’s extremely helpful in determining how effective the placement of the video is and whether or not it entices people to watch it.
If your goal is to have a certain percentage of site visitors click on a particular video, you’ll need to keep a close eye on its play rate. To increase the play rate of a video on a landing page, you’ll need to measure the video’s landing page performance play rate. If you’re not meeting your goal, you can perform landing page optimizations that better entice the visitor to click on the video. For example: Consider repurposing your video content (one of the main benefits of whiteboard animation is an increased play rate).
Here’s a look at four must-know tips for increasing video ad play rates:
- Move the placement of the video on the page. Higher up tends to work best.
- Pick a more visually-appealing thumbnail.
- Readjust the copy around the video to ensure it is relevant to the ad.
- Move the video to a landing page or your website’s homepage.
Research shows the click depth of content impacts how many people will actually come across it. This means if a site visitor has to click more than two to three times to be directed to a certain page where the video is hosted, there’s a good chance they aren’t going to come across it.
Place your videos on your services pages and homepage. In doing this, the visitor clicks only one time and is directed to a page where the video is hosted.
Another way to improve behavior metrics with video content marketing is to incorporate social sharing buttons. These buttons should be placed in an easy-to-see and easy-to-click manner, making it simple for a person to share the video with a single click.
Social sharing buttons for Facebook, Instagram, Twitter, and LinkedIn are a must; these are social sharing platforms that have massive audiences.
The more social shares you get, the more brand visibility you will achieve. This is immensely important for brand awareness and brand recall.
Social sharing metrics can easily be increased by:
- Adding social sharing buttons.
- Specifically asking viewers to share the content in the video itself.
- Designing the content specifically around the goal of getting it to be shared.
- Partnering with influencers to kick-start the sharing of the video.
Your conversion rate is calculated by determining how many leads or actual customers you have acquired thanks to a specific video. Conversions can take place in many ways. For example: If a person watches your video and fills out a form to receive more information, this means the video has generated a lead. Other forms of conversion include subscribing to your content, signing up for a newsletter, giving you their email address, making a purchase, or calling your company for more information.
Tracking the conversion rates of a video isn’t nearly as straightforward as most other metrics. To increase behavior conversion metrics with video content marketing, you’ll likely need to use analytics software and combine it with an attribution model. With these powerful tools, you can determine how much the video actually contributed to the entire conversion process.
To improve the conversion rate of a video, you can:
- Improve the relevancy of the video to the placement of the targeted audience in the sales funnel.
- Focus on the placement of the video; again, placing it on a landing page is going to increase its conversion rate.
Measuring feedback using analytics is much like measuring engagement. You will see how many people commented on and liked the video to get a clear picture of how well the video was interpreted by the audience. Feedback metrics can be difficult to calculate because you will want to take into account both online and offline (in-person) feedback.
Are you ready to increase behavior metrics with video marketing content?
An agency that specializes in creating engaging video marketing content can help you increase your behavior metrics. A quality video in the right place at the right time will generate leads and increase brand awareness. Video content can become a valuable content type that you leverage to take your brand to the next level of success.