Last Updated on January 15, 2021
Numbers, analytics, and metrics play a huge role in determining the performance of any given business but what about your video ads? Will you just depend on the number of shares, views, likes, and comments? If you want to know how your video is performing precisely then you can dive deep into the world of metrics that contains all the information you need for your analysis. Let’s dig deeper into measuring the success of your marketing videos.
What are the parameters of success for Video Ads?
The first count that your audience and you notice is the view count on the video as this count tells us about the number of people who have played your video. The reach of your video is correlated to the number of views. The view counting standard is different across various platforms. For Facebook, it’s a 3-second view count, whereas YouTube counts a view only after 30 seconds have been watched and this affects the way you measure your analytics. The views section is easily accessible in Youtube Analytics,
Your video ads will perform better across social media if you work with a social media influencer, share it across social media, and boost it using promotion tools of the platform.
Is your video ad at par with your competition or is it good enough that your audience is willing to engage with it longer? Are they focused and hitting the like button or dropping a comment? The views matter a lot but engagement can provide a more reliable perspective about the performance of your video. Engagement showcases the way your audience interacts with your video ad.
There are various ways to measure the engagement of a video and it differs from an individual to another. It’s what matters to you more be it the comments or your reach. You can calculate engagement via your reach, impressions, per post, or per day. You can calculate your Cost Per Engagement (CPE) by dividing your spending by the total engagement of your video.
You can increase your engagement by creating a short video and to the point using an easy video editor.
This is indicated by the number of shares across social media platforms, though the number might appear to be lesser than the rest of the metrics it plays a big role in your reach and engagement. The more amount of time your video gets shared you’re likely to get more views and engagement. If your video ad is getting shared a lot it means that you’ve hit your target audience on the sweet spot and they’re enjoying the video. Video ads with an emotional drive are more likely to be shared by the viewers.
Play rate is the percentage of people who clicked on your video when it appeared on their feed and started watching it. To get a better Play Rate you must have an attractive thumbnail, along with a relevant video title and description. On Facebook and Instagram, if the viewer has auto-play mode on then you must make the first few seconds of your video visually appealing as auto-play usually is muted by default. Doing so will ensure that the viewers turn on the sound and watch the rest of your video resulting in a better play rate.
The Click-through rate (CTR) is the success rate of the number of clicks on your Call to Action (CTA) on your ad. You might want to track this if you want to redirect your audience to your website or product. Placement of your CTA button plays a huge role in getting successful clicks. If the audience stops watching your video before the CTA appears, you will be losing out on a lot of your potential sales. Hence, creating an engaging video that makes your audience sit throughout the video for the CTA will prove to be beneficial for you.
Your video ad is truly successful if the viewer ends up purchasing your product. How do you measure the percentage of people that went ahead and purchased your product after watching your video? To track a video ad click to a successful purchase you need to use Google Analytics. If you’re getting a low conversion rate you need to work on your videos to be more focused on getting successful conversions by making sure the placement and the target audience of your video are correct.
This is qualitative data that showcases how your video is being received by the target audience. The comments in your video give you feedback on what your audience is feeling about the video. It can be positive, negative, or unrelatable to your ad. This data cannot be tracked but you need to use your human evaluation to determine what your audience is trying to say and use this feedback to make your videos more appealing to your target audience.
Making a successful Video Ad for social media
All this data helps you analyze your target audience better but what makes a successful video ad? It is a combined effort of the overall appeal of your video ad.
The script, the messaging, and intent to the look and feel of it. Different platforms have different needs but you must stay true to your branding.
Using Social Media Video Ads templates can make it super appealing to the viewers. Templates improve your metrics as your target audience is more likely to engage with your video. The most tricky ads to crack are on Instagram and using professionally designed templates can help your ads to perform better, such as this Instagram Ad Maker. The templates are customizable to fit your needs and requirements across many social media platforms.
You know the numbers, the data and you’ve got a few tricks up your sleeve so start creating with a video editor for free.