It is undisputed that the creation of video content is a highly complex process. It is all the more important that the content reaches the desired target group and achieves the effect. It is undisputed that the creation of video content is a highly complex process. It is all the more important that the content reaches the desired target group and achieves the effect. To stand out as a company in the cacophony of video-based advertising messages, data-driven analyses are enormously important for success and properly placed budgets.
The dominance of video marketing is undeniable. People are increasingly consuming highly complex content in short video sequences. Statistics project that by 2022 (source: Cisco Visual Networking Index Report), online videos will make up over 82% of all consumer internet traffic. Businesses that are yet to integrate video into their marketing strategies stand to lose a competitive edge. In the flood of video content, fine-grained evaluation and data-driven measurement of video performance is essential.
Video performance measurement is the method of using analytics and other metrics to assess the success and impact of your video marketing campaigns across multiple platforms. This includes video content in social media, websites, email, and TV. The focus is not only on the number of views or likes but also on how the video content is driving consumer behavior and meeting business goals. Nowadays consumers use multi devices to get informed at the same time, and this is why companies need to adopted this trend in their marketing strategy.
This write-up will take you through the importance of video performance measurement, the metrics involved, and how GfK can assist in creating amazing video marketing content.
When creating video content, some companies focus only on making the video look good, forgetting the purpose of the video. In principle, it is always optimal to present content in the best possible way. For awareness and branding, it is an important touchpoint between brand and customer. But video performance measurement goes much further. It ensures that every second of your video contributes to achieving your marketing goals. It provides invaluable insights into which audience interacts with video content and for how long. By deeply analyzing all the data, you can identify where bounce rates are occurring. You can incorporate all these insights into the overall marketing strategy and optimization circle.
To present your corporate image as well as possible, you need an all-encompassing concept. This allows you to create storytelling that appeals to your target group in the long term and sticks in the minds of your viewers. A well-measured video campaign allows you to:
While video views are a popular measurement metric, they only scratch the surface of video performance. Below are some of the metrics that you should consider when measuring video marketing performance:
These metrics help paint a comprehensive picture of your video's performance and inform your future video marketing strategy. However, this process can be time-consuming and complex. That's where GfK comes into play.
Our database is fed by constant market and industry surveillance. Our expertise extends to individual regions, but we also offer our clients data analyses on consumer behavior in a global context. Our approach involves a comprehensive analysis of all video marketing channels, ensuring a more holistic understanding of your video content's impact.
Effective video marketing is more than just creating and sharing videos. It's about understanding and using video performance measurement to optimize your campaigns and drive business growth. With a partner like GfK, you can take the guesswork out of video marketing measurement and focus on what you do best - creating great video content that resonates with your audience. Ultimately, cross-channel data analysis guarantees you a return on investment.