Metrics for success differ from goal to goal. We’ve classified some of the essential metrics based on where your ideal viewer falls within the marketing funnel. While tracking every single metric below would be ideal, we know your resources, data platforms, and reporting capabilities might be limited. If you can’t track them all, instead focus on tracking the metrics relevant to your goal.
Video marketing strategies are nothing new. Just like you wouldn’t create a commercial and buy airtime during the Super Bowl without researching and strategizing, you shouldn’t create a digital marketing video without first doing the proper research and creating a plan. Your video marketing strategy will ultimately be what guides you — your budget, your timelines, your production processes, your conversion metrics, and more. So getting this written down and finalized should be step one of your video creation process.
Commercials are brief, attention-grabbing videos Extended ArticleDemystifying the Online CommercialThe online commercial can seem like a confusing and mystifying concept. You might find yourself asking “Do I really need an online commercial?” or… Read More that highlight your company’s best features with a dynamic scene, beautiful imagery, or summary of exciting features, and end with a clear call to action. They’re the most common type of video — you’ve probably watched a ton on TV, streaming services, or video platforms like YouTube. Because their primary goal is to attract new customers, commercials are often broad in appeal and provide only the most important and relevant information a viewer might need.
YouTube is also (surprise, surprise!) highly addicting. 83% of viewers prefer YouTube over any other video platform. Once viewers are on the platform, they usually stick around to watch another video … or 20. This can make it difficult to drive traffic back to your site from the platform. Despite these barriers, YouTube is a great platform for hosting videos and growing your audience.
Metrics for success differ from goal to goal. We’ve classified some of the essential metrics based on where your ideal viewer falls within the marketing funnel. While tracking every single metric below would be ideal, we know your resources, data platforms, and reporting capabilities might be limited. If you can’t track them all, instead focus on tracking the metrics relevant to your goal.
In fact, the biggest challenges of video marketing in 2017 are strategic: How to build a solid and effective video marketing strategy, how to create content that people want to consume, and how to create engaging videos that get shared. Additionally, video content marketers need to have a solid understanding of metrics, and how they indicate a video’s success and areas for improvement.
Are you launching a new product or a service? Create a video to show how it works. 98% of users say they’ve watched an explainer video to learn more about a product or service. That is why 45% of businesses who use video marketing said that they have an explainer video on their home page. Of those businesses, 83% said that their homepage explainer video was effective.
Video marketing has countless benefits, but there’s one in particular we want to focus on: improving SEO. Search engine optimization has become such an invaluable tool for marketers; 64 percent of users use search in their I-want-to-buy moments, and 71 percent visit a retailer website or app when they’re in the decision-making stage. That means it’s crucial for your website to not only rank on search engine results pages (SERPs), but rank high.
Text: It’s all about a hook. Successful video marketing is held in the balance on the first 3 seconds of every video ad. Write a piece of copy that makes someone say “tell me more”. Too many ideas will be the death of any content item so no need to overload yourself. Micro-copy is the way to go. If you’re feeling a bit stuck, a question hitting on the needs of your target audience is a great way to begin.
Tripods range tremendously in price, and the quality of your tripod should depend on the level of camera and lens you have. If you're shooting with your phone, you can get by with a table mount like the Arkon Tripod Mount or a full-size tripod like the Acuvar 50” Aluminum Tripod. For a DSLR, Manfrotto makes a variety of trustworthy tripods starting with the Manfrotto BeFree and increasing in quality and price from there.
Hunker down and get to work learning the 101 of running an ad. Starting with Facebook is your best bet, and there you’ll be using the conversion optimization feature. Conversion Optimization guarantees that your videos are seen by a target audience who are likely to be interested in your business and will complete the lead of sales funnel you are hoping for.
Paid distribution is super important as well, but how much you can do will likely be limited by your cash resources. You’ll want to think more strategically about where your highest-converting audience is and dedicate most of your budget there. And because there are so many different forms of paid advertising even within one single channel (Facebook has 11 different types of advertisements alone), you want to test every channel and every type of distribution method. Until you know which will give you the highest return, hold back on spending your entire distribution budget.
Paid distribution, or paying money for the distribution of your videoExtended ArticlePaid Video Distribution: Why You Need It and How to Use ItYou survived your production cycle and created a spectacular video — now, what do you do with it? The answer, of course, is distribute… Read More via advertising, has become almost essential to the successful marketing of any video. Because most sites don’t charge for the use of their services (think Facebook or content sites like Buzzfeed), charging for distribution has become their one way of earning money — meaning video creators like you sometimes have to pay more to get your content seen by a wider audience.

A purchase may have been made, but there's still a lot of video can do to leverage the post-conversion stage of your flywheel. During the "delight stage" of the inbound methodology, your goal is to continue providing remarkable content to users that makes their interaction with your product or service as incredible as possible. It's also in hopes that they'll tell their connections about their experience or up-sell themselves. Therefore, the goal of this type of video is to encourage your customers to embrace your brand and become brand evangelists.

Thanks to its viral nature, simple accessibility and built-in value, video marketing stands out as a smart way to approach content marketing in 2017 and beyond. Video marketing is an incredible way to create content that is personal and has a real impact on your audience. It has an incomparable ability to create emotion driven sales – and sales are always personal on some level. Buyers want to feel good about their choice, and video marketing, when done correctly, is the best way to create this feeling.
By planning your video content in advance, as is done at the strategy stage, you give yourself the opportunity to more efficiently and effectively create that content. Filming and editing footage in batches across multiple videos allows you to embrace economies of scale. If you're producing a lot of similar content then video templates can help you keep a consistent look and feel to your videos, in line with your brand. Basically, as with most things in life, planning ahead saves you time and money in the long run — and more importantly it sets you up for success.
What does this mean from a marketing perspective? Video is quickly becoming the number one way to connect with consumers, viewers, and followers.Between the automatic video-playback on most social media mobile feeds, and the 2.08 billion global smartphone users in 2016, an effective video marketing strategy can provide one of the highest ROIs for any brand’s digital marketing strategy.

One of the most important aspects of post-production is editing your video footage. Of course, that involves cutting and splicing together your b-roll, interviews, and lifestyle footage to create your story. But it also involves adjusting other visual elements, like white balance, color, and clarity, to accurately represent the story you want to relate. These edits will create the entire look and feel of your video, which highly affects its branding. After all, when you think of an Apple store, you don’t think of dim, romantic lighting, so make sure your color edits reflect your creative vision.


After you've determined the type of music you need, it's time to start analyzing potential songs. Consider the song's pacing. Songs with a steady rhythm are easy to change to suit your video style. Hoping to include your favorite, Top 40 hit? Popular, radio songs are usually structured in 4-5 parts and can be difficult to transition. Try to choose simple songs that are easy to loop. If you're looking for an instrumental song, be sure to find something that was recorded with real instruments. Songs made with digital samples can make your video feel unprofessional and out of date.

Footage: Think back to your audience, and the platform you’ll be publishing on and then peruse the library of footage available to you. Imagine you’re watching the footage with no text and no sound, does it elicit emotion on it’s own? Do you see a story developing? In addition to finding something dynamic, consider the look and feel of the people or environment in the video. You want to make sure that it is relatable and/or aspirational for your audience.
Sound: Yes, often viewers are watching video ads on silent, mainly on Facebook. But when they’re not, what a world of difference a good track adds to your video. A great tip from the Promo sound editor was, to conder sound an enhancement to every video. A recent study found that when the music in an advertisement fits the message and imagery of the commercial, consumers were significantly more emotionally affected and remembered it longer. Now, this means you can choose music that plays to the tone of the video, or for a bit of humor, take your sound in the opposite direction. This contrast can be video magic and certainly something to make sure you’re remembered.
Owned distribution is always a must, though, since you own and have complete control over these channels. There’s the lowest barrier to entry here and they also have the most opportunity due to how many different options for distribution you have. If one form of owned doesn’t work, another surely will. And, if your goal is to capture leads, using your owned channels is especially crucial.
As you’re planning your entire production, from creative ideation to actual video distribution, you should have a timeline to stick to. You should actually have multiple — overall timeline, production timeline, distribution timeline, and more. Your timeline serves as your guiding light, keeping you aware of how much you’ve done and what’s left to do.
If you're looking for awareness, share your video content on social media and optimise it for video SEO. Consider how much you might need to spend on video ads on YouTube or Facebook to help speed up traction. Think about which influencers you can connect with to help expand your reach. As you move further down the funnel, you'll want to target leads where they're already showing interest and engagement with you: like on your website, in emails and in sales conversations. 

There are a lot of fantastic points in this article. Video is absolutely the way to go because of just how engaging it is with customers. But when dealing with mobile there are a couple things that you need to make sure you are doing. You need to capture their attention early since attention span on mobile (especially on apps like Facebook) is pretty low. Design the video for sound-off viewing with things like subtitles. Have a clear call to action at the end of your video. The last thing is to plan for vertical viewing since “people are 67% more likely to watch the full length of square videos than they are to watch horizontal ones.” (source: https://sundaysky.com/blog/5-mobile-video-best-practices/ )
There are a lot of fantastic points in this article. Video is absolutely the way to go because of just how engaging it is with customers. But when dealing with mobile there are a couple things that you need to make sure you are doing. You need to capture their attention early since attention span on mobile (especially on apps like Facebook) is pretty low. Design the video for sound-off viewing with things like subtitles. Have a clear call to action at the end of your video. The last thing is to plan for vertical viewing since “people are 67% more likely to watch the full length of square videos than they are to watch horizontal ones.” (source: https://sundaysky.com/blog/5-mobile-video-best-practices/ )

From your homepage to your ecommerce pages, put your video on as many pages as possible on your website; this will help not only drive more visitors to your site, but engage them once they’re there. If you have more than one video, even better! This is the first place you’ll want to start gathering video views — and probably the most impactful of all the views you’ll get.
As you craft your story, keep in mind the people who will need to approve your video (your manager, your company’s founder, your marketing department, etc.) and the time it takes to implement their feedback. Sudden changes in scripting, messaging, goals, and more can throw your whole production off-kilter. But still, these changes are all too common. Take a look at our creative guide that’ll help you manage creative feedback from everyone on your team.
Include a full transcript of your video in the blog post. If you're a words guy like yours truly, you'll want to read along and reference the material after you watch the video. It's a nice way to flesh out your blog post while using the content you've already created. Provide a link to your video to a service like Rev and get your full transcript without typing a thing.
Try to keep social content videos under 30 seconds. Pay attention to aspects unique to social media, like muted autoplay and video looping; you can actually use these tools to your advantage by playing with silent audio and creating seemingly endless loops. Also take advantage of highlighting positive customer feedback in your social videos — this increases your credibility and spreads positive word of mouth.
What you need are deep insights into your audience. To find them you'll need to run surveys, conduct interviews and sift through data. Start by gathering basic information like demographics, then move onto more detailed considerations of personality and preferences. Be sure to get to the root of what your audience need, what they want, and which problems you can help them with.
The right lighting can make the difference between a beautiful, high-quality production and a shoddy, low-budget production. Lighting sets mood, lighting sets tone, lighting sets the entire look and feel of your production, so pay close attention to it. Again, you should have a professional handle this for you, but don’t forget to check your shots and approve the look and feel.
Next come audience insights. You can't create video content useful to your audience without first researching who that audience is, what they care about and what their problems are. To discover what makes your target audience tick you'll need to go far beyond just demographics to qualitative data gathered from interviews and surveys. Finally, dividing your audience into marketing or buyer personas allows you to create even more relevant content tailored to their specific wants and needs.

Liis, I couldn’t agree more with everything you say here. It’s such a motivating stuff . I can’t believe how far video has come since the early YouTube days. Social video is now such an important tool to modern marketing that my clients keep asking for more. The results really speak for themselves. I also love how more and more tools pop up (like slide.ly/promo and wevideo.com) to help make videos more accessible and possible for brands and companies of all sizes, not just the big brands. It’s been an interesting journey watching video grow up until now, but, I can’t wait to see what the future of video marketing will look like.
When you ask your friends which online video platform they use, the answer you probably hear the most is YouTube. YouTube is the largest video hosting platform, the second largest search platform after Google, and the third most visited website in the world. Every single day, people watch over five billion videos on YouTube. It's also free to upload your videos to YouTube and optimize them for search.
Vimeo is not as popular as YouTube or Facebook, but its affordable paid subscriptions allow you to upload and customize your videos for placement on your website, landing pages, or email campaigns. A paid subscription removes ads and suggested videos after your clip ends. At BJC Branding, we opted for a paid Vimeo plan, so we could upload video content to our website and share via email marketing.
We encourage you to adopt this results-first frame of mind. Keeping an eye on the metrics that actually help you accomplish your video goals is more important than anything, so don’t be blinded by the glint of a high impression count — or at least not impression count alone! Learn how specific metrics actually translate to video success and you’ll get not only a million views, but tons of sales, as well.

Want to get the word out there and boost your visibility on social media without taking years to build the audience? Then you should certainly leverage influencers. But the key is to find the right influencer. You don't have to go with influencers with millions of followers. You could opt for micro-influencers with tens of thousands or even a hundred thousand followers.

The benefits of a planned marketing strategy are numerous. Business owners often rely solely on their intuition to make business decisions. While this informal knowledge is important in the decision-making process, it may not provide you with all the facts you need to achieve marketing results. A marketing strategy will help you define business goals and develop activities to achieve them.
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