Video is more of an art than a science.
That’s not a bad thing, but it means that it can be hard to tell whether or not your video ads are actually performing.
Before you invest too much in video advertising, you need to know that it’s worthwhile. This means looking at a variety of metrics, including customer responses and engagement levels.
It’s not as simple as looking at how many people viewed the video, or how many clicked on your call-to-action – you need to look at the campaign as a whole, and consider abstract factors like brand awareness and emotional engagement.
Don’t worry – we’re here to help.
Keep reading for a complete guide to figuring out whether or not your video ad is effective.
How Many Views Does It Have?
Let’s start with the simplest metric – how many people actually watched the video.
Whether you’re using YouTube, Facebook, or Twitter, it’s easy to access your view count – although the way it’s calculated differs slightly from platform to platform.
While this metric might not mean much on its own, it can be helpful when compared to other stats.
If you’ve published video content before, then comparing the view count for your new ad and your older content is a good way to gauge how much engagement it’s getting.
If your new video ad has a view count that’s dramatically lower than all your other content, there’s a good chance that something’s wrong.
On the other hand, if your new ad has already surpassed your older content in terms of views, you’re onto a winner.
Don’t ignore your view count – it’s a good way to get a quick idea of how well your ads are performing, and lets you quickly identify any content that’s drastically under or over-performing.
How Long Do People Watch For?
It’s all very well having millions of views on your video ad… but what if nobody actually made it to the end?
The length of time that viewers stay tuned is a key indicator of how interesting, engaging and effective your ad is.
If most visitors start to drop off after a few seconds, they clearly aren’t engaged and excited about what’s coming next.
This could be a sign that the content of your video isn’t right, that the length should be shorter, or that a certain part of the video is off-putting for viewers.
For example, if something controversial happens at around 30 seconds and that’s when most viewers stop watching, there’s probably a link.
A high completion rate for your video is an excellent sign that it’s performing well and getting through to viewers.
A low completion rate means that something needs to change if you want to see results.
How Many Times Has It Been Shared?
What do you do when you see an awesome video?
You tell everyone about it, of course.
There’s no better endorsement for your video ad than viewers sharing it with friends and family. Most platforms make it easy for you to track how many times your video has been shared, and across which platforms. These insights allow you to create future campaigns which tap into your customers’ preferences.
For example, if 90% of viewers shared your YouTube video on Facebook, it might make sense to share future videos natively on Facebook.
If you got loads of retweets complimenting the humour used in your video ad, you’d be smart to make another funny ad in the future.
Sharing isn’t just an excellent indicator of success – it’s also a great way to gain more insight into your target audience and the type of ad that resonates with them.
How Much Have Viewers Engaged?
Over half a billion people watch video on Facebook every day, but only the best videos will prompt engagement.
If viewers aren’t blown away by your video ad, they probably won’t bother liking, commenting, or sharing.
However, if you’ve made a real impact, you’ll find that plenty of viewers are keen to start engaging with your brand right away.
If your ad spoke to a common pain point, you might find comments from customers struggling with that issue. If you were showcasing a new product, you might see questions from interested prospective buyers.
The more engagement your ad gets, the greater the impact it’s had on viewers.
Even negative engagement can sometimes be a good thing, as it’s a sign that you’ve captured the viewer’s attention and addressed a topic they feel passionate about.
Engagement is a key indicator of success, and a good sign that viewers will continue to follow your brand.
Were Comments Positive or Negative?
When people share their opinions online, they don’t hold back.
Watch any ad which has been controversial or unpopular, and you’ll see a barrage of negative comments, explaining exactly what’s wrong with the ad.
Equally, check out some of the most popular ads, and they’ll be covered in positive comments.
Taking the time to carefully read through all the comments – positive or negative – is a great way to figure out how your ad is being received. You might strike upon some useful feedback which you can use to inform your next campaign.
It’s important to remember that not everyone watching your ad will be a member of your target audience, so don’t act on comments which don’t seem to make sense from your target buyer’s point of view.
Don’t let comments fall on deaf ears – they could provide the insights you need to take your video advertising to the next level.
Now You Know How to Analyze Your Video Ad Performance
Analyzing the results of your videos ads is about way more than just tracking clicks or looking at views.
You’ll need to go much deeper, looking at completion rates, sharing statistics, audience engagement, and comments.
By combining all this data together, you’ll be able to make intelligent changes and plan future video campaigns that will help grow your business.
Want to learn more about video production and effective video advertising? Check out our blog for expert advice.