In the rush to create compelling content more and more businesses are realising that video cuts through the noise, engages the audience and does wonders for SEO.
This is all very true, when video is done well. So how do you tell if video is done well?
It all comes down to what are you trying to achieve and similarly what is the measure of your success.
If all you want is views on your video then that is easily measured on YouTube or Vimeo or Facebook. Hopefully however you have a plan that is more strategic than simply getting views.
Your video should have a purpose and that should be clear in the call to action. The call to action can cover a myriad of purposes, but hopefully what ever it is you want people to do after watching your video there is a way to measure it.
Without being able to measure the action, there is no way to measure your return on investment.
Do you want people to click through to a website?
- Donate money?
- Refer a friend?
- Sign up to a webinar?
- Make an enquiry?
- Book a holiday?
- Educate people
- Train staff
- Make a call
All these actions (and plenty more) are measurable.
Using a video to build brand awareness is less measurable and poses the question “Is that a valuable strategy for your business?”
Could you have a more specific outcome that clearly shows the engagement and how successful your campaign is?
Each video you make should have a purpose and each purpose should have a call to action in the video. When you have these two components aligned you can then determine how well or poorly, your video is performing.
Far too often I see videos being produced without a clear strategy or purpose. The message can get confused and the action required by the visitor lacks impact.