Are you still counting views to determine your video return on investment? Then it’s time to update your metrics. Online marketing is all about engagement. But how do you measure it?
In my previous post I explained how YouTube analytics can be used to find out where the audience is coming from. But we can also use it to measure how engaged they are.
1. Total viewer interactions
The easiest way to measure engagement is to count total viewer interactions. Add the likes, comments, favorites and shares together. Divide by the number of views, and you have a measure of how many of your viewers are engaging with your content. The higher the percentage, the better.
2. Audience retention
Time spent is another powerful measure of engagement. There’s unfortunately no standardized measure for this in YouTube analytics, but if you look at the absolute audience retention, you get an idea. In the example below, we can see that 75% watched the first 15 seconds, 45% watched half of the video and, 25% of the viewers watch the video until the end.
3. Annotation click-through rate
If you are using annotations at the end of the video to emphasize your call-to-action, the annotation metrics can be a useful guide to your audience’s engagement. In the example below, you can see that only 0.82% of the annotation impressions resulted in a click. A high close rate means your annotations are annoying the viewers.
Audience engagement is an essential metric as it helps us measure the quality of the traffic. YouTube analytics makes it really easy to track engagement, so there’s no excuse not to. When you feel ready to take your analytics to the next level, it is time to start thinking about conversions. In my next post I will show you how to use Google Analytics to track conversion rates from YouTube.
Basejumping in the fjords of Norway, skiing down mountainsides and swimming with sharks. The small mountable GoPro videocamera gives us the opportunity to take online video to the extreme. But you don’t have to be a professional snowboarder or a base jumper to make fun and creative videos.
London / Melbourne based label Klezinski made a video to showcase their hand-crafted fashion pieces, just by using a GoPro, skipping rope and a bit of creativity.
Besides just shooting something, it’s recommendable to put effort in careful planning to achieve pieces like this. Plan well, produce effectively, publish with care and don’t ever forget to distribute.
KLOK conducted a survey on the use of online video during the spring of 2012. A natural continuum to the survey was to release a cookbook, which would be helpful in taking full advantage of YouTube. Beside some best practices in a simple form, the Cookbook also features different inspiring and successful cases.
It’s all about first impressions. Back in 1989 when Matt Groening created the TV-show The Simpsons he chose to give the animated show a very unique color palette filled with bright splashing colors. This was not just an artistic choice, it was also a way to get the viewers attention. In the early 90’s, the age of channel surfing on your TV, the best way to grab the attention of the audience was to create a distinctive look for your show that would distinguish you from the rest of the channels.
This is very much true still today. Except that today that audience is not channel surfing on TV, it’s browsing videos on YouTube. So how do you grab the viewer’s attention online? The challenge for any online content creator is to stand out in the massive content pool of the Internet. The simple answer to grabbing your audience is “blow them away in the first 15 seconds”.
You know that everyone who clicks on your video will watch the beginning of it. So go straight to the point, give the audience a reason not to jump to the next video. Surprise them, wow them, tease them. Begin with your strongest argument. A big flashy opening animation usually works great for TV but if you spend the first 10 seconds on a YouTube video watching an animation you are only left with a few seconds to actually make your point or else you run the risk of losing your audience.
Here is a great example of grabbing you from the very beginning. McDonald’s Canada goes behind the scenes with one of their chef’s to answer some questions asked by their fans. Within the first 15 seconds we know what the video is about and we want to see more. Notice that the video has no opening titles or animations. It goes straight to the point.
During the spring 2012 we conducted a survey on the use of online video for marketing in Finland. We reached the following conclusions:
1. The use of online video is growing rapidly in Finland, and so are the budgets to produce video content
2. Creating engaging content is the main challenge for marketers in the field of online video
3. Few marketers conduct advanced analysis on the returns on their marketing spend. The majority of our respondents rely on basic view counts or don’t measure effectiveness at all.