How to measure your video’s performance holistically

You might be receiving a fresh video production delivered from your video production partner. Everybody in your team likes it, you publish it. And then what? Is that it?

Read further to discover the key aspects you need to monitor to understand whether your video was successful. 

Of course, measuring a video’s success always depends on what your goals were in the first place. So ideally, you team would have defined measurable goals beforehand and worked on them together with your video production house. So in a first instance, the fulfilment of these goals would be the primary driver for a video’s success. 

We invite you to look beyond the „easy“ statistics such as views, likes, and comments. These are great to measure general interest but are easily manipulated and don’t tell so much about the actual impact of a video. Sometimes, we see our clients gather a large number of comments on certain platforms, but believe that they could get a greater impact with their video through other means. 

For instance, a great way to drive website traffic is to incorporate a video on your landing page. Then a measurable success factor would be click-through rates. Or to boost awareness about a new product, you could create a knowledge clip. And measure the video’s success by watch times, completion rates or conversion rates. 

Going beyond purely measurable quantitative statistics can also be helpful for certain contexts. Contributing to the bigger picture are qualitative parameters such as anecdotal client comments, social shares or personal feedback. You might also consider methods such as surveys or personal customer outreach to report your video’s success. 

Last but not least, you might want to measure your video’s reusability. Your return on investment might be even greater, if you invest in several good videos that can be used in different contexts over time and that have a high versatility. 

Do you want to know more? Do not hesitate to contact Ghost Pictures for more advice. We will also talk about these aspects with you, whenever you bring a new project to us, to ensure you get the maximum impact of your production.