It’s no secret that video is one of the most effective marketing tools out there. In fact, according to a study by Wyzowl, 84% of people say they’ve been convinced to buy a product or service after watching a brand’s video.
But while the effectiveness of video marketing is clear, what’s not so clear is how to measure its return on investment (ROI). And this is a problem for marketers, because if you can’t measure the ROI of your video marketing campaigns, you can’t prove to your boss or client that they’re worth the investment.
Luckily, there are a few key metricsthat you can use to calculate the ROI of your video marketing campaigns and show the value of your work. In this article, we’ll show you how to measure the ROI of your video marketing campaigns using three essential metrics.
Viewer engagement is one of the most important metrics for measuring the ROI of your video marketing campaigns. There are a few different ways to measure viewer engagement, but one of the most important is view-through rate (VTR).
VTR measures how many people watch your video all the way through. A high VTR means that viewers are engaged with your content and more likely to take action after watching it.
To calculate your VTR, simply divide the number of views by the number of unique viewers. For example, if your video has been viewed 1,000 times by 500 unique viewers, your VTR would be 50%.
Another important metric for measuring viewer engagement is average watch time. This measures how long viewers are watching your videos on average. The longer viewers watch your videos, the more engaged they are with your content.
To calculate average watch time, divide the total watch time (in minutes) by the number of views. For example, if your video has been viewed 5,000 times and has a total watch time of 25,000 minutes, then your average watch time would be 5 minutes.
Shares and Social Media Engagement
Another key metric for measuring the ROI of your video marketing campaigns is social media engagement. This measures how often people are sharing and talking about your videos on social media platforms like Facebook and Twitter.
The best way to measure social media engagement is with two metrics: shares and comments. To calculate shares, simply divide the total number of shares by the number of views. For example, if your video has been viewed 1,000 times and has been shared 100 times, then its share rate would be 10%.
To calculate comments, divide the total number of comments by the number o views. For example