Which Social Video Metrics Matter Most?
A complete guide to successfully measuring your social video campaign
As we post videos on Facebook, Twitter, Instagram and YouTube, we know we should measure the ROI of our social video efforts; however, what’s the best way to do so? With so many social networks and varying analytics available on each platform, it can be tricky deciding which metrics matter most.
I recently came across an excellent article on ReelSEO, where Grant Crowell, a video marketing veteran, covered a detailed way to go about establishing a social video ROI strategy. He proposed to first answer the following questions:
- What are the marketing objectives of your video campaign?
- What you want to measure?
- Which video platforms will provide you with the metrics you want to measure?
- How will you measure consistently across platforms where your videos are shared? (social media, video sharing sites, email campaigns, etc.)
- Which hub, or landing page, do you want to bring people to with your video?
The hardest question to answer for most is deciding what exactly to measure, and which metrics can help you do so.
Luckily, there are active social video metrics that companies doing social video can use to measure their efforts. These are referred to as “active” social video metrics because they involve a responsive action by the viewer, such as sharing the video. Here are the key social video metrics your brand can measure:
Shares — shares of the video
Comments — commentary on the video
Clicks — to an external URL
Clicks-to-conversion — depending on how you set up your conversion funnel
Backlinks — links back to your video or the page with your video
Sentiment — the general feeling or opinion of your video through the conversations being carried out both within the crowd and with your brand directly
Influence — the popularity and authority of those who are participating in the conversation
Content — the type of content people are doing as a response to your video. This could be text, images, audio, or even video responses
Customer and other stakeholder feedback — how your video is inspiring the groups interested in your business and speaking with you directly
Online/Offline media — Any media engagement with you or your company via phone, email, chat, or even in person
Incentives — What types of promotions, surveys, or questions are you using to incentivize user-submitted content and what are the response levels
Video hosting company, Wistia, has also provided a great visual representation of the metrics that can help you reach any of your specific social video campaign goals. Again, we see the importance of deciding what you want to measure, and choosing the video platforms that provide you with the metrics to reach that goal.
Measuring a social video campaign across multiple platforms is no easy task, but these metrics can help your brand reach your video marketing goals. Soon, you will also be able to view social metrics for your Wideo videos with our new analytics platform. Stay tuned for updates on the Wideo blog and if you have any additional insights for the best ways to measure a social video campaign, feel free to share them in the comments.