Branded video content is a major investment. They’re time-consuming and require a higher caliber of production resources along with involvement from producers, directors, and editors. Sure, you can get your smart phone out, shoot some stuff, throw it up on your social platforms and see if it sticks. The problem is your consumers and followers are smart people and if it looks shabby, they will not watch it. The average cost of a video that’s only a few minutes long can vary anywhere from $1,000 upwards, depending on budget, campaign, and scope. We know that is expensive but video today is a very key tool and it dominates over everything else on your marketing and branding needs. With this much budget on the line, every content marketer knows how important it is to measure the results of their efforts, but knowing exactly which metrics to focus on can be perplexing. Video is more than volume or content. Here are some very helpful tips I found that works in using Facebook and YouTube in your video scheme of things. Each platform offers you different demographics, goals and results.
Metrics for YouTube Videos
Getting results on YouTube comes down to growing a healthy and robust content hub where each video contributes to your brand’s overall user experience. Despite its original reputation for “viral media” or one-off video sensations, success within the current YouTube landscape comes through offering audiences frequent, updates (episodic if you will)
The three most important metrics for videos you upload on YouTube are:
Once you’ve established a prominent YouTube presence and started publishing video content at a regular cadence, the next step is to analyze trends in your overall video performance on both an immediate and extended timeline. To gauge how your video is doing, the first seven days after initial upload is a very good cutoff to measure how strong a piece of content is, and whether you’ll get a return. If a video has a strong launch in terms of engagement, the amount of views and watch time tends to reap compound rewards. These figures could double or even quadruple within 12 months.
Marketers should track video views and watch time in monthly intervals, as well as break these metrics down into even more specific sub-metrics to get a fuller idea of watcher behavior. Within watch time, video completion rate is useful to help identify user engagement. So, let’s say a four-minute video gets a few thousand views. People are really engaged if 50 percent watch it at least halfway through. If at least half of your total viewership watch at least two minutes before breaking their attention, the brand may take that as an indicator to spin the video into a series. If need be, tweak the way you deliver your message to meet their needs. Brands need to create hooks for your audience to continue to watch the video. Someone clicking and watching the video for five seconds won’t help with your watch time.
Metrics for Facebook Videos
The algorithms for Facebook versus YouTube are very different. Whereas long-form videos perform better on YouTube, Facebook favors short-form content. Ninety seconds in length is pretty much the norm. That’s because Facebook will only allow ads on videos that are longer than a minute and a half. “And Facebook favors videos with ads it can make money off of you. Just a plain fact.
Whereas watch time and views are both key metrics for videos on Facebook, watch time is prioritized over views. The reasoning behind that is that videos on Facebook are being pushed to the audience, instead of someone actively searching for a specific video. Since someone could randomly click on a video and not engage, watch time is a stronger indicator of user engagement, and in turn indicates the strength of a video.
Facebook’s snackable video approach also makes it a perfect platform to repurpose some of your brand’s existing video assets. Consider taking videos created for YouTube and breaking them down into smaller chunks or re-editing them to show just the highlights of the full piece.
One way to track video performance on Facebook is to benchmark against your own videos on the page, specifically identifying what has worked from the top 10 percent of your videos. For example, if you published 20 pieces of content in last three months, you would want to isolate the top two either in terms of watch time or views, then deep dive with your content creator to analyze what worked in those videos that allowed their performance to rise above the rest.
YouTube and Facebook Serve Different Video Goals
When evaluating the kind of video, you want to make and the message you want to tell, consider how the platform will work with you telling your brand’s story. Video consumed on YouTube is an active user experience. Since YouTube videos are essentially evergreen, you have a much better ROI for your branded videos. Conversely, video consumed on Facebook is a passive user experience. If you’re a new brand and still looking to use content as a tool to build awareness, start with Facebook. You need to push out content on both platforms, but adjust the video length accordingly.
By gaining an understanding of these social media metrics and how YouTube and Facebook play into one another within your larger distribution strategy, you can figure out the best approach for producing branded videos. In turn, you’ll net the greatest ROI.
Tags: #facebook, #youtube, #marketing, #branding, #videos, #video production