2016 Video Marketing Trend: How Marketers Will Measure ROI
A Look Back at 2015
In last year’s Annual Video Marketing Trends survey, marketers told us the top three ways they would be measuring video ROI in 2015 were Video Analytics (total plays, percentage of visitors who watched, engagement of viewers), leads generated directly by video content (via custom CTAs), and number of social shares.
Other answers that didn’t rate as highly were measuring how a video delivered on a business goal (31%), "Not Sure" (21%), and A/B testing (17%).
Fast forward a year to our 2016 survey - Much to our surprise, marketers are reporting that not much has changed for the top strategies for measuring ROI.
So, How Are Marketers Planning to Measure Video ROI in 2016?
#1 - Video Analytics
Though it lost some percentage points from last year, analyzing data from video analytics still takes the top prize at nearly 59% of respondents planning to track it. Why? Because it's attainable, it's real, it's (almost) real time, and it's data. You can track opens, click throughs, views, completed views and more. Not only can you learn how effective your video campaign is, you can learn to make the next one even more effective.
#2 - Custom CTAs in Video Content
Still coming in second is leads generated directly by video content at 42%. That's down from 51% last year. Still, marketers using this method have found that it's very easy to measure video ROI. The quickest path to data with this option is to include a custom CTA for viewers to follow. One client, MALO Smiles did just that with a unique phone number to keep track of incoming inquiries. To read more about how this turned out for them, you can read about their campaign here.
Here are the top ways to use custom CTAs in your videos:
- Create a custom webpage. There will be little denying that anyone coming to that page (a contact page for example) came from the video when the page is mentioned only in that video.
- Create a unique email address. Same as above. You'll know anyone writing to that address is coming from the CTA in your video.
- Create or use a phone number that you use only for your video.
#3 - Social Sharing
Still coming in third is Social Sharing. This method is now expected to be used by 41% of respondents compared to 30% last year.
The Elephant in the Room?
There's another big story here. We were alarmed to see that "Not Sure" rose in the ranks between 2015 (21%) and 2016 (36%). If you're struggling with measuring ROI on your video content, try the tips above and check back here for more strategies so you can be sure your hard work, time and money shows return.
About Storyboard Media Group: We produce videos that engage, inform, build brands and perform. We're your creative parter with expertise in corporate video production and video marketing.