A video without a goal and KPIs is like a road trip without a destination. Probably a lot of fun, but not a very fun-ctional (ha!) approach.
Setting a goal
When setting a goal the key question that needs to be answered is: “What are you trying to achieve with this video?”
3 common answers from Sales or Marketing teams are:
- Awareness: brand recognition
- Consideration: product & service interest
- Retention: invested audience & engaged community
For other teams, goal setting can be a bit broader. Like the intend
- To Sell
- To Inform
- To Teach or Instruct
- To Entertain
Regardless of your intent, make sure you formulate your objective as one clear and concise sentence.
e.g. "The goal of this video is to inform all staff about the recent changes within the business."
e.g. "With this video we want to teach/instruct users how to set up our product by themselves."
This sentence helps get all stakeholders on the same page as to why this video should be created before going too far down the process of creating the video.
Once you've locked in the goal for your video, the next key question is: “What will you measure to see if you were able to achieve that goal?” These metrics are called KPIs or Key Performance Indicators, and can be video and non-video related.
There are 5 Basic Video Related Metrics:
- Views or Play Rate
- Average View Duration, Video Watch Time or Completion Rate
- Conversion Rate
- Engagement Rate or Post Engagement
Non video-related metrics can be:
- Website traffic
- New sales
- Business Enquiries
- Support Calls
- Chat Support
Each video is unique and has its own purpose. Make sure your KPIs match your goal so you can track the right video metrics and figure out the results you need to improve. For more information check How to read your video analytics.
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