Video is one of the most engaging ways to communicate with an audience, and digital platforms are doubling down on it. However, one area where video-minded PR professionals fall short is measuring the success of their video communications. How do we know when our video is generating meaningful results? Let’s look at the video communications funnel today.
The old way
The old way of measuring video success was simple, if ineffective: How many views did your video receive? This harkens back to the old days of web analytics when we all tracked hits.
As Katie Delahayne Paine said, HITS is an acronym: How Idiots Track Success.
Video views are no different; certainly, zero views of your video is something to correct, but your measurement shouldn’t stop there. If we focus only on views, we ignore the business impact of our video content.
The video communications measurement funnel
Views are what start our journey towards video marketing success, but even this number can be misleading. Consider the handful of other metrics that services like YouTube give us: