"Viral" videos are widely seen as the Holy Grail of video content marketing, and for good reason. A viral video is the biggest win for any marketing campaign, having the ability to change your brand into a household name (or "household meme") overnight.
Online video is affecting how audiences interact with content, advertisements and brands on the internet, forcing businesses ranging from mom-and-pop shops to Fortune 500 companies to adapt and take action. As more platforms open up to video and video-recording abilities improve on devices, videos are becoming an increasingly unique and powerful way for you to communicate online, particularly on the mobile front.
Anyone who came of age during the '70s, '80s and '90s will be familiar with the words: "We'll be right back after these messages," a polite segue to commercials, the lifeblood of TV networks. But with the digital age of video marketing now fully upon us, many TV and cable networks want to cut back on the commercial chatter, removing some 30-second TV spots that have been many brands' favorite medium of advertising for decades. The reason? TV is becoming less relevant in a time of digital, on-demand viewing, when binge-watching entire TV seasons is becoming the new norm, and the fast-forward button is the favorite remote control feature of many viewers. Indeed, many signs point towards the death of the standard 30-second TV ad. In 2009, Britain spent more money on online marketing than television, with internet advertising accounting for 23.5 percent of ad spend, compared to TV's 21.9 percent. Obviously, TV ad connoisseurs won't like this turn of events. Over the decades, the 30-second TV spot has transformed from being just a medium for product promotion, to a sophisticated platform for sharp and witty humor, so much so that many ad men see them as works of art.
When it comes to content marketing, different forms of media have different levels of impact. And depending on your marketing goals, there are times when the written word won't suffice. In cases like these, video content marketing is often what's needed to deliver the intended message more effectively. A report by Demand Metric shows that 82 percent of B2B marketers surveyed in their study found success with video marketing. So clearly, video marketing is nothing to be scoffed at. But the study's results raise an important question: What does success mean with video? And more important, how do you measure a video's success? The following are a few video marketing metrics to keep an eye on when measuring video performance: