How does one measure the success of a corporate video campaign?

Measuring the success of a corporate video campaign involves assessing both quantitative and qualitative metrics to determine if the campaign achieved its intended goals. Here's a comprehensive approach:

1. Define Clear Objectives

• Before measurement, ensure the campaign goals are clearly defined. Objectives might include increasing brand awareness, driving sales, improving engagement, or educating the audience.

2. Quantitative Metrics

• Use analytics to gather measurable data:
• Views/Impressions: Track how many people watched the video or were exposed to it. High views indicate reach.
• Engagement: Measure likes, shares, comments, and click-through rates. These indicate how well the content resonates with the audience.
• Retention Rate: Analyze how long viewers watched the video. A high retention rate means the content was engaging.
• Conversion Rate: Measure how many viewers completed a desired action, such as signing up, purchasing, or downloading.
• Traffic Sources: Identify where viewers came from (e.g., social media, email campaigns, or direct links).
• Lead Generation: Track how many leads the video generated through forms, subscriptions, or inquiries.
• ROI (Return on Investment): Compare the campaign cost with the revenue or measurable benefits derived from the video.

3. Qualitative Metrics

• Assess the impact beyond numbers:
• Audience Feedback: Collect testimonials, survey responses, or focus group feedback about the video’s message and quality.
• Brand Perception: Evaluate how the video influenced public perception of the brand through sentiment analysis of comments and mentions.
• Content Relevance: Determine if the video addressed audience pain points, needs, or interests effectively.

4. Benchmarking and Comparison

• Compare the performance of the current campaign to previous campaigns or industry standards.
• Use A/B testing to identify which video elements (e.g., style, tone, or call-to-action) performed better.

5. Platform-Specific Metrics

• Each platform provides unique analytics tools:
• YouTube Analytics: Offers detailed stats on watch time, audience demographics, and traffic sources.
• Social Media Insights (Facebook, Instagram, LinkedIn, etc.): Provides engagement metrics specific to the platform.
• Website Analytics: Tools like Google Analytics can track traffic and conversions driven by the video.

6. Post-Campaign Assessment

• Track Long-Term Impact: Evaluate whether the video had a lasting effect on brand recognition or sales.
• Evaluate Team Learnings: Discuss what worked and what didn’t to improve future campaigns.

Combining these insights will give a holistic view of the campaign's success and help refine strategies for future efforts.

There are a couple of metrics to keep in mind and those would depend on the goal of the campaign - is the goal purchases (also sign ups or any other action apart from just seeing the video) or awareness (were people just have to see your video). 
 

For purchase etc:

- The first obvious metric would be product purchases, subscriptions, sign ups 

- Click through rate - how many people clicked on a URL that was in the description or associated with the video in any other way 

- Website/page visits - how many people visited a particular page after viewing the video

!!! Make sure to add UTMs to every URL that you use in this campaign so you can track what people are doing after clicking on your URL !!!!

For awareness:

- Video views is a a good basic metric to check how many people have watched the video

- Interactions would tell you how many people have interacted with the video and this would give you an idea of what people think about the video. For example thumbs up or thumbs down, shares, reactions

- Of course comments on some platforms would also give you a very good indication of how people feel about your video. Although always remember that even if you receive "bad" comments, it doesn't necessarily mean that the campaign wasn't successful. People tend to write comments more often if when  they dislike something, so always check other metrics as well