Tech

How to Measure the Success of Your Animated Explainer Video

Having your first animated explainer video produced by a trusted animation studio is one of the best, smartest investments you can make for your business.

Wit an animated explainer video, you will have content that will help push your website higher on Google. It will increase interest in your brand, which can boost web traffic and conversion rates.

Additionally, it is a type of content that will allow your company to showcase your personality, and it is what makes you stand out from the competition. It will play a vital role in getting the attention of your audience and helping them retain information.

Is Your Video Making an Impact?

Once your video is on your website and video sharing platforms, and you have been diligent in sharing the links on social media, the next thing you have to find out is if it is bringing any positive effects to your business. You can do this by measuring the key metrics.

Below are vital metrics you should check to find out how much impact your animated explainer video is creating for your business:

  1. Number of views

Your website, YouTube, and other video hosting platforms have a view count which tells you how many times your video has been viewed. This metric is an excellent indicator of the reach of your animated content.

However, don’t make the mistake of putting too much stock on view counts since the number does not mean that everyone who saw it watched it till the end.

The view count, however, is a good metric to start with since it will assure you that you have an interesting video that caught the attention of online users and that they watched some of it.

If one of your goals for the content is to spread awareness, this metric will give you insights as to whether you were successful in achieving this target.

  1. Time on page

This metric refers to the number of minutes or amount of time visitors stay on your website.

In general, online users spend 10 to 20 seconds on a page. If they stay longer, that means they found something really interesting on your website.

An engaging animated explainer video should increase a visitor’s time on page significantly. At the very least, they will spend at least seven more minutes on this page than on the ones without this type of content.

If you haven’t uploaded or embedded the video yet on your website, take note of the time visitors spent on your site. Once your video is up, compare the before and after figures. This will give you a good idea of the success of your new content.

  1. Play rate

This particular metric pertains to the percentage of page visitors who actually clicked play and watched your video.

The play rate will give you a good idea of how relevant your video is to the area where it is placed. It is also an excellent indicator of how successful it is at enticing visitors to click the play button.

Keep in mind that a fascinating, engaging video that appeals to the target audience usually has a higher play rate. As such, from the start, make sure your animated explainer video has a superb script, excellent content, and was created with your prospective consumers in mind.

  1. Engagement rate

On your website, the engagement rate shows how much of your video visitors have watched. If you have other videos on your site, it will also tell you how many of these viewers have seen, on average.

This metric is easier to understand when it is shown as an engagement graph. The diagram will show you how the viewers watched, re-watched, and stopped watching the video. The data will then help you assess the quality and usefulness of this particular content.

Additionally, you can use the data to modify your video or incorporate them into the next one you want to create.

It is also worth keeping an eye on your video’s engagement rate on social media and video sharing sites such as Facebook and YouTube. They come in the form of the number of comments, likes, and shares your video receives. When your video has many of these, it means that your content resonated with some viewers so much that they want others to know about it.  

However, when it comes to engagement rates, remember that a low average is not always a bad thing. It doesn’t mean that people are not watching or are interested in your videos if they are quiet. If the play rate is high and the dwell time of visitors on your website has increased, you are still on the right track.

  1. Social media shares

This metric pertains to the number of people sharing your video on different social media sites.

Although likes and comments on social media sites are crucial for your video, shares are more critical. This is because social sharing means more views for your video. When more people watch and are happy with it, this will lead to more shares. And this, of course, will lead to more views.  

This metric will let you know how appealing your video is to your target audience and other viewers. Since they are willing to share it, they must have found something in it, or even the whole clip, fascinating.

These shares will boost brand awareness and allow you to tap into a bigger portion of your target audience.

  1. Conversion rate

Finally, this metric shows how many leads and paying customers you gained after your video was embedded on your website and uploaded and shared on other sites. It can also mean the number of viewers who took action, such as signing up for monthly newsletters or downloading an e-book.

To track the conversion rate, you will need a separate analytics program. You will have to establish your attribution model to come up with the best figures as well.

Conversion is a crucial metric to track if your main goal for your video is to gain more leads and customers and increase your sales.

A website animated explainer video can do wonders for your business. To ensure it is doing its job or if it needs to be tweaked to become more beneficial, aim to monitor the metrics listed above regularly.

AUTHOR BIO

Anthony Lam is the founder of Punchy Digital Media, a creative agency that helps organisations grow using animated videos and creative visual content. Punchy has a team across Australia and Asia and has worked with clients such as Apple, Westpac and the Australian Government, running campaigns and reaching millions of people.