In the digital era, video marketing isn’t an option anymore; it’s a must. Whether you’re flicking through Instagram Reels, YouTube watching, or bypassing ads on OTT services, videos are all around us. For Indian brands, especially in this modern-day media-driven age, video ads have come to serve as the foundation to get in front of consumers. Then comes the ultimate question, is your video campaign really paying off?
Oftentimes brands invest in video creation, distribution, and promotion without really knowing how to measure success. In this post, we’ll dig into the metrics you need to monitor to see if your video campaign is making any headway. Plus, we’ll share real-world case studies from Indian brands so it’s easy to see how these metrics play out on the ground.
Why Video Campaign Success Counts?
What if you’ve been spending weeks working on a high-budget product video? You publish it and your employees cheer while the views start piling up. But wait, does being popular mean being successful? Not always.
For example, if you were trying to generate website traffic but your video is not generating clicks then the campaign is probably not working as well as it appears. Successful doesn’t just mean vanity metrics such as views or likes, it’s about knowing how the video aligns with your goal.
Whether you’re looking to increase brand awareness, conversions or educating your customers, the right metrics can enable you to adjust your approach and maximize your return on investment.
Video Campaign Success Metrics Key Figures How To Determine The Video Campaign Success Metrics
Let’s take a look at the metrics you must monitor and some examples of Indian brands that hit the mark.
1. View Count
- What It Measures: The total number of views your video has received.
- What it’s important to know: View Count: This is the first thing marketers consider because you get an idea of how many people saw your content. Keep in mind, if you’re high on views, you’re still not getting conversions.
Real-Life Example:
Amul’s silly videos on hot topics consistently earn millions of views on YouTube and Instagram. Such sentiments are a sign of the brand staying current and being noticed, but more importantly Amul makes sure the content increases brand recall, which is very important in the company’s strategy.
2. Engagement Rate
What It Indicates: How many people saw your video and acted on it (likes, shares, comments, etc. ).
What’s Important: Engagement reflects how much your video is engaging with your users. If people are commenting, sharing or liking, that means that what you wrote resonated.
Real-Life Example:
For example, Zomato’s Instagram “food meme” campaigns are viral as they generate massive engagement. Their minute-long video ads, such as the paneer vs chicken biryani, provoke debates and laughter, and even get users to tag friends in the comment section.
Tip: On platforms such as Instagram a 1-3% engagement rate is considered decent, but above 5% is fantastic.
3. Watch Time and Retention Rate
- What It Measures: The number of times your video has been watched.
- Time Viewed: The amount of time users viewed your video.
- Return On Investment (ROI): The number of people who completed your video.
- What It’s All About: These numbers tell you how relevant your content is. If people stop watching in a couple seconds, it may be because your hook wasn’t that powerful.
Real-Life Example:
The emotional wedding campaigns of Tanishq such as the “Rivaah” campaigns are captivating through their storytelling. Through humane storytelling, they keep viewers engaged until the very end, which increases retention.
4. Click-Through Rate (CTR)
- What It Tracks: The percentage of viewers who responded to your CTA link after watching the video.
- Why You Need It: CTR is an essential element for campaigns that are trying to get people to visit a site, landing page or download an app. A low CTR may mean your CTA is not strong enough.
Real-Life Example:
Nykaa’s holiday sales videos on YouTube typically feature prominent CTAs such as “Shop Now.” By mixing quality images with a compelling offer, the ads send tons of visitors to their website, and have high CTRs.
5. Conversion Rate
- What It Tells You: How many of your viewers actually completed the intended action, such as signing up, purchasing, or subscribing after watching your video.
- Why You Should Care: If conversions are your primary objective, this is arguably the most relevant measurement. It is tied directly to sales or leads for your video campaign.
Real-Life Example:
Byju’s explainer videos tend to focus on parents, with an emphasis on the emotional appeal and product detail to convert. They owed their high conversion rate to their dominance of India’s ed-tech industry.
6. Social Shares
- What It Tells You: The number of times your video is retweeted across social media.
- Why You Should Care: Shares increase your visibility naturally. If people are promoting your content, it’s a clear sign that they appreciate, or are amusing, or relate to it.
Real-Life Example:
Fevicol’s Diwali videos go viral for the humane tone of their messages. These videos are widely circulated, keeping Fevicol relevant in the public eye.
7. ROI (Return on Investment)
- What It Reflects: The amount of revenue or value that a video campaign brings in as opposed to production and promotion costs.
- Why It Matters: In the end, you just want to know whether or not the campaign was worth the time and money. It’s nice if people are watching/interacting but it’s not going to be profitable for the company.
Real-Life Example:
Swiggy’s IPL ads, such as “What’s Your Match Mood?”, are meant to entice cricketers to order apps during the Indian Premier League. By measuring app downloads and order value against campaign costs, Swiggy helps to ensure their campaigns have a healthy ROI.
Extra Tips for Optimizing Video Campaign Performances
- A/B Test Videos: Try different sizes, CTAs or video lengths to see what works best.
- Mobile Friendly: In India, more than 80% of video viewing occurs on smartphones. Ensure your videos are mobile-friendly.
- Use Regional Videos: Given India’s heterogeneity, regional language videos (Tamil, Hindi, Bengali) can really swell engagement.
Wrapping It Up
If you’re measuring how successful your video campaigns are, it’s not about the random number; it’s about connecting metrics to objectives. Whether it’s generating awareness, generating traffic, or increasing conversions, KPIs will allow you to evaluate and adjust your approach.
At Reset Media, we have expertise in building compelling, data-driven video campaigns that yield quantifiable outcomes. From creating engaging narratives to optimizing distribution, we make brands meaningful to their audiences.
Do you want to make video marketing a step up? Let’s team up and achieve your vision.