Probably your nonprofit is struggling to invest in video campaigns. The process of making a video tends to use a lot of human and material resources. Even if it’s a one man show, it will take him a lot of hours and experience to deliver a quality product. So how can a you make sure that these resources are well used? The only option to really measure the success of your video campaign is through a variety of key performance indicators (KPI).
Here are some basic steps that will help your nonprofit’s communication team to make this evaluation.
Before you can measure the success of your video campaign, you need to identify a core goal and it’s target audience. This doesn’t only benefit your videos content, but will also ensure you have access to all the data you need.
While your nonprofit stakeholders may not have a simple and linear experience, they tend to fit into one of three categories:
Let’s say for example that you are creating a video to improve the amount of donations for your nonprofit. As you imagine, the majority of donors will pass through each one of these stages. But in order to be effective in your message, you can focus the video in just one of those stages. For example, you need to decide whether you want to teach them about your cause, or show them how your nonprofit is tackling it and why it needs their support. Both videos might be necessary, but will be shown at different moments of the donors engagement journey (which might be long and will certainly mix different mediums).
So, back to the goals. Having clear if you want awareness, consideration or action, will allow you to tie specific metrics to the goals and begin measuring the success of your video campaign.
Usually there are specific metrics that go hand in hand with each one of those stages. Here’s a chart Google made that will help you select the right KPIs for you video campaign:
Now it’s time to figure out how to find the right tools to measure your KPI’s.
Usually, the most comprehensive tool YouTube users have access is YouTube Analytics. This tool by it self is already enough to measure (directly and indirectly) some of the selected KPIs. For example, you can find out how long and from where did people watched the video and how did they arrive there. If you cross this information with your campaign’s one (for example, how did you contact the donors and made available the video to them), it can give you clues about who is actually seeing the video and their behavior towards it.
YouTube Analytics – Park Rangers in Chile
In a more general sense YouTube Analytics, AdWords and Google Analytics will help you to measure metrics like watch time, clicks, views through rate, and signups. But if you need help translating this data into lifts in awareness, consideration, or action intent, you might want to use Brand Lift.
I want to highlight the importance to know how you are going to measure the success of your video campaign, right in the planning stage. And one thing to avoid when evaluating each video, is to rely on your personal opinion. Instead focus on the selected KPI’s and measure the real numbers, analytics and also customer feedback.