The last part of the video marketing puzzle is tracking how well your videos are performing.

This is called video marketing analytics—a collection of data that gives you a deeper understanding of what videos are being watched and interacted with most, along with what content is generating the most leads.

The great thing about video analytics is that they can track all types of key metrics, like:

Reach: How often your videos are being watched and what channels your audience is interacting with them on most. Analyzing reach allows you to make better decisions about where to distribute content and (if you are buying ads) where to focus your advertising budget.
Engagement: This metric tracks finish rate (the percentage of your audience watching the entire video) and the average percentage watched (what percent of your video is being viewed by all viewers before they leave.) If people aren't watching your videos until the end, tracking engagement helps pinpoint where they're leaving and come up with a plan to keep them engaged.
Conversions: This tracks how many people watching your videos follow through on your CTA (i.e., subscribe to your email list, join a free webinar, etc.) Tracking conversion rates is essential to monitor how successful your lead generation efforts are and find out what videos are converting better than others. That way, it's easier to decide what videos to spend your marketing budget on and put more effort into distributing to your audience.

Analytics can even track your audience by region, device, and source URL, which helps you figure out where they are and what channels they see your content on.

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Frequently asked questions about video marketing

What is video marketing?

Video marketing is defined as video content that brands and businesses create to boost awareness of their product and educate customers about what they’re offering. Video marketing is also when these videos are distributed and marketed to audiences to generate views and get more reach.

Is video marketing important?

Video marketing is extremely important — it’s perhaps the most influential tool in a modern marketer’s toolkit. Research that over 50% of customers now want (and expect) to see videos from brands they’re following. Not only that, but videos are becoming an essential part of a customer’s buying journey. 90% of customers say that videos now help them make a buying decision, and brands that include videos on their landing pages report increased conversion rates of up to 80%. So, is video marketing important? If you want a successful brand…absolutely.

What are the types of video marketing?

Video marketing comes in lots of different shapes and sizes. Companies will usually turn to video marketing to boost brand awareness, educate customers about products, or even host demos. Video marketing also includes shorter pieces of content like animations, embedded GIFS, and personalized messages.

Is a CTA really important in video marketing?

A call-to-action, or CTA, is a crucial piece of any video marketing strategy as it tells your audience what action you want them to take next. Without a CTA, you are essentially making videos without any real plan for what you want the customer to do once they’ve consumed them. Do you want them to watch your next educational video? Subscribe to your new email series? Take part in a beta launch of a new product? If you don’t have a CTA, there’s no way to boost the ROI on your video content and lead your viewers further down your marketing funnel.

Where can I find blogs on video marketing?

There are tons of blogs out there about video marketing. Vimeo has a treasure trove of information around pre-production, production, post-production and everything else you need to create a complete video marketing strategy. Check it out here.

What is the best video marketing solution?

The best video marketing solution really depends on whether you're trying to cast a wide net for brand awareness or need a precision tool for converting leads on your own site. For pure discovery and massive reach, you can use YouTube (but beware competing ads) or try Wistia for deep heatmaps. At Vimeo, we focus on giving you a professional, ad-free home for your videos that looks great anywhere you embed it, plus the AI tools to create and market that content without needing a massive production budget.

What are some B2B video marketing best practices?

Like writing a good blog post, making a video that stands out from the noise means following a few ground rules. Keep it short and sweet, set goals (and stick to them), and plan well in the pre-production and post-production phases. It’s also essential to stick to your budget, make a distribution plan once content is published, and analyze your metrics so you can be even more successful with your next video marketing campaign.

What makes a good marketing video?

The best marketing videos draw the viewer in through stories, humor or a personal connection. What doesn’t make a good marketing video is focusing purely on selling a product. Instead, solving your viewers’ problem or educating them on a topic they’re interested in is better at building trust and leaving them with a good impression of your brand.

Should I take a video marketing course?

If you are serious about getting your video marketing right, then taking a video marketing course won’t hurt. If you’re looking for a video marketing course to get you started, Vimeo’s Video School has educational content on everything from marketing best practices to distribution and audience growth.

How do I make good video content?

Creating awesome video content is all about preparation. Planning out your shoots and taking care of your editing process are all essential. But it’s the elements of the video-making process that are often overlooked that really take a video to the next level. Remember to pay attention to your audio levels, lighting, set styling, and transitions to help your video pop and stand out from the rest.

What are some emerging video marketing trends?

Video marketing trends are undergoing swift changes, with short-form videos continuing to lead the way on social media platforms like TikTok. Live streaming is also on the rise, providing opportunities for creators and brands to gain real-time engagement with viewers and customers. Tools powered by artificial intelligence are enhancing the efficiency of video production and customization, thereby making advanced content more attainable.

Vimeo offers a suite of creator tools for content hosting, easy timeline video editing, shoppable video creation, and even quick video translation options to reach global audiences.

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