video produkcija

Once we shared the final version of the video online, we often forget to monitor its effectiveness and to determine whether we managed to deliver the message to the target audience. In this article, we present some key performance indicators (KPIs) that will help you evaluate whether you were able to meet your communication goals. By monitoring the performance of your video it will be easier for you to identify whether your goals have been met, and to decide on the adoption of the materials and paid promotion when they were not.

The number of views

Is the video successful if it has had lots of views? Not necessarily. The most important thing is to reach as many individuals as possible who are willing to buy the product or service. When irrelevant content often appears to users who are not interested in it, this can result in a negative perception of the company and brand. We need to achieve the highest possible view rate of users interested in our content who are willing to buy what we have to offer.

Reach

The reach tells us how many people encountered the content. If the reach is high, but the number of reactions to the post is low or negative, we need to reconsider the communication and promotion plan. We may have targeted our audience too wide, and reached people who were not interested in the content. Another reason could be that the content was not well prepared. The issue may lie in the tone of the communication, a poor selection of actors, or technical reasons (poor picture and sound quality). In the worst-case scenario, negative reactions can reflect poor positioning or the reputation of the brand on the market. In the end, the reason is not important, as long as we identify the issue soon enough and fix it.

Viewing time and number of clicks

It is not only important how many people your video reaches, but also how many individuals click it and watch it to the end. You can increase the number of clicks by:
– Better positioning of the video at the top of your website, or pinning it to the top of the social media site;
– Attractive naming of the video and a nice cover image;
– A clear and interesting video description;
– Placing the video on different communication channels.

Make sure the video will lead interested users to your website, where they will be exposed to other information about your company’s portfolio.

Return of investment

Regardless of the purpose of the content, it is important that you are able to meet and support the goals you have set prior to starting the promotion. The promotional videos of your products and services should of course lead to better recognition of your company on the market, and subsequently higher sales. Educational content, on the other hand, should increase the knowledge of your employees, which will result in a lower number of work errors, higher efficiency, better customer support (when training for customer service), and innovation. Your content can have its own final purposes, or it can also support the wider purpose of your organization (e.g. environmental awareness).

After sharing your video with the target audience make sure you monitor all of the above KPIs. They will provide feedback which will help you to improve your content and promotion plan.

How do you make sure your content meets the expectations of the target audience and reaches your communication goals? By detailed planning – remember these six key questions:

What is the purpose of the video?

We usually create video content to achieve different goals. The more clearly defined and detailed they are, the easier it will be for us to create the content and define how to present the topic. Although the same video can be used for different purposes, we advise you to create different versions of the same content for specific purposes.

Who is the target audience?

During the planning phase, it is important to define who we want to address with the content. This will impact both the content and the way of presenting it to the target audience. If the content is being prepared for the scientific or professional public, it can be more detailed.

On the other hand, when addressing the general public, who may not have prior knowledge of the subject, the descriptions need to be more general, and supported by practical examples. During content creation, we need to bear in mind the language our target audience speaks. If the content is meant only for a local market, we need to make sure all graphics, titles and statements are in the local language. If sharing the video internationally, it is advisable to prepare the content in English and localize each version with subtitles in different languages or make sure the video is dubbed if required by the market.

Prior to sharing the content on different markets, we need to be sure that the content is presented according to all the cultural specifics of the market. If your content is meant for employees of a global corporation, we advise you to localize parts of it and add local examples.

Where and how will the content be published?

To make sure that our message will find its way to the target audience, we must choose suitable communication channels alongside the proper content and tone of communication. The content should be prepared according to the technical possibilities of those channels.

A video which is planned for social media needs to be created and prepared in a different format to a video planned for publication on the website of a company. We need to take into consideration that social media will automatically reduce the size and quality of the content. The resolution needs to be adapted to a different type of channel; adverts that will be displayed on a TV or bigger screens need to be filmed in an appropriate format and resolution.

Where will the filming take place?

One of the most common mistakes when talking about filming organizations is to forget to define where it will take place. The video will be more diverse and attractive if scenes from different locations are included. Make sure you manage to get approval for the desired locations in plenty of time. Besides this, the location must be prepared for the filming. If you plan to film outdoors, make sure you also check the weather forecast.

Who will be involved in the video’s creation?

It is important to define who the responsible person or team for the organization and coordination of the entire project will be. Their first task will be to prepare, together with the subcontractors, everything for filming. They will be responsible for communication with the video crew, stylist, make-up artists, actors, and others involved in the project and organization of all the services related to the filming.

Will we be able to present everything we want with the video?

Is it possible to film everything we want to show? Sometimes we do not have access to all the locations, some parts of the work process cannot be caught on camera, or we need to present more abstract ideas. In these cases, it is best to use additional graphics and animations to present the whole idea.

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