The user journey has become chaotic and complex ( Messy Middle! ) and individuals go through multiple touchpoints over time before reaching conversion; what we can do is keep this in mind when designing our marketing strategy, constantly looking at the data.
1. Do ad creatives capture people? Do they stay for at least 3 seconds?
This is one of the first data to check on the backends of advertising platforms. As we also said in our article Social Video: a “Must have” for social media marketing , the first 3 seconds make the difference between a successful video and a flop.
Even more so if we are talking about a clip for an advertising campaign to find new customers: here the first 3 seconds are really decisive and define the Hook Rate of your video ads on Facebook, YouTube, etc.
If you are managing to stop people from scrolling or skipping, you netherlands whatsapp shopping data have already done a good job with the creation of your video advertising content, this is the first step towards a good result.
2. Is the video interesting? How many watch it up to 50/75%?
Once you have checked the hook rate of the first 3 seconds of your content, another important point to analyze is the quality of your video ads in relation to your target.
To do this, an important metric to look at is the video view %, compared to the previous data.
This comparison is very useful especially to help you understand how many users you lose at each step.
Only in this way, thanks to the data , will you be able to truly understand the quality of the content you have created for your video advertising.
Analyzing the percentages tells us if we have created valuable storytelling within our content, if it answers questions/doubts deemed interesting by our target and if the video is capable of engaging the people to whom the algorithm has decided to show it after analyzing it (or based on our targeting).
video ads - facebook metrics for videos
3. Does Video Ads drive action? How many users go deeper by following the CTA?
Consider for example a video of a razor, the first 3 seconds make you understand what it is , the rest of the video gives you details, transmits solutions, probably also emotions and tells you the story of how you too, with that very tool, could change and improve the perception of yourself or improve your appearance…
But then you scroll and don't click on the button with the CTA – the call to action (which perhaps leads you to purchase the product).
It's not a complete Game Over, because this type of communication contributes to Brand Awareness and leads the user to take the path (funnel?) that you want.
