We'll explore why measuring video engagement is essential and what metrics you should analyze.
Your business has been hosting video engagement events - but how can you tell if you’re effectively connecting with your audience? Measuring video engagement is the key. Here’s why measuring video engagement is essential if you want to host successful events, and which metrics you should analyze to enhance your event strategy.
To find out if you’re meeting your goals for business events, you need to measure video engagement. Measuring engagement can help you figure out what kind of content your audience responds to, how well your landing page converts visitors, and whether or not your events are too long, to name a few.
Without these metrics, you won’t know how to enhance your approach to marketing and customer engagement. You can also compare your metrics to your competitors to determine which areas you should target for improvement.
When it comes to measuring video engagement, some metrics are more important than others. While you can’t measure every single metric related to audience engagement, the right video engagement platform can capture the data you need to craft an event strategy that provides a substantial ROI. Pay close attention to these crucial video engagement metrics.
The attendance rate reveals how many people actually attended your event compared to how many signed up. In other words, the number of registrants x 100, divided by the number of attendants, will give you the attendance rate percentage. To boost your attendance rate, try scheduling events midweek in the morning or afternoon and providing incentives for attendees. You might also want to consider choosing more compelling topics or promoting your event to a smaller segment of your audience that is more likely to be interested in a niche subject.
Finding out how long your attendees logged in to a video event and when they left the meeting room can reveal if your webinars are too long or if attendees aren’t interested in certain content. Your analytics dashboard will provide details about attendance duration. If you suspect that your events are too long, try shortening the timeline for your next event.
Your registration rate indicates how well your landing page converts visitors to registrants. To increase registrations, you’ll need to optimize your landing page. Ensure that your sign-up call-to-action is visibly distinct, and try including a time limit to create a sense of urgency and encourage people to enroll. Simply adjusting the length of your form and reducing the number of fields that registrants have to fill out can help, too.
If most of your attendees are responding to your polls during live events, they’re actively engaged - but if not, you may need to take some additional steps to motivate them to participate. Aim to create audience-centric polls that are directly related to their opinions on the event content.
Chat messages give you a window into your attendees’ needs and provide important customer insights. If you’re concerned that your attendees rarely utilize the chat function, make sure that your event moderator is actively engaging with the audience to ask questions and respond quickly.
The replay views for your recorded event gives you an idea of your event’s overall viewership - while some people might not have been able to log in for the live event, they were still interested in the content. To boost your replay views, send out an automated email reminder after the event to let registrants know that the replay is available for viewing.
Seeing how many questions your attendees submitted illustrates how engaged they really are during your events. When your audience is attentive and curious about your content, it reduces churn, and engaged attendees are more likely to become loyal customers. Giving informative answers helps to establish your brand as industry experts, and you can use the information from the question tab to plan out content for your next webinar.
Make sure to explicitly point out the question tab and encourage your audience to use it. Towards the end of your event, you can also block off time specifically for a dedicated Q&A session.
Are your attendees engaged with each other? Metrics concerning the upvotes on submitted questions can help you find out. The questions that receive the most upvotes also reveal what your audience is most interested in learning about during your events. Both the host and the moderator can prompt attendees to vote on the questions they want to hear answered - it helps to be direct!
You might launch a call-to-action during a video engagement event for a product download or the opportunity to sign up for a subsequent event. When you send out a CTA, you need to know how many attendees actually clicked to figure out if you need to tweak your approach to reach your conversion goals. Use active, commanding vocabulary rather than passive phrases to motivate attendees to click, and detail the specific value they’ll receive from your new offer.
Social sharing metrics can demonstrate how many shares the posts about your event received and how many people viewed your event content on certain social media platforms. Basically, these metrics reveal your reach across various social media platforms. To see how well your event content really performs on social media, compare your social stats from before and after your events.
To improve your social sharing metrics, ask your audience to share their event invites and commentary on their profiles with a custom event hashtag. You can also use tools like Mention, that let you monitor your audience on social media and schedule posts for various platforms.
Many businesses rely heavily on email marketing campaigns to promote their video engagement events, so you need to monitor your email statuses to ensure that your emails are delivered and opened. By viewing your email status metrics, you can see who is actually receiving your event emails, if they are opened, and whether or not the recipient has clicked on the CTA link.
If you’ve noticed that many recipients aren’t opening your emails or clicking on the embedded links, you can revise your email campaign strategy. For instance, you may want to send out emails at different times, optimize your subject lines, or send emails at a different frequency. You can also try segmenting your customers and sending out targeted emails to groups with different interests.
With an end-to-end video engagement platform, measuring video engagement and viewing the data with user-friendly dashboards couldn’t be easier. Measure video engagement and use these metrics to draw in more attendees for your next event while boosting participation.
Molly Hocutt has been a Content Manager at Livestom since 2019. She has more than five years of experience in SaaS content writing and B2B marketing.
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