"STOP brewing cold brew in a bucket!"

That was the provocative opening line of a recent social media video Halcyon Digital created for a client in the specialty coffee industry – let's call them "Roast Revolution." It wasn't just clickbait; it was a calculated risk, a challenge to the established norms of cold brew coffee preparation. And it worked.

The results? That single, short, vertical video generated more website traffic and sales for Roast Revolution than any of their previous 50+ social media posts. It sparked debate, generated curiosity, and, most importantly, drove conversions. This wasn't an accident. It was a direct result of understanding that true video ROI goes far beyond vanity metrics like views and likes.

It's a frustration we at Halcyon Digital see all too often: businesses pouring money into video marketing but failing to measure its real impact. They get excited about a high view count, but don't dig deeper to see if those views are actually translating into business results. Or, worse, they stick to safe, formulaic video content that avoids risk and, consequently, avoids real engagement. They're afraid to push the envelope, to relinquish control to creative experts who understand the ever-changing landscape of online video.

The Roast Revolution story highlights a crucial lesson: video marketing, when done right, is a powerful investment. But to prove that investment, you need to measure the right things.

Beyond Vanity: What Really Matters?

Views, likes, and shares are nice. They provide a quick snapshot of audience reach and initial engagement. But they don't tell the whole story. These are "vanity metrics" – they make you feel good, but they don't necessarily correlate with business success. A video can go viral for all the wrong reasons, generating tons of views but zero leads or sales.

So, what should you be measuring? It depends on your specific goals, which is why defining those goals before you even start storyboarding is crucial. Here are some key metrics to consider, categorized by common campaign objectives:

• Brand Awareness:
  
  • Reach: How many unique users saw your video? (Reach is more important than total views, as one person can watch a video multiple times).
  • Brand Lift Studies: These surveys measure changes in brand awareness, perception, and recall after exposure to your video campaign.
  • Social Listening: Monitor mentions of your brand and product across social media platforms to gauge overall awareness.
• Lead Generation:
  
  • Website Traffic: Track the number of visitors who arrive at your website from your video (using UTM parameters in your video links).
  • Click-Through Rate (CTR): If your video includes a call-to-action (CTA) with a link, measure the percentage of viewers who click on it.
  • Lead Form Submissions: If your video directs viewers to a landing page with a lead form, track the number of completed forms.
• Sales/Conversions:
  
  • Conversion Rate: The percentage of viewers who take a desired action (make a purchase, sign up for a service, etc.) after watching your video.
  • Attribution: Determine how many sales can be directly or indirectly attributed to your video content. This can be complex, but tools like Google Analytics can help.
  • Return on Investment (ROI): Calculate the revenue generated by your video campaign compared to its cost.
• Customer Engagement/Retention:
  
  • Watch Time: How much of your video are people actually watching? A high average watch time indicates strong engagement.
  • Comments and Shares: These demonstrate deeper engagement and can provide valuable qualitative feedback.
  • Customer surveys

Halcyon Digital's Approach: Creativity Driven by Results

At Halcyon Digital, we're not just about creating beautiful videos; we're about creating videos that work. We understand that you invest in us to achieve tangible business outcomes. We collaborate closely, defining clear and measurable objectives before a single frame is shot. These objectives directly inform the creative process, ensuring every decision, from concept to final cut, is aligned with achieving a measurable return.

We design our creative content with analytics in mind. We know that a video designed to drive website traffic will look and feel different from a video designed to increase brand awareness. Our agile project management system, with its clear stages (Queue, Up Next, Designing Now, Ready for Review, Complete), ensures that every project stays focused on its goals and delivers maximum value.

We also encourage our clients to experiment. The digital landscape is constantly evolving, and what worked last year might not work today. A/B testing different video styles, lengths, and CTAs is crucial for optimizing performance. Don't be afraid to take calculated risks, like the "STOP brewing" challenge we crafted for Roast Revolution. That willingness to push boundaries, backed by our creative expertise, is often the key to achieving breakthrough results.

Stop Guessing, Start Measuring

Video marketing is an investment, and like any investment, it needs to be carefully measured. Don't get caught up in vanity metrics. Focus on the metrics that align with your business goals, and use that data to refine your strategy and optimize your future video campaigns.

Ready to create video content that delivers real, measurable results? Schedule a call with Halcyon Digital today!

‍