This week we’re going to be taking a look at audience feedback as a way of measuring your marketing videos. I’ll be taking you through the basics of why feedback is important to measure and give you some top tips to improve your feedback collection and analysis. If you want to go back to the beginning of the series on video metrics then try starting with this introduction.

This last metrics area is a critical one. With every video content marketing project we start with the end audience in mind. Working out what the audience needs, their motivations are for watching and any questions they might have gives us the path to good quality content. This final metric in the series is audience feedback on your video or videos. It is through this feedback that we work out if we have assess our audience correctly.

Audience Feedback – Feel the Quality

Now, we’ve touched on this with social sharing which is a form of audience feedback in itself. This kind of feedback isn’t a number but rather the qualitative data you can gain by tracking the ways your audience reacts to and comments on your video content.

Getting a real read of the reactions to your video can be difficult, however, simply start by listening to your target audience. If you’ve done the work to understand your audience at the start of the production process, you’ll have a good read of how your audience might react. Listen to what they say and keep listening. It is really good practise to keep records of digital and ‘real world’ in-person comments.

If you know the purpose of your video (and if you have planned properly then you absolutely will). Knowing the purpose will help you understand the overall reaction to your video. In general terms a broadly positive reaction is generally better than negative, but human emotions are complex and you may not always be looking for that kind of feedback. For example, many charity videos are built upon expressing a negative emotion to their audience, like sadness or pity.

Audience Feedback – Getting it right

The big question is, what to do with the reactions and all this qualitative data? Here are a few tips to get you thinking:

1. Given that, as discussed in earlier videos, the purpose of online video content should be to either educate, create emotion or entertain then you can use the feedback to hone the impact of your content. If a particular type of video is getting a strong response then consider doing more of that type.

2. Track your reactions in a spreadsheet. Keeping a handle on the data is hard but worthwhile. You will be able to build up a seriously useful body of information about how your videos are performing with their intended audience if you keep track of what people are saying. Consider ranking usefulness of comments in order to have a searchable database of information that directly relates to your video performance.

3. Don’t take this metric out of context. You may have a video that is getting loads of reaction and delivering really positive feedback but simply isn’t converting. If the video is not meeting your business goals then no matter how positive the feedback then it is difficult to consider it a success.

Audience feedback can be a great tool to help you develop your understanding of your audience and provide them with better content. Keep measuring the performance of your videos and you’ll soon get a sense of what is and is not working. This will allow you to do more of the right stuff and less of the wrong.

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