We have to talk about “likes”. Or... it is perhaps mean to single out likes, so let’s instead talk about the term “vanity metrics”.
Simply put, vanity metrics are measurements that make you or your brand look good, even though they don’t say much. These measurements don’t help you to reach your goals or to make informed decisions for future strategies.
But what should you look at if you shouldn’t look at likes and comments? Can you even use video for something else than for the early stages of the buyer’s journey, when you want to get the attention of the audience? Can video really provide business benefits?
Well, yes of course! You can, and should, use video in every step of the funnel. And set goals that align with what you want to achieve. Let's take a look.
Top of funnel = awareness
When you pour the audience down into the top of the funnel, the purpose is to create awareness of the problems that your product or service solves. And to put your brand in front of the audience so that they know you exist.
At this stage of the funnel, you can really explore your storytelling and the topics that the audience is curious about. What feeling you want to evoke in the recipient is much more important than what you want to say about the product. Just remember to be clear when it comes to brand. You want to evoke feelings that become associated with your brand, and this can be done through clear brand colors, logos, jingles, or slogans.
KPI examples are: views, retention and engagement.
Mid funnel = consideration
In the middle of the funnel, we take a big step closer to the product or service we sell, even though we are still more focused on creating value for the user than simply selling the product. At this stage, you should help the audience to make informed decisions, and your role is to be a credible sidekick along the way. You often want the audience to leave the platform and come to your site. The goal is to tell a good story while also saving a piece for later so that the audience is inclined to continue clicking. You should not be ashamed to create videos that mainly act as eye-catchers or small teasers.
KPI examples are: CTR, whitepaper downloads and webinar or event bookings.
Bottom of funnel = decision
Now it’s time to sell! Don’t be ashamed to express yourself clearly. This material almost immediately employs a call to action because the purpose is to get the user to buy. Hopefully, the audience knows what your company stands for and what they can do with your product. Should you ever invest resources in creating many different types of videos, do it during this phase. Don’t do it only to convey a thousand different messages, do it to test a thousand different ways to continuously find what attracts the most potential buyers.
KPI examples: meetings booked, sales-qualified leads and purchases.
This article is an extract from our e-book “Winning with video in a social world”. Want to read the whole thing and learn ALL about setting the right goals in a video strategy that will make your business grow? Download your free, packed guide here!
