Siegel & Coonerty, LLP
What these lawyers fail to recognize is that the number of views your videos generate are meaningless if the video fails to convert your viewer to a caller.
There is a misplaced belief that the more people who watch your video means that there is a greater likelihood that someone will call after watching your video. However, that’s the old ‘throw something at the wall and see if it sticks’ method of marketing. That’s not an accurate way to measure your marketing success.
In addition, Dave Kaminski from Web Video University points out that in a recent blog post What Counts As A Video View? You’d Be Surprised that “People tend to obsess over how many views their videos receive on sites like YouTube. Unfortunately, what they don’t understand is that a view often doesn’t mean much. And that’s because of how video views are tracked.”
Kaminski correctly points out that “Across the most popular video sites, if someone watches your video in it’s entirety, only half the video or only one second, that is counted as a view. But it gets better. If a viewer refreshes their browser, that gets counted as a view.”
The purpose of having video metrics is to evaluate how your video is doing in relation to your other videos, and in relation to other similar videos. While it is impossible to drill down to your competitors videos to the level that you need to do a true evaluation, there are some factors that will help you determine how you’re doing.
Lawyers are competitive by nature. They want to win. Just like they strive to have thousands of followers and fans on Facebook, Twitter and LinkedIn, the number of people who press the ‘like’ button is meaningless. You can’t truly know all those people, and you can’t possibly be close to all of them. It’s the same with video metrics.
Sure I want to know how many people have clicked the ‘play’ button. I like to know if my videos are being watched to the end. I would enjoy knowing why someone has left my video mid-way to watch something else. However, those metrics are impossible to know. We can’t peek into the mind of the viewer while they are watching.
Here’s the bigger question. Let’s say you have that information. What are you going to do with it now that you know it? There are only two things that you can do with such information:
If you’re not going to revise the current video or use it to make new video, then the results of your video metrics are useless.
When your video has been viewed thousands of times on YouTube, it’s a nice ego-boost. However, if the video is not converting, then it doesn’t matter if it’s been watch 10,000 times or 10 times.
Your goal when creating video is to get your online viewers to convert to callers. If you fail to achieve that result then your video metrics are useless.
My recommendation is to focus on your content and forget about the number of views you get. Keep track of the people who call and which videos they watched that prompted them to call. Those are the best metrics that will tell you what’s working and importantly, what’s not.
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