Your law firm has spent a fortune on a watertight video marketing campaign, but how do you know if it’s making waves? Are you getting any new clients? Do you see any gaps in your strategy that you should bridge? Is video marketing even working for you and your team of lawyers?
If you’re looking to ramp up your video marketing strategy, you must know how to measure its performance. This all starts with knowing the right video marketing metrics to track. Here are five key performance indicators (KPIs) you should keep an eye on.
1. View Count
This is a straightforward measurement of the number of times your video has been watched. The higher the view count, the greater your video’s reach. Bear in mind that different platforms have different ways of measuring this video marketing metric. YouTube, for example, will consider if your video was intentionally watched by someone for 30 seconds. Similarly, Facebook takes into consideration if your video was viewed for 3 seconds. This applies to their Live videos as well.
On the other hand, Instagram video views count after 3 seconds, but their Live video views are considered as soon as someone joins the broadcast. Twitter is a tad different – a view counts if your video has been seen for 2 seconds with at least 50% of the video player on the screen. LinkedIn follows the same policy. When it comes to TikTok, the video view counts as soon as the video starts playing in someone’s feed.
View count is often considered a vanity metric – it will have no impact on your bottom line if no further action is taken. However, it’s important that the first 2-to-30 seconds of your videos are super engaging so your audience is hooked and keeps coming back. Each second makes a difference to this particular video marketing metric.
2. Conversions
Conversions are a major KPI you need to keep an eye on for successful video marketing for lawyers. It gauges how well your video persuaded viewers to convert into leads/paying clients. You’ll need to keep checking if your videos are boosting or reducing your website’s page conversion rates. If they’re increasing, it means your videos are doing their job well. If not, you’ll need to rethink your law firm’s video marketing strategy.
Ideally, measuring conversions should become a part of your everyday marketing initiatives. A professional team that specializes in legal video marketing will be able to handle every aspect of this so you can focus on winning your cases.
After all, you don’t want to be stuck with a campaign that isn’t working for your law firm while it continues to drain your resources.
3. Engagement
This percentage metric reveals how much of your video viewers are watching. It could help guide content choices for future videos.
As a video marketing metric, engagement is a crucial factor in increasing your video’s organic reach. If a video strikes a chord with a segment of your target audience, it’s likely that the rest will find it appealing too.
In fact, knowing more about engagement can provide law firm video marketing teams with vital qualitative data too. For example, the comments section can reveal exactly what your viewers think of your videos – whether they feel informed and empowered or annoyed and infuriated by them. This will help you decide what kind of videos are working for you. You can then include more of these in your video marketing.
Another way of measuring this video marketing metric is by tracking the number of social shares. This will give you a better idea of your audience’s affinity and loyalty towards your law firm, and how much they value your content.
4. Watch Time
Yet another video marketing metric to pay attention to, watch time is the total amount of time people have watched your video. It can tell you if your video content is resonating with your target audience.
The time is added cumulatively while including replays. If you want to determine your average watch time, simply divide the total watch time of the video by the total number of times it was played and replayed. Most social media sites, like YouTube, will track that for you though.
A longer watch time indicates that viewers liked the video, whereas a short one means your video hasn’t created the desired impact. Working with a professional team that’s experienced in video marketing for lawyers can help you ensure that your videos don’t miss the mark.
5. Social Shares
It’s no secret that people share content that appeals to them at a personal level. When people share your videos, they’re essentially showing their community that they trust your brand.
Getting this video marketing metric right should, therefore, be a primary goal for your video content. It widens your audience exponentially, increases brand awareness, and brings in potential leads.
It’s always advised to use videos at the top of your marketing funnel rather than the ones at the bottom to generate the maximum number of social shares.
If you want to increase social shares, make sure you create videos that are entertaining, unique, informative, and educational. A proven law firm video marketing agency can help you create videos that attract and engage your audience, considerably boosting your social shares.
Get a Marketing Firm for Lawyers That Can Do it for You
A marketing agency that specializes in the legal industry can get you closer to achieving the results your firm needs and deserves. You’ll also be able to use data-backed information to further improve these results going forward.
ENX2 Legal Marketing will provide your law firm with the professional insight needed when devising a powerful video marketing strategy. Call us at 1-844-369-2932 or fill out our online form to find out how our legal marketing agency can help your firm get to the top.