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[phonenumber4989013]

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Anyone can take a photo, even in an impersonal way. A video is a totally different matter… This pervasiveness is also favored by the continuous innovations that follow one another on the platform (e.g. TikTok Now ) and by the highly structured Ads platform , which offers numerous aces up its sleeve to companies that want to publicize products and services, or simply stimulate brand awareness .

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It's no longer even " the social network for teenagers ": people of all ages and companies are trying their hand – not without difficulty – at this means of communication which certainly requires more commitment and personality , given that it is almost exclusively based on video.

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Average engagement duration: this can be seen per single page or for the entire site and helps us understand how long users stay on average on a specific page/on our site. To fully understand user behavior , one solution could be to install behavior tracking tools such as Hotjar , a famous tool for recording what users do on your site, maintaining their privacy.

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In the bottom phase, the most important data concerns (almost always, but not only) monetization, in the top and mid phase of the funnel there are some data that can give us good indications on the quality of the traffic.

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To do this, Google Analytics comes to our aid . At this stage, it is important to see how people behave once they arrive on our site. To understand it better, we need to take into account the phase of the funnel we are in.

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But be careful: these considerations are valid in theory, but you must also consider any aspects related to the weakness of the brand, the poor technical quality of the video. 4. Does the video attract quality traffic? How do users behave on the site? After seeing the important metrics to consider on social platforms, now let's try to understand if our video advertising campaign attracts quality traffic or not.

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How clear and immediate it is ; test other hooks or answers to different doubts and questions; analyze again and if necessary review the target audience by searching on social media, e-commerce platforms or search engines and understand what they are looking for, how, for what reasons and what doubts they have.

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The content of your video ads doesn't answer the main doubts, doesn't resolve the blocks to purchase or fails to dismantle some preconceptions of potential customers. Some things you can consider : evaluate the video you made taking into account .

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Or it could be a video to a “cold” user target, which is still in the very early information phase. The angle chosen for video advertising and the related trigger are not effective on the target audience, they only work as “simple like/view grabbers” or brand awareness.

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The chosen audience is wrong or the video is not clear enough in the “eyes” of the machine learning software, so it is showing it to non-target people, because it lacks details.

[phonenumber4989013]

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It's not a complete Game Over, because this type of communication contributes to Brand Awareness and leads the user to take the path (funnel?) that you want. However, the constant lack of concrete action can make us understand something important.

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Probably also emotions and tells you the story of how you too, with that very tool, could change and improve the perception of yourself or improve your appearance… But then you scroll and don't click on the button with the CTA – the call to action (which perhaps leads you to purchase the product).

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Does Video Ads drive action? How many users go deeper by following the CTA? Consider for example a video of a razor, the first 3 seconds make you understand what it is , the rest of the video gives you details, transmits solutions.

[phonenumber4989013]

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Even more so if we are talking about a clip for an advertising campaign to find new customers: here the first 3 seconds are really decisive and define the Hook Rate of your video ads on Facebook, YouTube, etc.

[phonenumber4989013]

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Do ad creatives capture people? Do they stay for at least 3 seconds? This is one of the first data to check on the backends of advertising platforms. As we also said in our article Social Video: a “Must have” for social media marketing , the first 3 seconds make the difference between a successful video and a flop.

[phonenumber4989013]

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The user journey has become chaotic and complex ( Messy Middle! ) and individuals go through multiple touchpoints over time before reaching conversion; what we can do is keep this in mind when designing our marketing strategy, constantly looking at the data.

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Increased Sales with Video Ads : 87% of Wyzowl respondents said video marketing helped them increase sales . Generally speaking, most marketers who use video advertising also see a higher ROI than with simple images. Video Ads - Sell More with Video Advertising Source Wiz Owl So how do we know if our video ads are working? There are certainly many metrics to take into consideration and they are not limited to those related to video ads.