If you're still not investing in medical video marketing, then you're missing out. Videos continue to drive a significantly higher ROI than any other type of content, which is why it's important to understand how to track the success of your medical video marketing. In this blog post, we'll explore 4 essential medical video marketing metrics you need to know.
It's no doubt that medical videos attract a lot of engagement on social media platforms like YouTube, Instagram, and Tik Tok. It's easy to feel lost and overwhelmed with all of the different metrics. And while some metrics aren't useful in painting a picture of how your videos are performing, others are high-quality indicators of how many people visit your site, how many people you're reaching, and even the type of audience that watches your videos.
Before you create medical videos, it's important that you take a moment to understand these essential medical video marketing metrics to help you understand how well your video content is doing online. And to help you easily distinguish the important video metrics from the not-so-vital metrics, we've compiled a list to help you. But before we dive too deep into more specific video marketing metrics, there's one thing we need to talk about first -- always ensure that your video metrics align with your goals for marketing.
Video Metrics MUST Align with your Marketing Goals
Before you shoot or edit medical video content, it's important to set tangible and attainable goals for each video that you create. This will save you so much time in the long run.
No matter what medical video metric you decide to monitor for your medical videos, they won't matter unless you have a goal you plan on reaching. With a set and definite goal, you can compare the metrics against your goals to see if your videos are effective and are reaching the right audience.
The internet is full of video content, so whenever you post a new medical video online you compete with tons of other videos for that specific audience. So, before you post your medical videos on your social media channels try to figure out what you want to achieve with these videos so that they are more effective at achieving your goal.
Are you looking to increase Tik Tok engagement? Do you want more YouTube views? Do you want more people to book your services? Or maybe you just want your videos to reach a specific audience.
The beauty of creating video content for your medical aesthetic brand is that there are no limits to what you can achieve. However, if you post your videos without any set goals, this may result in you getting overwhelmed with all of the different metrics available.
Remember, your videos and metrics are simply tools to help you achieve your overall marketing goals faster and more effectively. And if you set your goals properly before sharing your medical videos, it will be much easier for you, in the long run, to figure out if your videos are performing properly online.
Important Medical Video Marketing Metrics to Track
Once you have your goals set, you can finally create, post, and share your medical video online. It can be hard to see how your videos are performing just by looking at your video metrics, but if you know which video metrics to review, it can actually be a huge help. Here are a couple of video marketing metrics you should monitor once you launch your medical video marketing campaign to give you a clear and definite idea of how your medical videos are performing.
Check the View Count on your Videos
One of the most important video marketing metrics to consider is the view count of your videos. If you've set a goal like trying to rank YouTube content this metric would help you see how many viewers are watching your video and whether you're reaching the right audience. The amount of views your video receives shows you how wide of an audience you're reaching.
On top of that, you can even use additional tools to further dissect this metric. If you dive deeper into the view count, you get to see the age and gender of the people watching your videos and even how they found it. It also depends on which platform you're using, for example, YouTube has a different method of calculating views than TikTok or Instagram, which is very important to consider when analyzing the view count of your medical videos.
You can also see the age of your video viewers, to ensure that you're reaching the right audience. Depending on your brand and the goals of your medical video marketing campaign, you may want to reach millennials who are looking for preventative cosmetic treatments to enhance their self-confidence. On the flip side, you may be targeting patients over 50 to inform them about the antiaging treatments that you offer. Properly established video goals and metrics such as view count can help you see how well you're reaching a specific audience.
Again, whenever you check out different metrics, always compare them to your original goals to see if you and your videos are on the right track.
Take a Look at your Click Through Rate (CTR)
CTR is also known as click-through rate. In most cases you don't just want people to simply view your videos, you need them to click on the link to your website so that they can either inquire about your services or book an appointment with your business.
To analyze how many people are going to your website after watching the video, you need to look at the click-through rate. Different platforms measure CTR through how many people click on a certain link or button in your video or description.
If your only goal is to increase brand awareness, this metric isn't that important. However, if you want people to go to your website to contact your business and learn more about the treatment options, this is a crucial metric.
If you see a low CTR on your video, this could mean you aren't winning your audience's attention. A great way to check for this is by looking at how many people finished your videos since it only takes a couple of seconds of watching for YouTube to count a view.
Additionally, looking at the number of clicks isn't enough to get an accurate click-through rate. To really dive into this metric, you need to do some math. Simply divide the number of views on your video by the number of clicks on the link, and that is your click-through rate.
In the medical aesthetics industry, ads have an average CTR of around 1.79%, which is lower than the average across different industries. The ideal CTR for your videos largely depends on your own goals for the medical video campaign. It's also important to compare your own CTR with the industry average.
Video Engagement is One of the Most Essential Metrics
Video engagement is the number of people who interact with your videos. On social media, this can mean the number of likes, shares, and comments that your video receives. You can view a summary of the engagement of your account or view the engagement on each and every piece of content on your channel, depending on your goals.
Video engagement is a very important metric as it shows how much your content impacts your audience and whether they learn something while watching. This metric also includes the average time your viewers spend watching your videos and learning about the different services of your medical aesthetic brand.
To increase video engagement, it's ideal to cover a number of different topics and produce quality content. So, don't be afraid to branch out with your content. Aside from talking about the treatments, you can also discuss the downtime, results and conduct interviews with providers on topics that your audience will find useful.
To get higher video engagement rates, you need to speak your audience's language. So, aside from setting goals, it's highly encouraged to really learn about your audience to find out what types of content they would find helpful.
Analyze the Return On Investment (ROI) of your Video
Investing in video marketing can be expensive. Videos make up over 82% of online traffic. On top of that, over 80% of internet users in the US access video content. So, to outrank the competition, you need to invest in producing high-quality content. Consider your return-on-investment or ROI. To get this metric, you need to get your revenue and subtract the cost of producing the content. From there, you can view whether you're losing, gaining, or breaking even with your video content investment.
Time to Start Tracking your Medical Video Metrics
Ranking your video content and getting your brand out there can be hard. There is no such thing as "free marketing" and you will have to pay a price to boost your brand especially with video. This could be in the form of a monetary investment or a time investment.
While they aren't the only way to view your video's performance, they are a great way to see if you're on track to reach your goals. And to keep you focused on your goals, these four different metrics will show you just how well your video materials are performing and whether they are helping you reach your goals.
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