You’ve launched your promotional video campaign, but how do you know if it’s actually working? Creating a video is just one part of the process. Measuring the success of your promotional video campaign is another equally essential part.
To get real value, you need to understand how that content performs across platforms, how audiences engage with it and whether it’s delivering on your business goals. Measuring success goes beyond views. It’s about impact.
In this guide, we’ll walk you through how to measure the effectiveness of your video campaign with purpose and precision.
Quick Overview: What Does Video Success Look Like?
Video success starts with knowing what you set out to achieve. Was your goal to build brand awareness, drive traffic to your website, generate enquiries or increase sales? Clarifying the objective upfront is essential. It determines which metrics actually matter.
Once your goals are clear, look at the data that aligns with them. Some key metrics include:
- Plays/Views – A basic indicator of reach.
- Conversion Rate – How many viewers took action, like clicking through or enquiring.
- Average View Time/Engagement – Are people watching your video to the end or losing interest halfway?
- Social Shares & Comments – Engagement signals that show whether your message is resonating.
If your video was designed to sell, success might look like a noticeable spike in product sales or enquiries right after launch. Ultimately, it’s not just about views. It’s about outcomes.
Let’s explore what to track, how to interpret the data and how to improve for future campaigns.
Define Success Before You Hit ‘Publish’
Every promotional video should start with a clear objective. Are you looking to drive traffic? Generate leads? Raise awareness for a new service? Sell a product? Without a goal, measuring success becomes a guessing game.
The first step is to clearly identify the main objective of your video campaign. Was it designed to boost brand awareness, drive traffic to your website, increase product sales or generate more enquiries? Once your objective is clear, it becomes much easier to determine which metrics are the most relevant to track.
For example:
- If your goal was to raise awareness, look at the number of plays/views, average view time and social engagement such as shares and comments.
- If you wanted to drive traffic or conversions, monitor click-through rates and conversion rates or how many people actually took action compared to how many viewed the video.
- If product sales were the target, ask: Did you see a spike in purchases or enquiries after the video went live?
Set clear KPIs, such as:
- Number of video views
- Watch time or retention rate
- Click-through rate (CTR)
- Lead form submissions or demo bookings
- Social shares or engagement metrics
Knowing what matters most from the outset helps you build the right message, distribute through the right platforms and evaluate success with clarity.
Analyse Viewer Behaviour
High view counts are great, but what are viewers actually doing with your video? That’s where behavioural metrics come in.
Key behavioural metrics to track include:
- Average watch duration: Are people watching the full video or dropping off early?
- Retention rate: Shows how long the viewer stays engaged
- Replays: Indicates interest or confusion worth reviewing
Longer engagement generally signals that your message is resonating. If viewers consistently drop off early, your hook or pacing may need work.
Check Engagement and Social Signals
Social proof is a great indicator of how well your content is landing. Engagement metrics give you insight into how the audience is reacting.
Consider tracking the following:
- Likes and reactions
- Comments and discussion
- Shares or reposts
- Saves (on platforms like Instagram or TikTok)
At Channel 1 Creative Media, we help clients interpret this feedback, so you know not just that people watched, but that they cared enough to interact.
Evaluate Traffic and Click-Through Data
If your video includes a CTA, such as visiting your website, booking a consultation or downloading a resource, you need to track how many viewers followed through.
Use tools like:
- UTM parameters to track source traffic
- Google Analytics to follow user behaviour after the click
- Native platform insights (YouTube, LinkedIn, Meta Business Suite)
A strong click-through rate means your video wasn’t just compelling. It was persuasive.
Measure Lead Generation and Conversions
For service-based businesses, success is often about moving the viewer into the sales funnel. If your video links to a landing page, form or booking tool, monitor those outcomes closely.
Here are some metrics to watch:
- Number of leads captured post-view
- Cost per lead (if promoted via ads)
- Conversion rate from view to sign-up/sale
The more seamless your CTA and user journey, the better your results will be.
Track Brand Awareness and Recall
Even if a video isn’t designed for direct conversion, it can still drive significant brand value. Brand lift is harder to measure, but still possible.
Watch for indicators like:
- Increase in branded search traffic
- Growth in social followers after campaign launch
- Direct messages or comments referencing your video
- Survey data or customer feedback about brand exposure
We’ve seen campaigns generate long-term recognition for clients, even from short-term video bursts.
Compare Against Industry Benchmarks
How do you know if your numbers are ‘good’? That depends on the platform and your industry. While benchmarks can vary, here are some averages to aim for:
- Facebook video CTR: ~1.5%
- LinkedIn video engagement rate: ~2–4%
- YouTube average view duration: 50–60% of total video length
- Instagram story completion rate: ~70–75%
Understanding where you stand helps you set realistic expectations and goals for improvement.
Review and Optimise Future Videos
The most successful brands don’t just measure performance. They learn from it. Post-campaign reviews allow you to:
- See what worked (and replicate it)
- Identify what didn’t (and refine it)
- A/B test messaging or visuals in your next video
Our team helps clients build smarter video strategies by using past performance as a roadmap, not just a report card.
Want to Ensure Your Video Campaign Delivers Measurable Results?
At Channel 1 Creative Media, we don’t just create beautiful videos. We help you understand what they’re doing for your business. From pre-launch strategy to post-campaign analysis, we support you at every step.Whether you’re launching your first promotional video or refining your tenth, we’ll ensure it’s aligned with your goals, optimised for the right platforms and built to perform. Call us today on 0387430488 or visit our Contact Us page to measure your video’s impact and maximise its value.