Think beyond views when measuring the impact of your brand videos
Sometimes 'Brand Awareness' gets a bad press as an indicator of marketing effectiveness. It's easy to see why, after all, just because I'm aware of your brand, it doesn't mean your marketing has been all that successful in driving demand or sales for a product. To give a trite example, I'm aware of Donald Trump, North Korea and Protein World. It doesn't mean I like any of them. Nor does it mean I'd ever buy from them. Oh and before you say 'You can't buy from North Korea Rob you idiot'- I think you'll find you can.
Of course, this doesn't mean that boosting brand awareness is pointless, far from it, it simply means it is only the first step on the journey to a sale. Generally speaking, your audience will either be unfamiliar with a product, on the fence about a product, or ready to act. In other words they will fall into one of these three categories:
- Awareness (traditionally ad recall)
- Consideration (traditionally brand familiarity)
- Action (traditionally purchase intent)
What you want to do is make those unaware aware, make those aware consider, and make those 'considering' take action.
Defining KPIs for Brand Marketing
Depending at which point on this journey your customers are sitting, you'll need to frame your messaging differently, and use different KPIs to properly measure the effectiveness of the activity. The table below from Google relating specifically to brand videos does a great job of breaking down which KPIs to use depending on your objective.
In relation to video marketing, which is a key tool for brand marketing campaigns, there are a number of tools built into YouTube which you can use for measuring these different KPIs.
Tools for measuring these KPIs
The table below from Google shows which tool can be used to discover the value of the various KPIs originally defined above.
Google's 'Brand Lift' tool
Any marketer worth their salt will of course already be aware of YouTube Analytics, Google Analytics and AdWords. But you might not have come across brand lift before. This is the spiel Google uses to describe 'Brand Lift':
Brand Lift measures the direct impact your YouTube ads are having on perceptions and behaviors throughout the consumer journey. Within a matter of days, Brand Lift gives you insights into how your ads are impacting the metrics that matter, including lifts in brand awareness, ad recall, consideration, favorability, purchase intent, and brand interest, as measured by organic search activity. You can easily optimize your campaigns mid-flight, based on these near real-time results, broken out by demographics, frequency, and more.
It's a useful tool, and one you might want to use if you're considering a major YouTube based Marketing campaign.
For those looking at brand marketing more generally, a great place to start and learn best practice is our brand marketing guide. Alternatively those interested in using Brand storytelling can check out our Brand Storytelling guide.