According to Forrester Research, more than 50% of North American and European consumers watch user-generated video at least once a month, which is a higher viewing rate than any other vehicle, including blogs, music and photos on photo-sharing sites.
While, like me, you may spend an hour or more a week watching quirky video moments on YouTube, as a marketer you have to be asking yourself how to leverage this very popular medium within your digital marketing campaigns – and will the effort pay off? The answer is yes, and here’s how one brand did it:
Marks & Spencer, the British retailer, tested placing video onto their online shopping pages and into marketing campaigns. They discovered that products supported by videos were viewed three times as often as other products, and that videos with an educational element helped reduce returns.
After learning this, Marks & Spencer integrated video across all products and saw an uplift in basket size by 25%. By using video as a part of an overall marketing strategy supported by social sharing, and integrating it with other campaigns, they were able to understand exactly what the returns were on their video investment.
You can read between the lines that Marks & Spencer MEASURED results, which is key to discovering the impact of YouTube on your campaigns. While YouTube shows you who is viewing your videos, where and how they are viewing them, and how much of the video they watched, you need to know more.
Do the videos on your site affect sales? Are your customers sharing your videos? Which videos are affecting sales for targeted audience segments? With Webtrends Optimize, there are two key ways you can test and improve the way YouTube influences conversion:
- Video content. Webtrends lets you test and optimize a range of content, including ads displayed before the video plays, links within the video, video content, and type of video player.
- Landing pages for YouTube campaigns. Contests that ask users to share their own videos, or promotions that encourage tutorials around your product, all have a valuable place in your marketing mix. Webtrends measures the effectiveness of these campaigns and provides tangible conversion metrics for how well they are performing.
For a complete overview on driving revenue from social media, we invite you to download our new Social Optimization Playbook, Wrangling Measurable Results from Social Marketing.