Why Measuring Explainer Video Performance Matters in the Production Process

Explainer videos have become a powerful tool for businesses looking to engage audiences, clarify products or services, and convert leads. For small business owners, marketing departments, and anyone venturing into creating an explainer video, understanding how to measure its effectiveness is vital. Just like any marketing investment, knowing how well your explainer video performs can inform future video projects and refine your overall marketing strategy.

In this guide, we’ll explore key metrics for analysing explainer video performance, focusing on the explainer video production process and shedding light on the impact of different types of animated explainer videos.

Key Metrics for Analysing Explainer Video Performance in the Explainer Video Production Process

Key Metrics to Measure the Success of Your Explainer Video

View Count: Gauging Initial Interest

The view count is the first indicator of interest. If your video is reaching its intended audience, the view count will show it. However, high views alone aren’t always enough to deem a video successful. For example, an animated explainer video in the UK could get thousands of views, but without further engagement metrics, we can’t be certain viewers found it useful or engaging.

Play Rate: Did Viewers Click “Play”?

The play rate measures how many people chose to watch your video compared to those who saw the initial thumbnail. If your play rate is low, it may indicate that the thumbnail or title isn’t resonating. Adjusting these factors, or working with an animated explainer video company for a more appealing design, can help increase the play rate.

Watch Time & Engagement: Are Viewers Staying Engaged?

Watch time and engagement rates reveal how much of the video viewers are actually watching. An AI animated explainer video or a 2D animation explainer video should ideally keep viewers engaged from start to finish. If you notice a drop-off halfway through, consider shortening your video or adjusting the content.

Click-Through Rate (CTR): Are Viewers Taking the Next Step?

If your explainer video includes a call-to-action, tracking the click-through rate (CTR) is crucial. This metric indicates how many viewers take action after watching. Whether it’s signing up for a newsletter, visiting your website, or contacting your team, the CTR shows if the video is effectively guiding viewers to the next step.

Conversion Rate: Measuring End-Goal Success

Ultimately, the conversion rate is the primary success metric. A well-executed animated explainer video can improve your product or service’s conversion rates. But keep in mind, conversion rates are often lower than play or view counts. Setting realistic expectations and evaluating the context of each conversion is essential for a fair assessment.

Social Shares and Comments: Engagement on Social Media

When people share or comment on your video, it’s a clear sign it resonated with them. Social shares can indicate strong viewer interest, making this a valuable metric for animated explainer video agencies aiming to create high-impact, shareable content.

Feedback: Gathering Direct Insights

Beyond metrics, direct feedback from viewers can offer insights into what worked and what didn’t. If you’re working with a company in Manchester or elsewhere, discuss ways to incorporate feedback into future projects for continuous improvement.

The Impact of Different Types of Animated Explainer Videos on Performance Metrics

2D vs. 3D Animation Explainer Videos

Both 2D animated explainer videos and 3D animated explainer videos have unique benefits, but they can impact viewer engagement differently. 2D animation is cost-effective and familiar to most audiences, making it an excellent choice for smaller businesses. 3D, while more costly, can offer a unique visual experience.

Whiteboard Animation Videos: Simplicity at Its Best

Whiteboard animation explainer videos are great for explaining complex topics in a simple, visual way. Often, these videos yield high engagement rates due to their ability to present information clearly and effectively, without overwhelming viewers.

Examples of Effective Animated Explainer Videos

Case Study: A Small Business Using Explainer Videos to Boost Sales

Let’s consider a small UK-based software company that collaborated with an animated explainer video specialist to create a 2D animation explainer video. By tracking view counts, CTR, and conversions, they saw a 25% increase in sign-ups for their product. This example highlights the tangible impact of using video to explain complex services or products.

Expert Insight on Creating Engaging Videos

According to Sarah Johnson, a video marketing expert, “The best animated explainer videos are those that keep messaging clear and concise, combined with visuals that support rather than overshadow the content.” This balance helps maximise viewer engagement, supporting key performance metrics like watch time and CTR.

FAQs on Measuring Explainer Video Success

What’s the most important metric for explainer videos?

Each metric is valuable, but conversions offer the clearest measure of success.

How can I improve my explainer video’s play rate?

Try updating your thumbnail and video title to be more eye-catching and informative.

Why is my video’s watch time low?

This may indicate that the content isn’t engaging enough or the video is too long.

Do whiteboard animations perform better than 2D animations?

Both can be effective, but whiteboard animations often excel in simplifying complex topics.

Can I track performance metrics for AI-generated videos?

Yes, AI animated explainer videos allow for standard tracking, just like traditional explainer videos.

Is it worth investing in a 3D animated explainer video?

For products that benefit from a more immersive experience, 3D can be a worthwhile investment, though it’s generally more costly.