Evaluation

You can measure the success of your video by comparing the KPIs against the SMART goals you set for your video in Section 2.

The examples below show forms of KPI measurement specific to certain channels:

  • Facebook = views, likes, shares, comments
  • Twitter = views, retweets, favourites, replies, quote tweets
  • YouTube = video views, subscribers, shares, comments
  • Website = views, time spent on page, goal completions (such as email sign-ups, PDF downloads) via analytics, referral traffic

It’s important to evaluate your content and promotional activity to determine what performs well and what doesn’t. This knowledge can be applied to any future video projects to increase your chances of success and help you develop future content based on key learnings, such as:

  • Did it achieve the intended outcome?
  • What factors may have led to this result?

We would also recommend that the results of your video are shared with others in the HSE so that everyone can learn from each other and provide the same high-quality approach to video production.

Monitoring

When videos become out of date or contain information that is no longer accurate, you can remove them from the channels on which they lived or were promoted.

Practical tools such as YouTube cards can help you update information without re-editing the video. You can point viewers to a specific URL (from a list of eligible sites) and show customised images, titles, and calls-to-action, depending on the card type. You can also consider a re-edit of the video.