What Comes After an Animated Video Launches Is Critical to Your Success
Securing an engaging animated video for your health tech startup that connects with your target audience isn’t easy. But once you’ve released a new video, your journey to maximizing your return on investment has just begun.
Once your video is live, you and your marketing team must take the reins to ensure it delivers results. Developing the right plan for distribution, performance tracking, and responding to audience behavior is crucial to ensuring your video reaches its full potential.
But the sheer volume of metrics can be overwhelming. Which ones truly matter for your business? Moreover, adapting your video after launch requires additional resources many companies don’t have. Without a clear roadmap, you risk throwing away the money spent on developing your video by giving up and starting over.
Effective distribution is crucial to drawing the most value from an animated video. But just as importantly, you need to identify the right KPIs and be prepared to iterate in response to data. When you work with the right animation partner, you can.
The Value of a Strategic Distribution Plan
Without the proper distribution, even the most compelling health tech video will function like a tree falling in an empty forest. On the other hand, a strategic distribution plan functions like a megaphone that amplifies your message.
Paid media campaigns and targeted social media outreach are just a few distribution channels at your disposal. Each platform offers advantages, and a balanced approach will ensure you’re driving your audience to your website or wherever your video is available.
However, for as much as distribution matters, it’s just the beginning of your video’s lifecycle. Placing the video in front of the right audience across every platform is critical. But you need to determine the right metrics to track before your video is launched. That way, you have the data in hand to measure performance and make adjustments to maximize your ROI.
Identifying and Tracking the Right KPIs
Before your video even hits the screen, you need to determine which KPIs align with your business goals. Are you aiming for brand awareness or lead generation? The metrics you prioritize will differ significantly based on your business goals.
Look Beyond Vanity Metrics to Find Data That Matters
It’s easy to get caught up in vanity metrics like view counts. Sure, many people clicking on your video may look impressive. But will it truly help your business?
For example, if your business needs an awareness video, the number of social media shares can be a far more telling metric than views. Shares indicate that your message resonates so strongly with viewers that they’re compelled to post it to their networks. Given this means your video is now coming from someone they know, its message is more trusted.
For conversion-focused videos, click-through rates on CTAs, time spent on your website, and form completions offer valuable information. However, gathering data on your video’s performance is just the first step. You also need a way to view your video’s initial results and adjust its approach in a way that will make a difference.
The MOWE Way: Audit and Adapt
As part of our five-step process for every project, we create an action plan for your video that identifies the KPIs that will demonstrate its success. After gathering enough data over a given period, we then meet with your team to celebrate what went right — and, more importantly, identify what to improve.
For some agencies, work on your project ends after a video is delivered. When you work with MOWE, we’re still on hand to provide support and help your video deliver the best results. We want to ensure your video is continuously optimized to achieve long-term results for your business.
Optimizing Video to Maximize Your Investment
Collecting real-time feedback allows us to identify patterns and drive data-driven decisions about areas of improvement. Thankfully, video is not a static medium, especially when you work in animation.
There is no single path to improving a video, and some adjustments are simple and included as part of our performance tracking guarantee. With the right data in hand, you can make minor tweaks that deliver major results. For example, consider these easy-to-implement tactics:
- Thumbnail refinement: A/B test different thumbnails to see which images grab your audience’s attention.
- CTA adjustment: Experiment with your call-to-action placement, wording, or design to secure more conversions.
- Video format changes: Tailor videos to suit differing social media platforms to maximize engagement.
Deep Dive: Substantial Revisions to Drive Results
Sometimes, your video needs more than just a touch-up to make an impact on our KPIs. For example, if users are dropping from the video after a certain amount of time, we can adjust its structure to keep your audience engaged.
When data points to implementing these kinds of changes, most companies lack the resources to make any changes. While reshoots are often cost-prohibitive with live action video, animation provides greater flexibility.
For example, if people are dropping early from your video, we can make the following changes:
- Narrative restructuring: Re-edit your video to highlight and bring in earlier the moments that can resonate the most with your audience.
- Script rewrite: If your message isn’t landing, you may need to revisit the content and rewrite that specific moment where the audience is dropping. These adjustments are more costly given they could mean re-recording voiceovers, adjusting the animated visuals accordingly or even creating new scenes.
By embracing this iterative approach, you’re not just improving a single video. You’re gathering insights that can also inform your marketing strategy.
Maximize the ROI for Your Animated Health Tech Video
Your ability to audit and adapt after you have a new video for your product is critical to your success. By embracing a data-driven approach, you’re not just launching a video to promote your business. You’re starting a journey of continuous improvement that enables you to better target your audience and create real results.
Getting your video in front of the right audience is a vital first step. But distribution isn’t a “set it and forget it” arrangement. If you aren’t monitoring your video’s performance in a meaningful way, you’re more likely to just move on when your video doesn’t get results. And your next investment in marketing your product becomes that much harder to make.
Any animated video is an investment, and you need to protect it by effectively monitoring its performance. When you work with MOWE, you have the support to ensure the process of measuring and adapting your video to audience behavior is streamlined and actionable.
By leveraging the right KPIs, making data-informed adjustments, and partnering with experts who understand your business, your video will do more than just capture attention. It will drive meaningful results. Would this process help your health tech company? If so, we’ve got you.
