Guide to Measuring the Success of Internal Corporate Video Production
Measuring the success of an internal corporate video production requires a structured approach. By focusing on specific metrics and feedback mechanisms, organisations can assess the effectiveness of their video content. Here are the key steps to consider:
1. Define Objectives
Begin by clearly outlining the objectives of the video. Common goals may include:
Enhancing employee engagement
Improving training effectiveness
Communicating company values or culture
Promoting new initiatives or policies
Having well-defined objectives will provide a benchmark against which to measure success.
2. Identify Key Performance Indicators (KPIs)
Select relevant KPIs that align with your objectives. Possible KPIs may include:
Viewership Numbers: Track how many employees watch the video.
Completion Rate: Measure the percentage of viewers who watch the video from start to finish.
Engagement Metrics: Evaluate likes, comments, or shares if hosted on a social platform.
Feedback Surveys: Collect qualitative data on viewer perceptions via post-video surveys.
3. Gather Audience Feedback
Solicit feedback directly from viewers to understand their perspectives. Consider using:
Surveys and Questionnaires: Distribute surveys post-viewing to gauge understanding and appreciation.
Focus Groups: Conduct discussions with a representative sample of employees for in-depth insights.
One-on-One Interviews: Engage with specific individuals to gather detailed feedback.
4. Monitor Behavioural Changes
Assess whether the video has successfully prompted changes in behaviour or mindset. Consider the following:
Knowledge Retention: Evaluate if employees demonstrate improved knowledge on the topic discussed.
Application of Training: For training videos, measure how effectively employees apply newly acquired skills.
Engagement in Initiatives: Identify any increases in participation in related activities or programmes following the video’s release.
5. Analyse Viewing Platforms and Reach
Utilise analytics tools to track engagement across different platforms. Key metrics to monitor include:
Playback Locations: Identify which devices and platforms are most commonly used.
Traffic Sources: Understand where viewers are finding the video (e.g., email, intranet).
Demographic Data: Gather insights on the profile of viewers to tailor future content.
6. Review and Reflect
After gathering and analysing data, synthesise findings to evaluate overall success:
Compare results against initial objectives. Did the video meet its intended goals?
Identify areas for improvement. What worked well? What could be done differently?
Make recommendations for future video projects based on insights gained.
7. Continuous Improvement
Success measurement should be an ongoing process. Regularly review video production strategies and incorporate feedback for continual enhancement. This fosters a culture of improvement and responsiveness to employee needs.
By following these steps, organisations can effectively measure the success of their internal corporate video productions and enhance future content strategies.
