Before producing video content you should carefully think about the intended purpose, target audience, the goals/objectives of the video e.g. brand awareness, acquisition focused, or to drive traffic and performance measurement – define what success looks like.
Various tools available to help measure performance. Many social media platforms have their own analytics dashboards such as YouTube and Vimeo. Also third-party tracking and analytics platforms can be invaluable for performance measurement e.g. Google Analytics, Brightcove Web Analytics etc.
As with any other content marketing it’s essential to analyse the data and perform iterations over time, based on the actionable insight given