In an era of Big Data analytics, content marketers are in the process of understanding different ways to utilize this recent explosion of information. This influx of data has led to analytics relating to all types of media. However, analytics produced by video have only recently been recognized for their potential. There are numerous ways to get your hands on analytics for your videos, and they are primarily found on video hosting sites like YouTube, Facebook, Vimeo or more robust platforms such as Vidyard, Wistia and Brightcove.
On the surface, video analytics give your company insight into your video’s performance. But the first step is to ask yourself: What defines success for my video?
There is no single correct answer to this question. Instead, the answer is relative to your brand’s marketing objectives. Are you looking for a wider reach? Is your goal to drive traffic to your website? Are you trying to increase your conversion rate? No matter what the objective is, video analytics tell you the numbers you need to know. Your only job is to understand how to interpret this data. In order to determine if your marketing goals have been achieved, you first need to understand what you are tracking.
View count is typically regarded as a ‘vanity metric’ —a number that may look impressive however if those 2000 views don’t translate to a single sale, the video could still be considered a failure. So while they should not be the only factor you are considering, they certainly are the most readily available metric and, therefore, a good place to start. Views are a great method of gauging the overall reach of your video. However, a detrimental mistake is to see viewership as the sole contributor to a video’s success.
According to Buffer, it takes social platforms this long to count a view on your video:
Facebook: 3 seconds
Instagram: 3 seconds
Twitter: 3 seconds
YouTube: 30 seconds
So it is important to note that your view count will not accurately represent the number of people that have watched your video in its entirety.If you incorporated a CTA at the end of the video, viewership is not a reliable data source on its own.
However, this still does not discredit the influence and reach that the total number of views represents. According to Facebook and Nielson, in the viewer’s eyes, 47% of the value of a video campaign comes from the first three seconds; and 74% of the value is represented through the first 10 seconds of the video.
Video analytics allow you to see who is watching your videos. You can see the country, gender, and age of your viewers; providing you with invaluable insight into the effectiveness of your target messaging. For years demographics have always been at the forefront of marketers’ minds, and having the access to this information allows you to see if the positioning of your video is attracting your intended audience. It will even highlight possible opportunities within a specific demographic you may not have considered targeting.
Play Rate is a metric that considers how many users have clicked on your video when given the opportunity. You can calculate this with two video analytic measures: total views and total impressions.
What are impressions?
Impressions represent the total number of times your video was seen by a user. This does not mean that the user clicked to watch the video, instead it represents the number of times there was an option to watch.
The calculation is easy: The total number of views / the total number of impressions.
The play rate pays tribute to the importance of a quality video title, thumbnail and description. If your play rate is low, these are the first places to look, as play rate represents how enticing your video appears on the surface.
The ultimate goal for all videos is for the viewer to watch them from start to end. Video analytics allow you the opportunity to see if you were successful in reaching this goal. Watch time is the total amount of time that viewers spend watching your video. This metric is widely considered the most valuable in video marketing strategy, since it shares the time code when the viewer dropped off. From this, it is easy to recognize patterns on where the viewer potentially loses interest, and in turn, allows you to understand the needs of consumers and lower your drop-off rate in future videos.
If you find that your video has a high drop-off rate, here are some questions to ask:
- Are there points in the video that are too long?
- Is there unnecessary information included?
- Is my title or thumbnail misleading?
- Does the content of the video apply to the intended audience?
The goal is for the viewer to watch the video all the way through to see the CTA in the end, so it is very important to monitor if consumers are exiting your video prematurely.
The platforms on which your viewers watch your video unveils important information that can benefit your overall content strategy. Are your viewers watching your video on an Ipad? Mobile device? Laptop? Understanding how your audience is consuming media will tell you what media you should produce—and it goes beyond considering screen size and resolution. Content intended for mobile devices differs from content created for laptops. Mobile is meant for fast-paced, on-the-go content, while laptops allow for more flexibility.
The beauty of video analytics is that there is no guesswork, the data is presented right in front of you.
You just need to know how to interpret this data relative to your intended video marketing objective. However, don’t rely on video analytics for the sole purpose of measuring the success of your video. It also has great potential to give you the insight you need to improve your brand’s overall content strategy.
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