What are Video Analytics?
Video analytics is the assessment of video results metrics (data) to see how videos are behaving with audiences. Common video metrics that are analyzed include: time spent watching your videos, video engagement (pausing, replaying, or stopping the video), and demographics on who your audience is.
These metrics allow you to see which videos are performing better than others or see what elements of an individual video works betters. You can also split test videos to see which video, or what components of each, provides higher conversions.
Trends in today’s marketing suggest a modern marketer should be testing and measuring everything from social media, email marketing, landing page performance, and while the list could go on, many marketers forget to measure video. With investments in video on the rise, – setting benchmarks and knowing how to best utilize video is crucial to a successful marketing strategy.
Utilizing metrics – such as click through rates and engagement time – helps you track key performance areas for your videos. Without metrics, it can be difficult to know how your video is performing or if it is even helping you meet your goals. With these metrics as part of your video analytics you can better formulate a marketing plan and refine your strategies.
What Can Be Measured?
Our video metrics system is sophisticated enough to give companies the in-depth information needed to craft campaigns to meet their goals. Whether you want to increase conversions on your landing page or get more shares on social media, measuring these different attributes can give you a bigger picture of your video’s success:
| Video Viewing History | Click-Through Behavior | |
| See not just how many people clicked on a video, but how long each viewer watched it for, & how many times each viewer has re-watched the video. | Track click-throughs from individual videos & use conversion rates to see which messages work & which don’t. | |
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| Share Factor | Which Individual Video Assets Contribute to ROI | |
| Quickly see which videos are getting shared & where they’re being posted online. | Split testing & measure different calls-to-action, thumbnail splash images, & other attributes to see what increases conversions the highest. | |
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| Geographic Location of Your Viewers | Demographics | |
| See where anonymous viewers are located, down to the city level. You can see if you’re reaching your target markets or if you should also focus on surprise unintended markets. | You can gather data on what device (mobile or desktop), OS, & browser your viewers are using. | |
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Using Analytics to Create a Successful Video Campaign
There are many elements that go into making a successful video. With an analytics platform, marketers can interpret the metrics and develop stronger campaigns.
Start by picking a specific element to run A/B tests. Analyze the results to see which element meets your criteria of success – more video shares, higher email signups, increase in CTR to the next sales step.
These analytics provide valuable data about who your audience is and for developing a successful video to create stronger video campaigns.