As a Cincinnati video production company, our job is to take your marketing strategy from concept to completion to help you meet your marketing goals. But the job isn’t quite finished when the creative is. Video analytics provide useful information about the effectiveness of your marketing strategy. The data can be used to optimize your content and increase engagement.
Demographics and Location
Video analytics will tell you if you’re reaching your target audience. A breakdown by gender and age of viewers provides clear information about who is watching. It will also tell you from which regions of the world the content is viewed.
Audience Retention and Engagement
Another useful measure is Audience Retention. Demographics will tell you who is watching; audience retention analytics tell you how long they watched and how many times. This is helpful in determining if your video is an appropriate length, or if particular parts of the video lose viewers’ interest.
Audience Engagement data reveals the number of likes, shares, subscribers, and responsiveness to your call-to-action. This information, when paired with demographics, is valuable in determining trends among viewers and provides specificity to the effectiveness of your marketing strategy.
You can easily draw conclusions about your content and approach with the data. If a large number of viewers drop off in the first few seconds, for example, your video title or thumbnail might be misleading. If most of your audience tends to drop off after the three minute mark in a four minute video, this will provide insight about your demographics’ attention span.
Tip: Data from recent research on video marketing analytics show that older audiences are willing to watch traditional, informational videos for a longer duration than younger viewers. For the younger audience, shorter, fast paced videos with a strong focus on aesthetics are most effective.
Device and Platform
The type of device from which the content is most commonly viewed is important in deciding the appropriate length and resolution. Video production companies use this data to optimize your content. You don’t want a long, high-resolution video if the majority of viewers are accessing on the go, from a mobile device. Conversely, you might not want short, lower-resolution videos if your audience gains access from home computers where they are more likely to tune in for longer periods of time.
Video analytics can also provide a breakdown of the platform used to view content. This information provides clear direction about where and how to adjust your marketing strategy. If viewers are watching video embedded on your website and directly from a video host (YouTube, Vimeo, etc.) but you aren’t generating many visits from social media, you will know where to focus your efforts to increase exposure.
Comparison to Competition
Everyone understands the importance of evaluating the competition’s success, so this data is perhaps one of the most important elements of video analytics. A direct comparison of how your video is performing against those with similar content is very useful. If your video isn’t as effective as your competition, a comparative analysis can be a valuable tool for adjusting your marketing strategy.
Determining the success of a marketing strategy is far more complex than simply looking at the number of views. Video analytics provide a more complete picture of how and why your content is (or isn’t) achieving your marketing goals.