Video Marketing Analytics Explained
It’s easier than ever today to take advantage of the data your marketing campaigns produce thanks to analytics. To get the most out of your branding and video efforts, you need to understand how your viewers and subscribers are interacting with your content, and what they are looking for. With analytics, you can stop guessing and make decisions based on hard facts and real insights.
With video’s increased importance for marketing, it’s worthwhile to track how successful your campaigns and efforts are. You can determine what works, why it does, and you can anticipate your audiences’ viewing preferences better.
Why Your Company Needs Video Marketing Analytics
If video marketers could once get by on intuition and ingenuity, that time is long gone. While consumers love promo video ads, they also love personalized shopping experiences, and are more likely to make a purchase if they feel a connection to the content.
As more and more brands vie for consumers’ limited attention, tailoring your video ad experience using video marketing analytics will keep you ahead of the game and in your audience’s good graces.
Video Marketing Analytics Tools
You can take advantage of a variety of analytics tools to start making better decisions about your video marketing. Most social media platforms like YouTube, Facebook, Instagram, and Twitter have free integrated analytics tabs that give you tons of valuable data.
If you want to dive a little deeper, you can drop a few dollars for premium analytics platforms like BrandWatch or Clickly, which let you understand your video campaigns in a broader strategic context.
7 Video Performance Metrics You Should Measure:
There’s a wide range of data you can track to measure your video’s success, though it can be hard to drill down on the most important ones. In the end, that may change depending on what you’re hoping to discover, but these are some of the more useful metrics to track:
- Who makes up your audience?
Focus on understanding who your clients are based on their age, gender, marriage and economic status, which languages they speak, and more. This is crucial to help you segment your audiences and create better personalized content.
- Where is your audience located?
Your audiences’ geographic location is also a great way to personalize your content. Different regions have different interests and trends, so you can both improve your targeting, and create content that helps draw in new audiences.
- How long are audiences watching your videos?
In an ideal world, your audience would watch your video campaign from beginning to end, share it with their friends, and then hit the replay button. However, there’s a lot of added value to be gained from how measuring how long your audience has eyes on your video, and at what point different segments lose interest.
- What devices and browsers are they using to consume your content?
You know that your video ads have to be responsive for smartphones and tablets – after all, more than 75% of video content worldwide is viewed on a mobile device. Still, seeing exactly which devices and browsers are being used tells you a little bit more about your audience and helps you create video ad content and CTAs that get results.
- How are your engagement and interaction rates?
Understanding how much and how your viewers are engaging with your content is important. Whether your tutorials are getting more views, or your funny videos are generating more conversation can help you define what your audience wants. This can help you target your videos better and see which kind of content you should prioritize.
- Are your call-to-actions working?
Not every video campaign has the same purpose, but all video campaigns should have specific goals in mind. Maybe you want customers to make a purchase, sign up for your newsletter, or subscribe to your YouTube channel. Whatever the case, if your audience is largely ignoring your existing CTA and not clicking onwards, it’s time to try a different tactic.
- Are your video campaigns providing a Return-on-Investment?
All of the above metrics are key performance indicators that show you whether your video ads are yielding a high ROI. Taking these analytics into account can help you set realistic goals for each video campaign and ascertain whether you’re meeting these goals.