Video Marketing Analytics Explained
Paying attention to your marketing analytics can help you create even more engaging content!
To get the most out of your branding and video marketing, it’s important to understand how and why your viewers are interacting with your content. Thankfully, this information can be easily extracted from your own marketing campaigns.
Video marketing analytics gives you the data to stop guessing and instead make informative decisions based on hard facts. As marketing becomes more important for success, it’s worthwhile to take the time to analyze all of the campaign data available to better understand what is and isn’t working. Armed with this information, marketing campaigns can be adjusted to better suit your audience’s viewing preferences.
Marketing shouldn’t be hard.
Why Your Company Needs Video Marketing Analytics:
While your followers may love flashy promo video ads, they are more likely to interact and engage with your campaign if they feel a personal connection to it.
In the oversaturated market of advertising, personalized content becomes even more vital. Tailored video ad content from analytics data will bring you in front of your desired target audience and will ultimately lead to more conversion.
Video Marketing Analytics Tools:
Take advantage of the variety of analytics tools available to make more informed and valuable marketing decisions. Where can you find these tools? Most social media platforms, including YouTube, Facebook, Instagram and Twitter, actually have free and automatically integrated analytics tools.
That said, if you’re interested in a more in depth analysis of your marketing campaigns, you can also pay for some premium analytics platforms. Marketing analytics companies such as BrandWatch or Clicky give you more detailed data to understand your video campaigns in a broader context.
7 Video Performance Metrics You Should Measure:
While there are many ways to measure your video ad’s success, certain metrics can be more helpful depending on what you are trying to understand. Either way, we highlighted some of the more useful video marketing metrics for you to keep an eye on:
- Who makes up your audience?
Use the analytics to understand the type of person who is interacting with your video. Information about your target audience such as their gender, age, marital and economic status, and language can be important in personalizing your content. This type of personalization will help draw your desired target audience to your content
- Where is your audience located?
Identifying your audiences’ geographic location is also a great way to personalize your content. Different regions have varying interests and trends; an understanding of these differences allow you to personalize your content on an even deeper level to draw in new customers.
- How long are audiences watching your videos?
Wouldn’t we all love it if our audience would watch our video from start to end? While, unfortunately, this is not the case, knowing exactly how long your average viewer is going to watch your clip is really valuable information! If they’re only going to watch the first 5 seconds, be sure to include the most important information in that time frame.
- What devices and browsers are they using to view your content?
Seeing exactly which devices and browsers are being used tells you more about your audience and helps you create video content and CTAs that get results. For example, if you see that most of your engagement is coming from mobile devices, altering the content to be more mobile friendly could really raise engagement.
- How is your engagement rate?
Understanding exactly how your viewers are engaging with your content is important. If your your tutorials are getting more views than your funny videos, you will want to focus on posting more tutorials. This information defines what your audience wants and will help you prioritize your content.
- Are your call-to-actions working?
Not every video campaign has the same purpose, but all video campaigns should have specific goals in mind. If your audience is largely ignoring your CTA and not clicking through, you should probably try a different tactic.
- Are your video campaigns yielding a high ROI?
All of the above metrics are key performance indicators that show if your videos are yielding a high return on investments, or ROI. Taking these analytics into account can help you set realistic goals for each video campaign and determine if these goals are met.