Video Analytics- Which Ones Need Your Attention?
After you share your first marketing video there are a lot of things that you can measure, but which analytics are the best indicators of whether the message you are trying to send is being heard? If you’re trying to use video to push your sales and marketing teams forward, you need to spend your time measuring these 3 metrics.
Your audience, are they men? Women? How old are they and where are they from? This is important because with data like this, you can get insights on who your brand is resonating with, maybe despite your intentions. Knowing who is watching helps you be more specific in your messaging and to tailor content to a specific group. Did people drop off after 30 seconds? 10 seconds? 3 seconds? Knowing this is crucial to knowing if your video has actually addressed something people want answers to, if it’s doing it in an understandable way and if it’s on the right channels. If you put a in depth tutorial on Facebook for example, it may be the wrong channel.
But if you put that same video on YouTube and push it on your website at the product’s landing page, it could hold retention very well. Consider re-watches to be how many times a person has seen either whole or part of your video. They’ve moved into the consideration stage with you and your product. This can also tell you which topics or sections of the video are most interesting or relevant to your prospect and this knowledge can help you to start a strong foundational conversation with them. Click-Through Rate: Click-through rate is the number of times your CTA is clicked, divided by the number of times it is viewed. CTR is a great indicator of how effective your video is at encouraging people to take your desired action. If your CTR is low, consider revising your call-to-action design or copy or another part of your video altogether But a steady CTR is a good sign you are breaking through with your video’s message. Always keep in mind that these analytics should give you insights about your audience’s behavior first and foremost so that you can help your audience find the solutions that they are looking for and help you sell in the right way.
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