Analytics: What's killing your profits in video marketing?
Virality
Remember the days when brands tried to promote themselves through viral videos?
The more views the better. You will have to rethink your view of modern marketing if you still believe it works. A large number of views, while important, is no longer the ultimate key to success.
So what then works? Data analysis works.
On the Internet, people watch entertainment videos, study, and buy things at different times.
If you want the person who saw your video to take a targeted action, create a sales funnel with triggers and publish your content based on the traffic data for each specific site.
Working with data
There are eight indicators that you need to track if you want to get results:
- Playback frequency and repetitions.
With this indicator, you will be able to determine if the video is successfully located on the site and what its click-through rate is. Make sure your video appears on the first page of the site, on the main screen, if you want to get the most viewers.
Repeated views will let you know how much video content is interesting to site visitors.
If you use YouTube, you can find this information in the Analytics section.
- Views.
This is not the most important metric. It is more important to ensure the video is watched to the end than to get a lot of views. As a result, you will understand why the audience finds it interesting.
Let's say your video lasts five minutes. The average viewing time is 30 seconds. This means that it's not catchy and doesn't engage the audience. Consider rethinking the flow, text and layout of the elements and making another video.
Sometimes a/b testing is used to understand which video works best.
- Sharing.
If your video is shared, then people like it. As a rule, people share what entertains them or what benefits them.
- Comments.
When leaving a comment, someone spends their time, which indicates something hooked them. You can motivate people to leave comments by talking about it in the video itself. It's also a good way to get feedback.
Try to respond to as many comments as you can, even negative ones. Do not hesitate to work out objections, they have a great potential for growing people’s trust in you.
Furthermore, the more comments you have, the more search engines will notice you, and the more people will see your video.
Last but not least - comments can be a source of content ideas.
- Likes. Everything is simple here, the more likes, the more people like your video. And it also increases the ranking “in the eyes” of search engines.
- CTR. Using this metric, you can determine how many people clicked on the call to action button. High scores indicate the video is effective and people are willing to move forward and take the next step.
- Traffic sources. Track how much traffic comes from which site and focus on the ones that work more powerfully than the rest.
But don't stop there.
The popularity of a particular platform is also an opportunity to understand how your users are consuming content, which can come in handy for your next advertising campaign.
- Demographic information. This data must match your target audience. If they differ, this may be the reason for low viewing rates. This also means that you have to figure out the reason why the wrong audience is discovering your video. It may be that you have to change the cover image of your video, the title, the platform it is being uploaded to, etc.
What else should not be relied upon? For example, analytics.
Are social networks really good at analyzing themselves?
In order to generate income from your content, you need to know what your audience watches and when. This is done by using the analytics tools that are built into the platform.
That should be enough, right? Sadly, no.
The analytics of a particular platform only provide information about what is happening there. In essence, it is isolated data. You don't have the full picture of reach and performance.
For a deep holistic analysis, you need to extract analytics from all platforms and compare them side-by-side. Good news: enterprise-grade streaming platforms can handle it if you think it's difficult to do manually.
ROI cannot be measured
Yes, it's a pain, but how else can you prove your worth and budget for the next step?
Now machine learning and artificial intelligence can help you with this. These technologies are able to choose the attribution model that is appropriate in a given situation.
Why is it important?
If you have just entered the market, the main thing is to be seen. You present yourself.
If you have been in the market for a long time, it is important for you to know where the leads come from and make purchases.
This applies to any business, including video marketing.
Underestimating one of the channels and closing it can completely kill sales if you don't choose your attribution model carefully. The domino effect kicks in here.
And there are many models:
- Last Non-Direct Click
- First interaction (First click)
- Last interaction (Last click)
- Last click in AdWords (Last Adwords Click)
- Linear model
- Taking into account the prescription of interactions
- Position bound
- Data-driven
- Event based.
But there is always a chance that none of them will fit and you will have to create your own custom model, for example, within the Google AdWords interface.
Now that technology is on your side, you can better understand how customers interact with content and make decisions based on what they learn about you.
Connecting your streaming platform to a CRM will allow you to track the relationship between user behavior and revenue.
3 video marketing trends
Since the advent of AI, video marketing has changed a lot. Data and its processing has become more accurate. The tool on which you can check this is JUMP Insights.
Now you can broadcast one broadcast in many directions. For example, with Callaba Cloud you can stream to Twitch, Youtube, Facebook and connect with your audience anywhere. No overload and high quality.
Make an interactive video to make your brand memorable. Here we recommend trying the Wootag integration to add business triggers to your videos.
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