Online video analytics help you to determine the success of your video marketing strategies.
Through video analysis, you can track down the performance level of your shared videos.
Video content analysis is fundamentally essential to enable marketers to track down as much information as possible about the users and their interactions.
Once you are done with your video streaming to all the possible channels like Youtube, Facebook Live and other popular social media business platforms, you need to understand how your videos are performing.
Hence, video streaming analytics let you identify if your efforts are paying off and if your created content will resonate with your audience.
To understand this, here are some key metrics. Online video analytics lets you track down a wide variety of statistics on your videos, posts, campaigns and audiences.
What is Online Video Analytics?
Online video analytics is one of the most proven technologies to measure, analyze and report the number of videos viewed online. It’s mainly a behavioral analysis method that enables a company to understand the overall consumption patterns of a video shared. Interestingly, this analysis procedure can also capture and examine every single event that a viewer does while watching the video.
Every industry needs some kind of data analytics to measure its business efforts in the industry and find out where they stand amidst fierce competition. That is the reason why video analytics platform has been receiving greater emphasis.
With video analytics, you would know exactly how your content is performing at all levels. According to the metrics, if the video engagement level is high, it means that you have shared a compelling message and a relatable story with your videos to your viewers. On the other hand, if the engagement rate is low then understandably you need to rectify your video content strategy.
But how do you measure the success of your video?
What’s the procedure?
You need to think about video metrics. Without it, you’ll never know if your video content was successful or not.
Online Video Analytics: 5 Key Metrics to Track Video Performance
Needless to say, every digital marketer include video marketing strategies in his/her marketing campaign for three fundamental reasons-
- Build brand awareness
- Increase sales
- Educate and inform existing as well as potential customers.
But the ultimate aim of all marketing strategies is to increase revenue. If your marketing strategies are not aligned with your business, you would never achieve prosperity.
Hence, utilize several different tools and metrics to identify the accomplishment level of your video. Using these useful tools and metrics would enable you to access areas that have amplified your sale and also those areas that need improving.
Marketing experts are of the view that to evaluate your video performance its essential to start with a specific objective in mind.
The first step of video analysis is to identify the appropriate areas that need investigation.
When you have comprehensive initial planning for your video content, the easier reporting on metrics will be.
So, to make the most of your video marketing as a platform to engage your customers, you can gain insights to improve the performance of your videos.
Here are 5 essential video marketing metrics and online video analytics tools that would enable you to track your video performance
1. Play Rate – Measure The Percentage of Your Page Visitors
To measure the success of any video, it’s necessary to evaluate the play rate initially. Play rate corresponds to the percentage of page visitors who actually visit your video and click the play and began watching your video.
It’s an essential metric because through this you can identify the location of your video content, what is its position among competitors and what is its success rate it is at alluring visitors to watch it.
As play rate is one of the essential elements of video analysis – you can even increase it through several impelling ways-
- Create a more vibrant, engaging and relevant thumbnail.
- Modify the copy around the video so that it communicates its content appropriately.
- Sometimes the size of your embedded video can trigger more engagement – hence increase its size.
However, as online video providers, you must otherwise understand that not all videos will have equal play rates. It’s also necessary to know that play rate does not depend only on the quality of attractiveness of the video, but on the quality of its content.
A video that appeals broadly to everyone in your target audience will likely have a higher play rate than a specialized video.
2. View Count – Video View Count Shows Video Reach
It is yet another metric that shows the natural number how many times a video has been watched.
View count informs about the exact reach of your video content. Tracking views are thus essential to understand how far your video is extended.
A marketer must understand that each platform counts views differently –
In Facebook, the video must run on autoplay for at least 3 seconds. Whether the viewer clicks to engage audio or not, it still counts as a view. Additionally, a video view also measures the number of viewers who watched at least 95% of your video.
Whereas YouTube counts views once in 30 seconds of a video, have been watched. According to the YouTube video analytics the video must run for at least 3 seconds.
Interestingly, Twitter counts views only when the video plays for at least 3 seconds and is appropriately visible.
To summarize, if you’ve placed your video on multiple video channels, you need to accumulate the aggregating data.
If you’re looking to increase your video view count, consider these tips:
- Share your video more and more with your audience through email and social media.
- It’s advisable to share your video with relevant influencers.
3. Engagement – Evaluate Audience Involvement Level
Engagement is another significant and common metrics to measure- how much of your video is watched by a viewer.
Engagement for each viewer watched is expressed as a percentage. Through this metrics, we can understand how many minutes a video is being viewed. This evaluation process also indicates about the video content quality.
Managing online engagement is a little tight because it’s quite elaborate. Hence, to evaluate the engagement level properly, every marketer needs to figure out what makes an audience adhered to your video.
One must understand that engagement is a continuous process, it builds up slowly. Needless to say, involvement is always at the lowest when you are just starting to build your audience and fan following.
Every industry needs to identify its video engagement level. However, it’s necessary to have a clear purpose of the video- what’s your actual goal of creating this video? What do you want to convey to your target audience etc.
Engagement metrics would enable you to understand-
Are viewers watching the video till the end or are they skipping view and reaching to some particular parts only?
Secondly, if you have a Call-to-Action (CTA) at the end of your video and if your audience is reaching to that level?
Thus, the engagement graph is the appropriate way to realize what percentage of your audience are falling off before they reach the end of the video and missing out on the call to action point.
Here are a few recommendations to improve your video engagement level?
It’s advisable to keep video content short and precise. Create such a story that relates to the everyday life of your audience. Let your target customers know how your product or service would help them in their day to day lives.
With this data start gauging the quality and usefulness of your videos.
4. Social Shares – More Sharing of The Video Shows More Acceptance
It’s a known fact that people view and talk about those things more which they like more. The videos which influence the viewers, they tend to share those. This way information gets spread all throughout. Hence, social sharing is an important metrics to analyze, because maximum sharing of the video depicts your video’s acceptability among your target audience. When video sharing on social networks is more, you would understand that your video has created a significant impact on the crowd. The moment your video has triggered a massive impulse on the number of crowds you have always wanted to undeniably you would satisfy your video marketing campaign.
5. Conversions – Analyze The Perfect Number of Leads
Among all other metrics, the conversion rate is the most important metrics of all. According to this, a marketer can analyze the number of leads or clients your video has gained overtime. Conversion process evaluation is detailed and it starts with the following thoughts:
If the visitor had downloaded a file after viewing your video or
If they have performed the actions mentioned in the CTA.
Therefore, understanding conversion metric is essential because it’s directly related to the ROI of your business.
Today, every organization needs effective online video platform because in recent times it has become a valuable tool to make nearly any business a more versatile and useful organization.
Business videos proffer great advantages to your company and will let you discover more about your efforts as you implement it within your organization.
In addition to that, you need right metrics and best video analytics software to have actionable insights on your video performance across your organization. Some of the best online video analytics tools include – Vidooly, Tubular and Social Bakers, etc.
Vidooly is an online video analytics tool and is a popular marketing software to analyze your video metric.
Tubular Labs is a video intelligence tool that enables a company to grow and monetize its business.
Socialbakers is yet another important AI-powered social media tool and that provides marketers digital marketing solution.
As the internet is a store house of extensive information, people can get diverted easily, so present day marketers need excellent ideas and strategies to engage and involve their client. All the above mentioned metrics are entirely necessary to track video performance. It’s inevitable to focus on each particular area to understand how your video is carrying out among the audience.
So when you evaluate your video performance through these metrics, you can identify ways how to make your viewers glued to your video till the end and influence them to take further action based on the CTA.