Video Marketing Is an Exciting Part of Online Marketing. Analytical Tools for Video Performance Would Help Marketing Teams Gain Better Insights into Their Campaigns
Video Marketing is witnessing rampant adoption among marketers who are focused on delivering better cross-screen customer experiences. The technology amplifies the efforts of content marketing and generates better opportunities for on-screen engagements with an audience of all age-groups.
- Shorter attention spans today have to lead to the need for content which is both short and comprehensive.
- Video content is far more interactive than text or static images.
Some recent stats about video marketing say –
79% of consumers would rather watch a video to know product specifications than read about the same.
Business absorption of Video Marketing is predicted to be at 81% in 2018 as against 63% reported in 2017.
Why is Video Marketing Analytics required?
Evidently, Video Marketing has become a core part of a marketer’s technology stack. Contemporary marketing campaigns feature a substantial portion of content packaged in video format. Dynamic campaign analytics and reporting are critical to ensuring the success of video marketing across channels.
Real-time or post-campaign statistics need to be generated from a campaign to assess campaign success. Hence, videos should be compiled on robust video hosting platforms. Video Marketing analytical platforms are equipped with efficient tools to gauge video marketing performance. There are several platforms that handle video hosting and performance analytics.
However, before using Video Marketing tools, marketers need to understand the parameters to gauge campaigns.
Ten High-traction Video Marketing Words You should know
The success of any Video Marketing campaign is dependent on business goals. If your goal is to get one million views for your video and the video achieves it, then great! But, a campaign may also have a goal that 10% of viewers need to engage in CTA. Achieving that requires a deeper understanding of Video Marketing.
1. Impressions
An impression is video content that appears randomly while browsing the internet. It is not necessary that a user has actually interacted with this video but it will add up as a statistic. Impressions are good for paid advertisers. It is also useful when actual video views are calculated versus impressions.
2. Views
Calculating actual views is a complex process. The internet globally has not benchmarked a viewing duration that would imply as an authentic view. Mentioned below is an example of how some popular video hosting platforms calculate viewing time to count as a valid view.
- YouTube: 30 seconds
- Facebook: 3 seconds
- Instagram: 3 seconds
- Twitter: 3 seconds
Further, getting an organic view count is tied up to several other conditions. Marketers would need to calibrate their analytics tools to set conditions about what they want to make count as a view.
3. Play Rate
Play rates help assure marketers about the quality of a video. Play rates apply a very simple mathematical formula. The percentage acquired after dividing views with impressions is the play rate.
4. View duration
Another helpful indicative term that gives the precise duration of view length. Depending on what stats marketers get, they should have a fair idea about their audience’s interest level in the video.
5. Rate of engagement
Engagement rate is one of the most detailed measurement techniques in Video Marketing Analytics. It consists of splitting a video into segments. Marketers then calculate a segment’s engagement rate by comparing current viewers versus viewers that dropped off.
This method is not necessary for the initial stages of measuring video campaign success. However, mastering this technique gives immense clarity about what is not working; or what is!
6. Preferred device type
Video Analytics tools enable marketers to know the type of device on which the video was played. This is vital to understand the nature of video content that needs to be produced, demographically as well as geographically.
7. Operating Systems used by the Target Audience
Analytics that provide information on Operating Systems are critical to initiate Video Marketing campaigns around a specific range of products. Usually, these are products and services that cater to the audience’s Information Technology preferences.
8. Viewer Location
Marketers can initiate Video Marketing campaigns depending on what area their product can serve via this analytic feature. It’s like SpaceX initiating a video campaign in India. The campaign fails because SpaceX does not operate in India. Viewer location really helps laser-guide Video Marketing campaigns.
9. Source of view
Marketers get good insights on the platform that their marketing video was seen on. Marketers can also delve deeper into Social media marketing strategies that really work and design campaigns in tandem.
10. Rate of Conversion
Ultimately, the entire purpose of running a campaign is in sync with business objectives. Marketers need to ensure that Video Marketing campaigns get the desired result. This may be a trial and error method but Video Marketing Analytics tool can be leveraged. Historic data is a go-to factor for marketers to check previous campaign success rates.
Popular Video Marketing Analytics Platforms
Now, coming to the important part of Platforms that have inbuilt-tools to monitor Video Marketing performance. There are quite a few tools that marketers can leverage in order to grasp campaign based statistics. MarTech Series has compiled a list of three platforms that are mostly used by Marketers to monitor Video campaign performance.
Youtube
YouTube is the largest video hosting platform in the world and allows free upload of videos. Over here, marketers have the option to broadcast videos independently or on a channel. A channel can be categorized attracting consumers who are looking for products under this nomenclature. Videos can be regularly uploaded to this channel and can be further segregated into playlists.
Consumers can comment on this platform leading to more client engagement. YouTube also facilitates several avenues for niche advertising.
The only factor that may drive consumers away from marketing videos is excessive third-party advertising. Also, YouTube users surf the platform for longer periods so finding out which consumer converted via the video is a difficult task.
Vimeo
Vimeo is the second largest video hosting platform, globally. Hosting videos on Vimeo is not free per se but Vimeo is packed with features like—-
- Superior interfacing
- Limited commercials
- Video quality is excelling
- Extra storage
- Deeper analytics
- Customer support
- Lead generation
There are several other features available. Vimeo is the best for good looking and aesthetic broadcast content.
Vidyard
Vidyard specializes in video hosting for enterprises. It facilitates channel-specific content for videos and helps publish it on various Social Media Platforms from one location. Its excellent analytical engine will delve deep and provide phenomenal consumer insights.
Vidyard is packed with features related to marketing. Videos can be customized by infusing personalized information about the company or the person directly into the video.
All three platforms can be synced with a plethora of Social Media platforms.
Video Marketing is still a very novel concept, hence a lot of discovery may need to be done in order to get it right. However, it is a very interesting initiative. Enterprises need to start incorporating Video Marketing in their digital Marketing endeavors immediately. This ensures a digitally compliant future for businesses.
Enterprises that have leveraged using Video Marketing
Billabong
Billabong’s YouTube campaign is bringing in new people into the surfing world. Billabong, an integral part of the surfing world since the 1970’s runs unique video marketing campaigns. Surfing legend Mark Occhilupo interviews other prominent surfing names on the channel.
Char-Broil
Char-Broil’s interesting YouTube campaign engages grillers from all over the nation. The channel speaks about innovative grilling methods and new ways to grill meat.
Mobile video consumption rises 100% every year according to YouTube. The Video Marketing paradigm provides a new and creative way for marketers to experiment and come up with stellar and effective campaigns. Statistics around mobile phones and video absorption seem solid, globally. Marketers should gear up and fully leverage Video Marketing Analytic capabilities. This ensures that enterprises build targeted and phenomenal products for consumers.
Source: MarTechSeries
