Video analytics is one of many tools in the arsenal of video marketing. When you work with Cinevita Films, as Cincinnati Video Company, we don’t simply create a video for your and send you blindly on your way. We work with you to develop a marketing strategy and give you insights on best practices and use for your newly create marketing video. I’ve watched far to often a company will work tirelessly on a video only to see it not being used properly and therefore generates no actionable results.
Analytics allow us to measure the success of a video marketing campaign and allows you to shift partway through a campaign to maximize and focus your efforts on what is truly working and reaching your customers. As we have discussed here before, don’t get caught up in the numbers of the analytics, simply allow them to guide you through your video marketing campaign. Don’t overlook one important aspect that can’t be meausured, and that’s how the quality of the video impacts the audience.
There are a number of measurements within video analytics. Here are some of the highlights.
Viewer Retention
Most platforms allow you to really study the numbers and understand at what point in the video your viewer clicks away from the video. Understanding your target audience, their demographics and psychographics, will help us create a video that appeals to them and what they expect in a video. The most common mistake in viewer retention is having a slow opening to your video. Your first 5 seconds are the most crucial. You need to capture your audience within the first 5 seconds or you could possibly loose them. I’ve been asked many times how this is even possible to capture a viewer within the first 5 seconds of the video. A lot of companies misunderstand this and think they need to put their logo as the first thing viewers see and give them as much information as possible. I strongly discourage this. Today’s viewer does not like being sold. Seeing a logo or being immediately sold on a product is an almost sure way to discourage your viewer from continuing to watch your ad. Today’s viewer would rather be told a story and then have that story give a casual nod towards the product. This is a brilliant approach for most companies as you are engaging your customer on an emotional level, and generating brand loyalty not only from the quality of your product or service, but from the story you are associating your product with. Here is a great example of that.
Avis "What Drives You" Blake Mycoskie from Variable on Vimeo.
Demographics
Most platforms allow you to see specific demographics of your viewer, their age, where they live, and sometimes even their marital status or their interest. This allows you to make sure you are targeting the right audience and not wasting marketing dollars on people who don’t match your criteria.
There are endless other examples of ways to measure your success and how you can pivot within your campaign, and each platform is different. The important thing to remember is to “start with the end in mind”. Be mindful from the beginning where you plan to advertise and often you tailor your video for that platform. Frequently we urge customers to have multiple different edits of their video. Its extremely affordable have multiple versions that are tailored to different platforms. For example, a teaser video on Facebook could be 30 seconds and the full video on your website could be 90 seconds, while an instagram video can only be 15 seconds.
As a Cincinnati Video Production company we keep all these aspects in mind for every video production project we approach with all of the companies we work with.
