We use analytics in marketing to tell us all sorts of things. Tools like Google Analytics tell us a lot about market behavior and are an invaluable resource for building a great digital marketing strategy. But, there’s something that’s hard to tap into with typical analytics, and that’s insight to what type of content your audience really enjoys.
Video is different. Video is the preferred content for many brands right now because it’s so highly engaging and that pays off for businesses. Video marketers get 66% more qualified leads per year than those that use other types of digital media.
But there’s something else.
When you optimize video on social networks, it becomes easy to use your video analytics to decipher the type of content that your audience loves, which means you can create even more content that they can’t resist. Let’s look at how you can make this happen.
Answering the Important Questions
The analytics attached to video can provide you with deep insights into consumer behaviors and open possibilities for adapting your content strategy to be more attractive and engaging. This all starts with looking at your video analytics to answer certain questions that tell you a lot about how they’re feeling about specific pieces of content.
Let’s start by looking at some basic questions that can be answered by your analytics.
- What’s the click through rate on the intro to your video? If this number isn’t as high as you’d like it to be, the answer may be as simple as modifying the intro text or image that’s displayed. If neither of those strategies work, then you know it’s content related and need to reevaluate.
- How many views is your video content getting? The act of clicking on and viewing video is purposeful. There’s something about it that interests them enough to invest without always knowing beforehand how long the video will be. Taking a close look at video views gives you amazing insight into what content your audience loves.
- How many seconds are your videos being watched? Are they backing out after 2 seconds, or following through to the end? Research shows that audiences are most interested in shorter videos of about 2 minutes or less. After this, they tend to fall away, only to return for videos that are 6-12 minutes long. There’s a sweet spot for your video content in there somewhere, and analytics can help you discover it.
- What’s the average drop off rate by second? When are you losing viewers and what happens during your video at that point? Learning this can help you avoid content pitfalls that cause viewers to lose interest fast.
Get Lost in the Details – but Don’t Forget about the Big Picture
You can’t answer the questions above without really digging into your analytics. Honestly, once you get in there, it feels great to tear it apart and find out where you’re succeeding and where there’s need for improvement. It’s empowering to have all this information and to be able to do something about it.
But, it’s important that you don’t fall so deep into the details that you completely forget about the big picture.
Let’s say you’re buying a gently used car. You’d take it to a mechanic to have it checked over. They’d look at it as much as possible and give you their best assessment of every tiny repair that needs to be done. This is important information, but is it enough to base your entire decision on?
Maybe they found just a couple minor repairs, which were no big deal, like what you might find by digging around in your video analytics. Spot the trouble, fix it, and move on.
But, what if you just took a step back and looked at this car from a distance. Does the size, design, and color suit you? Is it comfortable, and will it be reliable in getting you where you need to go? Sometimes the big picture snapshot of video analytics can answer questions without spending time on all the details.
For example, are you noticing a general spike or drop off with certain video topics or lengths? What was going on with your video strategy right before engagement dropped and plateaued? Big picture analytics are especially important as your adapting to a new video strategy and creating great content to fit it.
Identify if Video Is Serving the Correct Purpose
As a business, you have multiple goals you’re trying to achieve with video content. Some of your videos will be for generating conversations and interest in your brand. Others will be to generate more quality leads, while others will be geared towards conversions. It’s pretty much impossible to meet all these needs with just one type of video.
The most irresistible video content is the type that meets consumers wherever they are along the sales funnel. It’s incredibly important to make sure you’re reaching the desired portion of your market.
For example, if you’ve created a video with the intent of generating new leads, but your analytics tell you that the viewers are those that are further down the sales funnel, then that piece of content isn’t irresistible to the audience that needs it, no matter how much other traffic it’s received.
Video analytics can help you identify retargeting opportunities for your already great content.
There’s always something new to learn about video marketing and creating content that’s irresistible to your audience. Even with all the analytics in the world, it can be tough to try and go it alone. Thankfully, you don’t need to. Connect with a video production company near you that will help your business build a more engaging, more irresistible video strategy for your brand.