One of the great features about marketing with online video is that you can measure your results. Whether you’re creating videos for your own website, sharing them on social media, or advertising on popular video sites, you can measure the results of your efforts.
In this lesson, we’ll discuss how to use analytics to learn who your viewers are and how they interact with your videos. We’ll also look at opportunities to improve your video performance and engage new audiences.
Video analytics reveal heaps about the people who watch your videos, like their age, gender and location. When you know your audience, you can create video content they’d be most interested in watching.
Say you are a group fitness instructor who creates videos with exercise demos in parks around your city. Your analytics reveal that most of your viewers live in Sydney, and your most popular videos feature lower body exercises.
If you want to increase traffic to your site, you might create more videos and content for these viewers—perhaps a new demo of a leg exercise with a mate who plays in a local soccer club?
If you have videos posted in different places—such as your website, Facebook page, and YouTube channel—analytics on each site will show you where people are watching your videos the most.
Knowing where people watch your videos is key to promoting your content. If most of your audience watches your videos on YouTube, then focus on uploading more fresh content to that site.
You can also see what day and time people are most likely to watch your videos. For example, if most people watch on weekends, then consider uploading fresh content on Friday nights.
When measuring the performance of your videos, you can find out if people watch your videos start to finish. The length of your video may depend on the content.
In most cases, short videos work best. You can increase the likelihood that people will play your videos and watch them to the end by keeping them brief.
If people only watch the first few seconds of a video, it might not be meeting their expectations. Consider updating your preview images, video titles or descriptions so that people have a better idea of what they’re about to watch.
Also look at the average length of video viewed. If most people spend only a minute watching your demos, try creating videos that are 60 seconds or less.
Other common indicators of your videos’ performance are: likes & dislikes and shares. This information from viewers provides insightful feedback.
If people share your video, it’s a strong measure of engagement. After all, they liked it enough to pass it along to someone else. Another tip: keep an eye on the reactions your videos receive through comments on social media.
To recap: You can use analytics to learn who is watching your videos, identify what they like and don’t like, and find opportunities to engage new audiences. What you learn can help you when creating your next video.
- how to determine who watches your videos
- ways to find out what they like and don’t like
- opportunities to improve and engage new audiences.