Today’s marketing teams are investing more than ever in producing great content designed to attract, engage and convert their online audiences, but one of the most significant challenges we still face is understanding which content is resonating with our audience. Ebooks and whitepapers are great, but we have no idea if the person chose to consume that content after they downloaded it, and when it comes to videos few know how to begin using video analytics to optimize their content.
And this is one of the reasons why I’m so passionate about video analytics and think about it as a content marketer’s best friend.
In this episode of Vidyard Chalk Talks, we discuss how you can use video engagement analytics to understand the performance of your content better and to help you continuously optimize your overall results.
Because video is a centrally hosted, stream-based, medium, it affords us some unique opportunities to develop deep insights into how our audiences are choosing to consume that content.
But it also affords us the ability to centrally track that information to optimize our content accordingly to update it everywhere it’s published and to test how that impacts overall performance.
It’s not just about informing future content decisions. It’s about helping us optimize the performance of our existing assets in the field.
When we think about the engagement journey of your video, it starts with the splash screen.
What’s the click-through rate on that as your front door to your video? How many views is that video getting? How many seconds are being watched in total? What’s the average second-by-second drop-off rate for people who choose to stay tuned to that content? And finally, what’s the average engagement time by the end and what can you learn from that to optimize your content performance?
You can apply these metrics to a few different models to make sure that you’re optimizing your video performance using these video analytics.
Looking at Macro-Level Trends
I always recommend doing is making sure that periodically you’re looking at the macro-level trends around your overall video views and video engagement time across your entire library of videos.
You’re going to want to trend up over time, but what you want to look for are outliers where you see spikes up or down in the number of views or the seconds being watched of your overall video content.
For example, if at a certain time you see a big spike up you might find a video that all of a sudden had a huge number of views or a huge amount of engagement and that video you’re going to want to double down on and learn from it.
Or the opposite, if you see a big drop in the number of user engagement time perhaps there was a video that was performing well that got removed or changed or something happened to have a significant impact.
What’s Working? What’s Not?
The first thing, as mentioned earlier, is the splash screen. With a platform like Vidyard, you can split test up to eight different splash screen images for each video in your library. By doing that you can make sure you’re putting the best front door on your video that optimizes the number of people clicking on it to engage in that content.
In addition to the overall engagement, it’s also good to look for hot and cold spots. For example, a cold spot you can see at a certain point in a video if you’re losing a lot of people. It’s good to dig into that content, and try and figure out why that might be.
Did it turn to a more ‘salesy’ message? Did it drag out too long? If less than 50 percent of your viewers are making it to the end of your content, you may want to think how you could shorten it, or even turn it into multiple content assets.
Once you’ve identified what’s working in your video content, consider what next steps are. Even if they are engaged, is it driving downstream conversion?
For example, if a certain video is designed to help you generate new leads you’ll want to be tracking how it’s influencing lead flow within your marketing automation system (MAP). Or if it’s bottom of the funnel content, can you find a way to associate it with the amount of revenue understand if it’s helping close more deals. Things like that are a bit more advanced because you need to integrate the data into your marketing and CRM systems.
Another thing you can do is test different calls-to-action (CTAs) at the end of your video. Maybe one is a demo request button. Perhaps another is to watch a different video, download an eBook, or view a customer story. You could try all of these to see which ones get the best results.
How Are Videos Influencing Lead Gen, Pipeline, and More
And then finally, related to the first point is looking at how video analytics are helping to influence lead generation, pipeline development, or revenue which are often the goal of creating video content within your business. Make sure that all of your video analytics/data is being tracked back into your MAP and CRM, so over time you’ll see trends on which videos are performing. Not just with views and engagement time but in terms of how they’re influencing actual pipeline and revenue in the business.
So hopefully this gives you a good sense of how you can use video data to not only understand how many views you’re getting, but how long people are engaging with your content. It will help you to identify areas of improvement to optimize your performance to update your content in the field and continuously improve how you’re doing video content.