Are you guilty of the fly-by-posting, A.K.A. the post-and-dash? Whatever you call it, it just isn’t effective marketing to create videos, post them, and then abandon them (and your viewers!).

Video marketing shouldn’t be a mystery; in fact, if you’re using the right analytics, video is like an open book…or, um, video. You get my point.

So what analytics should you look for from your video marketing technology?

If you say “view counts”, you’re in trouble. Analytics can give you insights on your prospects, help you figure out how to optimize your content to increase engagement and conversion, and find out which aspects of your campaigns are working the best. Sound impressive? It is. Here’s what the right video marketing technology should be telling you:

Who watched your video?

Way beyond just tallying views, you can find out who watched your video. With data like this, you can get insights on your lead; knowing what videos they’re watching helps you figure out which content a lead is interested in, which can help you better tailor a content journey to their interests.

If a person watches your top-, and mid-funnel content, and then follows up those viewings with a bunch of your bottom-funnel content, you’ll know that they’re likely considering making a purchase. This insight into your video viewer’s viewing activity can help you better prepare sales conversations, and ultimately, close the deal.

How many times did a viewer watch your video?

Analytics on how many times a viewer watches your video also provide insights into the content they are most interested in, and what stage of the buyer’s journey they are at. With the right marketing and sales technology and tools, you can use this information to market similar content to a viewer, and conduct sales conversations based on the content they favor.

How long did a viewer watch?

Just because a viewer clicked play, that doesn’t mean they watched it all they way through (or even after the first few seconds!). Getting information on how long a viewer watches your video can give you insights on whether the viewer is interested in the content.

Also, collecting these analytics on a number of viewers can help you determine how your content is performing; if not many viewers are watching past a certain time in the video, perhaps the content at that moment isn’t working as well as it could.

Often, video creators can overestimate video viewers’ attention spans and produce videos that are too long. If viewers are dropping off halfway through, this information can help you figure out if you need to break up the content into more snackable pieces. Or, perhaps an introduction is too long, a section is too confusing, or, if people are dropping off only a few seconds in, it may be because your video title or thumbnail is misleading. This kind of data can help you optimize your content like you’d never be able to do otherwise.

Which sections of a video were watched by a viewer?

Similar to analytics on how long a viewer watches your video, data on which sections are being watched can help you optimize your content for greater performance. If viewers are watching a section over and over, and skipping others, that’s the perfect information you need to determine what’s working and what isn’t to engage and convert viewers. And, using this data to optimize your existing content instead of creating brand new content will save your budget, too!

What is the location of the viewer?

When you search for an item or business online, you’re usually shown a local store where you can buy what you’re interested in. Well, you can do a similar kind of thing based on the analytics that a good video marketing tool can provide on the location of your viewers. You can personalize videos to provide a viewer with content that is relevant to where they live!

What devices are your viewers using to watch your videos?

This data is key for content optimization; find out what the typical screen size and resolution is for your viewers, so your videos display effectively. Are they watching from mobile devices? Then optimize your content for on-the-go consumption (like creating shorter videos that load quickly, for example.) After all, 42% of researchers use a mobile device during the B2B purchasing process, according to a 2014 Google study.

Where are your videos being watched?

This data can be key when attributing lead generation to campaign sources. Are videos being watched on YouTube only? Then perhaps you need to optimize your website and landing pages for better engagement and conversion. Are they being watched on Facebook and not Twitter? Through certain paid advertisements? With these analytics you can not only consider how best to drive viewers to where you would like them to end up, you can also determine how best to allocate your marketing budget.

How many viewers engaged with your video’s call-to-action?

If a video just fades to black and doesn’t offer a call-to-action, you’re losing an opportunity to move your viewers further through the content journey and along the buyer’s path to purchase. But simply adding on any call-to-action won’t do the trick, either. That’s why this data is key.

For example, if viewers watch a product demo video but don’t click on your call-to-action that drives viewers to your website homepage, it could be because the CTA is too generic. A more relevant CTA in this case could be directing viewers to your pricing page or free demo page, for example. Or, if viewers aren’t engaging with your call-to-action, it could be because the video goes black too long before the CTA is displayed, giving viewers time to click away during this ‘dead air’. With this data, you can get the insights you need to make sure that you keep engaging your viewers!

Are you using video marketing technology (like the Vidyard platform) to gain insights like these? Find out how video marketing analytics can impact your business results!

Emily Ross