The Importance of Video Analytics
So, you’ve got a new video for use in disseminating your company’s message online.
The narration sounds great and the images are certainly compelling – so why aren’t people engaging with your new content in the way you expected?
Enter video analytics.
No matter how good your message “feels,” being unaware of how often and how long people are interacting with your video prevents your corporate story from ever truly being set free.
Fortunately, correcting this is easy, using any of the number of video analytics programs on the market today. Sites like YouTube offer free video hosting and analytics functions, while dedicated video hosting sites like Vidyard or Wistia provide even more tools that can be used to understand how your audience is engaging with each of your video clips.
From the information that these analytics programs provide, you’ll be able to account for a number of different factors, including:
The differences in engagement that exist between separate video placements.
Whenever you release a new whiteboard scribing video, you may post it in several different places, including your homepage, your YouTube channel, and any other video sharing website. Without analytics, you won’t be able to determine which audiences your message resonates most strongly with – preventing you from tailoring related content materials to the demonstrated needs of these separate viewer groups.
Whether or not your video traffic is well qualified.
If your analytics programs reveal that most viewers only tune into your videos for a few seconds before clicking away, it’s possible that you aren’t targeting the right types of traffic for your company. In this case, having this data available will make it easier to see which traffic sources are engaging with your videos, and which ones should be ignored in order to focus on better qualified visitors.
How compelling your message is for your audience members.
In general, hand-drawn whiteboard videos are created with an action in mind – whether that’s requesting more information about a product, signing a petition or taking some other dedicated action. But if your video analytics reveal viewers sitting through to the end of your clip and then failing to take action, you’ve got a conversion problem. In these cases, you may need to rework your videos in order to achieve better overall results.
The great thing about TruScribe’s whiteboard videos is that your message isn’t set in stone. If you find that some aspect of your video isn’t working for your audience, it’s easy to change certain elements and roll new clips out again for further testing.