How to Use Video Analytics to Understand Your Audience

Most of the platforms you place your videos on offer analytics. So how can businesses harness analytics' power to understand their audiences or influence their marketing decisions?

After all, you can't optimize something that you don't measure. So you need behind-the-scenes data to compare and contrast the performance of different videos and take action to get the results you want.

Understanding Video Analytics Dynamics Better

As with any other marketing form, your video marketing efforts should begin and end with measuring and analyzing your results. From vanity metrics like likes, shares, and comments to metrics like conversions, video analytics gives you insight into how effective your efforts are. With video marketing analytics, you can:

(1). Find out who is watching your videos

(2). Find out if your content resonates with your audience

(3). Create engagement videos

(4). Measure the effectiveness of your campaigns

Key Metrics of Video Analytics

Several Video Analytics companies in India presented research showing that using video can increase conversions by 80%, purchase intention by 97%, and brand association by 139%.

And your video marketing efforts should be aimed at delivering similar value to your business. But first, you need to understand what metrics to look for and how they relate to your overall marketing goals.

Awareness Stage Video Metrics

Number of Views

Views show how many times people clicked on a video. But keep in mind that different platforms calculate views based on various display times. For instance, to get one view on YouTube, viewers have to watch videos for at least 30 seconds. While on Facebook, you only need to watch for 3 seconds.

Audience Demographics

Video analytics can also provide information about who is watching your videos. Chances are you are already targeting your audience when targeting your video content, but still, verify your facilities with video marketing analytics. Demographics show you which audience makes your videos the most interesting.

Audience Location

If your business only runs in certain areas, you need to ensure that you are reaching customers exactly where they are. This is especially important for local companies that only need local customers. Localized video campaigns will be the right way to go, especially if you are using paid video campaigns.

Audience Devices

This may seem irrelevant at first glance. But knowing which devices your audience is watching your videos from can also affect your video marketing efforts. Device data can provide you with statistics on viewer habits and help you optimize your video content accordingly.

With the device type information, you can adjust the screen size and video resolution to display your videos effectively.

Traffic Sources

It's important to know which platforms get the most views and channels you need to keep investing in or abandon them altogether.

If, for example, your videos are mostly viewed on YouTube, and they don't drive people back to your site, you might want to switch to a video hosting platform where your videos help the SEO of your site.

ENGAGEMENT STAGE VIDEO METRICS

Play Rate

Play rates include the distribution of impressions across views. For instance, videos with 10,000 impressions and 1,000 views would get 10% play rates. This metric shows you whether or how much your audience is attracted to the click of a play button.

Audience Engagement � Watch Time & Engagement Rate

Watch time displays the total time the viewers watched your videos, while the engagement rate indicates the number of people still viewing your videos at point X divided by the number of viewers who started watching.

The numbers displayed will only tell you how many people have started watching your videos. But the most important thing here is to observe the focus of attention or the time of visualization. You can have a staggering number of views, but if the viewers don't come to that part of your videos with the most critical information or with a place to get them to take action, that doesn't make much sense.

CONVERSION STAGE VIDEO METRICS

When businesses bring more traffic to their websites, the better they rank in the search engines results pages (SERPs). Better still, the higher qualified traffic they get, the higher are the conversions websites get. But that also implies the videos must play a vital role in that regard to driving traffic and conversions and ranking higher in the SERPs.

Click-Through-Rate and Conversion Rate

The above statistics show how many people take action after or while watching the videos. Along with the entertainment value, brand awareness, higher engagement, are video content's ultimate goal to drive conversions. All of the video marketing efforts are based on business goals.

That means all website videos must have a clear call to action that audiences can respond to. But to monitor the effectiveness of these call to actions, businesses need to look at the number of conversions. This metric validates and justifies all marketing costs and shows the return on investment (ROI.

Conclusion

With all the above data and stats it's relatively easy to know how to interpret real video performance statistics. That is why businesses should optimize their video strategy and create better videos with the necessary information at their fingertips. It's still possible to utilize Video Analytics Software to achieve better business results.