Lessons to be learnt from your Video Analytics April 24, 2014
When it comes to producing video content, keeping track of your analytics is vital. You can learn a lot from even the most basic of analytics. What resonates with your audience? Should your video have been shorter? Longer? Which parts of the video are audiences connecting with? Use this information to make your next video production even better.
Video analytics are a great way to understand and interpret viewer engagement. It can be disheartening to spend time creating a piece of content, only for it to achieve very little in the way of engagement. By developing an understanding of your analytics package, you can begin to understand how certain content is received by your audiences, and start to ascertain the types of content that are more likely to resonate with them.
What can you learn from a basic analytics package?
Gauge how your video is performing in comparison to others you have created as well as the offerings of your competitors.
Find out who's watching your videos. Most video hosting platforms will allow you to track the geographical location of viewers as well as being able to drill down into more specific user details.
How long are they watching for? Being able to determine the drop-off points of your video content is essential for allowing you to pinpoint where viewer attention is decreasing. If you are finding that drop-off is at a similar point for most viewers, you know the content to work on and areas to amend.
Where can you find your video analytics?
The most obvious platform to launch your video is Google-owned YouTube. YouTube basic user accounts offer only the essential analytics - number of views, comments, favourites, likes and dislikes, but can provide data at a more advanced level if required. Google Analytics can also be used to track video performance, although it's a little more complicated and requires extra code adding to your website. The Event Tracking option can provide you with start and drop-off times for videos.
In addition to Google Analytics, look out for a video hosting platform that features an in-depth analytics reporting package. Our online video platform Buto offers users a wide range of analytics for in-depth reporting.
Consider the goals for your video, what do you hope to achieve? Do you have a number of views in mind? Should you work with a specialist branded content agency? Make sure you understand what your analytics are telling you and the ways in which you can learn from them. If you don't understand them, look for support videos, blogs and tutorials that will tell you what you need to know.
Here at Big Button, we pride ourselves on producing engaging and innovative video content that really resonates with audiences. We'd love the chance to work with you to produce your company video content. Give us a call on 0207 305 7354 or 0121 309 0340 to start seeing some real results.