Why Does My Company Need Video Analytics?
Making Sense of Data in a Video-First World
Are you guilty of creating a beautiful video, uploading it on social platforms, and … forgetting about it? You’ll look at the number of views and comments it got, or even go as far as to rejoice at the amount of shares it received.
But that’s the extent of your video ‘data’. Then you move to the next video. And the next one. And the one after that.
If you’re not tracking your video campaign data, you’re missing out on massive opportunities to drive action through video. If you cannot measure your video’s performance, how do you improve, optimise, and get better results through it?
We’re living in a video-first world. 51% of marketers name video as the type of content with the best ROI and it drives a 157% increase in organic traffic from search engines. So, each video in your campaign should be a cut above the previous one and get better results, faster.
But What is Video "Data"?
Video marketing analytics a.k.a data:
Gives you insight on who your viewers are (demographics, interests, social activity).
How popular your content is with them.
Figure out which video campaigns are working and which ones should be abandoned ASAP.
Helps in determining and spending video marketing budget effectively.
In short, it is the crux of video marketing upon which other strategies are built and implemented. The key is to create a video campaign and workflow that is supported and lead by data.
What Metrics Should I Use For a Data-Driven Video Strategy?
Video marketing analytics isn’t as labyrinthine as it may sound. It’s actually quite simple, and with the amount of amazing video analytic tools at our disposal, the process barely takes much time or effort. It’s all automated and comes in a neat little spreadsheet or web page.
Let’s discuss some common video metrics you should consider monitoring.
The number of times your video was viewed. This can be measured differently across different distribution channels. For example, Facebook counts the first 3 seconds of viewing as a full 'view' of the video, while other channels count a view as taking place from 10 seconds onwards.
Also known as ‘watch time’, it tells you the amount of time viewers spent watching your video. The higher this metric is, the higher overall viewing session that video has.
Average View Duration
How long viewers spent watching your video on average. This is a powerful metric that lets you in your audience’s preferred time length for videos.
The amount of people that clicked on your CTA, or Call to Action (i.e the action you want viewers to take via this video; subscribe to email list, buy a product/service, visit your website, etc.).
Well, we’re all a little fond of tracking this vanity metric, aren’t we? Engagement tells you the amount of shares, comments, and likes your video received.
This is where you find out more about who’s viewing your videos. Their demographic, geographical location, and so on.
Percentage of people who clicked play on your video. It determines how well the video is integrated with the site or the platform it’s hosted on.
Learn What Metrics Matter in your Customer Sales Journey
Not all analytics are created equal, and not all need to be monitored depending on the goals for each particular type of video you create. Our full series on the Video Sales Funnel spells out exactly what videos you need at what points in your customers sales journey, as well as the metrics you need to monitor for each type.
1 in 5 marketers are working with a smaller overall digital marketing budget than the previous year. Which begs the question, how can you stretch your video marketing dollar further? We’ve put together 17 tips curated from our in-house team and other video experts to help you optimize your video workflow.
From internal communication and HR to marketing and sales, you need video content everywhere. But when companies are working on multiple video files at one time, they run into massive organization chaos. Doing it all manually is a frustrating and time-consuming experience, so here are our tips for investing in a video asset management system.
Video has become the new document. In an effort to scale video content, companies have adopted collaborative video workflow tools like Wipster and platforms like Brightcove for publishing and distribution. Today, we’re excited to announce that we’ve pushed the integration between our two systems even further, providing teams with one shared workspace to collaborate within.
Going back and forth between multiple email chains, having over 5 rounds of feedback, lost files, delays, miscommunication, abandoned projects, missed deadlines — sound familiar? Building a highly efficient review and workflow process can substantially increase your company's revenue, scale up your video content, and create better videos, faster. Let’s learn how you can do just that.
You can’t cookie-cut your videos for all social media platforms. The audiences, tools, and viewing habits of each platform are often distinct and require specific editing or formatting to hit the right mark. Here are our video tips for each social media platform so that you can be sure your video is optimized for its audience.
Whether your company handles video production in-house or you outsource it, it’s crucial that your video workflow process is as lean and efficient as possible. Going beyond the video workflow tasks, there is another reason that projects get held up: people. Here are our top video workflow tips to wrangle all the cooks and create exceptional video content.
When it comes to internal workplace communication, video trumps all other kind of content. It’s a far more successful and efficient alternative to yawn-worthy emails and wishy-washy manuals. So, how do you adopt video as the new normal? Let’s look at 7 innovative ways you can use video for internal communication.
Stumped on trying to decide which video camera to purchase when beginning your in-house video marketing journey? We researched and came up with the best of the very best video cameras for all budgets. So whether you’re strapped for cash, can fork out up $500, or can go up to $1000, there’s something for all.
In a video-first world where 70% of marketers say video generates more conversions than any other type of content, you know that you need to either begin your video marketing strategy or scale it up even further. Maybe you want to start creating videos in-house for your brand, but you're not sure how to get started. Here is a list of online video courses to help you through every part of the video creation, editing, and marketing process.
A plethora of brands are seeing great results with social video marketing ad campaigns, but they’ve gotta be quick, simple, eye-catching, and connect to your audience. Here are 8 online tools help save time and effort for those 30-60 second social media video refreshers and adverts.
Only 23% of marketing leaders stated their organization does “extremely well” or “quite well” in measuring ROI of their video content. Are you measuring the wrong metrics and not appropriately defining your video marketing success?
Brands are just now realising the power of episodical video series content. Video series help companies connect to their audience, while creating high quality content that also keeps them coming back for more — and consider converting! Get ahead with these real life examples and reasons why your next video marketing campaign needs a series.
In this video marketing strategy dissection, we look at REI’s incredible success with their video content, including user-generated campaigns, social media platforms, and developing their outdoor recreation thought leadership through video.
Netflix didn’t start with having original video content featuring Will Smith, Adam Sandler, and other household names. Even if you aren't looking to be as large as them, there are many strategies and insights video marketers and videos storytellers can pick up from Netflix.
Video marketing is important. Period. But how important is it for your brand? Does your brand even need video? You can’t go into it blindly (just because everyone’s doing it) so before jumping into it, what questions should you ask yourself? Here are our 7 most important questions before beginning the journey into your video marketing strategy.
Not all ads do well. Some of them fail spectacularly for one reason or the other, and there are quite a few interesting video campaigns that rubbed off their audience the wrong way (and for good reason). Here’s our pick for the worst video marketing campaigns.
There are a ton of great opportunities for businesses on YouTube. But do you feel your channel could be performing better? Take advantage of these 7 best-practice tips and tricks to boost your channel and grow your audience.
To spur some video inspiration and help you reach your video goals, we’ve compiled a list of some of our favorite video creators + marketers on Instagram. All of them have an abundance of experience in the video niche and are happy to dispense productive video advice to their followers.
When 57% of consumers say that videos make them more confident in products they buy, it’s clear that eCommerce businesses should always have video in their overall marketing strategy. So we’ve collated the best statistics to prove the growth of video marketing in eCommerce and how it can be a massive advantage to your business.
Beauty brands, like Sephora, who’re staying in touch with all the latest marketing trends and tactics have seen an explosive growth in their brand value and yearly revenue, and much of this success comes from their video marketing prowess. Found out how Sephora used video marketing to disrupt the cosmetics industry.
Most people go through a difficult phase of performance anxiety when they’re starting out, however, with video marketing on a meteoric rise you definitely can not afford to shy away from creating videos. Here's how you can master your video fears and stage fright, and present confidently on camera.
Video Analytics Are Here to Stay, So Use Them to Your Advantage
To create a video marketing strategy that works, you need to stay on top of your video analytics. In today’s video-first world, it's a must. Wipster truly believes that data-driven video strategy is the only kind that drives significant results.
Wipster helps creative and marketing teams create better video, faster by providing a seamless video workflow, from creative review and approval, through to publishing, analytics, and content iteration – all on one platform.
Here are our favorite success stories:
NBCUniversal knows how critical it is to stay on top of media trends and to constantly look at ways to streamline their productions. Here's an inside look at how NBCUniversal creates, manages and distributes their content.
By sharing resources, ideas, and freeing up production lags, Shimano has been able to focus their attention on quality, strategy, and getting more videos out the door. Here is the full case study on how Shimano do video content.
As a trailblazing startup, Shopify never shied away from producing video and established a strong video first mentality. Here's the inside scoop on Shopify's video marketing strategy.
With one-click publishing from Wipster to Brightcove, efficiency meets intelligence. Now you too can harness the power of a finely-tuned video iteration loop.
In two short years, Time Inc’s Alabama office has shifted from 750 videos a year to over 2,000. Find out how this efficiency-focused video team creates high quality content with quick turnarounds for a social media age.
The dedication to beautifully crafted deliverables carries through to their content marketing campaigns where time and effort has been placed in creating fully integrated video campaigns across all facets of the marketing and sales funnel.
We spotlight 4th Avenue Media, a Seattle based marketing agency, who share their passions, challenges and ideal workflow with us.
We talk to Patrick Moreau of Stillmotion about the making of our case study, setting client expectations and staying true to your story.
See how three modern churches in America use state-of-the-art video production to share stories and inspire their members
Wipster case study with Patrick Moreau, of Stillmotion, talking about crafting remarkable stories, recent film projects and the launch of the Muse Storytelling Process.
In our latest Wipster case study we chat with the team at Retrospec Films to discuss what makes them unique and why business is booming.
On motion graphics, making accounting videos 'sexy', and giant leaps of faith.
Wipster sits down with the South-African born mograph artist to find out how it all began, and what's happening next.
LEAPframe is a versatile and fun-loving film and motion design company based in Cincinnati, Ohio.
Watch the video and read the Q+A with co-founder Brandon Faris to find out how fun, scalability and Wipster help to make them successful.
Wipster sits down with Heather McLendon, a production manager and assistant director at Innovalearn, a Georgia, US-based company specializing in e-learning solutions and training videos. Heather’s background is in theater, having worked previously as an actor and stage manager.
London-based Siân Fever is a freelance video editor working on a huge variety of projects from music festivals to feature films, short films, and commercials. She worked for MTV and a music content production company before becoming a freelancer two years ago. Wipster chats to Sian about music, inspiration, and finding your own unique creative voice.
Wipster sits down with Axel Lavin, founder of Norway-based video production company Stir. Axel Lavin has been working in animation and VFX for the last eight years. As a child he made films in his backyard and hasn’t looked back. Axel shares insights on taking risks and what it takes to be a great creative director.
Wipster sits down with Dave Collins, founder of Melbourne-based business video production company ANGRYchair. Having worked in television for five years, he gets a lot of inspiration from films and TV shows, and likes to use similar production concepts in his current work. He loves having such a varied job and filming something different every day.
Richard Squires has been a motion designer for more than 20 years. Originally from the UK, Richard has worked in London and New York and is now based in Melbourne where he has his broadcast design company Reg. He is inspired by the world around him and loves having the freedom to experiment.
Mark Boszko is an in-house video producer at The Omni Group, makers of fine Mac and iOS productivity software. Mark has worked across the industry and has been hooked on filmmaking since age five. He is inspired by a vast array of online resources and industry professionals. We were fortunate to sit down with Mark to better understand his thoughts on the importance of video, his video review and approval workflow, and the future of video.
Karl Drury is an in-house video producer at Xero. He films marketing material, case studies, internal videos for staff, and pieces for Xero TV. We were fortunate to sit down with Karl to better understand his thoughts on the importance of video, the differences between freelance and in-house video production, and his video review and approval workflow. Video is his life, and is rarely without a camera in hand.
We recently caught up with Verity Mackintosh, executive producer of Graci in the Kitchen, cooking show with a deliciously simple premise.