3 Things You Didn’t Know About Behavioral Analytics from Video [VIDEO]
Jesse Barlow from DocuKnowledge Media: "Video Strategy for Brands and Service Providers" workshop, Impact Hub Boulder, 24 Aug. 2017. Video courtesy of Malachi Tharp.
Video is unique amongst text -- PDFs, email newsletters -- because you have so many more analytics available. There’s so many more things you can measure about video that you can’t with other mediums. For instance, if you send out an email newsletter, you can see that they opened it but you can’t see that they read the first and third paragraph then dropped off.
For any individual or business responsible for measuring the ROI of video, analytics is a great way to justify video production and knowing what works and what doesn’t. View count is not enough because it doesn’t show the story of your video consumption and cannot really help your strategy. Here are 3 things video behavioral data reveals that can help you in your video strategy.
Viewing Behavior
Video analytics can show you:
- Which videos were watched?
- How long did they watch each video?
- Which segments were skipped?
- Which segments were watched more than once?
Analytics not only show what’s worked in the past, but provides a roadmap for future content. If certain topics receive much higher viewership than others in your videos, plan on building more content like that. On the other hand, if certain video segments are frequently skipped or receive little viewership, you may want to re-edit those old videos and avoid those topics in the future.
Individual Behavior Over Time
Facebook and YouTube video analytics will aggregate viewing behavior but won’t show you an individual’s unique viewing patterns across all your video content. This is where advanced hosting and analytics platforms like Vidyard, Brightcove and Wistia are useful. You can track the viewing behavior of one person to understand if they are a qualified lead. You will even receive a notification when a certain benchmark is reached –– such as minutes and number of videos consumed –– so you know when to contact them.
ROI
Connecting video analytics to your CRM will show where video is in the sales cycle. For instance, if you can show how video consumption influenced closing a deal, it will be easier to justify using video (and which kinds of video) in the future. You can also measure video consumption across different platforms to determine which videos do best, such as email campaigns, embedded in articles or on social media. Some videos may perform better with different delivery methods.
Conclusion
Measuring beyond number of views is the first step in understanding the deeper behaviors of how people are consuming your video content. By tracking over time what video is most effective, you’ll be able to shift your strategy to earn the highest ROI and maximize your impact!
How have you used analytics to better understand the behaviors of your users? Write your answer in the comments section below.