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The success of a video marketing campaign depends on measuring the progress as much as on the quality of the content and marketing strategies used.
The performance data alone don’t reveal much. They are just a hotch-potch of various metrics. To achieve your marketing goals, you need to look at the Key Performance Indicators (KPIs) that matter.
KPIs compare results to goals and tell you if you achieved what you wanted with your video content. Key video metrics you should track are views, impressions, engagement, average view duration, CTR, location, and demographics.
Even more important is how you analyze the metrics, and how you combine them so they can reveal the pathway to success.
Monitoring the progress of the video campaign, gathering KPIs, and analyzing the data is a long, cumbersome process if you’re without help.
If you search now, we are sure, within seconds, you’ll find a dozen or more marketing tools. The market is saturated with analytics tools but there are only a handful of products that are worth using.
Dear readers, we present you with the crème de la crème – the top 5 tools to measure your video marketing performance.
Conviva is a social media insights tool designed to reduce the workload of video marketers.
Instead of using the analytical tools in each social media platform, marketers can use Conviva to collect video data in one place.
Poor-quality content is not only ineffective, but it can deter potential customers from engaging with your brand. In the absence of an in-house team to prepare video content, you could hire content creation and video editing services.
Your video’s performance on Twitter, Facebook, YouTube, Instagram, and Snapchat can be collected, displayed, and analyzed using the powerful features of Conviva.
Those working on multiple video marketing campaigns, and equally busy with other pressing issues, can make use of the tool’s automated reporting.
Video marketers can decide the metrics that appear on the report. The video performance measuring tool can track and report a wide range of metrics including watch time, video view count, content engagement, etc.
The tool can also combine and present the metrics of a video campaign, video series, and others.
One of its standout features, a favorite of most marketers, is the Return on Investment (ROI) calculator. The special feature helps calculate the value of each video marketing campaign.
Conviva goes beyond its call of duty. It allows marketers to compare the performance of their campaign with the industry benchmark.
Alternatively, the data collected from your campaign can be compared with that of your competition.
If you’re seeking an alternative to Google Analytics, then look no further than Finteza.
This will help you monitor the performance of videos and your website. No coding knowledge or special skill set is required to set up and use the analytics tool.
Want to get the best bang for your buck – focus on quality and not quantity. And, Finteza helps you focus only on monitoring the metrics that matter. The tool can monitor website traffic in real-time and distinguish genuine visitors from bots.
Finteza is a go-to analytics tool if you are hosting videos on the website. The tool detects whether the visitors are showing interest in the videos and how they are engaging with the content. You can use the data collected to generate leads.
Marketers can use different types of videos (for example, product videos, explainer videos, testimonial videos, etc.) in the sales funnel, the analytics tool will help measure the effectiveness of videos individually and as part of the sale funnel.
Finteza monitors and segregates 12 types of bad traffic. This helps marketers gain actionable insights that’ll improve the video content’s performance.
One of the most useful and loved features of the tool is sales funnel creation and visualization.
There are several other key features that would make the marketer’s job easy. Those features include mobile analytics, real-time analytics, retargeting ads, and conversion tracking and analysis.
Do not be surprised to see the video hosting service Wistia on the list. Wistia is more than that.
The platform also provides an awesome analytics tool to track and measure your video content’s performance.
Wistia provides an in-depth analysis of the video campaign. It measures the play rate, view count, and a bunch of other useful metrics. The level of insight that Wistia provides is rarely matched by any other analytics tool.
Wistia allows users to analyze each metric from dozens of different perspectives. Such features give unparalleled access into the viewer’s thought process which further helps the marketer perfect the marketing strategy.
The analytical tool generates heat maps for the videos. This advanced feature provides a second-by-second account of the user’s interaction with the video.
Parts of the video watched once are highlighted with a color and sections watched multiple times are shown in different color codes.
In addition, the analytics tool tracks and delivers demographic information. The data collected using Wistia can be integrated into the existing sales funnel such as clickfunnels or any clickfunnels alternatives.
For more advanced data, Wistia allows integration of its analytics tool with other such products (for example, Google Analytics). Such integration allows marketers to learn the viewer’s behavior after watching the video.
Facebook might not be the go-to social media platform for youngsters anymore, yet it still hosts businesses and companies that seek to promote their brands and products to their target audience on the platform.
If your video marketing campaign is on Facebook, then its insights tool is a must-use.
The social media giant has over a billion users and earns millions of hours of video views every day. So, why not take advantage of the insights tool if you plan to promote videos on Facebook?
Facebook insights page provides information on video views, unique views, audience retention, average view duration, and much, much more.
In addition to measuring the performance of videos on your Facebook page, the Insights tool monitors interactions with your posts and other elements of the page.
The analytics tool collects a slew of performance indicators that marketers can view as graphs and charts.
These features allow you to dig deep into the user interactions, spot weak spots in your current approach, and make changes to your marketing strategy.
For example, suppose your target audience is half the world away. You can identify the period of the day when the target audience is most active and use marketing automation software to post videos to gain maximum views.
Vidalytics analytics tool is the perfect foundation on which marketers can build their lead generation, product launch, and various other marketing campaigns.
Plus, Vidalytics is also a video hosting platform that entrepreneurs and marketers can use to promote their brands via video content.
Vidalytics allows you to customize the video player and its controls. It’s also a basic video editor where you can cut portions of the videos to insert call-to-actions.
With its help, marketers can track viewer counts, interactions, and post-video actions. You can even find out the exact point or event in a video from where the viewers decided to take action.
The video analytics tool also reveals the traffic source, the device used to access the video, country, and other demographic details of the viewers.
This data can be used by brands for personalization (i.e.) make video content that is close to the culture and lifestyle of the target audience.
In the case of ecommerce, marketers can go a step further by using video engagement data to create personalized shopping experiences.
The data visualization feature of the tool helps marketers gauge how each viewer is engaging with the video content. Plus, the tool comes with conversion tracking of multiple videos in the sales funnel.
We list 5 video analytics tools instead of 1 because each product has something unique to offer. Although all five share many similar features, each tool is awesome in its own right.
Try them all – many of them offer free (short-duration) plans – and settle for the tool that best fulfills your requirements.
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