26 Jan

How to Create Amazing Video Content Using Your Analytics

Published in: Blog
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All great marketers know – if your content isn’t performing well, you will need to dive into your analytics to see what’s really going on. The only way to optimize your content is to analyze your data, pinpoint areas of improvements, make the necessary changes and test – and it’s no different with video content.

While it might sound daunting to make changes to a complete video, it doesn’t have to be. There’s a formula to it really: divide your video into three distinct parts—Acts 1, 2 and 3—then analyze your drop-off rates for each section. When you think of your video as three separate pieces of content, it makes it much easier to analyze each section for variables and look for areas of improvement.

Optimize your video content using analytics

Act 1: The Introduction

While introductions vary in length, it’s safe to say that the first 15% of a video (approx. 9 seconds of your average 60 second video) makes up Act 1 of your video. This is your chance to make a good impression by introducing your topic, product, service or company.

If your drop-off rate is high during this stage, here are some reasons why:

  • Is your thumbnail misleading? Your viewers were obviously interested enough to start but something turned them away in the intro. Jazzy thumbnails are great, but people get disappointed when they expect to see one thing, and then see another.
  • Did you get to the point quickly? Viewers don’t have all day, so it’s important to hook them right away with something strong and provocative to make them want to watch more. For example, “Here’s the pain point, and in this video we’ll teach you how to solve it with ______.” Start with a problem that people usually have, then let them know you have the solution.
  • Any lighting, audio or quality issues? According to Brightcove, viewers have high expectations from brands for video quality. In fact, 62% of viewers are likely to develop a negative opinion about your brand if you have poor video quality, 1 in 5 viewers would hesitate to buy from you, and 1 in 3 will abandon your video in the first few seconds.
  • Who’s speaking? Maybe it’s the speaker that’s the issue; try a new speaker or voiceover to see if it resonates better with your audience.

Act 2: The Body

The next 75% of your video is the most important segment, this is where the magic is supposed to happen. People that drop off during this segment were interested enough to start, intrigued enough to engage, but their interest faltered (aka they got bored). But there’s no need to panic; here are some changes to consider:

  • Is your video too long? If your video is over three minutes long, or you think that it might be drawn-out, try passing it around to your peers and colleagues for anonymous feedback. And don’t be afraid to ask them if they got bored! If they did, it means you have a couple of options – either cut the content to make it more succinct, or break up the video into a 2 or 3 part video series.
  • Are you lead-gating too soon? If you decide to add a lead-gate form to your video during Act 2, you will need to place it at the perfect moment – if you share too much or too little about your company, it could deter your audience from finding out more.
  • Are you overusing annotations or calls to action? While CTAs are necessary for getting your audience to interact with your brand, adding too many of these ‘tap-out’ features can actually push consumers away – especially audiences watching on mobile devices. Too many messages, graphics or functions can cause confusion and distract from the main message or CTA, so make sure the content is easy to follow.
  • Is one person doing all the talking? If the speaker sounds like Ferris Bueller’s teacher, you might have an issue. Try adding another personality to the mix, or changing the speaker altogether. Whichever option you choose, make sure your speaker is animated and has enough stage presence to hold an audience.

Act 3: The Conclusion

The last 10% of your video makes up Act 3 – and a sincere congratulations if your viewers have made it this far!

Assuming your main message or CTA have already been presented and reinforced a couple of times, it’s generally OK if viewers decide to cut out a little early during this stage. Not many people stay to the bitter end to watch the credits – especially when it comes to business or marketing-related video content. If you notice this trend, consider these points:

  • Move your CTA forward – to be sure viewers see it!
  • Avoid the tendency to summarize – this tells your audience things are done and there’s nothing important left to learn

If your viewers do make it to the very end, this is a great time to schedule automated touch points like an email or a sales call while the lead is still warm, or alternatively, to point them to your other content or fill out a lead form. Chances are your viewers will be receptive to these suggestions since they’re clearly interested in some aspect of your business.

Listen to your results!

data analysis for better video content

More and more marketers are expanding their content marketing efforts to include video, but unfortunately, many of them are viewing video as a one-off thing. Like your other marketing efforts, it’s important to continually improve upon your strategies, optimize your content, identify your key learnings and get the most out of your investment. Launching a video is just the beginning – you’ll get the most ROI if you “listen” to your analytics, and not just report on them.

Chad VanCalster

Chad VanCalster is a businesss development specialist with Sonix Studio, a web development, design, SEO and hosting firm with offices in Green Bay, Wisconsin and Dallas, Texas. A Computer Science graduate of Northeast Wisconsin Technical College, Chad started his career consulting for large corporations in the northern Wisconsin region, including Wisconsin Tissue, Georgia Pacific and Schneider National, among others.

Through experiences with marketing within his own company, Chad became a student of Internet Marketing, with a focus on Social Media.  That eventually branched into helping clients with THEIR Social Media Marketing.  Chad is an expert at using social media to expand your credibility and impact in your chosen markets.

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