It’s time to measure your results and compare them to your goals!
Your explainer video production marketing should be data driven. You need to test, analyse, refine and measure the success of any campaign by the impact it has on your business.
People watch online video the same way they use a DVD player. They skip through the boring stuff and they rewatch the stuff that’s particularly interesting or confusing. Understanding your audience’s engagement lets you craft a message that will really connect with them.
Use video engagement and conversion data to help make your next video by tweaking your messaging to give your viewers the content they’re looking for.
You may be measuring activity across social media or you may be monitoring the number of plays, play rate and average engemenet of a hero video on your homepage.
So what video analytics are available?
YouTube provides limited analytics data so we recommend using a video hosting platform like Wistia to embed your video content in your web pages. Wistia includes a personalised, advert free, SEO friendly video player designed to capture leads and track viewer usage.
Track viewer usage to find out which videos provide the most value to your business. Detailed engagement graphs and heatmaps are available.
Engagement graphs show how the audience as a whole has viewed your content. You can see which sections people found compelling enough to rewatch (the upper orange graph) and which parts they stopped watching (drop offs).
Video analytics engagement graph
Heatmaps show how an individual watched your video.
Video analytics heatmaps
Wistia also helps you to:
- PERSONALISE YOUR VIDEO
- AUTOMATE VIDEO SEO
- TRACK VIEWER USAGE
- DRIVE LEAD GENERATION
- INTERACTIVE ELEMENTS
- ENGAGEMENT GRAPHS
- CUSTOM THUMBNAILS
- NO ADS/RELATED VIDEOS
- RESPONSIVE EMBEDS
- GOOGLE ANALYTICS INTEGRATION
- CRM INTEGRATION
- + MORE
Personalise your videos: control how your videos are embedded and what they look like on search and social.
Automates video SEO: the player injects some metadata into your web page’s header. Read more in the section about captioning.
Drive lead generation: turn passive viewers into an active audience with CTAs, annotation links and turnstiles.
FREE TRIAL. Wistia is free for your first 3 videos so you’ll have ample time to trial the platform. For 4+ videos, you’ll be able to sign up for their pro package.