Ana Gotter – June 25, 2020
When it comes to tracking the effects of your video marketing campaigns, analytics are critically important. Analytics help you track what’s working and what’s not, allowing you to optimize effective campaigns and pause those that aren’t working for you.
Analytics also help you gain a better understanding of your audience. You get a glimpse into their demographics and behavior patterns in relation to your brand, which helps you make strategic marketing decisions going forward.
There are a number of analytics platforms available for marketers to monitor their video marketing performance. Let’s take a look at a few available platforms, their features, and how each option can benefit your video marketing campaigns.
1. Google Analytics
The Google Analytics platform is excellent for gathering and analyzing audience information. This powerful collection of tools and dashboards gives you a clear picture of who your audience is and what they’re interested in.
Google Analytics allows you to get a realtime view of audience behavior, a breakdown of audience demographics, a look at where your audience is coming from, a comprehensive view of audience behavior, and a look at your conversions.
Knowing your primary audience allows you to create more accurate buyer personas. Consequently, this allows you to improve your video marketing campaigns and optimize your content for your target audience, making your campaigns more impactful.
2. Native Social Analytics Platforms
Facebook and YouTube have native analytics platforms that provide outstanding information about how your videos are performing. The available stats include the total number of views, view retention rates, view completions, and more.
With Facebook and YouTube analytics tools, you can get information about each video’s performance on each individual platform. This allows you to see which content is getting the most views, and even driving action in the case of paid ads.
YouTube analytics allows you to see an overview of your channel’s performance, in addition to specific measurements for individual videos. It provides data regarding your videos’ reach, engagement, and audience behaviour. Additionally, you can see live updates in real-time as your engagement shifts.
The video analytics tool in Facebook is available through your Facebook Page. You can view details about your video, including total minutes viewed, how many viewers stayed on for 10 seconds, how many stayed on for 3 seconds, and the average video watch time per viewer.
You can take it a step further and view your audience retention rate to see exactly when your viewers stopped watching the video.
All in all, native analytics platforms for video shed some serious light on exactly what’s happening, from one video to the next. You can leverage this data to make adjustments to your campaigns as you go.
3. Third-Party Social Analytics Platforms
Third-party social analytics platforms integrate with your social media accounts and provide further insights into your videos’ performance. They offer many of the same information as native social platforms, but they may also include more specialized data about post performance.
For example, some third-party analytics platforms give you the ability to analyze your paid posts or competitors’ performance. Some allow you to build highly customized reports about very specifics pieces of data regarding your marketing efforts.
Let’s take a look at a few of your third-party analytics options.
AgoraPulse is a social media management platform that integrates with Facebook, Instagram, YouTube, Twitter, and LinkedIn. Its powerful analytics tools allow you to see how your videos are performing across multiple marketing platforms.
The Reports tool inside AgoraPulse is a powerful one-click tool that gives you a number of different stats on how your posts are performing. These metrics reports reveal how engaged your audience is, in addition to impressions and brand awareness.
With AgoraPulse, you can track your audience demographics, determine the best times to post based on your audience’s activity, see how you stack up against competitors, and more.
Hootsuite’s analytics platform lets you easily build and export customized reports so you get an idea of how your videos are performing at-a-glance. You get visuals of your post performance and engagement, the number of engagements per post, and the percentage of increase or decrease in engagement per post.
Hootsuite integrates with Facebook, Instagram, YouTube, LinkedIn, Twitter, and Pinterest. It’s a popular social media management tool that gives marketers and brands a clear picture of their marketing ROI.
Sprout Social is a social media management tool that integrates with the major social media platforms, including Facebook, Instagram, Pinterest, Twitter, and LinkedIn. It also allows you to work cross-platform, which is particularly useful when you’re posting to multiple platforms and comparing one platform’s performance to another.
In addition to the standard analytics tools available on many platforms, Sprout’s analytics tool allows you to see competitor reports, paid social reports for your sponsored videos, and multiple customizable tools so you can really dig into the nitty-gritty of your content’s performance.
Snaplytics is a platform that integrates with Snapchat and Instagram Stories. Stories are a popular short-form video tool that get a high rate of engagement and views, so it’s important to get the most comprehensive view of their performance possible.
Snaplytics offers a detailed, visual analytics platform that displays a broader view of your Stories’ performance than native analytics tools. For example, you can look at your open and completion rates for each video, plus get a broad overview of performance metrics. You can also see how and when your users are engaging with your Stories. In the case of Snapchat, you can also see how your users are finding you.
These features aren’t always supported by other platforms, but these particular analytics are important information to have. It’s a great feature that can tell you more about how your Stories are performing since they’ve become such a pivotal part of many brands’ marketing efforts.
Analytics are critically important to your video marketing. Using a number of different tools may be your best bet toward getting a detailed overview of exactly how your campaigns are performing. It can be incredibly valuable to combine native and third-party analytics tools, for example, to get the most comprehensive view of your content’s performance.
If you’re looking to expand your video marketing across multiple platforms and need help scaling, Shakr has tools to help you do that. Once you gain insight into which videos perform best for your brand, we can help you quickly and easily optimize them for every platform you’re using.
This article was repurposed from Business2Community on 29/06/2020.