Video Analytics

Watching the number of views of your video tick upward is exciting. Afterall, when you produce a video, the point is for people to watch it.  Basic info like number of views and subscribers is good, but do they give you enough information to evaluate how effective your video is?

1. Beyond the basics

Basic information is just that, basic. It doesn’t really help you make better videos. Let’s say that you create a video and it gets 500 views. Is that video a success? Some of you may say yes others would be less than impressed with that number. Did all 500 people watch the video all the way through or did they stop after the first 15 seconds? Did they rewatch any part of the video? Did they skip any sections? Analytics help get beyond the basics and lets you seehow people watch your video.

2. The information

I use Wistia for my video hosting service. Beyond just hosting my videos, Wistia’s video analytics tools provide great insight to how people interact with each video. Beyond just the number of watches, these anayltics show how long people watched, where each individual stopped watching, and if they watched more than once. You get an overall graph for engagement with the video as well as individual heat maps. Each viewer creates a heatmap where you can see how they watched the video.

wistia-heatmap

3. Digging into the information

If we were international spies, like James Bond or Austin Powers, we’d call this information actionable intellegence. It’s the information that guides what you need to do to make your videos better.

I produced a series of short videos where the client wanted a contact slide at the end of each video. We were pleased with the number of people that viewed the videos based on expectation. As we looked at the data, it was clear that though viewers watched most of the videos, they stopped watching when the info screen came up. Using the analytics we adjusted how the contact information was presented and viewers became engaged throughout the whole video.

Taking the time to use and understand analytics is key to creating effective videos. We all want to tell our story well and analytics help us to be better storytellers.