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Gone is the old digital marketing adage of "content is king." Now, marketers are much more specific, focusing on video content over text content. Because video has far surpassed text content in training and learning development scenarios and digital marketing, it's likely you already know this if your company has been utilizing video for either purpose. If you really want to make the most of your video content, you'll be gauging the effectiveness of your video assets with a video analytics platform. Keep reading to find out exactly what is a video analytics platform.
What Are Video Analytics and What Is a Video Analytics Platform?
Video analytics is a technology that processes a digital video signal using a special algorithm to provide various metrics and data points. Put more simply, it's a way to measure how effective your videos are based on a variety of criteria. For example, you might want to count how many people watched a particular video, or you might want to know the average length of time people watch your videos before clicking away. These Key Performance Indicators (KPIs) can be used to help you produce better video content and improve your marketing campaigns or video training program.
So, what is a video analytics platform? There are actually several types. Depending on what you're looking for, however, some are superior to others.
If you were to ask someone involved with digital marketing and advertising, what is a video analytics platform, they might answer "YouTube." They would be partially correct. YouTube is a video hosting and sharing platform that does offer the ability to measure various KPIs. Since it is free to use, this type of platform is often enough for some.
But if you want to know what is a video analytics platform in the true sense of the word and how it can benefit your business, you'll want to consider utilizing a professional, business-oriented video hosting and management platform like Viostream. Featuring unparalleled analytics tools and a dashboard-style interface, the platform makes it easy for you to understand and interpret your data. To see these cutting-edge video analytics in action, start your free trial and try it out for 14 days.
How Video Marketing Analytics Can Be Used to Advance Your Business
What is a video analytics platform going to do for your business? That all depends on how you use the information such a robust platform can provide. An enterprise-grade video analytics platform will go far beyond the standard KPIs delivered by free platforms like YouTube. For example, Viostream provides detailed data reports per video and lets you easily review your overall engagement with built-in dashboards. Viostream also integrates with business intelligence and data tools for even deeper insights and campaign planning.
What is a video analytics platform going to provide that you can use? Overall, video analytics give you the information you need to increase engagement with your audience, whether external or internal. Today's digital landscape is highly competitive, so being able to receive, analyze, and act on the smallest details relevant to your video content will help you stay ahead of competitors and better achieve your marketing objectives.
Consider that 86% of marketing professionals use video as a major component of their online marketing strategy, and 73% of businesses now use some form of video analytics to track the effectiveness of their video content. Knowing this, it just makes sense for you to do the same if you want to give your videos a chance at optimal performance.
What Is a Video Analytics Platform for Internal Purposes?
When using video for internal communications, onboarding, and training, your analytics data will help you craft video content that fosters a culture of continual learning, enabling you to develop high-performing teams.
By being able to track in real-time who watches which video, with a detailed record of individual viewer activity, you'll be able to create videos that adapt to your viewer's needs continually. Additionally, you can use heat maps, engagement scores, and device data for better learning outcomes.
What is a Video Analytics Platform's Common KPIs?
If you're not yet familiar with working with video analytics, here is a brief introduction to some of the KPIs you would want to measure and why:
- Audience Demographics. When you possess analytical (data about your audience, such as age, gender, and geographic location) you can more easily create personalized content that resonates with your target market.
- Video Watch Rate. Many viewers don't often sit through a whole video unless it is particularly engaging or informative. The video watch rate will tell you which parts of your video perform best and which parts need fine-tuning or replacement. Knowing how long your average viewer watches a video also gives you valuable insight into whether your videos are too long.
- Engagement Rate. Want to know how viewers are engaging with your content? This important KPI will tell you which of your videos are performing better than others. Knowing this will enable you to produce more content according to your viewers' needs and expectations.
- Call To Action Data. Are viewers watching your video but not clicking on the call-to-action link? Consider this KPI data to see what can be improved in order to boost the conversion rate.
- Device and Broswer Data. What devices and browsers do your audience use the most to access and view your video content? Do they sit in front of their computer, or are they using their phone? Knowing this can help you produce videos that are optimized for the majority of your viewers' screen size.
There are dozens more KPIs you can measure to really delve deep into a video's performance. You won't always need to utilize all of them, but when you do, it makes sense to use a single platform that can quickly provide a wealth of analytical data.
Why Choose Viostream for Video Analytics
Now that we've answered the question, "what is a video analytics platform?" the next step is for you to choose a platform that will deliver the information you need to ensure your video content provides a strong ROI. That's why many companies choose Viostream.
What is a video analytics platform that provides a wealth of information and data in an easy-to-understand dashboard-style interface? The answer is Viostream. This feature-rich video hosting and management platform also offers amazing video security, and can truly transform video hosting for your business. Start your free trial today and explore your possibilities.
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