When we read about tools supposedly measuring video analytics, we often find ourselves disappointed. We frequently conclude, while sounding good on paper, the tools do not offer information that leads to concrete conclusions. We wonder if some organizations, realizing there’s a thirst for such information, provide us with analytics that give information but not useful information. What are the most significant video measurement tools available to us at this time?
Each of the videos we produce for clients is different. We don’t follow a template that might, for example, indicate a reoccurring technique might be working or not working. Is knowing when someone skipped a section or replayed a section still useful for such videos? If we did spot a trend, would those conclusions we draw necessarily translate to future videos?
Our videos often share stories of their customers and employees. Each of our clients takes a slightly different approach on how to tell their stories via video. What works in one custom video may not in another. We imagine if we were shooting videos, for example, that sold products such as appliances, we might over time develop a formula. Maybe we would start with someone introducing the product, followed by a demonstration, followed by a graphic with more information. Analytics might indicate viewers typically pass up the introduction. But when our videos for clients take a somewhat different approach each time, we wonder if we would learn much from such analytics.
YouTube analytics show the average duration and average percentage viewed of each video. Other sites offer deeper insight. But do the advantages of hosting videos on other sites focusing more on analytics outweigh the traffic benefits of hosting videos on YouTube? Businesses can post videos on many sites. But although companies understand the benefits of video, some of them, both big and small, are not high-tech in understanding how to market them or analyze them. For some businesses, uploading videos to even one location is a challenge. We’re afraid asking some of these businesses to upload their videos to various sites and then keep tabs on in-depth analytics for an on-going basis isn’t always practical. And what will they learn from such analytics? If YouTube indicates viewers on average watch only the first 1:15 of a video, does that mean the video quickly sold viewers on a service or product? Or does that mean viewers got bored and said the heck with this? Ultimately, we would think the biggest goal is for video to drive more people to click through to a company’s website whether someone watched 10% or 100% of a video.
We understand businesses often desire concrete data to indicate what works and what does not. Some people want such data even if they are doubtful the information shares the true story. There’s pressure to measure almost every marketing effort. But judging video’s success is not black and white. While we appreciate what we might learn from more in-depth analytics, we hesitate to read too much into those insights. We will keep an open mind.