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Why View Count Won't Be Enough in 2015Marketers are armed with more analytics and metrics than ever, but according to a new industry survey conducted by Wistia, a video hosting solution built for businesses, many are not sure how to interpret the data that stems from their video marketing efforts. Fifty-two percent of marketers polled said they were unsure or unsatisfied with the way they've been measuring video content performance. 
Business Video Hosting Platform, Wistia, Shares Insight on How to Analyze Metrics from Video Marketing Content (Photo: Business Wire) The Cambridge-based startup surveyed more than 600 marketing professionals across the country and found that 26 percent of marketers are relying on play count, 17 percent on social shares, 11 percent on play rate, 17 percent on conversions and 13 percent on time spent viewing the video to determine a video's success. While many marketers primarily focused on view count as a measure of a video's success, Wistia suggests that tying metrics to existing marketing goas is generally more effective. Wistia suggests using view count as a proxy for reach, play rate as a proxy for relevance and video engagement as a proxy for content quality. With video's role in marketing becoming more prominent, understanding how to interpret metrics and how they translate to ROI will become more imperative for marketers in 2015. According to Wistia's survey, 42 percent of those polled suggest that they will use video more in the New Year. Among Wistia's 110,000 customers in more than 50 countries including HubSpot (News - Alert), MailChimp, Moz and Herman Miller, 19 percent have begun integrating video into their marketing automation platform as a way to further engage with consumers. Knowing how to interpret video metrics will help marketers enhance their programs and understand their audiences in a more profound way. "As more marketers prepare to use video in the New Year, it's critical to start asking how your videos are performing and how they can be doing more. That starts with a clear strategy and analytics to back it up," says Wistia co-founder and CEO Chris Savage. "Understanding what's happening within and around your videos is critical to making video a successful part of your marketing strategy." Wistia seeks to offer marketers the tools and resources to help them create exceptional video content. To learn more about Wistia, visit www.wistia.com and follow the team-and even Wistia's dog, Lenny-on Twitter (@Wistia), Instagram (@Wistia) and Facebook (News - Alert). About Wistia Wistia is a web-based professional video hosting solution with analytics, designed to help businesses effectively market their products or services in a smarter way through video. Founded in Cambridge, Massachusetts in 2006, Wistia offers businesses the resources to upload, organize, customize, track, and measure the impact of video. In addition to video hosting, analytics and marketing tools, Wistia has a library of educational resources to help marketers learn the ins-and-outs of creating great video content.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20141210005177/en/ |
