Top 6 Analytics Tools for Video Marketers

2019/05/06 08:00

video marketing analytics

To determine how successful your video content is, you’re going to need the right analytics tools.

Video marketing is leading the charge, with over 80% of marketers saying that video helped increase traffic to their websites.

Whether you are new to video marketing or you will be ramping up your efforts in the coming years, video content analysis is essential. Without a thorough understanding of how your videos are performing, it’s next to impossible to optimise your strategy and enhance your marketing efforts.

Video analytics tools not only measures and analyses how each video performs but many tools can also track specific events that take place while a viewer is watching a video.

The Video Marketing Metrics You Should Be Tracking

While building brand awareness and engaging with potential customers are two of the main objectives of video marketing, revenue is still number one.

Let’s look at some of the most important metrics that you should be tracking as a video marketer.

  • Video Views. Knowing how many times a video has been viewed will help you understand your reach. Something to keep in mind is that some platforms do count views differently. For example, a Facebook video will need to run for at least 3 seconds before a view is counted, while YouTube needs a minimum of 30 seconds.
  • Play Rate. Play rate refers to the number of users who visit a page, click on the play button and watch a video. This metric will tell you which platforms are receiving the most video-related traffic and what its success rate is. When a video has a low play rate, you may find that updating the video’s description or thumbnail could help.
  • Engagement. This metric measures how much of a video was actually watched, which is a good indicator of the quality of the content. Every industry has different engagement rates. To determine whether your engagement rates are where they should be, define the goal of your video. Once you know what you want to achieve, you will know whether your engagement rates are where they should be.
  • Conversions. Discover how many leads your videos are generating by tracking conversions. To track a conversion, you would need to track a specific action such as downloading a file after watching a video or acting on a specific CTA.
  • Social Shares. By tracking how often your videos are being shared on social media, you’ll get a good idea of how engaging and popular the content is. Videos that have been shared across multiple social media networks are having a significant impact on a target audience.

Video Analytics Tools to Use in 2019

Here are six video analytics tools that come highly recommended.

Vidyard aims to help brands generate more revenue through video marketing. Vidyard is well known for providing a personalised and interactive experience that helps brands connect with more viewers. Along with knowing who’s watching your videos, you will also have access to real-time video data and deep analytics such as shares and rewatches. Vidyard is not just for marketers either, it’s a tool that is used by sales, HR and customer support teams too.

Vimeo is more than just an analytics tool, it is also a hosting, live streaming and video marketing platform. Basically, Vimeo will allow you to track your videos wherever they’re embedded. Paying customers gain access to a detailed stats dashboard, engagement graphs and live data. You can also create custom reports and integrate the platform with Google Analytics.

Cincopa is an advanced video analytics platform that is designed to help you increase your ROI. Along with generating detailed reports on all of your videos, the platform will also give you access to heat maps and user tagging functions, which will provide you with in-depth information on the users who are engaging with your video content.

ViralStat is the go-to tool for tracking videos across social media platforms such as Facebook, YouTube and Instagram. Track metrics such as comments, likes and dislikes, compare your performance to competitors and set up daily stats notifications that will ensure you’re always in the loop. ViralStat will also give you access to data on trending videos and video creators, so that you can catch trends as they happen.

This is another excellent platform to host and stream videos on. The Vidalytics platform uses unique technology that will help you increase conversions by bypassing autoplay blocking, adding custom overlay messages to videos and disabling pausing. These are just a few of the functions offered by this platform. In terms of analytics, the platform gives users access to detailed reports that include information on viewers as well as specific video data. Video heat maps outline which parts of your video are not delivering on user expectations.

Easily find out which of your videos are generating the highest ROI so that you can adjust your strategy accordingly. Viewer-based tracking, video heat maps, engagement graphs and viewer history tracking are just a few of the features of this platform. Google Analytics integration and IP filtering are also possible, which is an added bonus. Brands will also have the option to A/B test their videos to achieve the best possible results.

Each of these video analytics tools has something different to offer. Choosing the right tool will depend on the functionality you’re after and what your budget is.