Using Video Analytics to Measure Video Effectiveness [Part 2]

Part 1 of this article introduce one of the most popular question that I get asked:

How do I know if my Explainer Video will be Effective? 
Explainer video is the up and coming product that is quickly gaining attention, so that’s why this question crops up time and time again.

But the real question being asked here is:

How can I get reliable data on my web video – and what can I learn from it?

This is the question that Part 1 started to answer.

If you haven’t had a chance to read it yet, you might want to give it a quick read before you continue.

It’ll give you a brief intro into Web Video Analytics and also talk you through the Engagement Rate and Total Plays metrics.

And now onto Part 2 – where I’ll cover the Play Rate and Heatmaps.

Play Rate

 

The Play Rate and the Total Plays – covered in Part 1- are two closely related metrics.

Total Plays gives you a total figure of the amount of plays, with a graph view to demonstrate the viewing trends.

The Play Rate however, gives you a percentage of people who see the video on your page – and then click to play the video.

Although the deliverables are the same for the two metrics

ie – Have you got the right thumbnail? Is the video in the best position on page? etc.

The Play Rate gives you an easily rememberable figure that can tell you if you’re heading in the right direction.

Heatmaps


Heatmaps for webpages have been around for a long time now.

They’re a great way for analysing what your visitors interact with on your webpage.

But now a similar concept is now available for video.

Video heatmaps can show you exactly how much of the video is watched, if your viewers are skipping through the video- and what parts they are rewatching too!

With this data you can see if your video is engaging.

Are they watching all the way through to the end? Or clicking away quickly?

– and if so is, there a trend to where your audience clicks away?

Are your audience semi-engaged?

ie – Engaged enough to want to know more, but actually they’d rather skip ahead?

But as well as figuring out the answers to these questions, you can also identify the highlights too!

For parts that are rewatched, the heatmap will show up a bright red!

 

 

And Finally


Over the course of Parts 1 & 2 of this article, you should have developed a good understanding of:

> what Video Analytics are

> what your data can tell you about the video

> and how you can use this data to your advantage.

Read more:

Using Video Analytics to Measure Video Effectiveness [Part 1]

How to Lower Your Bounce Rate With Explainer Video

 

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