How to Leverage Your Video Viewership Data
Modern marketers seem to have come to appreciate that data is powerful. Knowing as much about your target market as possible is incredibly valuable to create products and promotions that directly address their needs and desires. Moreover, data about how your audience interacts with your advertisements is powerful for crafting a message that resounds with your target audience. But with all of the information provided to you, it can be hard to identify what metrics are value, and how you can properly leverage the information provided to maximize your marketing efforts. We’ve put together a list of the key strategies to leverage the power of viewership data for your past data to strengthen your future video marketing campaigns.
Pinpoint your audience drop-off
Most audiences have a drop-off point. This is the point at which your audience either decides that the video is worth watching or else exit the page. Typically, this point is easy to see when looking the viewership graph on YouTube analytics or a similar service. The key is to ensure that the “hook” is positioned before this drop-off point. Whether it’s a joke, a compelling graphic, or some other trick, it’s important that you grab your audience’s attention before they ever need to ask themselves if your video is worth watching. By leveraging this video viewership data, you can ensure that the investment you make in a new video marketing campaign generates the best possible results.
Identify patterns
It can be hard to predict what will draw your target audience to your video campaigns. Sometimes it’s as simple as a recurring actor, or a particular color (red is always a good bet). Pay attention to which videos are getting the most views, and the most viewing time. Then, go back and watch those videos. It’s amazing what you’ll catch if you go back and review your videos with a critical eye. Take notes, and pay attention to common elements in your different video campaigns. On the other hand, it’s also key to identify which common elements exist across your lowest-performing videos. Recognizing these patterns won’t just be powerful viewership data to improve future video campaigns. It will also help you to streamline your marketing efforts across the board to pinpoint your target audience’s favorite features.
Target the optimal time of day
You can have the funniest, most informative or entertaining video out there, but if your target audience only sees it while at work, then chances are they won’t hang around until the end of your video. Depending on the target audience, the optimal time to promote your video could be 12 noon or midnight. To take advantage of the best time of day, make note of when your viewership time is highest. Then, use a social media management automation tool to schedule promotional posts when your audience is most likely to spend your time watching your video. Note that this strategy has nothing to do with the development of your video campaigns, only the way in which you leverage your marketing materials in light of your video viewership data.
Track your best sources
Depending on which hosting service you use for your marketing videos, you can make note of where your audience is coming from. Thanks to your awesome market research, you probably already know which social media sites your target audience is fond of. However, you might discover that your “link in bio” tagline on Instagram isn’t as effective as you thought. Or perhaps you’ll find that you’ve got a previously unnoticed evangelist sharing your top-quality marketing content on their blog. Depending on what you discover from your viewership data, you may decide to adjust your promotional strategy to drive the largest and most receptive audience possible to your video marketing campaigns.
Try new things
This one can hardly be stressed enough. Every brilliant marketing campaign is original and eye-catching. This can’t be accomplished without pushing boundaries, and taking a couple of risks. Try out a new style. Perhaps your audience is ready for the resurgence of Fast Draw animation. Or maybe it’s time to try out a live action approach. This doesn’t mean that your videos need to be controversial. However, when you notice that your video campaigns are going stale, find a new element that your target audience should respond to and work it into a couple of videos.
Treat this like a trial run, and evaluate the efficacy of your new marketing effort. If your audience responds positively, build off of this success. Ultimately, no new discoveries can be made without shaking things up and seeing how the viewership data responds. Get your team together and brainstorm the craziest ideas you can. If you need a little push, you can start by checking out our recent blog on “Out of the Box” video uses. Dream big, then see where it takes you.
We invite you to bounce off ideas in the comments below, we’d love to help! As a community of creatives we hope to fuel your fire. Let us know if these strategies are helpful or if you can think of any others to add!
