Wistia Video Analytics: 3 Reasons B2B & B2C Companies Should be Measuring Their Video
In today’s interview I get the privilege to talk with Kristen Craft who is part of the marketing team over at Wistia. We talk about Video Analytics, Wistia as a company and why B2B & B2C companies should be measuring their video marketing efforts.
Making your Videos do the Work
The first topic Kristen and I talk about is making your videos do some work for you. She talks about using your videos to help move people to the next step in their buyers journey. We even cover how Wistia gives you a couple tools to help do this. These tools are:
Ditch Video Vanity Metrics by Looking at your Analytics
The second topic we dive into is vanity metrics. Kristen shares with us what most companies look at and why they should dig deeper. Some of the granular data points you should be looking at are:
Play Rate: The portion of people that visit your page where the video lives and if they actually click play.
Play rate allows you to understand if you have “framed” the video properly on the page. Things to make sure you are doing:
- Great title for your video
- Engaging video thumbnail
- Proper video size for the page
Average Engagement Rate: What portion of the video do your viewers make it through.
By focusing on average engagement rate you can indicate how valuable your video is. How interesting it is for your viewers. You can also understand if it is taking to long to get to your value proposition and viewers are simply leaving your video.
Video Analytics The Rest of the Story
In this interview we also talk about a ton of other items related to your B2B & B2C video marketing efforts. One of my favorite parts was how Wistia makes your data/analytics easy to understand, removing the fear that some people have about big data.
So if you want to learn a ton more about video, Wistia, analytics, and viewer engagement, just hit play.
Garb a notepad and pencil, your gonna need it.