Once you establish performance tracking metrics that work for you and your product, focus in on your audience profile and demographics to find out exactly who is viewing your content and how. This will allow you to get to know your customer (their wants and needs) which will in turn help you to calibrate content, market and collect future data.

Video Performance

How Videos Are Being Viewed
One key to a successful video product is knowing how your audience is consuming your content. “YouTube recently announced that more than half of their video views now come from mobile devices,” according to VideoNuze. “Just before that, Facebook announced that 66% of their revenue was coming from mobile ads.” It’s important to realize that while television and computers won’t become obsolete in the near future, every day more and more consumers are viewing videos and digital content exclusively on mobile devices.

With this in mind, it’s critical that the mobile experience be seamless. This is done by optimizing your website and videos to be mobile-friendly, as well as any engagements done by that user from a mobile device. Use analytics to determine how your videos are being viewed, and make alterations accordingly to enhance the user experience.

Level of Engagement
Pay close attention to how users are responding to and interacting with your videos. Having a captive audience isn’t enough; the goal is to make an impact, spur an action, make a sale. Analyzing the percentage of viewers that complete an action will allow you to draw conclusions about how effective the content is. Boost engagement by:

• Having no more than one clear and specific call to action or goal for each video
• Ensuring at least some of the videos in your portfolio have a long shelf life by limiting emphasis on fleeting trends
• Making it easy—integrate links, email support supplemental content
• Including trailers for upcoming videos and services
• Keeping it short and be concise in order to hold viewer interest

Identify Trends
Collecting demographic data will allow you to identify what types/subjects are the most popular within certain sectors. One you know this it becomes easier to hone in on the content that will have the highest ROI. Here is where it pays—literally—to be nimble. If you’re marketing a video format that isn’t performing well with a certain audience, dedicate time and resources to finding out why. Your audience should influence every aspect of your videos. Here are some factors to consider:

• Age
• Location
• Gender
• Income level
• Education level
• Marital or family status
• Occupation
• Ethnic background

Performance of Media
We have countless marketing platforms at our disposal that provide real-time user feedback and engagement. Additionally, these platforms have comprehensive analytics data to help you hone in on who is consuming and engaging with your videos as well as your marketing efforts. Once you have determined who is watching your videos, how they are viewing content, level of user engagement and trends, you can use that data to market to your target audience with laser precision. Bolster your visibility by implementing a diversified marketing approach. Display ads, direct emails and social media are all viable marketing options. Here are just a few social media platforms to explore:

• Facebook
• Twitter
• Instagram
• Snapchat
• LinkedIn

Track metrics such as email open rates, conversion rates and opt-ins as well as social media traction measured by shared and favorited posts, number of user comments and likes/followers. Periodically monitor and review media to ensure your marketing plan continues to improve your ROI.