How Do You Measure Whether Your Interactive Content is Suitable for Your Audience
How Do You Measure Whether Your Interactive Content is Suitable for Your Audience
Your content is of no use if it is highly interactive and informative but not reaching the right audience. If you have put 100% of your efforts and still not getting the desired results, it is time to take a step ahead and opt for data analysis. Analytics help to take a deeper look into your performance and check whether or not your content is suitable for your audience.
Data analytics also help you collect big data, evaluate the entire process, and develop the right marketing strategies to generate increased sales. It provides you with metrics that are essential for the success of any interactive content. Today, several data analysis tools have made the evaluation procedure easier. With the right tool and proper usage, you can reach your target audience and achieve desired outcomes.
Cinema8 is a platform that not only helps you develop interactive content but also measures whether your content is suitable for your audience. Read out our blog on The Importance of Cinema8 Video Analytics for detailed guidance.
Data Analysis - Measure Your Performance
Data analytics is the process of evaluating records to make inferences about the information they provide us. It allows us to gather raw data and identify methods that help us get useful insights from it. Today, several data analysis strategies use advanced softwares and systems that integrate automation. Machine learning algorithms and a lot more capabilities.
Companies use data analytics to learn more about their customers, assess ad campaigns, develop content strategies, personalize content, and manufacture new products. It answers questions like:
- How much reach do they have on their content?
- Whether or not people are spending time on their content?
- What part of the content do people spend the most time at?
With this knowledge, businesses can improve performance, develop effective marketing strategies, and boost sales.
Why is Data Analysis Important Today?
Companies can gain several benefits with big data at hand. It not only helps us to plan the future but also helps us in shaping it by displaying what mistakes we made in the past. Businesses that check their metrics are always a step ahead of their competitors because they can determine red flags and make strong decisions.
Big data can help companies with:
The datasets businesses gain through data analysis will improve their decisions and achieve goals. It removes a lot of guesswork when developing marketing campaigns because you already know what content and products your target audience prefers. In other words, data analysis provides you with a 360° view of the customers, meaning you are fully aware of their needs and are ready to meet them.
The audience’s interests, demographics, behaviors, etc., are some examples of the data that a company uses.
Cinema8 analytics allows users to learn about people’s interests by indicating watch time, engagements, heat maps, etc. It also shows what device or browser they may be using and what location your viewers are present. With this information, you will be able to make decisions that will fulfill their needs.
Developing Effective Marketing Strategies
When you are well aware of your audience, you will be able to develop powerful marketing strategies. You can develop products they need and market them effectively. Data analysis also provides you with valuable insights into the performance of your campaigns so you can make improvements if necessary.
With the Cinema8 analytics tool, users can gather information about the most appealing segments to the viewers and generate sales. This way, you will not waste your energy and time developing ads that aren’t useful because you will know what type of content your customers like.
Enhancing Customer Service
Data analytics offer increased insights into customers. This way, you can provide customer service that caters to their needs and offer more personalization and develop strong and trustworthy relationships with them. The data you receive will inform you about the communication preferences, interests, concerns, etc., of your customers. By centralizing this information, your entire customer service team, as well as your marketing and sales teams, work together effectively.
Having More Successful Operations
With the help of data analysis, you can have more streamlined processes, save a great amount, and enhance your bottom line. Since data analytics provides you with a deeper understanding of your audience, you don’t waste time on making advertisements and content that are less interesting to the audience.
Ultimately, you will spend less money and achieve great results from your content strategies and campaigns. Data analytics not only reduce costs but also boost revenue by increasing conversions, subscriptions, and ad revenue.
7 Important Metrics to Measure the Success of Your Interactive Content
Did you just publish a new video? Or are you planning to commission an entire video project? Whatever the case, it is important to see what video success is all about and how you can measure your performance. As discussed earlier, this information can be achieved through data analytics, or we can say video metrics.
Although it should be done before we start making a video, we live in a lazy, imperfect era. However, it is better to do something late than not to do it at all. Video analysis is truly the most important part of the entire video process because it tells whether or not your interactive content was successful.
Below are the 7 important video metrics that every interactive content creator should know to achieve marketing goals and increase sales.
1. Number of Views
The total number of views on your video indicates how many people opened a video and watched it in a particular date range, demographic, or geography. It is the simplest metric but certainly the most deceptive one among all. This data allows you to measure the number of people who have seen your content.
We can also say that the total number of views also signifies the reach of the video. To make millions of target people watch your content, make sure you are tracking the views. However, it is worth noting that the watch count is different for different platforms. For instance, if you have published your video on YouTube, the viewer must watch your video for at least 30 seconds to make it count. Similarly, if you use Facebook for marketing, the viewers must watch your video for at least 3 seconds. So, take account of this when publishing videos on any platform and aggregating data.
Here are a few tips to boost your view count:
- Share the video with the target audience via email or social media.
- Consider paid promotions on pages where you think your target audience may be found.
- Share your content with relevant influencers.
- Add subtitles. Videos containing subtitles tend to be watched more than the ones that aren’t subtitled.
Read our blog post on Tips to Hook Your Audience in the First 5 Seconds to learn more.
2. Play Rate
Play rate refers to the percentage of viewers who actually clicked on the play button to watch your video. For example, if your ad appeared in front of 60 people, among whom 30 people clicked the play button to watch the video and 30 people kept scrolling past your video, then the play rate of your video will be 50%.
This metric helps you determine how suitable your video is for the platform where you published it and how successful it is to entice the target audience to watch it. If you’re looking for a particular number of people to play your video (whether a video describing a product on your homepage or a training video for your employees), you should keep your eye on the play rate.
Below are a few tips that can help you improve your play rate:
- Increasing the size of the video embed or relocating it to a place where it can be easily viewed by your visitors on the page.
- Create and add a more relevant, vibrant, engaging, and attractive thumbnail.
- Modify the copy surrounding the video to ensure it appropriately communicates the content.
- Try relocating your video to another page. Maybe it will get more views and be appreciated more elsewhere.
- Add your video to the blog posts or landing page of your website. Use it as an additional source in your article to provide further information to the viewers.
In addition, it is imperative to note that every video can’t get the same amount of play rate. It is because attractiveness alone is not the only factor, but the content of the video should also be appealing and interesting.
3. Engagement Rate
The information on whether or not your video was successful is indicated by its engagement rate. Each viewer’s engagement depicts how much time they spent watching your video and is represented in percentage. The average engagement rate indicates how much time all viewers spent watching your video on average.
This key metric is extremely valuable, particularly if you get an engagement graph that shows the following:
- As a whole, how your target audience watches the video.
- How many people re-watched your video?
- How many of your viewers stopped watching after a certain time.
This metric is really helpful to see whether people are reaching your CTA (Call-to-action) or not. Try the following strategies to boost your video engagement:
- Short, informational videos are always appealing. Keep your videos concise, clear, and short. Cut the unnecessary or irrelevant parts.
- Say no to clickbait. This means you don’t have to promise anything in the description or title that is not included in the video. This not only reduces the engagement rate but will also break your audience’s trust.
- Focus on the average engagement and if people stop your video at a certain point, figure out why and make improvements.
Read our blog post on Do These to Make People Watch Your Video Till the End for more information.
4. Social Sharing
You might already be well aware of the term social sharing, meaning that your viewers often share the video on different social media platforms. The more people share your content on social media, the more organic views you get along with increased brand exposure at a little or no advertising cost.
This metric also measures how appealing the video may be to the target audience and how willing they are to share it with others. The following tips can help you increase social sharing:
- Ask your audience to share the video.
- Create content that people love and share. It could be educational, emotional, or entertaining.
- Ask relevant influencers to share your video.
However, keeping track of social sharing is not enough. Go through the comments to see what people are saying about your content. This reveals whether they like or dislike your video content.
5. Click-through Rate (CTR)
The click-through rate refers to the percentage of viewers who watched your video and opened the link afterward. You may add an internal or external link.
To increase your click-through rate, use the following tips:
- If your viewers don’t watch your video till the end, you may want to add a CTA at the beginning or middle of the video.
- Improve your engagement rate first. Make sure people watch your entire video till the end.
- Make sure your CTA is relevant to your video content.
6. Conversion Rate
Conversion rate refers to the percentage of people performing your desired action after going through your marketing strategy or advertisement. As per your campaign, you might ask your viewer to download content, sign up for an account, purchase something, etc.
Conversion rate is essential to measure the number of sales you are making through every video. To increase your conversion rate, try out the following tips:
- Your video should relate to the needs of your audience.
- Always come up with useful information by providing answers to your audience’s questions and reducing their fears.
- Figure out what section of the page is most suitable for the video to generate more sales.
No matter how efficient the data analytic tool may be, numbers are not enough to fully understand the needs and interests of your audience. Therefore, it is imperative to collect qualitative feedback directly from your audience.
You can collect feedback from your audience in the following possible and easy ways:
As discussed earlier, comments help you know how your target audience is talking about your products and services. Always go through the comments they give on your posts to see whether they are positive or negative. These comments can help you understand their needs and design your future campaigns accordingly.
Use Survey Forms
Another great way to know more about your audience is by designing forms and distributing them to your audience. Through forms, you can ask questions of your interest and gain insightful data on your customers’ interests.
Multiple Choice Questions
Forms and multiple-choice questions serve similar functions. You design questions that you think will help you learn more about your customers and distribute them to your audience via email or any other effective means.
Asking questions in videos is a great way to make your audience take a moment and think. It also helps develop an interest in your video. You can ask your audience to share their honest opinion about the video or product. You can ask questions about the next topic they want you to talk about or the next product you should launch for them. When they answer such questions in the comments section, you will easily get valuable data about their needs.
Data analytics is a great way to keep a check on your performance and keep improving every day. With big data at hand, you can understand your customer’s needs and develop marketing strategies, content, products, and services that will benefit them.
With the Cinema8 video analytic tool, you can have deeper insights into your customers and will be able to develop content that will always be one step ahead of your competitors. It provides you with useful data that will improve today’s performance and help create effective campaigns for the future.