Social Video Analytics: From Demography to Psychography of User Behaviour
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Know about Social Video Analytics: From Demography to Psychography of User Behaviour. Gain insights from the webinar led by Nishant Radia, Co-founder & CMO, Vidooly.
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Social Video Analytics: From Demography to Psychography of User Behaviour
- 2. 2 What this webinar is all about Digital video landscape Content consumption trends across platforms Crawl, walk & run strategy Advertising & brandedcontent Overview of Vidooly
- 4. Video Intelligence & Cross Platform Analytics Software Video Intelligence & Cross Platform AnalyticsSoftware IndiaDigital Snapshot2018 Population : 1.3Billion Urbanization: 34% InternetUsers: 462Million Penetration: 38% Active Social Media Users:250 Million On Mobile : 230Million %of People watching Videos on Mobile : 30% Online media accounts for16% of purchase influences; TV leads with31% 20%people have made a purchase via a mobile device Note: YA-Year Ago (2017) India has added 59 million new Social Media Users (31% vs YA)while the number of mobile social media users has ballooned by 63 million (38% vs YA) With median age of 28 years, India remains a young country with smartphone penetration reaching 40% Out of 7.5hrs spent online daily; Indians spent ~2.5 hrs on social media with 79% of total web traffic coming from mobile devices 4 Source :Vidooly
- 5. Video Intelligence & Cross Platform Analytics Software Video Intelligence & Cross Platform AnalyticsSoftware Monthly Active Users : 1.62 billion Average Viewing Session : 40 minutes ( 50% vs YA) 62% 38% Videos (video’s duration) uploaded per minute : 300 hours Active Content Creators : 50 million globally 1/3rd of Total Users on the Internet are visitors of YouTube Monthly Active Users : 2.17 billion 13% vs YA Daily Active Users on Mobile: 1.15 billion 23% vs YA 88% of AD revenue comes from mobile views ~30% of users are from 25-34 years age group Engagement on platform is 18% higher on Thursday and Friday compared to rest of the week Average Time spent per session : 20 Minutes Monthly Active Users : 800 Million 90% users are less than 35 years old 80 million photos are shared in a day 90 of Top 100 brands are on Instagram User Engagement with brands is 10x, 54x and 84x, times more than FB, Pinterest and Twitter respectively Global Stats (2017) 5
- 6. Video Intelligence & Cross Platform Analytics Software 77.20% 75.80% 73.60% 22.80% 24.20% 26.40% Facebook Youtube Instagram User Profile by Gender for3 Platforms, India -2018 Male Female 48.70% 11.26% 0M 0.00% 50M 10.00% 200M 40.00% 150M 30.00% 100M 20.00% 250M 50.00% 350M 70.00% 300M 62.77% 60.00% Monthly Active Users &Penetration Facebook Youtube Instagram MonthlyActive Users Penetration Video Intelligence & Cross Platform AnalyticsSoftware Social NetworkPlatform Comparison 6 Source :Vidooly InternalAnalysis
- 8. Video Intelligence & Cross Platform Analytics Software Video Intelligence & Cross Platform AnalyticsSoftware Source :Vidooly InternalAnalysis INDIAStats CategorywiseContent Consumption 19.1% 16.0% 15.8% 11.5% 11.2% 7.3% 4.8% 3.8% 3.0% 2.6% 2.2% 2.0% 0.8% Entertainment People & Blog How to &Style Music Science & tech Education Comedy Auto& Vehicles Travel& Events Film &Animation Gaming Sports Others Entertainment People& Blog How to &Style Music Science & tech Education Comedy Auto& Vehicles Travel& Events Film &Animation Gaming Sports Others 22.4% 17.7% 13.3% 12.3% 11.0% 8.4% 3.7% 3.1% 2.1% 2.0% 1.5% 1.4% 1.1% Entertainment 22.7% Music 20.8% People & Blogs 11.6% Education 9.3% News &Politics 8.0% Howto &Style 7.1% Comedy 5.1% Science & Tech 3.9% Film &Animation 3.5% Sports 2.6% Autos &Vehicles 1.9% Travel & Events 1.4% Gaming 1.1% Others 1.1% 8
- 9. Video Intelligence & Cross Platform Analytics Software Video Intelligence & Cross Platform AnalyticsSoftwareLanguagewise Content Consumption 67.3% 9.3% 8.0% 3.8% 3.7% 3.2% 1.9% 1.8% Hindi Telegu Tamil Malyalam Punjabi Bengali Marathi Kannada Others 1.0% 40.3% 24.7% 9.6% 8.2% 4.6% 2.7% 2.6% 2.5% 1.7% 1.3% 0.9% 0.8% Hindi Telugu Punjabi Tamil Malayalam Bengali Bhojpuri Haryanvi Gujarati Rajasthani Marathi Others Source :Vidooly InternalAnalysis Hindi 75.9% Telegu 5.1% Tamil 4.7% Punjabi 4.4% Marathi 3.0% Bengali 2.5% Malayalam 2.2% Kannada 1.3% Others 0.8% INDIAStats Note: Indian Regional Languages are analysed 9
- 10. 10 Crawl, walk & run
- 11. 11 CRAWLStage Discuss the definition of success & metrics youwill use to judge it Get the right team, partners and tools on-board Market Research- Identify factors and interdependencies that will impact the pathof optimization. Separate the ‘good-to-have’ & ‘must-have’ Complete the audit and implement your first optimization
- 12. Market Research Example -NCCS A & B •Age Group: 18 – 24 Males & Females in Urban Centre’s(College Going and First TimeJobbers) Sample Size: 89B Views
- 13. 13 TITLE: #AshleelPyaar | Romantic Comedy Web Series | Love Handles Story 1 | GorillaShorts TAGS: DESCRIPTION: Isn't it weird how dating is supposed to attract people to you when, in reality, the most embarrassing and awkward things tend to only happen on dates? This Valentines Week 2018, watchAshleel Pyaar, a young man'squest for love and the numerous awkward dates he's been through. Will he ever find his perfect match? Vidooly SuggestedTag Search Volume Love handles 18,100 Relationship goals 40,604 dating 66,991 Ashleel pyaar 40,000 Web series 36,211
- 14. 14 WALK Stage Evolving the KPI- incorporate both brandingand performance objectives Certifying the team on the software and tool Increasing the frequency of in-campaign optimization- both organic & paid Start asking more sophisticated marketing and media questions – Build critical data Media plans are developed and implemented using the unified measurement tool
- 15. 15 Organic Optimization Tag Optimization Playlist Optimization Thumbnail Optimization Best time to upload VideoAmplification
- 16. 16 Media Optimization RESULT: Contextual Targeting- Quality of content targeting is high Improved CTRof in to 2X VTRimproved by 10% to 20% depending on the creative length
- 17. Example: ComedyCategory STEP 1: List of all channels in thatcategory
- 18. 18 STEP 2: List of all channels/videos engaged by your TG who loves watchingComedy
- 19. 19 Sample insights: • Clash Royale and Godof war are the most popular gaming videos among Kenny’s audience • Whereas in Auto category, Kenny’s audience engages the most with bike reviews, powerdrift being the top influencer STEP 3: Optimize your media plan based on your campaign goals
- 20. 20 RUN Stage Increasing the cadence of optimization Developing atest & run agenda to movetowards continuous discovery Measurement- Campaign performance and benchmarking Calculating marketing ROI Brand Upliftment Study
- 21. Measurement xyz xyzxyz xyzxyzxyzxyzxyz - Cost vs.CPV - Viewership performance - Engagement - Audience Retention - Sentiments & many more… 21
- 23. 23 Keep a tab of brands who are active in collaborating with creators
- 24. 24 Across brands, identify the creators they’re working with and the type of content published across YouTube,Facebook and Instagram with their performance report
- 25. 25 Choose the influencer based on how your TG resonates to their content on different social video platforms
- 27. 27 Cross Platform Video Intelligence Data Crunched 15M+ YouTube videos daily 1B+ YouTubevideos views 100M+ Tweets a month 1M+ Instagram Profiles 500M+ Audience data 1B+ Facebook views 1M+ Facebook pages
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