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Demystifying Video Analytics with View Count, Play Rate & Engagement Rate
- 1. Beyond View Count: Demystifying Video Analytics Mat Cronin and Meryl Ayres #WistiaFest
- 4. #WistiaFest VIDEO MARKETER WITH TUNNEL VISION “It’s all about that view count.”
- 5. #WistiaFest CUSTOMER WRITING INTO OUR SUPPORT INBOX “We use Wistia and would like to know if the statistics we are getting are good or bad.”
- 6. #WistiaFest VIDEO MARKETER WITH EXPERIENCE “It depends.”
- 7. #WistiaFest What video stats do you pay attention to?
- 8. #WistiaFest You’ll learn: - What’s what in Wistia’s analytics. - View count - Play rate - Engagement rate - Different stats for different teams. - Improve your own stats! Team effort!
- 9. Let’s run through the Wistia stats! #WistiaFest
- 10. #WistiaFest View Count (“Total Plays” in Wistia) • Definition: The number of people who click play and begin watching your video. • Indicates your video’s reach. Has it reached a large audience of viewers?
- 11. #WistiaFest Improve Your View Count • Share your video content with influencers. • Share your video with your audience via email or social media. • Use paid promotion. • Turn on sharing buttons!
- 12. View Count in YouTube #WistiaFest
- 13. View Count in Wistia #WistiaFest
- 14. #WistiaFest Play Rate • Definition: The percent of page visitors who clicked play and started watching. • Indicates if your video is in the right context.
- 15. #WistiaFest Improve Your Play Rate • Move the video to a more prominent location. • Make the embed larger. • Choose a more enticing thumbnail. • Change the text around the video to more clearly state the video’s purpose. • Move the video to another page, where it might be more helpful and relevant.
- 16. Play Rate Example #1: Wistia Blog #WistiaFest
- 17. Play Rate Example #1: Wistia Blog #WistiaFest
- 18. Play Rate Example #2: Login Modal #WistiaFest
- 19. Play Rate Example #2: Login Modal #WistiaFest
- 20. #WistiaFest Engagement Rate • Definition: The percentage of your video that the average viewer watches. • Indicates how engaged your audience is. Did you video hold their attention?
- 21. #WistiaFest Improve Your Engagement Rate • Keep your videos clear and concise. • Pay attention to drop offs and bumps and edit accordingly. • Make sure the video is fulfilling your viewer’s expectations. • Split overly long videos into shorter, more meaningful videos.
- 22. #WistiaFest Guess the Engagement Rate
- 25. #WistiaFest That’s great. But how do you use them?
- 29. Sales #WistiaFest “Heatmaps are the best and quickest way to check the pulse on a lead.” - Mat Cronin
- 33. Marketing #WistiaFest "By reviewing a video's engagement graphs, we're able to optimize it for audience retention and conversion.” - Alyce Currier (Product Marketer)
- 34. #WistiaFest Support: Low Engagement? Not to Worry. “People arrive at our Help Center looking for answers. I view ~50% engagement as a success.” - Emily Coleman (Customer Champion)
- 35. #WistiaFest Create better videos that better serve your audience.
- 36. #WistiaFest Ready to measure and improve your own video efforts?
- 37. #WistiaFest Pair and Share! • What type of video is it? • Where does the video live on your website? • Approximately how long is the video? • What is the thumbnail for the video? • Is there a CTA or a Turnstile email collector in the video? • What metric do you care most about?
- 38. #WistiaFest Share with the group! Let’s improve some stats! • What type of video is it? • Where does the video live on your website? • Approximately how long is the video? • What is the thumbnail for the video? • Is there a CTA or a Turnstile email collector in the video? • What metric do you care most about?
- 40. Mat Cronin - @OneT_Mat Meryl Ayres - @treerockriver #WistiaFest
- 41. #WistiaFest wistia.com/library Free guides all about video metrics!