April 25, 2013

Article

Tracking video success leads to better future offerings

When it comes to sharing best in class enterprise video options, organizations often have the right ideas about what outlets to use, but they may find they still don't achieve the audience they expect. Much of this has to do with site monitoring and video traffic. Developing and deploying video tools aren't the only steps in the process, and in order to understand what consumers want, corporations need to keep track of how videos perform in the public sphere.

One of the leading indicators of video communication success is traffic surrounding the recording. Simply looking at the hit count for a video will tell companies how many people clicked on the recording, but it doesn't mean they all sat through the entire recording. It doesn't show whether they liked it or not, if it was worth sharing and if so where it was spread. There are a number of elements that businesses must learn how to track in order to ensure that their recordings are gaining the biggest audience and creating enough hype to validate their ongoing upkeep.

Beyond watching hit counters
Business Insider wrote that companies should be most concerned with how long it takes video communication to go viral. If the answer is never, there is a serious problem with content, delivery or accessibility options associated with the portal. There could also be underlying issues with the information disseminated in the recording, including voice, tone and the kind of data being shared. If people are not interested in what a video has to say, they simply won't listen. The first step in finding out if that is a concern for corporate video tools is seeing whether people are actually watching these messages.

The source reported that a certain percentage of sharing should occur within a specific time frame of making the message available. The first 10 percent of click-throughs should come within 48 hours of launching the offering, with a cumulative sharing rate of 25 percent by the end of day three. If a company isn't seeing this kind of rapid uptake, there's a chance something is wrong with the video's overall message. It could also mean that there is something wrong with enterprise video delivery. The conclusion that can safely be drawn for all video communication in this category of slow uptake is that organizations should immediately begin to look more closely at the elements that make up the problem recording in order to isolate the key issues surrounding its lack of approval.

As more companies pick up video communication capabilities and incorporate them into their regular web content, companies will need to pay more attention to these acceptance and analytics figures than ever before. As competition grows among other online businesses to draw in the most clients, recorded messages are forecast to become one of the driving factors in enticing revenue.

Understanding the data side of video
MarketsandMarkets released a report recently stating that businesses of all kinds will likely start investing more heavily in video tools for assessing and improving online recording. The source stated that annual investment growth in the video sector will grow by 30 percent between now and 2017, with companies around the world spending nearly $900 million on these resources. The popularity of video tools and resources needed to interpret their performance will both become increasingly necessary as more organizations try to utilize these options.

The need for more analytics in video marketing is increasing and becoming more diverse to handle the numerous clients attempting to make use of these kinds of recorded messages. As experts forecast that the internet will become increasingly reliant on video content and businesses rush to keep up with this trend, making meaningful use of video communication and gaining return on investment in this media sector will require applying more attention to analytics.

On the plus side, as MarketsandMarkets pointed out, the majority of the growing video analytics market is aimed at automated solutions that handle much of the data crunching for businesses on their own. This explains the projected increases in analytics software moving forward, as coupling more powerful computing tools with enterprise video platforms will help organizations find the underlying causes for the lack of viral audience acceptance. Instead of wondering which specific elements of a deployment aren't facilitating higher view counts and more social sharing, businesses will be able to look at automated analytics results and see whether it's a delivery issue or a content problem.

As the complexity of video communication and the tools supporting it continue to grow, businesses will have to make more of an effort to make the best use of these resources. There are an increasing number of tools aimed at alleviating stress and revealing the mysteries behind the problems organizations may encounter when using enterprise video tools, and as IT and advertising personnel gain more knowledge of how to best use recordings, the process of creating more compelling messages will likely become easier.