Understanding Video Data and Using It To Make Better Videos

How effective are your videos? 

There’s only one way to find out – by digging into the numbers. Video metrics can tell you if your video is effective, reaching the right people, and performing how you want. That way, you’re not left guessing if your video strategy is on the right track. 

Matt Pierce, TechSmith’s Learning and Video Ambassador, talks us through the importance of different metrics and how you can gather this all-important data. As you look at video metrics and data, you'll notice that each platform has its own way of displaying them, and this episode of The Visual Lounge will look at both YouTube and Wistia's analytics. 

Learning points from the episode include: 

• 0:00 Introduction
• 1:08 – How Matt got started with video metrics
• 1:50 – How to define success with video metrics
• 3:47 – Matt’s one tip for improving your images and videos
• 5:44 – Midroll
• 6:45 – An introduction to YouTube metrics
• 8:14 – Why Views is one of the most important metrics
• 10:22 – Why you need to look at Watch Time
• 11:40 – What View Duration tells us about the content
• 13:06 – Pay attention to Retention rates
• 18:33 – What Reach, Impressions and Clickthrough rates tell us about audience behavior
• 22:50 – Other metrics that are useful to check out
• 24:09 – How to use metrics on Wistia
• 28:39 – How Wistia’s Heat Maps reveal more about viewers
• 30:05 – How to look at analytics on different platforms
• 32:20 – Speed round
• 36:30 – Final take on video metrics

Important links and mentions: 

• TechSmith Academy: https://academy.techsmith.com