Analysis Of Videos
Now you can analyze why the videos did or did not succeed. We are specifically looking at the execution here. This means the planning stages. The typical questions to answer here might be:
- Were the videos well promoted? Here we look at how promotion of the videos compared with other promotions. This is simple benchmarking. What were the open, click-through and sign-up rates like for the videos compared with similar activities? This will tell us if the promotion of the videos differed in any significant way. Were they promoted better or worse than any other activity?
- Did the audience like the videos? This can be shown in the ratings of the videos or the length of time they were watched. You might compare this against similar videos or simply ask the audience to rate whether they liked the video, found it useful, and provide any other useful feedback. These are proxy metrics.
- Did the videos have the intended impact? This is done by experiment. You can measure the friend connections of experts before the video runs and then after the video to see the impact.
This analysis will reveal why the tactic was or wasn’t well executed. You can also gather additional information in terms of resources or effort.
If the video didn’t reach many people, was it badly promoted? If the audience didn’t like the video, was this because they didn’t find it useful or because it was badly made? If it didn’t have the impact, was this because they didn’t consider the person an expert?
Using the example below, you can see that the video still had a high CTR (click through rate). This suggests that the audience is receptive to videos. However, the video had a much lower average viewing time than other videos. This suggests it’s something about the video itself. Notably, the 17 seconds suggests that something within the first 17 seconds was the problem.
This lets us draw on some useful insights. Namely, that an easy fix would be to create a more exciting introduction to the videos that hooks people. This might involve skipping the introduction and diving straight into the single most important piece of advice shared by experts.