5 Reasons To Track Online Videos
Recently SoDa, or the Society for Digital Agencies (I guess SfDA wasn’t quite catchy enough) released the 2010 Digital Marketing Outlook report.
Two Thousand and Ten Digital Marketing Outlook
The report presents some very interesting findings, particularly because the respondents come from both agency- and client side, providing a more balanced view.
Whilst we the report is definitely worth a read in full, we would like to highlight some of the findings with regards to viral marketing.
To the question ‘Which of the following are top priority in 2010?’ 45,6% of the respondents indicated that viral marketing was important, 18,3 percent even said it would be their top priority in 2010.
They also asked various experts to provide their predictions in digital for the coming year. Of particular interest was this quote from Pete Caban, CEO at Mekanism, who said “In 2010, hundreds of leading brands such as Electronic Arts, Nike, Unilever, Microsoft, Pepsi and Fritos are planning to redirect dollars once allocated to paid media campaigns into digital content syndication programs, in order to ensure that they can successfully attract and engage millions of fragmented audiences, such as the “Class of 2010.”
He further added that “these campaigns will continue to include television, mobile, print, pr, and experiential, but the overall mix will hinge on launching and sustaining audience engagement with Digital Content element at the heart of the campaign”
Here at Viralblog we write about the importance of viral marketing, but also the measurement of these initiatives all the time. That’s why we have decided to create this top 5 list of the most important reasons why you should measure any online video campaign.
This list is presented to you by our friends at ViralTracker, the online video metrics company. In true The Late Night Show style, we work our way down to the top of the list.
5) Campaign Optimisation
By keeping track of the reach and response to your online video campaign you can see how your videos are performing. If you’re video is getting picked up quickly in France, but is struggling to get traction in Russia you can adjust the split of your budget accordingly.
4) Improve Creative Execution
The metrics from tools such as ViralTracker can be quite confronting to some people. In social media people are in control and they will only share content that has value to them or they find interesting – it needs to be funny, sexy, shocking, exciting – in other words, people need a reason to pass this on.
Tracking your online video campaign will let you know if people are passing your videos on and if it is spreading virally. If the video fails to find an audience you may need to get back to the creative drawing board.
3) Understanding your audience
Following up on the previous point, online video metrics help you understand your audience. Through comments and votes you will get instant feedback to your campaign. Furthermore, by tracking your campaign internationally you will get a better understanding of how audiences differ for each country. In point 5 we discussed how this helps to optimise a campaign, but it also provides insights which can be used for future initiatives.
2) Who Let The Video Out?!
The beauty of the internet is that things can start to spread organically – in other words, your content can end up in places you had never imagined. Having the right tracking in place will help you locate these places.
1) Campaign Evaluation
Most importantly, any campaign needs to be evaluated on its effectiveness. Without having the proper tools in place it is impossible to provide a detailed analysis of an online video campaign. Metrics such as Cost Per View (CPV), the number of comments and votes, and the international spread all help you determine how successful a campaign has been.
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Go viral ‘tracker’ blog…!