What you really want to know when a video is watched

19 Dec 2012

Recently I got interested in understanding what is going on with video content on the Internet. Any statistics you look at will tell you that video content is on the rise. Here are some numbers from 2012 http://www.magnetvideo.com/content/101+online+video+statistics+for+2012/26169 that should encourage anyone thinking of using videos.

Some numbers that caught my eye are – 52% marketers say they are using videos in email marketing and that there is a higher percentage of folks who watch a combination of user generated content (UGC) and studio-produced marketing videos. Higher video content quality would pull in another 30% viewers and flexibility of watching from anywhere would bring in another 26%. It is clear that video content is here to stay and, grow. As with any other content, creators of the content want to know who is viewing and what are they doing with the content.

Let’s take a closer look at UGC video content which can be further divided into consumer vs enterprise.

Consumer UGC is created using readily available equipment such as webcams. A cat playing the piano or the ireport on CNN fall into this category. This content is typically created and posted on a public site such as YouTube without any thought of monetization though sometimes high viewership can result in monetization.

Enterprise UGC is generated with a business purpose such as conveying a story about the company, its people, its products and services, how to fix them, etc. Enterprise content tends to be multifaceted with one or more of slides, screenshots, videos, speaker videos, whiteboards, etc.

Since monetization is typically not the purpose f or consumer content, number of views adequately represents the value to viewers. For example, if you had greater than about 2-3 thousand viewers for your content, you could become a YouTube partner and get paid by them for the ads they inject in your content.

For enterprise content, one needs to know more about what is happening with the content. The main parameters that are typically tracked – who, from where, how, how many. Let me elaborate – we want to know who is watching it (does the viewer match our target customer profile?), from which part of the world are they coming (is that the target geography?), how did they arrive at our content (search?, email?, social media?), how many users view the content per day, month, year, etc.

What is missing from this is – what are the viewers looking at? Did they jump around? Did they linger somewhere? Did they interact with the content? Did they search for something specific?

kPoint addresses these questions in its analytics.

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