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Just In Case Your Video Doesn’t Go Viral…

This post is provided by Jonathan Stefansky – co-founder and CEO of Viewbix, the leading interactive video marketing platform
Viewbix and Kaltura recently partnered to add Viewbix’s interactive engagement tools for Kaltura customers. The new integration enables the Kaltura Player to track video performance and optimize ROI through Viewbix’s actionable analytics platform.
Everyone wants to create the next massively successful viral video campaign, like Old Spice did with the “Smell like a man, man” campaign.

Old Spice generated over 105 MILLION YouTube views and saw a:

  • 2700% increase in Twitter followers
  • 800% Increase in Facebook fan interaction
  • 300% increase in traffic to their website

Most importantly, they became the number one brand of body wash and deodorant (source: pg.com).
However, relying on the one-in-a-million chance that your video will become the next successful viral campaign is not the most effective way to drive ROI from your media. Too often, businesses use video views as the metric of success for their online video campaigns. Take, for example these two scenarios, which would you choose?

  1. In Scenario A, you could get 10,000 people to watch your video.
  2. In Scenario B, you could get 10,000 people to watch your video, and 2,500 of these viewers would take some type of measureable action – joining your mailing list, becoming a social follower or purchasing your product or service.

For most businesses, Scenario B is the obvious choice, but if that’s truly the case, why are we measuring ROI of our videos by only counting views and not engagements?
Here are 4 quick tips to truly start achieving measurable ROI from your videos:
1) Actionable Analytics
Most analytics packages that track videos provide you with the basics – impressions, video views and, if you’re lucky, percentage of video watched. When it comes to effectively tracking ROI, it’s critical to use a platform that allows you to understand what’s working and what’s not. This should include tracking events like engagement activities, point-in-video that action occurred, device type, location and more. Using this data, you can put together effective multivariate tests to truly optimize performance.
Tip: Add a tracking tag to your URLs to report on completed transactions that occur from those clicks.
2) Determine Your Objective: Lead, Follow or Sell
Once you have a system in place to track your performance, it’s time to think about what type of action you want your viewers to take. Is the point of the video purely brand awareness or do you want to capture lead information? Do you want your viewer to become engaged with your brand by becoming a social follower or by downloading other relevant information about your business? Is this a point-of-purchase video, like an app download, where you want the viewer to take immediate action? Your engagement goals will have a big impact on determining the types of calls to action you want to place in your video.
Tip: Strike a balance with the numbers of calls to action in your video, but don’t be shy! People are watching your video because they are interested in your business. If you tell them what you want them to do next, they typically will. On average, our clients are seeing engagement rates of over 25%, meaning 1 in 4 viewers takes measurable action!
3) Find the Most Effective Placement for Your Calls to Action
Once you’ve determined what calls to action you will add to your videos, it’s critical to ascertain the best time and place to have them appear. Should they be present all the time? Do you want them to appear after a certain point in the video or be presented after the video ends? This is where your analytics become indispensible in providing you with the information you need to achieve the maximum ROI from your videos.
For example, one client tested the effectiveness of adding the call to action button directly on upper corner of their Viewbix Player, as compared to the same exact call to action button placed to the right of the video. By placing the button directly in the video window they were able to increase click through rates by 400%!
Tip: Correlate the percentage of video viewed with the placement of your call to action. If most of your viewers are dropping after watching only 50% of the video try adding a call to action before that point.
4) Remember Mobile Viewers
Mobile video viewership is exploding. At Viewbix, our clients saw the percentage of video views coming from mobile devices increase from 10% in 2012 to over 30% in 2013. Where and how you place your calls to action may need to change for the smaller footprint of these devices. Make sure you have a plan in place for these viewers.
Tip: Use a responsive themed player so the video will appear properly when viewed on mobile devices of different sizes.
Remember, you can achieve great value from your videos even if they don’t actually go viral. It’s time to look past video views as your primary metric for success and start using your video analytics data to build a strategy for getting your viewers to engage with your brand. If you need help generating more engagement from your videos, visit Viewbix.com and our video optimization team will develop a plan to help you make the most of your video marketing budget.
Viewbix is one of the proud sponsors of Kaltura Connect 2014 – The Video Experience Conference, June 17-18 at Jazz at Lincoln Center in New York City. See how Viewbix can help you drive measurable ROI from your Kaltura videos in less than 5 minutes – visit us at the conference!

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