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Creative analytics is the process of analyzing data to understand how people interact with content. This information can improve the effectiveness of marketing campaigns, increase engagement, and help video production professionals create better content.
Creative analytics involves studying the performance of creative assets and cross-referencing it with performance-based metrics like return on investment or site visit rates. Marketers can use creative analytics to understand how people respond to ads and make changes to improve results.
For example, suppose that a certain video isn’t getting the desired response. In that case, a marketer can use creative analytics to look at details related to viewer response and make changes to improve effectiveness.
Increase Engagement
First and foremost, creative analytics can be used to increase engagement. By understanding how people interact with content, marketers can make changes to improve the user experience and keep people coming back for more.
Another way to increase engagement is using creative analytics to create personalized content more likely to appeal to potential customers. This can be done by altering the video content to match viewer demographics or interests.
Create Better Content
One problem marketers have with traditional analytics is that it can be hard to determine what part of a successful video resonates with audiences and drives higher traffic. Reviewing performance metrics with creative attributes like messaging and talent can provide granular analysis to help content creators understand how people interact with their work and make better-informed decisions about what to include in future videos.
Get Detailed Reports
Creative analytics also lets you drill down to see how features like color and facial expression affect people’s reactions to your video. This data can help you determine what elements to feature in your content.
Additionally, creative analytics platforms offer detailed reports showing how your video performs across different channels, letting you compare the results of different strategies and fine-tune your approach to get the best results.
Leverage AI
AI-powered tools can help you optimize features like logos and content to get the best results from your video. AI can also assist with analyzing popular release times.
Releasing a video at the wrong time can cause it to get lost in the shuffle and fail to capture the attention it deserves. AI can help you determine the best time to release your content to guarantee that it makes the maximum impact.
Make Data-Driven Decisions
Creative analytics gives you the ability to make data-driven decisions about your content. By understanding how people interact with your videos, you can make changes to improve the quality of your work and increase engagement.
Use Custom Metrics
Comparing video content can help you determine which styles, lengths, and topics are most effective. Custom metrics can provide an analysis of video performance that will allow substantive changes to improve content.
Marketing Analytics Platforms
To use creative analytics, you need a marketing analytics platform. This software can collect and analyze data to provide insights into how people interact with your content. There are many different marketing analytics platforms available, so it’s crucial to choose one that meets the specific needs of your business.
The most popular marketing analytics platforms for video include:
QuickFrame
QuickFrame is a video production platform that provides a detailed analysis of how users watch and interact with videos. This information is then used to suggest opportunities for improvements that fuel growth. Such analysis can help marketers understand what works in their video content and make changes to improve performance.
VidIQ
VidIQ is a platform that helps marketers optimize their videos for better performance. Similar to QuickFrame, it gives insights into how people interact with videos and offers suggestions for improvements.
VidIQ also offers tools to help marketers track their videos’ performance over time. Features include keyword research tools, access to Firefox and Chrome extensions, and analysis of viral videos.
Wistia
Wistia is a video analytics platform that lets you edit, host, and market videos on the same platform. Videos are optimized for search engines and integrated with Google and Facebook. Wistia can also connect to your marketing automation platform.
Turnstile
Turnstile gathers leads directly from your videos. Analytics allow you to see who views your content and run A/B tests to pinpoint what changes led to higher engagement.
ViralStat
ViralStat is a social video analytics platform that assesses how people interact with videos on various social media platforms. It also includes tools to help marketers improve the reach and engagement of their videos.
Some of the notable features offered by ViralStat include:
- Influencer research
- Competitive analytics
- Content optimization
- Channel management
These are some of the many marketing analytics platforms available. Choose the one that best meets the needs of your business.
Creative Analytics Is a Powerful Tool
Creative analytics can help professionals understand how people interact with content and show how to enhance marketing campaigns’ effectiveness, increase engagement, and help video production teams create better content.
You may also like: What Is Video Production? How Does it Work? The 2021 Guide
Image source: Unsplash.com
