The most important thing in any advertisements is understanding the audience’s mindset. As we have worked in the digital space for almost a decade, we know that most of the paid promotions are just targeting the audience based on demographics or re-marketing. What we are missing out here is the significant amount of data which can be collected and analyzed to find out how the target audience interact with our product, service or brand. Let me explain,
Have a look at this data, the analytics we get from any Facebook posts.
Analytics of image/video post on Facebook
For every image or video we post on Facebook, we get to know the reach and engagements (like + comments + share + other clicks). Most of analysis ends here as we have common metric to compare, analyze and report. Then, we spend more on our marketing budget based on this analysis. Is that all we can get?
Let’s have a look at what more we can get.
Performance of the video post (1/3)
From the above video analytics, we know that out of 290,000 views, only 130,000 were crossed 10 seconds mark. It implies 160,000 people either already knows about the product/services we are offering or they are not interested in it. We also know that 60,000 people crossed the 1 minute mark, implies they are interested in what we are offering and they want to know more. So next time, we can target those 60,000 people and thus increase the sales conversion.
Now that we know whom to target for the next campaign, we can look at how to improve our content for better engagement. The audience retention graph explains where exactly people left our videos/ads and what percentage. If we look at the second image, we can easily say that from 0:10 to 0:40 there was more that 30% drop, implies most people didn’t like that part of the video. So whenever there is a fall in the graph, we can note down the time frame and analyze the video content to find out what went wrong.
In one of our video, we found that there was a 40% drop within a range of 20 seconds. So we went back to the video, checked those 20 seconds and found that we have used few jargon there. We changed the script, reworked on the video and the next time, we didn’t find that drop in audience retention.
Similarly, there are data which can be analyzed and used to improve our marketing strategy, right from content creation to end sales. We can’t get these kinds of data from an image post/ad as the amount of time they spent on any image is unknown. So the significance of video ads is not only limited to effective communication but also helps us in understanding the audience better and thus improve our overall marketing strategy. Not to mention, we understand this better than anyone else. So if you’re looking for creating an effective video ad, you can right away call us.