Event Marketing
Analytics & Reporting

Video analytics for event marketers in 2023: An overview

Video analytics provides a deep understanding of how video content resonates with audiences. Read more in our article.

Table of contents

Video marketing has become a powerful tool for event marketing to reach and engage their target audience. With a video platform, explainer videos can be hosted securely and without advertising, and previously produced content can continue to be used.

According to recent statistics, video content will account for almost all internet traffic in the next few years, and videos on social networks (e.g. Youtube videos) are shared 1200% more often than text and images combined.  

With this in mind, it is critical for event marketers to understand the impact and engagement of their video content. Video analysis provides valuable insights into key performance indicators (KPIs) that event marketers can use to measure the success of their events as part of Event Trends 2023.  

These are the video KPIs you should keep in mind:

Here are the most important KPIs (Key Performance Indicator) you can use to measure the success of your video content:

Video KPIs in different representations

Number of calls:  

The total number of video views of the video or webcast, which provides information about the reach of the content.

Playback rate:  

The percentage of viewers who watched and played the video indicates the level of interest in the content.

Average viewing time:  

The average time viewers spend watching a video, which provides information about the level of engagement with the content.

Dropout rate:  

The abandonment rate is composed of the percentage of viewers who abandon the video prematurely. It provides information about the level of engagement and the impact of the content.

Audience engagement:  

The percentage of viewers who re-watch the video after the initial viewing provides an indication of interest in the content and the potential for future engagement.

Demographic Information:  

Data on viewer demographics, such as age, gender, location, and language, offer valuable insights into the target audience for future events.

Engagement rates:  

The frequency with which viewers interact with the video, including likes, comments, shares, and click-through rates (CTR), provides insight into the level of engagement and impact of the content.

By monitoring these KPIs, event marketers can optimize their video content to better engage and influence their target audience, increasing the success of their events.

What are the benefits of video content and analytics for sales and marketing teams?

Video marketing has become an important component for event marketers as well as marketing and sales teams. By using video content, they can showcase their events and generate interest among their target audience. This helps bridge the gap between marketing and sales, leading to better alignment and results. Video asset management can also support this.

The benefits for marketing teams

For marketing teams, video content can help build brand awareness, drive engagement and interest, and generate leads. Videos can also be used to share product launches, event updates, teasers, and behind-the-scenes content to create a more immersive experience for potential attendees.

The advantages for sales teams

Sales teams can use online video to demonstrate the value of their events, educate potential attendees, and build personal relationships with prospects. This way, they can generate more qualified leads and increase their chances of closing a deal.

In addition, video analytics can provide insights into the effectiveness of marketing and sales efforts and help both teams optimize their strategies. This improved collaboration and alignment between marketing and sales teams can increase event success and return on investment.

Marketing and Sales work together

What challenges do marketing and sales teams face with video marketing?

Video marketing can offer a wealth of benefits for event marketers and sales teams. However, the complexity of a video marketing strategy also presents some challenges that must be overcome. Some of the most common challenges include:

1. limited resources:  

Creating high-quality online video can be time and resource consuming, making it difficult for marketers and sales teams to keep up with demand.

2. difficult measurement of the effect:  

Diverse metrics to track can make it difficult to track the impact of video content on events and sales efforts.

3. lack of integration:  

Marketing and sales teams often work in silos, making it difficult to share data and insights and leading to misalignment between teams.  

How can an integrated video and event platform help overcome the challenges?

An integrated video and event platform can help bridge the gap between marketing and sales teams and overcome these challenges.  

Such platforms provide a central system for all online videos and make it easier for teams to access and share content. The integrated video analysistool provides information about user behavior.

The platform helps teams track and improve their video success by providing strong analytics tools (for example, via CRM integration). With a centralized platform, marketing and sales teams can work more effectively together and towards a common goal, leading to better alignment and results.


In summary, an integrated video and event platform can help address video marketing challenges and bridge the gap between marketing and sales teams. A centralized system encourages more effective collaboration and working toward a common goal, leading to better alignment and results.  

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