Video analytics for event marketers in 2023: An overview

Video marketing has developed into a powerful tool for event marketing, enabling you to reach and address your target group. With a video platform, explanatory videos can be hosted securely and without advertising, and content that has already been produced can continue to be used.

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

With this in mind, it is crucial for event marketers to understand the impact and engagement of their video content. Analyzing the videos 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.  

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You should keep an eye on these video KPIs:

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

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Number of views:  

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 have watched and played the video provides information about the interest in the content.

Average viewing time:  

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

dropout rate:  

The abandonment rate is made up 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 loyalty:  

The percentage of viewers who watch the video again after the first viewing provides information about the interest in the content and the potential for future participation.

Demographic information:  

Data on the demographic characteristics of viewers, such as age, gender, location and language, provide valuable insights into the target group 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 the impact of the content.

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

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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 from their target audience. This helps to bridge the gap between marketing and sales, leading to better alignment and better results. Video asset management can also support this.

The advantages for marketing teams

For marketing teams, video content can help increase 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 videos to demonstrate the value of their events, educate potential attendees and build personal relationships with prospects. In 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 the success of events and the return on investment.

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What challenges do marketing and sales teams face when it comes to video marketing?

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

1. limited resources:  

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

2. difficult to measure the effect:  

Various 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, which makes it difficult to share data and insights and leads 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 centralized 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 to track and improve their video success by providing powerful analytics tools (for example via a CRM integration). With a centralized platform, marketing and sales teams can work together more effectively and towards a common goal, leading to better alignment and results.

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Conclusion

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

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