Video is invariably the most engaging part of a website and is normally given pride of place. The ability to tailor the video experience to your users’ inclinations adds value. If you improve your online video and increase relevance of video content, as for any content brings
- Increased views;
- Longer dwell-time; and
- Increased CPM or CPC rates.
In this whitepaper we’ll discuss four ways to improve your online video.
HOW TO IMPROVE YOUR ONLINE VIDEO
#1 – GET THE VIDEO CONTENT MANAGEMENT SYSTEM RIGHT
The 2015 Gartner Magic Quadrant for Enterprise Video Content Management singled out Kaltura and Qumu as category leaders.
Here’s Gartner’s summary graphic from their 2015 Survey of the Video Content Management ecosystem.
In addition the company has written a plugin that brings Kaltura’s codebase into the Sitecore CMS. It utilises the object-based nature of Sitecore to allow the user to bring in videos as a field within the Page Editor then includes the Sitecore DMS within the video recommendation engine. Sitecore was also named as the market leader in the 2015 Gartner Report on Web Content Management Systems.
#2 MAKE SURE THAT VIDEO CONTENT IS RELEVANT
If you want to improve your online video you must make sure content is relevant, that’s not just the content that viewers first view, but the related content. The related content is where you demonstrate that you are, ‘listening to your users’ and it’s hear that you can dramatically increase dwell time on a single video and the number of videos watched.
#3 GET THE ROI SORTED OUT
You need a budget to make changes right? And you need to make a case to get a budget – a return on investment, or ROI. Well what you’re offering is targeted video and here’s why:
- You’ll get more than double the CPM or CPC rate from targeted advertising than not.
- Not only will you get a higher rate per advert, but more videos will be watched- we’re seeing around double the click through on targeted video.
- The market is growing fast, so all the changes you make now will continue to reap dividends going forwards.
Figure 4 – US Digital Video Spending
If you do not monetise your content through advertising, you can still construct a ROI based on the value of measurable results – a Media Equivalent Value which will could include Sitecore goals and Engagement Values and/or a combination of:
- Social connections
- Social page views
- Video shares
- Talking about this (on Facebook)
- Facebook reach
- Retweet rates
- Twitter impression rates
- Social clicks
- Chatter Level
The composition and justification of this ROI is a concrete piece of work that needs careful thought and tailoring to your brand objectives, but it is an achievable and rewarding bit of work that will provide a solid foundation for justifying and reporting on improvement. See this excellent article for some recommendations: http://www.clickz.com/clickz/column/2178428/14-social-media-roi-metrics
Reporting within Stream’s Media Platform is made easy by the detailed analytics. There are three key areas that you need to aim at:
- The number of plays;
- The average time viewed; and
- The average drop off
These components are directly related to relevance and will increase in proportion to how well you are listening to what your users want. They are shown in the graph below
Figure 5 – Key metrics from Media Platform’s video analytics
#4 ENSURE THAT THERE ARE MINIMAL OBSTACLES TO PUBLISHING NEW CONTENT
If it’s hard to get video into your site, it will happen less often.
The integration of video content management system with web content management system ensures that videos uploaded have the same metadata and the same thumbnails in both systems – which makes publishing easier and a full audit possible.
Other typical obstacles include:
- Quality control – videos should be uploaded in high quality and then re-encoded by you video platform
- Video workflow – are there systematic problems with the way you get video into the system?
- Is your approval process workflow-integrated?
Not only is video the prime feature of your site, it is the fastest growing. Best of all, the ways to monetise that content are already mature and gaining acceptance each year.
Video is simply the most fertile area for improvement and bringing together the leading CMS with the leading video management system is an excellent investment.