When it comes to conversion-driven video marketing, data is essential. Using data the right way can help companies level up their video strategy, connect with customers more effectively, access entirely new insights about their audience, and drive greater growth.
In this article, we’ll take a look at the concept of big data and why it’s so important for video marketers.
What is big data?
Big data is often thrown around as a buzzword, but it isn’t actually an overly technical concept. Essentially, big data just refers to very large data sets — stores of information that we can analyze digitally to learn more about people, businesses, trends, and technology.
For marketers, it’s the “people” aspect that is most interesting. By using big data effectively, marketers can learn more than ever before about their audiences and use this knowledge to improve their targeting.
And it works — 36% of companies see big data as crucial for their organizations and data-driven organizations are 23 times more likely to collect new clients and six times more likely to retain the customers they acquire.
What does big data mean for video marketing?
Big data has transformed how video content is produced and shared. Here are some of the key impacts of big data.
It allows for segmentation and personalization
Personalization allows you to create videos that target specific segments of your audience based on factors like age, income level, education level, past behavior, and more — hitting them with highly relevant content and focused solutions to their problems. As a result, you can deliver more value in each video, driving customers to seek out your content more often and ultimately become a customer.
It helps you with retargeting
It doesn’t matter how well-produced your video content is, if you put it in front of the wrong people at the wrong time, you’re wasting money. Some of the best targets are people who have already shown interest in your products — this is called retargeting.
Big data allows you to identify people who have browsed your website, used your app, purchased from you or your competitors, and more. These people are already aware of your brand and may have even given you money in the past. You can target these specific individuals with video content and boost response rates.
You can make more informed decisions
If you use big data correctly, it can help you make more informed decisions about your video marketing strategy. For example, it can help you understand:
- What your audience wants to see. By analyzing your content’s performance, you’ll find out which topics your audience is most enthusiastic about, what they’re most likely to watch in full, and what they’re most likely to respond to.
- How long your videos should be. By looking at which videos are most popular, which ones generate the best responses and conversion rates, and when viewers typically stop watching, you can consistently engineer videos that are the optimal length.
- When and where to share your videos. By looking at analytics, you can learn which of your platforms generate the best engagement and what times of day you should share your videos for maximum impact.
It helps you track progress
By tracking important metrics like View Count, Watch Time, Conversion Rate, and more, you can figure out which of your videos are helping your business grow.
Tracking these metrics benefits other areas of your business as you’ll also gain insight for new product development and sales.
See the bigger picture and act with purpose
Big data can be incredibly valuable for video marketers. It allows you to understand your audience and their behavior, gain useful insights about their pain points and what they want, and access reliable insights on what’s working (and what isn’t) with your existing video strategy.
At Lemonlight, we take big data one step further. We help you achieve the best possible results with your video marketing. We’re strategic and learn how likely your audience is to interact with each piece of content. Our end goal is peak performance creative; we’re meticulous about every single detail of a video — right down to the color of the opening shot and the tone of the voiceover — and we rely on hard data to create videos that will help your business grow.
Contact us to find out how we can help you get better results with your video marketing.