The relevance of social networks in current digital marketing strategies is no secret . Statista projections indicate that in Mexico alone there will be 61 million users of social networks this 2017 . However, an outstanding practice in recent years is to concentrate efforts on videos that are promoted on platforms. This year, about 72 percent of marketers and media UAE Phone Number List professionals plan to reallocate some of the resources devoted to television advertising to their digital video advertising strategies, according to a recent study by the Interactive Advertising Bureau (IAB). There is a big but in all this, the saturation of content that leads to ineffective videos when approaching the consumer, how to detect it? A useful tool in the face of this phenomenon are metrics, which help the broadcaster to know how effective the video released is to consumers.
Among them, five stand out to consider, in order to detect the impact on social networks: Number of views. The figure is basic to determine virality, for example. To count a view, social networks have different parameters; Facebook gives a view when you have been at least 3 seconds attentive to a video, the same as Twitter and Instagram. Periscope counts it immediately after hitting the stream or 3 seconds after autoplay. YouTube waits 30 seconds and Snapchat does it when the app is launched. Audience retention. This point determines the time that the consumer remains attentive to the content offered. According to Nielsen, 47 percent of the value of a video campaign comes from the first three seconds that Internet users view the content.
Shares. The number of shares indicates a high level of user engagement and the reach of the video. Giving it a share allows greater exposure of the content, which is only achieved when the video has really generated engagement with the public. Feedback. This resource measures Phone Number List feedback beyond the positive. Be attentive to the comments or the moment in which the consumer leaves the video, the negative point of the strategy and if it is necessary to reconsider it immediately. An example that stood out last year was that of Yoplait , whose content was removed after users on social networks re-fed the brand with comments regarding the perspective, for them wrong, of its strategy. Click Through Ratio (CTR). It is about the clicks on the site or destination that the brand has set, after watching the video. This is decisive if an action has been set to close the strategy.
