With 86% of businesses using video as a marketing tool, the question is no longer whether or not to use video, but how to wield it effectively to drive awareness and sales. Today, with the prevalence of influencers and user-generated content, this question expands beyond the videos a company makes to promote itself and now includes all videos that mention their brand across the internet.
But how do you know what video content is out there about your brand? How do you know if it represents your brand well? Or, if it reaches your target audience? What if you want to repurpose those videos in your marketing materials?
That’s where video analysis comes in. Read on for a full guide on how to analyze video content to support your brand growth goals.
But first, why is it important to analyze video content?
You notice creators and customers are discussing and reviewing your brand online — yay! It’s widely known that consumers rely on video reviews to make purchasing decisions. With brand trust increasing 20X when shoppers can relate to the speaker and see the product in action, having creators review your products is typically a positive signal for brand growth.
However, there’s more to the story. By analyzing video content about your brand, you can gain insight to data that is usually only available to large companies.
What metrics should you measure in video analysis?
By the nature of the medium, video content involves a complex mixture of quantitative and qualitative insights. When analyzing videos, key metrics to measure include:
You have the data, now how do you analyze video content?
You know what video data you want to measure, now how do you extract important strategic insights out of it? Today, there are two popular schools of thought.
With a traditional analysis method, you may need to hire an intern or outsource resources to have someone scour the internet for videos that mention your company. You’ll need to manually comb through YouTube, TikTok, Facebook reels, Instagram stories, and more and establish a system to keep track of your observations. Manual video analysis can take countless hours to get these insights about your brand. The time spent searching for brand mentions, watching the videos, and skimming transcriptions could be replaced with your team having the insights they need and taking action.
From there, you’ll need to create a complex set of spreadsheets and dashboards to tease out insights from all the metrics you’re measuring. If you want to measure brand sentiment across regions, for example, get ready to roll up your sleeves and dive into pivot tables.
With trillions of video data (yes trillions!) to comb through across a multitude of channels, the manual method isn’t a realistic solution in the modern era of the internet. Instead, brands are turning to in-video search tools like Vyrill to identify, analyze, and synthesize video data.
With AI-powered in-video search analysis, brands can see powerful insights from the content and engagement with their brands. From there, powerful analytics in a single dashboard empower users to understand their video data from every angle.
And the best part? Since you’re saving so much time and energy with “In-video” search analysis, you can set aside more time to strategize on repurposing video content for personalized marketing campaigns and connecting with video creators who could be excellent ambassadors for your brand.
Try Vyrill, powering the “Googlification of video”
Vyrill is leading the charge in “In-video” search with software built to make it easy to personalize marketing with an AI-driven “In-video” insights and commerce platform. No other company has a video search tool that monitors, aggregates, and presents data like we do.
Market smarter with real insights from real people in real videos online. See how Vyrill can boost your brand growth. Get a demo today.