BMW Group India has announced a start in operations at their Chennai based facility today. Operations have begun in accordance with guidelines issued by local authorities. Production at the facility has started with less than 50 per cent of the company's

The statement comes at a time when many filmmakers and producers are looking at taking the OTT route for a direct release.

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Between stay-at-home orders and the manic Minnesota weather, I’ve found myself at home for the last four weeks looking for something, really anything, to occupy time. One can only take so many walks in a day. Naturally, I turn to YouTube, Netflix, Hulu, Amazon Prime, Disney+ and all of the other video streaming sites for entertainment.

As a marketer, this makes me wonder what those streaming sites are seeing in their analytics. Obviously, views must be up by an unbelievable amount. But, what about engagement? How many people are completing the videos they start? Are they watching more? Unless it’s Tiger King, the answer is unknown (it’s impossible to look away from Tiger King). But those streaming sites aren’t the only ones that might have some fascinating new data to look at.

Social sites and YouTube provide a host of different metrics and analytics options. While each data point serves a purpose, there are a few key performance indicators (KPIs) that are more important to track to better understand your audience and improve content performance.

Video Analytics and Content Benchmarks

A recent study from video streaming site Vidyard established some useful benchmarks for video content:

• 52% of viewers watch a video all the way through
• 68% will watch the entire video if it’s less than 60 seconds
• 25% will finish a video if it’s more than 20 minutes

The same study found that the most common business-created videos are webinars, demos and social media videos, and are most likely to be published on websites, social media and YouTube.

Of course, these benchmarks will vary by audience, by industry, by the light of the silvery moon — basically, take them as a starting point and customize from there. Here’s the process we recommend.

Using Video Analytics to Optimize Your Video Content

1 — Use Demographics to Understand Your Audience

The first step to increasing content engagement and effectiveness is to gain a better understanding of your audience. To do that, it’s critical to monitor demographic data in your video analytics platform. Most will give you basic demographic data, like location, age, language and device use. Some will give you user interest data, income estimates and even company data.

Knowing this information helps you create more relevant content. For example, if you find that your audience primarily speaks English, but there is a growing subset of French speakers accessing your videos on mobile devices, you might want to consider adding French caption options for mobile users.

If you see an increase in viewers from a specific geographic area, you will want to look at the analytics for that region to determine what content is attracting the new audience and how they are engaging while they’re watching and immediately afterward.

2 — Use Awareness and Engagement Metrics to Understand Audience Demand

Understanding your audience is important at a strategic level, but understanding audience demand is tactical gold. Of course, this data will drive your go-forward strategy, but it will also help you improve performance right away by adjusting promotion tactics and featured content.

For example, if you see an uptick in video views week over week for a particular video, that indicates that the topic is becoming increasingly popular. To prove that, you will want to look at engagement metrics like watch time, clicks on your call to action (CTA), and subscribers gained or lost. If you see an uptick in views and a corresponding uptick in engagement, you’re going to want to feature that video more prominently. If you see an increase in negative engagement —  a loss of subscribers — or if viewers are dropping off right away, that might indicate your video doesn’t quite match the intent for that topic.

This granular view of data can help you improve and optimize your existing content, create more strategic video content roadmaps, and provide viewers with content they want and need to make critical decisions later in the funnel.

[bctt tweet="“Understanding your audience is important at a strategic level, but understanding audience demand is tactical gold.” @Tiffani_Allen" username="toprank"]

3 — Audit Your Video Library for Optimization Opportunities

Following the best practices for whichever video hosting platform you’re using can result in increased video visibility and better user experience. A great first step is to optimize video titles, descriptions, and tags. Then you can organize  your videos into different sections, playlists, or even channels to help the right audience find your content faster.

To determine your next steps, audit your existing video channels. Do you know at a glance what the video is about? Does the thumbnail image inspire a click? Does your channel, landing page or resource center adequately convey the type, purpose and content of your videos in a way that compels action?

If the answer is yes, go take a break. I recommend a few hours of Animal Crossing: New Horizons. It’s very soothing. But if the answer’s no, you’re not alone. And you do have the tools you need to create better video content. It’s all in your analytics.

As a quick disclaimer, if your videos are hosted on your website and you notice some odd user behavior patterns over the last month or so — increases in direct traffic, crazy long time on page — you might want to look into whether or not IPs are blocked for your team’s home IP addresses. Determine if the patterns are happening on a more global level, or if they’re localized to the geographic area surrounding your physical office.

If you want help with an audit, or just want to bounce some ideas around, we’re here to help. Tweet us @toprank or contact us to get started.

The post What B2B Marketers Need to Know about Optimizing Content with Video Analytics appeared first on Online Marketing Blog - TopRank®.

Uncertainty for some is opportunity for others. While much is being said about changes in influencer marketing approach and B2C influencers losing work at scale because events are now cancelled and industries like retail, travel and hospitality have been disrupted due to COVID-19, consumer behavior has decidedly shifted towards digital experiences.

While in-person events have been a staple for B2B marketers, we've seen how working with digital influencers on co-created content can be a sound alternative.

How brands approach marketing during a crisis makes the issue of trust even more important. When planned and implemented effectively, B2B influencer marketing programs build trust and confidence for buyers, influencers and the brand.

At the same time B2B marketers are emphasizing purpose and people over profit in their marketing messages, the need to deliver on new business and revenue hasn't gone away. Here are 4 considerations on how B2B influencer programs can be optimized, while still being empathetic and thoughtful to the new normal.

1. Find the opportunity gap.

Any marketing investment during a time of crisis will be under scrutiny. Whether your business has had to pivot or you reacting to changes in buyer behavior, it's essential to find opportunities to provide value in ways that are truly empathetic to customers and that can drive business performance. Many companies are meeting a boost in demand for information by engaging influencers to provide thought leadership, insights and how-to content.

Also, as you plan what kind of influencer program to run, think about what goal represents an opportunity for the best ratio of importance for executives to business and customer impact relative to resources and time frame? What metrics best represents that goal?

2. Build amplification in the creation.

If you are able to secure budget and support for a business influencer campaign or program, make sure you are realizing the full value of the content reach. Structure the influencer content for easy deconstruction to shareable formats including social messages, graphics, animations and repurposed content. Also, work with business influencers who have proven distribution channels and can republish brand content on their own networks and sites. The great content you can co-create with influencers won't be so great if the right audiences are not seeing it.

3. Maximize the content experience.

One of the big trends in B2B influencer marketing has been more interesting content formats. Think outside the box of ebooks and blog posts to visually rich and interactive content including audio, video and even VR/AR. There has been a rush of business influencers livestreaming video on Facebook, LinkedIn and Twitter. Brands should think about how they can differentiate the content experience they are creating for their customers and influencers alike. Impressive content inspires influencers to share even more plus it improves customer engagement.

4. Deliver a better influencer experience.

Experience is more important than ever, not just for customers but for influencers as well. Far too often, B2B companies treat influencers as a commodity and only think of what the brand wants. Here's a novel idea: Provide top shelf service to your influencers to help them be more successful concomitant to the success of your influencer program. Find out what the influencers' goals are and build a community around shared values with your influencers. Share promotion messages and goals with influencers and encourage a team approach vs one to one communications. Think more "we" vs. "me".

Rani Mani, Monica Grant and the team at Adobe do a fantastic job of this with the #AdobeInsiders program.

These opportunities to optimize B2B marketing performance are not unique to marketing during a time of crisis. They are universally useful in any environment. But with so many companies and individuals facing uncertainty. it's essential that businesses optimize for trust and what better way than to work with those who already have the trust and attention of customers?

The post Four Ways to Optimize the Marketing Performance of a B2B Influencer Program appeared first on Online Marketing Blog - TopRank®.

After several failed crossings from Libya to Italy and a long spell in detention, Nigerian migrant Olu had pinned his hopes on being evacuated from the besieged city of Tripoli with his family.

The decision to resume classes was taken so that the students do not face further disadvantages.

New York, NY : Oxford University Press, 2019.

Cham : Springer, 2019.

Singapore : Springer Singapore, 2019 ; Imprint Springer.

Oxford : Oxford University Press, 2019.

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Cham : Palgrave Macmillan, 2019.

Oxford : Oxford University Press, 2020.

Oxford : Oxford University Press, 2019.

New York, NY : Oxford University Press, 2020.

Cham : Palgrave Macmillan, 2018.

New York, NY : Oxford University Press, 2019.

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Singapore : Springer, 2020.

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Earlier this year, we shared our work on the launch of Scratch 3.0, a major version of the visual programming environment for children of all ages. The new version of Scratch marked a complete rewrite of the runtime in JavaScript leveraging open web APIs. In our previous post, we enumerated the many performance optimizations that […]