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Comparison Between YouTube, Vimeo, Wistia, Google Analytics, and Marketing Automation

If you’re looking for the best way to identify what your target audience expects from you and tailor your video content accordingly, look no further than web traffic data analysis. Web analytics – a systematic tracking of website data – is a vital ingredient in the recipe of success. Whether you are launching a small-scale marketing start-up or running a major international company, if your approach is video oriented, using analytics tools is an irreplaceable component of every viable business strategy.

Using analytics tools to measure the effectiveness of your videos translates into increased business productivity and a bigger target audience. Admittedly, it is not always easy to choose the right tool for data analysis, simply due to the overabundance of these types of software on the market. To help you make a more informed decision, we bring you a concise comparison between several major analytics tools for video hosting websites.

YouTube

If YouTube is your website of choice for uploading videos, opting for their analytics tools to help you optimize your content should be a no-brainer. It offers a straightforward way to keep track of the number of video views, viewer demographics, audience retention, and an additional feature which tells you exactly how people found out about your video, and which websites they use to embed your videos on. Collecting traffic data with this tool is highly beneficial in creating video content that will appeal to your target audience. The rare complaints when it comes to YouTube Analytics are mainly reserved for its occasional lags and failure to report specific data, but overall YouTube offers a built-in analytics tool that is free, easy to use and effective.

Tracking web data on Vimeo can be done in one of two ways, depending on your user status. Basic members can view their total weekly stats on the homepage for free. The data is frequently updated, allowing you to view stats for different time periods, and export them freely in different formats. For a more detailed data analysis, you will need a paid-for membership upgrade to gain access to Vimeo’s Advanced Statistics – a tool available exclusively for Vimeo Plus and Vimeo PRO members. This tool is moderately more comprehensive than YouTube Analytics. It offers in-depth statistical data about each individual video, detecting even such small differences like whether your video was viewed in SD or HD.

Vimeo
Wistia

Wistia offers both an in-app tool for data analysis, and the option of integration with other analytics tools. Wistia’s home analytics tool graph charts are an easy way to track web data on a daily, weekly, or monthly basis. Its particularly interesting features are individualized heat maps, which help you keep track of viewer engagement for each video. Different colors – from white to deep red – indicate different levels of viewer engagement. White indicates the part of the video that no one watched, green shows the part which was seen only once, while yellow, orange, and red mark the parts of the video that were watched multiple times. The heat maps also indicate how many times ‘play’ was clicked and the number of times your video was re-watched by the same user.


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Google Analytics is by far the most popular tool of its kind, especially among small businesses. It is reported that over 80% small to medium-sized companies use this particular tool for web analysis, which comes as no surprise since Google Analytics is completely free of charge yet fully functional and effective. It has a customizable and user-friendly interface suitable for beginners and experienced users alike. Not only does Google Analytics offer a host of features that will satisfy most users, but it is a tool that keeps growing. Google is constantly refining its analytics tools – upgrading existing add-ons and implementing new ones – which keeps the users loyal and the competitors working hard to keep up with the search giant.

Google Analytics
Marketing automatio

Marketing automation – an interplay of various technologies that helps businesses implement multi-level web analytics strategy – is becoming increasingly popular due to its time and cost-effectiveness. While there is much misconception about what exactly marketing automation entails, it is easiest to think of it as a way of applying several analytics tools simultaneously, and extracting the optimum results for analysis. This highly sophisticated way of analyzing web traffic has proven useful in creating more personalized marketing campaigns, and preventing data from scattering over different platforms. It is especially worth looking into if you are a forward-thinking professional with an eye for new technologies, since marketing automation is expected to emerge at the forefront of web analytics in the years to come.

To sum up, there is no one-size-fits-all solution when it comes to web analytics. The best approach to take is to familiarize yourself as much as possible with all the different tools available, and choose the one(s) that will help you identify the weak points in your marketing strategy and nip them in the bud.

What have your experiences been with different web analytics tools? Share your thoughts in the comment section below to help others master the art of web analytics!

If you’d like to learn more about explainer videos, go ahead and download our ebook!

The Ultimate Guide to Explainer Videos download

How Google uses explainer videos to explain its products

Have you ever wondered how Google uses explainer videos? The internet giant regularly turns to videos to announce fresh features, introduce new projects, and pass on useful tips and tricks. Google’s official YouTube channel numbers over 3.5 million subscribers, and the popularity of their explainer videos is undeniable. Whether they’re giving us a unique, first-hand experience in using a groundbreaking product, such as Google Glass, or notifying us about new improvements in our favorite mobile app, Google heavily relies on the explainer video to get the message across.

If you’re running out of ideas on how to make the most of explainer video in your marketing campaign, take a look at these five ingenious Google explainer videos for a fresh dose of inspiration.

1. When Google launched the solar power initiative Project Sunroof in August 2015, they made a video to help them explain the main idea behind the project to the target audience. The 90-second animation is a perfect example of how explainer videos can draw a clear picture of a complex concept that would otherwise take too much time to explain in writing. The project, developed by Google engineer Carl Elkin“to make installing solar panels easy and understandable for anyone”, is currently available only for U.S. residents, but Google has announced plans to expand the initiative globally, and once they do, we have no doubt they’ll have a brand new explainer video to announce the exciting news.

2. There has been much speculation in the public about the exact role of ICAAN (The Internet Corporation for Assigned Names and Numbers), so Google decided to make an explainer video to address this issue, and had none other than Vint Cef, the father of Internet himself, to narrate it. In the delightful, hand-drawn animation video, Cef explains how ICANN is a nonprofit organization that technically serves as the Internet’s overseer. This Google explainer video relies on likeable animation and Cef’s authority to clear any misconceptions about the somewhat vague role of ICANN, and assuage users’ fears about the perceived threat to Internet freedom.


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3. Even though it’s hard to imagine that there’s anyone with Internet access who hasn’t used Google Translate at least once, not a lot of people are familiar with the exact process behind machine translation. This is why Google made a 2 minutes and 24 seconds long explainer video that boils down the complex mechanism behind Google Translate into an easily digestible format. The wonderfully animated video guide explains how Google’s language tool translates words, sentences, and even whole websites by relying on “patterns found in large amounts of text”, and breaks down the basics of this incredibly intricate process.

4. Google’s Impact Challenge is a project aiming to support global nonprofit organizations around the world and inspire them to use the latest technology in their quest to make the world a better place. To get people to vote for the most innovative nonprofit in the UK in 2013, Google made an explainer video that highlights the importance of individual votes. This inspiring explainer video combines simple and effective animation with thought-provoking narration to remind people that even something as simple as an online vote can have a profound impact on resolving some of the most pressing issues we face today, from human rights violations to the preservation of endangered animal species.

5. The Gmail ‘Undo Send’ button was one of the most requested and long-awaited features of the Google’s email service. When Google finally decided to make its users’ wish come true last June, they first uploaded an explainer video on their YouTube channel, and only about a month later posted the announcement on the company’s official blog. Clearly, Google is well aware of the vast consumer-reaching potential of explainer videos. This 35-second video has no narrative voice or complex animation. Instead, it uses simple and clear demonstration, accompanied by a gripping music score for maximum impact. Brilliant!

What other Google explainer videos do you think are particularly innovative or inspiring? Let us know in the comment section below!

If you’d like to learn more about explainer videos, go ahead and download our ebook!

The Ultimate Guide to Explainer Videos download

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How to Create a Winning YouTube Campaign

How to create a winning YouTube

campaign using marketing videos

We have received so many questions from our clients about the potential of using explainer videos as a marketing tool on YouTube, what is the expected ROI, and what is the engagement rate of their videos. To answer those questions I interviewed our expert Brad Merkel from ClearPeach about YouTube Marketing. We also talked about what the advantages are of using both a marketing agency and a video production company when producing videos for YouTube marketing, as well as what the difference is between a standard explainer video and one made for YouTube marketing.


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Watch the video here:

Keep in mind, in order to create a successful YouTube marketing campaign, you need to have:

  1. clear and well-defined YouTube marketing strategy AND
  2. marketing video produced with your YouTube strategy in mind

After you have watched the video, Brad and I would be more than happy to answer any questions about the potential of using YouTube Videos to share your story and help you connect with people in a unique way – show them what you do, how you do it and why you love it. winning youtube campaign

Let’s talk about your specific situation and how a video can help your business grow with YouTube marketing – call us or leave a comment.

If you’d like to learn more about explainer videos, go ahead and download our ebook!

The Ultimate Guide to Explainer Videos download