While the main gist of my writings here have to do with the world of video and eCommerce, I think that the overall world of online video, and how people are using and relating to video as a medium, is very relevant too.
That’s one of the reasons I enjoyed the Marketing Sherpa blog post “Blogger Video Sharing Data.” It delineates, in detail, how, when, and where bloggers are using video in their posts.
Marketing requires analytics as much as content
What I like most about the article, however, is the attention given to measurable metrics.After all the need for good statistics in any marketing effort, i.e. how are viewers interacting with the content, is probably as important as the absolute need for good content itself.
One of the biggest benefits of advertising (or doing anything) online is the ability to generate statistics. How many people actually saw the page on which your video appeared? How many clicked on it? Where do they live?
The level of detail that we have access to these days is unbelievable. All one need do is look at one’s Youtube Insight panel to obtain demographic data that would have been completely impossible to collect even 3 years ago. According to the Marketing Sherpa post this was exactly what was done in order to generate the report discussed, but on a very grand scale:
“Sysomos analyzed over 100 million blog posts from July to September 2009 to measure bloggers’ video sharing. The report breaks down the bloggers’s demographics and the services they use.”
What the data reveals about video sharing
The information delivered includes amazing facts such as that in the US, “81.6% of bloggers use YouTube to embed or link to video.” Well, that maybe we could have guestimated, but there’s no way we could have guessed New York is the top city for video sharing via blog, followed by Los Angeles and Chicago.
Interestingly, when ranked by state, California ends up as the most video-sharing-via-blog state, followed by New York, Texas and Pennsylvania.
How old are video blog sharers?
The age breakdown wasn’t very surprising to me – turns out that almost 63% of those sharing videos on their blogs are young adults between the ages of 20 and 35, followed by a very distant 25.9% for those 35 to 60.
Back to the basics
But beyond these trivia details my greater point is that online EVERYTHING is measurable. This is perhaps the most amazing promise online marketing delivers on: no more stumbling in the dark, no more “Maybes”, “Perhaps”es or “Possibly”s – just simple measurable and actionable figures that anyone can obtain and use.
This is more than just interesting, it’s the kind of stuff advertisers must know to remain effective and reach their target audience as it migrates online in ever greater droves.
Never checked out Youtube’s Insight?
Why not get the lowdown by watching this 2.5 minute video from Before and After TV: