Video Launch Process
Depending on your budget, you can use various methods to analyze the success of videos. However, this often requires you to adjust your video launch process. Instead of recording, editing and launching, you need to incorporate one or more steps, namely analyzing behavior. This can be done in several ways:
Before you start filming, survey your target audience to find out their interests.
Show a rough version of the video to a test panel, create a survey to find out what they think of the video.
Make a second version of the film, possibly with new images. Show this version and film a test panel while watching the videos (this can also be done via a webcam) and analyze which moments of the videos provoke reactions.
Automatically measure the panel's emotions when watching the videos with, for example, Emotion Research lab.
Example: Shell
Although Shell is known to everyone, few people know that Shell invests in a sustainable future. Together with LifeHunters, they therefore started a video campaign to create awareness for their sustainable activities. After the emotion analysis of the first rough version of the video, they made adjustments. For example, they discovered russian phone number list that there were negative emotional reactions in the first thirty seconds. The reactions showed that women really liked the presenter and men liked the technical explanation and drone shots. In the final edit, they therefore included both the presenter and the drone shots in the opening shot.
Measuring in video becomes more fun with VR
Through eye tracking and emotion measurements, you are already able to see what people are looking at and how they react to it. In the future, even simpler methods will be developed for this. With virtual reality , you want to take people to a place, says Joris de Lamper of VR agency yondr, one of the largest producers of 360-degree and VR videos.
With a VR headset you can measure whether your content was good via eye tracking. The advantage is that you can make all items measurable in virtual reality. For example, you can see whether people are distracted by the shoes of a presenter, or whether they remain captivated by the body language. In addition, the Facebook algorithm values 360-degree videos higher and they are viewed more.