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6 Areas of Video Marketing to Test

July 22, 2009 By Hallie Mummert, Editor-in-chief, Target Marketing

No doubt you've gotten the message from the business media, research firms and colleagues that online video (and its kissing cousin, video advertising) is the next big thing in direct marketing. But just like with any other direct response vehicle, success with video marketing depends largely on execution—and that calls for testing.

Chris Savage, founder and CEO of Lexington, Mass.-based Wistia, a provider of business video sharing, management and collaboration tools, explains that marketers continually can improve the performance of their video marketing efforts by measuring audience engagement (such as percent of recipients who played a video, how much of the video was watched, which parts were watched again, etc.) and then building testing strategies around weak points.

A few aspects he recommends marketers test include:

  • still frames that start the video
  • sizes of the video window
  • different types of calls to view the video
  • different calls to action within the video
  • length of the video
  • audience sharing tools

"If you test elements of your execution, editing always allows for ways to improve viewership and retention," Savage asserts.


 

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