Don’t Ignore the Data

An effective video strategy requires knowledge and capabilities in many different areas.

Repeat.

The thing is, a lot of people neglect that last step, particularly creative types (guilty as charged). We just want to make the next thing, execute the next idea, get lost in the weeds of the next project.

However, data can inform the best next step.

A couple of years ago, we were having trouble with our Youtube views. We were putting a ton of time and energy into our videos and yet no one seemed to be clicking on them.

So we turned to the data. 

We found that our click-through-rates (CTRs) were atrocious, meaning that our Youtube thumbnails were nowhere near up to snuff. We were ignoring basic best practices for thumbnails.

The data told us where to put our focus. We spent more time and effort on thumbnail edits, not changing anything else about our video or creative process.

Sure enough, after a few weeks and many, many thumbnail iterations, our views picked up. Now, we will not even start scripting a video unless we think a Title/Thumbnail combo will get clicks.

The data doesn’t lie. If no one is watching your videos, or swiping away after 4 seconds, or not engaging whatsoever, where should you put your focus? What can you fix?

Have an Elite Week,