Good News for Video Marketers - Bad News for Privacy?

Let's face it, everyone and their mother has a video on YouTube.

That's a good thing - user generated content is mainly what's fueled the rapid growth of social media - and it's also pretty much the bain of a video marketer's existence.

With all those videos, if you're someone who markets your brand with online video - specifically through YouTube - how do you:

- make sure that your video gets found

- determine what SPECIFICALLY about your video grabs people's attention?

According to Advertising Age, two answers: HotSpots and Insight (log in required)

HotSpots allows you to see - via a tandem graph - whether a particular section of a video is popular (i.e. being viewed by others at the same time) or whether it's an airball.

The Insight suite of tools allows you to see how people stumbe upon (pun intended) your video and what actions they take after watching.  Do they share the link with someone else? Do they embed the code on their blog?

Two things come up for me immediately:

  1. I think this is really good news for people who work with clients that demand ROI and metrics (as they should), but me doth thinks this stinks for privacy.  Let's hope Google doesn't keep that data for 18 9 months, too.
  2. What kind of handwriting on the wall is this for analytics companies? Hmmm...

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  • Lena L. West


    I agree with you, hence this line from my post: "I think this is really good news for people who work with clients that demand ROI and metrics (as they should)..."

    Hmmm....I don't know that niche market video hosting will solve the analytics 'thing' all together. My point was that with YouTube offering this service, they're getting deeper into the analytics arena and now it's not 'surface' reporting...HotSpots is 'deep'.

    Thanks for reading and commenting!

  • Thomas Clifford

    Hi Lena,

    I think knowing how your "needle in the haystack" (video) is performing is not only a good thing but necessary.

    As time moves on, I suspect clients will be demanding more tools like Insight.

    Which gets me to this...

    As far as analytics goes, I think that the niche markets for hosting specialty videos (retail, financial, medical, etc.) will become so popular that they will resolve the analytics issue organically.

    Interesting post and thanks for sharing it.

    Thomas Clifford
    -Corporate Filmmaker