HBR and the Wylei Video Funnel

There’s no denying that video marketing is hot right now and a great way to engage your audience, but how should marketers measure success? A recent article published in Harvard Business Review entitled Video Metrics Every Marketer Should Be Watching made a great point: when it comes to video, not everyone may be looking at the right metrics.

At Wylei, we like to think of video as a funnel with 5 stages:

  1. Clicking through to the landing page for the video, demonstrating effective email messaging.
  2. Playing the video, demonstrating an enticing poster image and surrounding frame.
  3. Watching past the first few seconds, demonstrating that the video content was both attention-grabbing and true to the sales pitch on the poster image.
  4. Watching the video to the end, demonstrating a truly immersive experience for the viewer.
  5. Taking the call to action, demonstrating the persuasive power of the video. (Depending on your campaign’s goals, this could be a deeper link into your site, or just a social share).

Successfully navigating this 5-step funnel is dependent upon creating the most consistently engaging experience possible. Here are 3 steps you can take to maximize the success of your video campaigns:

Put the video right inside the email. The majority of email clients (most notably, iOS) now allow you to embed and play videos right inside the emails you send. Not only does this eliminate a potential leaky point of the funnel, but it grabs the viewer’s attention with unexpected rich content.

Personalize the video to the viewer. By including the viewer’s name, the device they’re using, their current location and weather, etc., you can create a uniquely private experience that is more likely to captivate the recipient.

Test, Learn, and Optimize. If the video experience is a funnel, then it can be optimized through testing and optimization. Wylei’s Adaptive Video does just that – automatically maximizing the conversion rates in the video funnel. Adaptive Video leverages real-time machine learning to automate the test-analyze-implement cycle, generating a uniquely personalized video for each viewer, and maximum engagement potential.

To learn more about how Wylei helps major national brands and agencies drive dramatic stepchanges in digital engagement rates, get in touch with us.