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How video content analytics is improving customer insights

Video content analytics (VCA) helps companies extract brand insights by evaluating consumer sentiment from all types of video data. There has been a noticeable increase in user-generated video content as social media platforms like TikTok and YouTube incentivize people for uploading videos. Brands are noticing this trend and have increased product and promotion videos as well. This is also because studies show that viewers retain 95% of a message when they watch it in a video, compared to only 10% when reading it.

In fact, according to a report, by 2022, online videos will constitute more than 82% of consumer internet traffic. That’s 15 times higher than it was five years ago. In 2020 alone, as high as 96% of consumers increased their online video consumption. All this data can be gleaned for interesting insights for product enhancement, brand amplification, and improved consumer engagement. In all, video analytics applications can give companies greater avenues for analyzing vital key performance indicators for video assets on social media channels.

What are the major applications of video analytics?

Video analytics helps you get a deeper understanding of what your customers want. This translates to better product planning, resource optimization, and improved delivery of marketing and advertising functions. With the boom of social media platforms like YouTube, TikTok, Facebook, and even niche mediums like Twitch, it has become very easy for organizations to leverage the applications of VCA for customer outreach. Video content analysis, therefore, is widely used to this effect by private companies as well as government agencies for public health and safety measures, security, logistics, crowd control, traffic, and other functions.

The most common applications of Repustate’s video content analytics are:

1. YouTube video content analysis

Brand reviews on YouTube can give an in-depth insight into what consumers like and don’t like about your product or service. It also gives you a good idea about your competitors. Social media influencers can then be partnered with, to sway consumers towards you.

Learn more about YouTube content analysis.

2. TikTok video content analysis

Many businesses are realizing the enormous potential that video marketing on TikTok has. This includes brands like Guess, Chipotle, the NBA, and many others. With 800 million users worldwide, TikTok video content analysis can easily show you a blueprint of your consumers so you can predict purchase behaviour and plan strategies accordingly. Word to the wise - do not ignore this platform.

3. Facebook & Instagram video content analysis

Facebook started as something meant for friends to keep in touch but has evolved into a serious platform for business growth, socio-economic reforms, activism, all of it culminating into making Facebook one of the most influential social media channels of the day. Similarly, IGTV also leads the way for business marketing on Instagram. You can gather insights by using Facebook & Instagram sentiment analysis on posts and review videos, and benchmark against competitors. This kind of video analytics application converges towards a more holistic marketing and advertising strategy for business outreach and development.

4. Content analysis for webinars & conferences

Audio content analysis for podcasts, webinars, and conferences brings a wealth of research information that can be categorised semantically for posterity. Webinar videos can be organized and analysed by topics, speakers, themes, attendees, timelines, and key performance areas.

5. News stream video content analysis

Video analytics applications are widely used in news streaming platforms and websites. They are vital to many industries such as oil & gas, immigration, financial corporations, healthcare, real estate, and the like. This is an important application for a company’s branding and public relations efforts to keep the momentum in public opinion favourable.

6. Sentiment analysis for survey videos

Survey videos are very useful to get valuable information from. Video content analytics for survey videos such as those collected from patient voice data, hospitality reviews, voice of the employee (VoE) data, and the like, can be a much-needed catalyst for increasing productivity and efficiency in an organization.

7. Sentiment analysis for Twitch & other gaming platforms

Twitch is a niche social media platform and like other gaming platforms, it is used by tech-savvy gamers. Sentiment analysis of this demography can help companies target their products and services towards this market better - whether it be for selling apps, gaming tech, workstations, or even clothing and accessories.

Learn more about Twitch analytics with sentiment mining.

8. Feedback analysis

Video analytics applications can be imperative for feedback analysis from the responses gathered from customers throughout their purchase and after-sales journey. This information can tell you about the performance of your customer service, store location and performance, competitor advantages, and other important factors.

Why do we need Video AI?

Video AI enables engaging video experiences and intuitive content discovery. You can recognize thousands of people, places, things, and actions in stored and streaming videos while creating your own custom entity labels. Video content analysis also enables you to extract rich metadata from the overall video or at shot/frame level. Below are some of the major reasons why companies need video analytics for more focused marketing functions:

1. Ever-increasing video content

Videos increase organic traffic to a product website by 157%. Similarly, a Forrester report says that having a video in an email campaign increases the click-through rates (CTR) by 200%. This is the reason why there has been a sudden spike in overall consumer-focussed video content. Businesses understand that video content is easier to digest and therefore they are here to stay for good.

2. Multilingual video content analysis

A hospitality chain like the Ramada, a healthcare provider with multiple locations like Mount Sinai, a fast fashion brand like H&M, all have customers spread across several geographical locations. Video content analysis helps such organizations capture consumer sentiment regardless of language. Similarly, metropolises like Toronto or New York are inhabited by people from all over the world, so even if its a city-specific location, video content analytics can help a company reach out to a much broader market within it, than an English-speaking population only.

Learn more about multilingual sentiment analysis.

3. Analyzing caption overlay

Video analytics applications can be used for sentiment analysis through its unique feature of identifying and analysing caption overlay. This gives you the same advantage as having text data that you can leverage for competitor comparison and respective emotion mapping.

4. Capturing imagery for branded content analysis

Background imagery in videos can give a lot of insights, especially if they contain logos of different brands. Video content analysis solutions like Repustate’s have the unique ability to capture categorized logos or specified imagery in the background that can be analysed at scale for a more holistic view of the video content data.

5. Analyzing posts, chats & comments in videos

Videos like YouTube contain comments that are valuable for not just understanding customer sentiments regarding products or services, but also how people perceive the brand as a whole. This is vital for brand reputation as people are quick to point out when a company or its brand ambassador is being hypocritical in what they promote versus what they practice, like it happened with L’Oreal. Video content analytics can help contain issues like these proactively.

6. Need for an industry-specific machine model

Machine models need to be trained for each industry with industry-specific terminologies, including jargons. Different industries need their own domain-specific semantic clustering that can also contain categories like competitor names, locations, collaborations, material specifications, etc. They are not a one-size-fits-all solution. Therefore, video content analysis can help these companies by extracting information from videos in their specific verticals.

7. Video search and retrieval

A video analytics application can help you search inside your video repository the same way you search documents. No longer do you need to manually search for the necessary information. VCA allows you to focus on other important areas of your marketing function while the machine learning models do the hard work of semantic organization and content discovery from your video catalogue.

8. Video tagging & indexing

With video content analytics, you can extract metadata that can be used to tag, index, and organize your video content. You can also control and filter content according to relevancy. Thus, video analysis automation brings about operational efficiencies and financial benefits that manual indexing cannot due to high costs and human limitations.

How can you benefit from video analytics applications?

Repustate has been helping clients around geographies make sense of their video content and finding hidden insights to drive business intelligence. If you’re thinking of increasing the video share in your digital marketing efforts, you need an intuitive video analytics solution - one that has the ability to scale, understand multiple languages natively, and enable powerful content search and discovery.

Look no further. Repustate’s powerful analysis video content solution is available in 23 different languages. With imposing social media sentiment analysis & named entity recognition (NER) capabilities, it reads all 23 languages natively and does not need translations. This means the insights you get are as accurate as they can get. Don’t take our word for it. Look at the stats.