TubeMogul : Tracking the tubes - analytics for web videos

ImageTubeMogul allows you to simultaneously upload your videos to several major video download sites (YouTube, Brightcove, Blip, Google Video, Metacafe, Yahoo, etc.) and then it tracks the viewings. Just the unified upload feature of the TubeMogul is a great time saver and then having the analytics available makes it even more attractive.

They recently published a white paper that describes their “secret Formula” of what makes an online video a success based on the most number of views.

“Secret Formula” - .5C + 15.M + .20T + .15P = Success

Alright, we admit that an exact formula may be a bit over simplistic, but when it comes to deciding how to allocate time and resources on a video intended on marketing something virally, the weighting of these four components should follow closely to something like this: That’s it. Write down the formula above on a cocktail napkin and you have the code cracker for getting people to watch and forward your video. The formula above says that creating a video is a weighted function of four components:

50% C = Content and Production - this is storyline, style lightning, production, etc.
15% M = Metadata - the text title, keywords, descriptions, and categories that help people find your video
20% T = Thumbnail - the packaging which draws people in when displayed on the page
15% P = promotion - just good old fashioned marketing

I am not sure if I agree with the formula; thumbnail is probably more than 20% where the most choice of what to watch are made based on the visual input. In fact, one of the example they describe has everything other than meta data and thumbnail and it still got 7M views. Of course, it was about Britney spears, so it shouldn’t even have been included in the formula in the first place.

What I do know is that having detailed information of who is watching the video will certainly be helpful in fine tuning the meta data, tags, thumbnail and the content to get your message across.



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