How can you use data to improve your video portfolio?

1 Choose your platform

The first step is to choose a platform that allows you to upload, host, and display your video portfolio. There are many options available, such as YouTube, Vimeo, Wistia, or your own website. Each platform has its own advantages and disadvantages, depending on your goals, budget, and preferences. For example, YouTube has a large and diverse audience, but also a lot of competition and noise. Vimeo has more creative control and customization, but also a smaller reach and higher cost. Wistia has advanced analytics and marketing features, but also a steep learning curve and pricing. Your own website gives you the most freedom and flexibility, but also requires more technical skills and maintenance. You should consider these factors and choose the platform that suits your needs and objectives.

2 Track your metrics

The second step is to track your metrics, which are quantitative indicators that measure the performance and impact of your video portfolio. Views, watch time, engagement, retention, and conversion are all metrics you should track. To do so, you can use various tools and methods depending on your platform. YouTube and Vimeo have built-in analytics dashboards that show you various metrics and insights. Wistia offers more advanced analytics and tracking features that let you embed codes and track conversions. If your videos are hosted on your own website, you can utilize Google Analytics or other plugins to track your metrics and visitors. Metrics can help you understand how your portfolio is viewed, shared, liked, and commented by your audience.

3 Analyze your data

The third step is to analyze your data. Data analysis is the process of interpreting and understanding your metrics and finding patterns, trends, and insights. It can help you answer questions such as which videos are the most popular or engaging, as well as what characteristics and preferences your audience has. Additionally, it can provide insights into the strengths and weaknesses of your portfolio compared to competitors. To do this, you can use various tools and techniques depending on your platform and goals. For example, YouTube and Vimeo have analytics reports that show graphs, charts, and tables; Wistia has more advanced analytics; and your own website can use Google Analytics or other plugins to generate reports and visualizations.

4 Optimize your portfolio

The fourth step is to optimize your portfolio. Optimization is the process of improving and enhancing your portfolio based on data analysis and feedback, which can help you increase views, watch time, engagement, retention, and conversion rates. To do this, you should focus on improving video quality, content, SEO, and distribution. Video quality should be high resolution with clear sound and smooth editing. Content should have a purpose, story, style, and call to action. SEO should include relevant keywords, titles, descriptions, tags, thumbnails, and captions. Distribution should be wide and targeted across social media, blogs, newsletters, forums, etc. You can use various tools depending on your platform and needs; YouTube and Vimeo have optimization tips and best practices while Wistia has more advanced features. SEO tools and plugins can also help optimize your portfolio on your own website.

5 Test your portfolio

Testing your portfolio is the fifth step in the process. It involves experimenting and comparing different versions of your portfolio to find the optimal combination of elements that appeal to your audience. Common testing methods include A/B testing, which involves creating two versions of your portfolio that differ in one variable and measuring which one gets more views, engagement, or conversion; multivariate testing, which involves creating multiple versions of your portfolio that differ in multiple variables; and user testing, which involves asking a selected group of your audience to watch your portfolio and provide feedback. There are various tools and services available for testing, depending on your platform and budget. For example, YouTube and Vimeo have built-in testing features, while Wistia has more advanced testing and optimization features. You can also use testing tools and plugins for your own website.

6 Update your portfolio

The sixth and final step is to update your portfolio. This process involves adding, removing, or modifying your portfolio based on testing results and feedback. Doing so can help you keep your portfolio fresh, relevant, and appealing to your audience. When updating, consider adding new videos that showcase recent projects, skills, and achievements. Additionally, you may want to remove old videos that are outdated or low-quality. Finally, modify existing videos that need improvement or correction. Various tools and methods can be used depending on the platform and preferences. For instance, YouTube and Vimeo have editing features while Wistia has more advanced editing and management features. If you have your own website, there are editing tools and plugins you can use as well.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?