Facebook video may be getting the numbers trying to catch up to YouTube, but the fact remains that for content creators and multichannel networks prefer the Google service. With YouTube recently removing the 301+ views play count for new videos in an attempt to keep the video view count more real-time, the need for better data and insights is becoming more apparent. Founded by Ajay Mishra, Nishant Radia and Subrat Kar, Vidooly is a video data analytics company that currently provides actionable data on YouTube channels. In conversation with MediaNama, Subrat Kar, CEO of Vidooly speaks about the need for actionable data, content analytics data provided to customers, data provided on other video platforms and social networking platforms, geographies covered, among others. The interview has been edited for brevity.
Content analytics provided
MediaNama: What is the data that you give content channels that sign up with you?
Kar: We don’t provide any data. We provide actionable market analytics and features. Let’s take the example of alexa.com or similarweb.com. These sites provide free cost, public analytics of any website regarding ranking and performance. But when you sign up with them, they give you more actionable insights about your website like traffic sources, what do visitors view after leaving your sight, what is the website ranking in India and globally, among others. They provide all sorts of actionable insights.
Vidooly gives demographic breakup of the audience – how many are male, female, how many have been active, visiting my channel and watching my content in the last 7 days, who are not active. So Vidooly identifies the number of subscribers who are not active and also gives the entire social profile of the audience.
MediaNama: What do you mean by actionable insights?
Kar: We have divided our product into three parts – Organic viewership, audience development and watch time. We give a set of features under each part. Vidooly has a few features which will help you maximize your views. We have a section called actionable video analytics. When you sign up with Vidooly, we will ask you permission to authenticate your YouTube channel.
During authentication, we ask you for certain permissions. Then we crawl the entire historical data of your channel. It basically comes through the YouTube API. Once you sign up with Vidooly and go to the dashboard, we show you the entire list of all the videos. When you click on a particular video, it goes to its video analytics for that particular video. Some of the insights that we give include the keywords that you use in your title, description, tags etc.
MediaNama: What do you give your clients in the watch time section of your product?
A: For watch time, the product has three to four features. The product offers a lot around annotation and placard. We tell which annotation or placard is working well for you and which is not. You can test it for some features around your video because annotation drives more click and thereby it will drive more watch time and content. For example, if orange colour annotation is driving more watch time, then lets drive only orange colour annotation throughout the channel.
Similar to annotation, the product gives other suggestions too. Let’s say for a particular video, last month the watch time was 2 hours. Why is it only 1.5 hours this month? Vidooly gives actionable suggestions like these are the annotations that got you watch time, these are the suggestions and these are things you should implement in your videos. Suppose you used annotation and your mobile traffic got 80%. Unfortunately, annotation doesn’t work on mobile. Vidooly identifies this and gives you the reason for drop in watch time.
MediaNama: But aren’t these details already provided by YouTube?
Kar: Yes but the product will tell you which are the keywords that are performing and which are not, search patterns for a particular tag, etc. Apart from that, the product will also give you keywords that you are not using in your video but you are still getting views for. It will also give you some suggestions, what are some keywords that you should include in your title, title suggestions etc. For example, if you have uploaded a video called How to cook chicken biryani. It will give you a few title suggestions. You can also add how to cook Hyderabadi chicken biryani because Vidooly knows that people were also searching for Hyderabadi chicken biryani on YouTube.
MediaNama: When you say that you crawl data using YouTube API, do you only get data out of a particular channel or the entire YouTube platform?
Kar: We are tracking the 1.5 million YouTube channels and analysing 25 million viewership data and 20 million unique audience data on daily basis. The product analyses who are watching the videos, what the traffic sources, among others. We are working with YouTube on this. We have access to the public and private API. We are working with the India and U.S YouTube team on this.
MediaNama: What were some of the features that content creators requested you to include in your product to get better channel insights?
Kar: We are not YouTubers or from YouTube so the entire product is built on the feedback of the customer. We released one feature. People loved using this one feature and with their feedback, all other features were kicked off. Now if you take a look at our dashboard, we have a lot of features. I gave you the example of a single feature where we give the suggestion of keywords and tags in a video.
One thing that they want are suggestions about what to include in a video. Second thing that they want to know what type of content they should create, topic suggestions for content. Vidooly gives them details about what their subscribers are watching on YouTube, what are the channels that they have subscribed to, what content are your subscribers watching on YouTube apart from consuming your content.
Markets & geographies
MediaNama: When you say you work with both the Indian and the U.S team, is your service restricted only to Indian YouTube channels or is available to all, globally?
Kar: It is a global product. We have 5000+ YouTube channel owners as our customers. 60% of our customers are from outside India. India is not my market. India is just a market for validation. Here people are using the product and paying us. It is a global product. We will be wherever YouTube is. It is a product built for YouTubers. If you are a YouTube channel owner even in Indonesia, you can use our product. We have customers in Indonesia, Vietnam, Singapore, Malaysia, among others.
MediaNama: Which are the countries with the maximum number of customers?
Kar: We have customers in UAE Middle East, then APAC, third is U.S and fourth is Canada then comes India.
MediaNama: Apart from crawling data on the API, what is the data that you give about the audiences?
Kar: We are analysing 20 million audience data. Subscribers of your channel is your audience. I’m analysing their entire G+ profile, which is public data. I’m analysing their city, country, gender and their activities. I give the entire demographic breakup of any fan of a YouTube channel.
Data aggregation from social & other video platforms
MediaNama: As much as G+ profile is public, people aren’t too active on it. So how valid is the data from G+?
Kar: For example, if you have subscribed to All India Bakchod’s channel. How will AIB’s channel owner know your gender until and unless, he has access to your G+ profile? How will they get access to your G+ profile? YouTube gives the list of fans of any YouTube channel. But the channel owner won’t know the G+ profile of this fan.
We segregate all the data and give it in actionable format, male audience, female audience, which of your content they consume, consumption rate, how frequently do they watch your YouTube content on a daily and monthly basis etc. I give all this information along with all their social profiles – Twitter, Facebook and G+. I map your email ID to your G+, Facebook and Twitter profiles. We don’t just crawl YouTube data, we are also tracking user’s social profiles.
MediaNama: When you can track all social profiles, do you also provide similar services for other social platforms or only for YouTube?
Kar: We want to be a company that analyses only video data across all platforms. Currently, we are on YouTube because YouTube is the second largest search engine in the world. 95% of the market is captured by YouTube. It is the largest social video platform in the world. There is monetisation and high engagement on the platform.
Why build this product on YouTube and not on Facebook? Because if I want to build a product on YouTube, I can monetise that product. I charge anything to the customer because the customer is making money on YouTube.Facebook is just getting started with building its video product. And they still don’t have any monetisation plan in place. They are not paying their content creators.
Reason why we decided to go on YouTube first and charge the YouTube content creators. We wanted to first capture this market and then move onto other video platforms. We have contracts with all other video platforms. But the question is when is the right time to launch the product. But we are presently publicly available only for YouTube.
MediaNama: I understand Facebook but why are you not present on other video platforms?
Kar: Of course, by the end of this year, Vidooly will also support live streaming platforms like Periscope and Meerkat. We have also started analysing the live streaming data of the Twitter API for Periscope. Let’s say TVF is my client and is a doing a live streaming on hangout on Periscope. TVF will want to know who are the active followers on their Twitter profile, who engaged the most on the live streaming activity etc. I will analyse the data and let them know that these have been the most active users/subscribers of your Periscope live streaming. You should reach out to them.
Vidooly will be doing N number of things but only on video analytics. We will not be getting into video creation or distribution. We are only a video analytics marketing company. Now we are serving all YouTube channel owners who are creating content. We are helping them increase their online video business. The three main things that a creator wants are gain more viewership to their channel. Second, they want to maximise their subscriber base and third, they want to make more money out of it. If you take any YouTube channel in India, not more 20% of their subscribers are actually active on their channel. So Vidooly identifies who are the 80% of your audience who are not consuming your content.