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Not Every Number Counts; Select The Data That Matters

According to Chicago-based marketing agency Invesp, data-driven marketing campaigns have yielded a 500% to 800% ROI, a significant increase from the 83% seen with traditional methods. This underscores the immense potential for brands to use data to enhance their marketing strategies.   

In today’s digital-driven world, video has emerged as one of the most engaging and persuasive forms of communication. From quick clips on social media platforms like TikTok to in-depth tutorials and advertisements, videos are reshaping how we interact with brands, products, and each other. But behind the vivid images and catchy sounds lies a crucial component that breathes life into these visuals: data.

Why does data matter in the realm of video content? Some may think of it as mere numbers, charts, or statistics, but it’s much more than that. Data is the invisible backbone that supports and guides the creation and distribution of video content. It helps us understand what resonates with our audience, when and where to reach them, and even predicts trends that haven’t yet surfaced. In essence, data is the compass that navigates the complex landscape of today’s digital world.

This article will explore why data must be the cornerstone of every video, whether it’s a viral TikTok sensation or a strategic marketing campaign. By diving into the essential role of data, we’ll uncover how it empowers video producers, marketing directors, and social media managers to make informed, impactful decisions. So, why should you care about data?

Blog Overview

Data and Video Production

In a crowded digital space, standing out isn’t just about being loud; it’s about being relevant. Data plays an essential role in understanding audience preferences and needs.

Understanding Audience Preferences

By analyzing viewers’ behaviors, likes, dislikes, and interactions, you can tailor your content to resonate with specific audiences. It’s not just about what you want to say; it’s about what they want to hear.

Tailoring Content to Target Demographics

By segmenting your audience and understanding their unique characteristics, you can create content that speaks directly to them. It’s like having a one-on-one conversation with each viewer, making your video more personal and engaging.

Let’s take a look at this IKEA and Jae Miranda partnership, and how data was used to make it effective.

Miranda’s online content primarily appeals to Filipinos in their early to late 20s, a demographic either in adulthood or approaching it. In an organization video for IKEA, Miranda is shown sorting his wardrobe, providing a glimpse into his daily life.

This simple, relatable moment resonates with his audience, many of whom are navigating the same phase of life—embracing independence. As they move into their new, independent living spaces, IKEA’s message is clear: their furniture is an essential part of this journey. This campaign illustrates a significant shift in marketing strategies, where audiences no longer connect with traditional product placement advertisements. Instead, they seek a story, a face, and a narrative that’s guided by data. In understanding and tapping into this desire, IKEA and Miranda crafted content that speaks directly to their audience’s experience, interests, and needs.

Feedback and Metrics for Continuous Refinement

Insights from views, watch time, shares, and other metrics guide your content strategy. They allow you to see what works and what doesn’t, enabling continuous improvement.

Data-Driven Decision-Making

From scriptwriting to editing, data can inform every step of the video production process. It’s like having a built-in audience feedback loop even before the video reaches the public eye.

Embracing data in video production means stepping into a world where content isn’t just created; it’s crafted with precision, relevance, and an understanding of the audience it serves. It’s not about following the crowd but leading with insights, creating videos that don’t just add to the noise but stand out with a voice that echoes in the hearts and minds of viewers.

TikTok Video Marketing

TikTok has emerged as a powerhouse platform, capturing the attention of millions daily. It’s a playground for creativity, but it’s also a field where data can make all the difference. Here’s how:

Data Drives the Algorithm

TikTok’s algorithm thrives on data. Every like, share, comment, and view is a piece of the puzzle that determines what content gets pushed to more users. By understanding these data points, creators can align their videos with what the algorithm favors.

Maximizing Visibility Through Data

It’s not just about creating great content; it’s about ensuring it gets seen. Analyzing metrics like engagement rates, viewing times, and user interactions can help you tweak your content to suit the TikTok algorithm, maximizing its reach and impact.

Crafting Content to Encourage Interaction

TikTok is a platform where interaction is key. Using data to understand what prompts users to engage can help in crafting videos that invite comments, shares, and likes. It’s about creating a dialogue, not just a monologue.

Take, for example, a video by BPI that features Anne Curtis, portraying different eras of her life and highlighting how BPI has provided her with financial support throughout her journey. In this partnership, BPI aligns Anne Curtis’ successful career trajectory with the aspirations of Filipinos, conveying the message that such success is attainable through their financial services. Rather than merely promoting a product, the video inspires audiences to dream big and assures them that with BPI, they can do more to achieve those dreams. 


From small goals to big dreams, find out how Anne Curtis is able to do more and achieve her dreams with BPI. #BPI #DoMoreWithBPI

♬ original sound – BPI – BPI

Predict Trends and Viral Content

The wave of virality is often unpredictable, but data analysis can provide clues. Understanding trends, monitoring rising hashtags, and watching audience behaviors can help you ride the wave at the right time.

TikTok’s world is fast, fun, and ever-changing. But beneath its exterior lies a complex web of data that guides content across screens. For marketers and creators on TikTok, tapping into this data is like finding the beat in a song—it’s what helps you move in harmony with your audience. It’s the science behind the art, transforming fleeting moments into memorable connections.

Data-Driven Strategies

In a landscape where trends constantly shift, social media managers must be able to navigate passing and sustainable fads. But without a compass, navigating can be treacherous. Data serves as that compass, providing direction and insight. Here’s how:

Using Analytics to Gauge Performance

Social media managers must constantly assess what’s working and what’s not. Analytics tools that reveal engagement rates, click-throughs, shares, and more offer a clear picture of performance, allowing for informed decisions and adjustments.

Adjusting Strategies Based on Data

It’s not enough to merely collect data; the key is to act on it. Whether it’s revising a video’s messaging or changing the posting schedule, data empowers social media managers to adapt and optimize strategies dynamically.

Identifying Potential Issues

From a sudden drop in engagement to negative sentiment in comments, data can act as an early warning system, alerting managers to issues before they escalate.

Mitigating Challenges

With data in hand, social media managers can take preemptive action, whether addressing customer concerns or shifting content strategies to align with emerging trends. It’s about being proactive, not reactive, and data is the key to that agility.

The role of social media managers is multifaceted and complex, with responsibilities ranging from content curation to community engagement. Here, data serves as the anchor. It’s more than numbers and graphs; it’s an understanding of the pulse of the audience, the trends of the platform, and the heartbeat of the brand itself.

Data in the Real-World

The power of data in video production and marketing isn’t just a theoretical concept; it’s a proven strategy that has paved the way for success in numerous campaigns. Let’s delve into real-world examples that showcase how data has made a tangible difference.

Happy Birthday, Grimace!

On June 19, 2023, McDonald’s launched a new milkshake featuring Grimace, their popular mascot, which soon sparked a series of TikTok videos. TikTok user @thefrazmaz initiated a trend by uploading a video in which he pretended that the shake caused him to pass out. This skit caught on, inspiring countless other TikTokers to follow suit.

Seeing an opportunity, McDonald’s decided to ride this wave to boost its presence. The fast-food chain analyzed audience behavior, demographics, and engagement patterns to tailor content that would resonate with its core audience. Their strategic approach led to a 233% increase in engagement and a series of viral videos, elevating their brand significantly.

The Buzz is Out

Buzzfeed had slipped from its golden age. During the early 2010s, Buzzfeed had a grip on YouTube. It was on the landing page, in the spotlight, and in the recommended tabs. However, as the tides shifted and YouTube’s audience demographic changed, this media giant failed to adapt.

Despite changes in audience preferences, Buzzfeed continues to produce content structured for a 2010s audience without adequately understanding their current viewers or using data to inform their strategy. This misalignment has resulted in low engagement and views, with post-campaign analysis highlighting missed connections with their target demographic and providing valuable lessons for future efforts.

For example, a recent cat video on Buzzfeed’s channel has only amassed 22,000 views, reflecting the shift in what YouTube’s audience wants to watch.

Contrast this with a 7-year-old video from the same channel, aimed at a different demographic, which garnered a whopping 38 million views. The format was the same, but the demographic resonance was different.

This stark comparison illustrates how rapidly digital trends can change and emphasizes the importance of using data to stay aligned with these shifts. For social media managers, marketers, and video producers, leveraging data to keep pace with evolving trends isn’t just a suggestion; it’s a necessity to ensure content remains relevant and engaging in an ever-changing digital landscape.  

GRWM? or Get Ready With Shopee!

ShopeePH, one of the Philippine brands excelling in Instagram Reels, has significantly boosted its reach by partnering with influencer @breyannuh to connect with a niche community on Instagram. Utilizing data analysis, they identified emerging trends in the fashion industry and strategically crafted Instagram Reels that were both timely and aligned with these trends. This approach led to a total of 39,000 views, a figure that stands out as significant when compared to the views on ShopeePH’s other Reels.


Check out trendy fits for as low as ₱199 and enjoy Free Shipping with ₱0 min. spend ✨ #ShopeeStyles

♬ My Humps JBroadway Remix – vampstawr

These case studies demonstrate that data isn’t just a supplementary aspect of video production and marketing; it’s the backbone. From understanding the audience and crafting content that resonates, to learning from mistakes and riding the wave of trends, data is the silent strategist that guides success.

Modern Challenges Require Modern Solutions

Embracing data in video production and marketing is not without its hurdles. It’s a path that promises great rewards but comes with challenges that need to be acknowledged and overcome. Here’s a look at common obstacles and practical solutions:

A. Challenge: Data Overload

Problem: In an age where data is abundant, sifting through heaps of information can be overwhelming. Understanding what to focus on and how to interpret the data can be daunting.

Solution: Utilizing specialized analytics tools and focusing on Key Performance Indicators (KPIs) that align with specific goals can help streamline data analysis. Collaborating with data experts or investing in training can also make the process more manageable.

B. Challenge: Data Privacy Concerns

Problem: The collection and usage of data must be handled with care, respecting privacy laws and ethical considerations. Missteps can lead to legal issues and damage a brand’s reputation.

Solution: Following established data privacy regulations, being transparent with audiences about data collection, and implementing robust security measures can ensure compliance and trust.

C. Challenge: Integrating Data into Creative Processes

Problem: Merging the analytical world of data with the creative process of video production can seem like a clash of two worlds. How do you maintain creativity while being guided by numbers?

Solution: Viewing data as a creative ally rather than a constraint can be key. Use data to inform and inspire creativity, rather than limit it. Striking the right balance between intuition and information can lead to content that is both innovative and effective.

D. Challenge: Keeping Up with Ever-Changing Data Landscapes

Problem: The digital world is ever-evolving, and so is the data landscape. Staying up-to-date with new metrics, tools, and trends can be taxing.

Solution: Continual learning, staying engaged with industry updates, and possibly partnering with data specialists can help you stay ahead of the curve. Consider data as a dynamic resource that evolves with your strategies.
Implementing data-driven strategies is not a plug-and-play solution; it requires thoughtful consideration and ongoing effort. But the challenges are not insurmountable. With the right mindset, tools, and approach, data can be harnessed as a powerful asset in video production and marketing. The road might have its bumps, but the destination—insightful, impactful content that resonates with audiences—is worth the journey.

Time to Embrace Data

The digital age has ushered in a new era of video production and marketing where creativity and data walk hand in hand. The world of videos may be driven by artistic vision, but it’s the power of data that turns that vision into a reality.

The journey has been enlightening, revealing that data isn’t merely a cold, numerical sidekick. It’s a creative partner, a guiding force that helps in sculpting content that resonates, engages, and triumphs. It’s the unseen hand that molds the clay of creativity into shapes that strike a chord with audiences.

Whether you’re a seasoned pro or just starting your journey in the world of videos, now is the time to embrace data. Let it guide you, inspire you, and drive you towards content that doesn’t just speak but sings.

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M2.0 Communications is a leading PR agency in the Philippines that helps brands creatively tell their stories. Alongside our PR services, M2.0 also offers social media management, influencer management, and video production. Visit our case studies page to learn more about the brands we collaborate with.

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