How to Use Data to Choose the Right Video Strategy

May 5

The smarter way to create content that actually performs in 2025

If you’ve ever poured time, money, and energy into a video—only to see low engagement, few clicks, or no impact—you’re not alone.

The problem isn’t that video doesn’t work. The problem is that most businesses are creating the wrong type of video for the wrong audience at the wrong stage of the buyer’s journey.

In 2025, success doesn’t come from producing more content. It comes from producing the right content—backed by data, audience behavior, and clear strategy.

This guide will show you how to use your existing analytics and marketing insights to make smarter, more profitable video decisions—so every video you create moves your business forward.

Step 1: Know What You’re Solving For

Before you even hit record, you need clarity on the purpose of your video. Use performance data from your marketing funnel to identify the gap:

If You're Seeing...You Might Need...High bounce rate on homepageA brand story videoLow conversion on sales pagesA testimonial videoPoor engagement on social mediaShort-form social videosRepetitive client questionsAn explainer videoAd fatigue and low click-through ratesA new ad creative video

Start with your pain point, then match it to the video type built to solve that challenge.

Step 2: Review Key Data Sources

You don’t need to be a data scientist. These free or built-in tools offer everything you need:

Google Analytics / GA4

See where traffic is dropping off
Review top-performing pages (those may benefit from a video boost)
Identify how long people stay on your content

Meta Business Suite (Facebook & Instagram)

Review Reels insights: retention, reach, saves, shares
Check which CTAs actually convert
Look at audience demographics and peak activity times

YouTube Studio

Watch time, audience retention, click-through rate (CTR)
Pinpoint where viewers drop off in long-form content
Compare video topics and thumbnails

CRM & Email Tools (HubSpot, ActiveCampaign, etc.)

Map client behavior before and after video views
Track which emails with embedded video have the best open/click rates

Hotjar or Microsoft Clarity

Heatmaps show where users click or scroll past
Identify drop-off sections where a video might explain or re-engage

Step 3: Identify What’s Already Working

Look for content themes, messaging, or formats that consistently perform well. Ask:

What social videos are getting the most shares or saves?
Which blog posts or landing pages get the most organic traffic?
What email subject lines get the best open rates?
What are our top FAQs or support questions?

Now reverse-engineer that into video content.

Examples:

A blog post with high search traffic = great opportunity for a video summary
An email topic that converts = great candidate for a short explainer video
Reels that trend well = style, hook, or format worth repeating

Step 4: Choose a Format Based on Funnel Stage

Once you understand your goal and performance insights, match your video format to the stage of the customer journey:

Top of Funnel (Awareness)

Goal: Attract and educate new audiences
Best Videos: Brand story, short-form Reels, how-to content

Middle of Funnel (Consideration)

Goal: Build trust and deepen connection
Best Videos: Testimonials, FAQs, explainer/process videos

Bottom of Funnel (Decision)

Goal: Convert, close, and delight
Best Videos: Product demos, proposal walkthroughs, client success stories

Pro Tip: Add UTM links or trackable CTAs in your videos to measure conversion and attribution.

Step 5: Optimize and Test (Not Guess)

Once your video is live—test, test, test.
A/B test:

Hooks and thumbnails
Captions and CTAs
Different video lengths or cutdowns

Use tools like Motionapp.com or Vidyard to analyze which visuals, headlines, or formats drive the best results. Let performance—not assumptions—guide your next move.

Final Thoughts: The Best Videos Are Backed by Data

Creative intuition is powerful—but when paired with data, it becomes unstoppable.

Using data doesn’t make your brand less human. It makes your videos more relevant, more impactful, and more aligned with what your audience actually wants.

The right video strategy isn’t about guessing what might work. It’s about listening to what your numbers are already telling you—and using video to respond with clarity, creativity, and purpose.

Alex Hopper