Blog Post

Vidmetrix: Epidemiology for Viral Videos

On Monday, San Diego based Holt Labs launched Vidmetrix 2.0, making available to everyone a powerful video tracking tool. Building on its suite of online video management applications (previous coverage of the Vidmeter billboard), the new Vidmetrix system tracks the views and interactions viewers are having with videos on the web.

Vidmetrix does a great job of visualizing the traffic your videos are getting over time. The tool is best for videomakers who have content scattered across a variety of sites. Vidmetrix, like Vidmeter, watches fifty-one different video sites, recently adding big sites from the European (Kewego.com) and Asian (YouKu.com) markets. However, you can track any videos (not just your own) so it’s also useful to see how popular videos “go viral.”

I tested this by linking up my GreenTeaGirlie “research” videos. I could see the videos getting a few new videos each day. Features I find useful include a convenient bookmarklet that allows you to add videos from wherever you’re browsing to your tracking profile. Additionally, Vidmetrix makes it easy to load all of your old videos into your tracking profile with a nice batch upload function. And you can see not just links and views but also comments from the various sites.

Holt Labs has high aspirations for its nifty little piece of software. Not only aiming at the desk-chair video pundits, Vidmetrix offers a more powerful, and less free, “premium service” for marketers, giving advertising execs a more nuanced and customizable “buzz report” on the “virality” of their campaigns.

However, Vidmetrix is the not only management software in this emerging space. NewTeeVee previously tested TubeMogul, which tracks whole bodies of publishers’ work. TubeMogul has the added feature of allowing you to download your data as an Excel file and to graph publishers’ popularity as well as individual videos. However, TubeMogul has some serious limitations in that it only tracks across the seven most popular video sites and limits you to tracking six different publishers.

Many of these features I had hoped would come to YouTube itself when it was bought by Google, especially after Google’s recent revamping of its Analytics package. Alas, YouTube’s own interface for managing subscriptions, uploads, links, comments, and view histories is still as heinous as it ever was. Hopefully as more third-party apps move in, Google will move to make some upgrades or some purchases.