YouTube Analytics: key metrics to track and improve video performance
As you well know, YouTube is the second largest search engine in the world after Google. Therefore, we will discuss several useful tips in case you have a club, festival, event promoter, record label or be an artist or manager.
The benefits that your brand contributes to incorporate a YouTube channel are numerous, some of them are brand awareness, positioning, value content, engagement with your audience and you can even monetize your channel.
It is very important to understand that, in this social network, success can be achieved in the long term. So the sooner we start, the sooner we will succeed.
1 Analyze the reproduction time
Let’s start at the beginning. It is obvious that the first metric that guides us on the level of interaction that exists in the channel is the number of plays of the videos. But it will not be the only method of analysis since it’s not 100% reliable. There are ways to increase reproductions to a website by displaying a shocking or ambiguous news or headline (through a social network, for example), to gain user attention. This technique is called clickbait.
The visits should be analyzed with Watch Time, a metric that is key to be on the side of the YouTube algorithm. Estimate the total minutes of viewing your content and it is more important than an unprocessed playback.
2 Take a look at the report in real time
Since YouTube verifies the count of reproductions to eliminate fraudulent reproductions, the real-time report is essential in your channel to measure the reach of your videos from the beginning. Shows the estimated number of visits for the last 48 hours and the last 60 minutes.
Being attentive to this information is key to discovering spikes in the views, suggesting that someone has shared your video with your audience.
3 Identify your traffic sources
It is important to know in good hand where the viewers of your channel come from.
Through YouTube Analytics, on the ‘Traffic sources’ page, all the information is detailed, even with average duration and average percentage seen.
In this way, you can evaluate through which channel you get the most outreach and benefits.
4 Determine your audience
In order to better understand your audience, in the ‘Demographic’ section of YouTube Analytics, you can see what kind of audience visits your videos, using variables such as age, gender, geography, device …
5 Pay attention to the reproduction locations
Discover if they visualize your content through your YouTube page, another YouTube page or with inserted code.
The ‘Playback locations’ page presents the total of views based on where the video was played.
6 Analyze audience retention
On the ‘Audience retention’ page, you can find out the exact time your audience stops watching your videos. Thus, you can know first hand, where spectators lose their attention or what may have forced them to abandon the visualization.
In the report, two types of views are presented:
- Absolute audience retention: this graphic shows which specific parts of your video are the most popular. Thus, you can identify certain behaviors of the viewer, such as fade the introduction.
- Relative audience retention: this report compares your video with other YouTube videos of similar duration.
7 Track your subscriber rate
It’s important to control the fluctuations of your subscriber base to understand the general scope and analyze the obtaining or loss of subscribers.
In YouTube Analytics, specifically in the ‘Subscribers report’, you can analyze the obtaining or loss of subscribers by video. Logically, the more you have, the greater impact your content will have.
Another point to take into account and that acquires great relevance when generating traffic to your website, are CTA (calls to action). On YouTube, it’s done through the card tool.
8 Study social actions
Social networks play an important role in the promotion of your videos. Therefore, you must know, in the Share tab in YouTube Analytics, the shared resources that you have received over time on the different platforms or messaging applications.
It is highly recommended to incorporate audiovisual content into your social media strategy to increase the effectiveness of the exchange.
9 Monitor comments
Comments are a key factor to consider.
In the ‘Comments’ section of YouTube Analytics, you can see the frequency and dates of the comments received, as well as a section dedicated to showing the total number of comments in each video.
A technique that is being used a lot lately, is to post one of your comments at the top, to direct your audience to relevant sites on your website.
10 Check your likes and dislikes
On the ‘Like and I do not like’ page, you can analyze the reactions of your audience over time. Keep in mind that aversions are inevitable and should be analyzed in relation to the amount of ‘likes’ you have received.
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We advise you on your project to be more effective.