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Youtube Analytics is a tool from the video platform itself that provides information and data on the performance of a channel and the level of user interaction with the content it produces.
I don’t know if you realized it, but practically all marketers have already accepted that we are entering the age of video.
Does this mean that the text content will lose relevance? No, we are really far from that. But the fact is, more and more consumers are looking for videos to discover and even make purchasing decisions.
According to a survey conducted by E-tailing Group and Invodo and commented on by Smart Insights , 78% of people expect to find videos on product sales pages and 71% want to see more details about the product in this media format.
Without a doubt, videos have a place of honor in Digital Marketing campaigns and content strategies, so we can value them as a trend instead of a simple fad.
So mastering the world’s leading video publishing, searching and consuming channel is critical. Of course, we are talking about YouTube!
To do this, it is not enough to know how to use the basic tools of this “giant” of the Internet.
It is also important to learn to interpret data and metrics in YouTube Analytics , using this information to your advantage to learn about your audience, generate more leads and, consequently, sales.
How about becoming a YouTube Analytics specialist and outperforming your competitors’ videos? Did you like the idea? So, keep reading this article!
What is YouTube Analytics?
YouTube Analytics is YouTube’s own tool that allows you to monitor the performance of your videos and your channel in general.
The YouTube Analytics platform has up-to-date metrics and reports, displaying a wide range of data related to your account, such as reports on traffic sources, demographics, and watch time.
Why use YouTube Analytics?
Of course, a Digital Marketing strategy goes beyond numbers. However, if you are posting and sharing videos as part of your job, you need to be aware of a few points, such as:
- Who is watching your brand videos ?
- What types of content generate the most engagement?
- How long, on average, do people watch your videos?
- Are they too long or can you explore the topics further?
When you use YouTube Analytics, it is much easier to answer these and other questions. And this is essential.
After all, building a successful YouTube channel requires understanding your audience and how they relate to your content . That’s where YouTube Analytics comes in.
With YouTube Analytics you can discover a lot of information about the people who enter your channel and watch your videos, specifically data such as who they are, their gender, age, what they like and what type of content you should create.
All this will help you improve your overall strategy and allow you to create increasingly accurate content.
How do the metrics work?
Once you’ve created quality , SEO- optimized videos , it’s important that you use YouTube Analytics to monitor the progress of your channel. This tool can tell you a lot about your audience and what content you should keep creating to be increasingly successful.
To facilitate the evaluation of the metrics, you can consider them as two large groups of data:
Content consumption metrics
They show how (and how much) your videos are consumed. Here are the view and retention metrics.
This data is important to evaluate what is your best content and what is the ideal length of the videos, among other things.
They allow you to find out the volume and level of participation of the published materials, which is essential to ensure that your message spreads across the Internet. This includes metrics such as shares, comments, channel subscriptions, and likes.
How to use YouTube Analytics? The complete step by step
Well, the time has come to understand, step by step, how to use YouTube Analytics. Let’s go?
1. Enter your YouTube channel
For that you just have to log in to your Google account and then do the same on YouTube. In the upper left corner you will find a menu with various options. Click on “My Channel.”
On the next screen, at the top of the page, you will see the option “Video Manager”. Click on it and it will take you to a page with your video list.
At this stage you just have to select “Analytics” in the menu on the left and, automatically, you will have the overview of your channel.
2. Overview of your YouTube Analytics
The overview page shows, in a summarized and easy-to-read way, important information about the performance and engagement of your channel.
The default setting provides data for the last 28 days, but you can select the time period you want.
Each category that appears on the overview page also has its own more detailed page. In the menu on the left side of the page you will find guides for each aspect of the analytics provided by YouTube.
The views report can be found in the “Watch time” tab, which provides data on the overall performance of your YouTube channel and can also be used to further study the performance of individual videos.
By using the search function at the top of the page, you will have the ability to search for videos by name or location.
You can also click the calendar icon to choose a specific date range that you want to analyze.
Within the exhibition time report you will find:
Views: Know the number of people who saw your video and, more specifically, how many of them clicked on a link that started playing your video. It doesn’t matter if a person watches just one second of your video before closing it or watches the entire video, they both count as a single view.
Display time (minutes): YouTube adds up the time that people watch the videos you shared. This simply shows the total minutes that your videos were viewed on your channel.
Average View Duration : Find out if people are watching your content until the end or leaving it before it ends. This is a great tool for determining the ideal length of your videos.
It is important that you keep in mind that getting a large number of visits is ideal to make your brand known and remembered.
However, this should not be the main measure to evaluate whether a video was successful or not.
A high level of participation, a good duration of the exhibition and an increasing number of subscriptions for your channel can offer you more profit than the views themselves.
It’s the old story: generally quality is worth more than quantity.
4. Audience retention
This report assesses the ability of your videos to keep viewers engaged.
This is a great metric that helps us know how long users have consumed content before exiting or closing their browser.
Numbers are reported in the left corner in minutes and in percent. If your total averages are lower than you imagined, you can change the way you make your videos, shorten them, or rethink how to expose your content.
In this report you can also consult an interactive map that shows in which countries your videos have been viewed.
Darker areas on the map indicate that people in that location are observing longer than people in lighter areas.
You can use the Audience Retention Report in different ways, including information about which parts of each video are most popular.
In general, YouTube itself recommends paying special attention to the first 15 seconds, as this is the time when viewers are most likely to stop watching.
Knowing your audience in detail is very important to offer increasingly relevant content and, also, to know what devices they use to access your materials.
Did you know that more than 40% of YouTube traffic comes from mobile devices?
The Devices report will give you an idea of the different means of access (such as tablets, computers, mobile phones, game consoles and televisions) and the operating systems most used by your viewers to access your content.
With this data in hand, it is easier to understand the influence of the materials you are sharing.
If the majority of visits are coming from mobile devices, for example, those longer tutorials can be optimized and shortened for easier viewing.
In addition to the reports above, you will want to know how people are interacting with your videos. That’s where engagement reporting comes in .
On YouTube, these metrics can be measured by the following factors:
- “I liked”;
- “I did not like”;
- times it was shared.
You can prioritize these criteria based on your business, as well as the type of video you are sharing.
6.1 I like it and I don’t like it
The “Likes” and “Dislikes” reports are self-explanatory, but worth mentioning. You can follow the evolution of these reactions in your videos.
The approach to engagement on YouTube should be holistic, so if you don’t get a lot of likes, don’t worry. Viewers may be sharing or commenting on it anyway.
Instead, you should pay special attention to the amount of “dislikes” in each of your posts.
Pleasing everyone is practically impossible, so there’s no reason to despair about getting a “dislike” eventually. But if your videos are stacking thumbs down, consider engaging with your audience to understand what’s going on.
A very interesting report to follow is the one on subscriptions. Here you can see how you gained and lost subscribers in different content, dates and places.
This will help you understand which videos performed the best at generating subscriptions and also identify the locations where your content is particularly well accepted.
The Comments report summarizes how many people commented on your videos.
Comments are a great way to engage with your audience, get feedback, ask questions, and even get suggestions for future videos. That is why it is essential to take the time to respond to comments left by surfers on your videos.
Response time can be critical, especially for tutorial content and customer responses.
6.4 Times it was shared
This report shows how many times your content has been shared through YouTube and other media like Facebook, Tumblr, Twitter, Google+, and even WhatsApp.
Sharing can be critical to your business strategy, especially if you are posting videos about new products or announcing news.
According to a Nielsen survey, 83% of consumers say they trust recommendations from friends, family and colleagues about products and services.
Therefore, encourage your audience to share your materials with their network of contacts and do the same by promoting your videos on different social networks.
Learn even more about YouTube Analytics
YouTube offers an Analytics Analysis and Management course at its content creator school. There are 5 classes that teach you to:
- measure the performance of your channel;
- know your audience and their behavior;
- evaluate the participation of your audience and interpret which content is more successful;
- monetize with YouTube and understand how your audience helps you earn money on your channel;
- clarify the most common YouTube Analytics questions and learn how to overcome key issues.
So, did you like learning more about YouTube Analytics? Now is the time to put what you learned here into practice.
Don’t forget that with YouTube Analytics data and metrics you can better understand the needs of your audience, constantly improve your content and get better results with your videos.
Remember, many sellers are still unaware of the need to use this tool. This is one more reason for you to go ahead and show how to do video marketing.
By the way, do you want to increase your knowledge about YouTube even more, impact your leads and win many clients? Then download our free YouTube Marketing ebook !
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