Youtube is the second largest search engine on the internet, only after Google. To create awareness about your brand, being active on YouTube and optimising your video performance and organic reach is important.
Today, simply having a youtube channel cannot suffice. Without understanding your audience and their response to your video content, you are basically heading nowhere. For this purpose, youtube comes with an analytics feature. Youtube analytics helps make your job of optimising your performance, easier in many ways.
What is YouTube analytics?
Your youtube channel is equipped with youtube analytics, which is a tool that provides you with all the insights and information about your channel, all your videos, your audience, and your subscribers. This is a rather comprehensive tool which is helpful in directing all your social media campaigns and strategies.
You can use insights derived from youtube analytics to understand the kind of content you should be putting out. You can easily track your performance on the platform using the various metrics that come with the youtube analytics tool.
Before we talk more about YouTube analytics, understanding the usage of the tool is more important.
If you’re wondering ‘how to get youtube analytics for my channel’, follow the steps given ahead.
How to get YouTube analytics?
Adding youtube analytics to your channel is very easy. You can simply type youtube.com/analytics and hit enter, or you can go by the following steps:
- Sign into your youtube account and click on your account icon
- You will see a drop-down menu. Select Creator studio.
- You will be taken to a new page with a menu on the left-hand side. Select analytics and you’re all set!
Getting started with YouTube analytics tool
Using youtube analytics to optimise video performance and organic reach
Merely having a youtube channel is not going to be enough if you are aiming at optimising your video performance and organic reach. Youtube analytics consists of reports and insights that will make the process of understanding your audience and their overall response to your videos and channel easy.
Together these reports provide insights into various youtube analytics determining how your youtube channel is performing.
The youtube analytics tool consists of an overview section and a real-time section, apart from 3 main sections:
- Watch time reports
- Interaction reports
- Revenue reports
Now you have a basic understanding of the youtube analytics tool for your channel, but how to get youtube analytics to work in favour of your videos and channel?
YouTube analytics to optimise your performance
Youtube analytics are the various parameters or factors that work independently or together to track how your videos and youtube channel are faring. Analysing your youtube channel helps you in determining the extent to which your strategy is helping to optimise your performance.
How can you leverage the youtube analytics tool to work in favour of your brand?
Here is an easy-to-follow list of steps corresponding to each of the youtube metrics that can be followed to fulfil your goal of optimising your video performance and organic outreach:
Video views are no longer indicative of your performance and are considered to be a vanity metric.
Watch time tells you about the duration for which one video or all videos on your channel have been viewed. Measured in cumulative minutes for which it has been watched, your watch time is an important youtube metric that matters. The more time people spend watching your content, the more they will be able to absorb information about your channel.
Higher watch time leads to an increased presence for your brand on the platform. Increased time also leads to brand recognition and brand consideration. Insights derived from the watch time can tell you which kind of video content receives a better response and which videos leave the viewers bored.
Use content from videos with more watch time to guide your future content strategies.
Audience retention is another youtube metric that matters. This metric tracks how much of a video is being watched by the viewers and when the video is being turned off by them. This subsection is further divided into absolute audience retention and relative audience retention.
Absolute audience retention depicts the viewership for each and every moment during your video as a percentage of the total views. On the other hand, relative audience retention depicts how well your video is performing in comparison with other similar youtube videos.
This is a YouTube Metric that matters for optimising video performance. You should use this metric to analyse the various points at which your video is losing the attention of your viewers and shape your content accordingly. Audience retention tells you about the most popular as well as the least popular moments of your video content.
Use the inferences from audience retention to build and share content that keeps the audience glued to your videos, with a target of 100% viewership.
How well do you really know your audience?
Demographics feature of YouTube analytics provides insights into the people who are watching your video content in terms of their age, gender and geographical location. Youtube analytics tracks the statistics on viewership for your videos and channel across various age groups and genders and geographical location of the viewers.
When looking at the age and gender of your viewers in different countries, you can also add the dimension of geographical location to know more about them. All age groups and genders, placed in different locations will react differently to a particular video. Based on your audience’s reaction and your analysis of their demographics, you can build your video content strategies.
Track your audience demographics and build a viewer-to-customer conversion strategy based on your findings.
For instance, if you are a cosmetics company, with a youtube channel. You share DIY videos, makeup tutorials etc., and you know that most of your viewers are females. Ranging from 16 to 40 years or even older. But that metric further complemented by information on the geographical location of the viewers will help in building a strategy to convert viewers into customers.
Through playback locations, you can track the platforms on which your video is seen. This includes youtube channel page, youtube web page, mobile devices and websites. It also accounts for the number of views and the watch time for the video(s).
Together, the playback location, number of views and watch time for the videos help you in pointing out the steadiest platform that is drawing views for your videos, whether it is your youtube channel, or is it some external blog or website.
Use the platform drawing most viewership and watch time to share your content more frequently.
Where is your audience coming from?
Traffic sources are the various sources which your audience uses to watch the videos.Youtube search, youtube playlist, youtube suggestions, and various other sources, along with the average view duration and average percentage viewed for each of these metrics are depicted under this metric.
Your videos may be getting traffic from youtube search, youtube suggestions or from external social media sites like Facebook and Twitter.
Through this metric, you can understand which is the most beneficial traffic source and concentrate your efforts towards that source.
Use keywords strategy, interesting video titles and a thumbnail image that provokes the audience to view your video.
Users watch YouTube videos through mobile device, computers and tablets. This tool provides insights on watch time and views for different devices.
More people tend to use mobile phones to view videos on youtube. People prefer to watch shorter duration videos on their mobile phones. However, longer videos have more scope for converting viewers into customers.
Put shorter duration videos during early morning hours and evening hours, when most people are commuting; and put longer duration videos during the weekends.
This youtube metric provides the number of subscribers gained against the total number of subscribers lost. Subscribers, therefore, account for the outreach and response of audience towards your youtube channel.
Through this metric, you can measure the number of subscribers gained or lost for each video. Monitoring the net subscriber rate after uploading each video will allow you to determine how the subscribers, as well as potential subscribers, are reacting to your content.
Shape your content strategy by monitoring your subscriber rate for each video.
Likes and Dislikes:
Likes and dislikes are indicators of people’s response towards your videos. While likes are also somewhat of a vanity metric, the more the likes, the better your SEO ranking.
Likes and dislikes are related to one another. Having a greater number of likes than dislikes is what is important.
Create positive content that compels your audience to hit the like button.
The comments section in youtube analytics provides an insight into the number of comments for each video. Through this metric, you can get an idea as to which videos have received most comments from the users.
Are you actively interacting and responding to your viewers?
This section of youtube analytics gives you the number of comments on each video, but it does not list out the comments there. It is essential for you to read and respond to the comments in order to directly engage with your audience.
Respond to all complaints and criticism professionally. Share details about your products and other content wherever you get the opportunity to while responding to comments.
This metric tracks the number of shares for your video (s) across various social media platforms and messaging apps.
Sharing of your video(s) may vary across different platforms. As a brand, you must focus on getting maximum shares across platforms.
Identify platforms where your videos have limited sharing activity and become more active on these platforms, while you continue to optimise on other platforms.
Using youtube analytics to optimise your video performance and organic reach may seem to be a very complicated process, but here we have it broken down into a few easy-to- adopt takeaways:
- Use watch time, audience retention and subscriber rate to identify the tone of your content from here on.
- Leverage viewer to customer conversion through demographic insights.
- Your social media strategy on Youtube and on other channels should be based on insights and information from traffic sources, devices and playback locations. Use keyword strategies, attractive video titles and thumbnails.
- Identify appropriate platforms for sharing your videos by looking at information derived from sharing insights.
- Use the comments feature to develop a rapport with your audience.
How will you add value to video marketing campaign with YouTube analytics?