How you can optimize your movies utilizing YouTube Analytics information
What if I told you that there is a way you can use YouTube analytics to reach a larger audience than Netflix's?
It is possible!
YouTube videos reach more than 2 billion users a month – around a third of all Internet traffic.
However, if you want to use YouTube videos to drive traffic and sales, you need to dig deep into the data.
How do you know if your video has had an impact on your business?
Through the effective use of YouTube Analytics!
In the next few sections, I'll explain what YouTube analytics is about, how to access it, what metrics to track, and how you can use that information for better ROI.
What is YouTube Analytics?
YouTube Analytics is the website's native analytics platform and provides access to key metrics related to video performance, including watch time, viewer demographics, traffic sources, impressions, and more.
What's the point of all this information?
This data is intended to help you understand what type of content your audience is interested in so that you can improve your YouTube strategy.
If you hate browsing data, you'll be happy to know that YouTube analytics is pretty easy.
Instead of being overwhelmed with a ton of information, you can focus on the data that matters most to your brand.
Why is YouTube Analytics important?
In short, knowing the performance levels of your YouTube videos is critical to understanding how effective your efforts have been. Knowing this can help you create more content that your viewers will love.
Why is YouTube Analytics so important?
For starters, YouTube is the second most popular website online. Period.
Another evidence of YouTube's popularity is that teens spend a lot more time watching YouTube than watching live TV – or even Netflix or Hulu.
This fact is especially important if your products target this demographic.
However, YouTube isn't just for teenagers. People of all ages and from all walks of life watch more than a billion hours of YouTube videos every day.
How to access YouTube Analytics
Ready to dig into the data? How to Access YouTube Analytics
On the YouTube homepage, navigate to the top right corner where you will see your account's avatar.
Click on the picture and you will see a drop down list of account options.
Select "YouTube Studio".
On the next page you will see the Studio Dashboard.
On the left is a sidebar that you can use to access different parts of your account.
Click on "Analytics" for an overview of the performance of your YouTube channel.
The summary page contains details such as views, time, subscribers, estimated earnings, and real-time reports.
There are also four primary analysis tabs:
- To reach
The statistics you see here relate to the last 28 days. This is YouTube's default setting.
However, you can view metrics for a different time period by clicking the drop-down menu in the top right corner of your screen.
What if you want to see how well your videos did within 60 minutes or 48 hours of clicking the publish button?
The real-time report contains these details.
YouTube has information that will help you understand the measurement data better, even if you are a beginner.
All you have to do is hover over the metric you have chosen or click the "i" in a circle that appears next to the metric's name.
Here's an example:
If you want to understand the metrics better, the “Learn more” link at the bottom of the box is helpful.
In addition to general channel metrics, you can also view the metrics of individual videos.
To access video metrics, click a video on the overview page.
Click "See More" to delve deeper into the analysis of a particular video.
Alternatively, you can click on "Advanced mode" in the upper right corner.
Would you like to see how two videos played against each other?
The comparison function allows you to compare two videos, a video over different periods of time with itself, or a video with a group of other videos.
If the video is part of a series, you can see how it compares to the others.
In addition, you can see if there is a difference in seasonal video performance.
To access this feature, click "Compare To" in the top right corner of the page.
Here you can select the time periods, videos or groups to be compared.
Another useful option is adding filters to your metrics.
You can find the filter option under the title of the video in the top left under the image of your video.
Clicking the "+" symbol at the top of the metrics table will bring up a large list of metrics for you to check out.
Would you like to save or share your data? You can easily export it for further analysis.
To do this, navigate to the top right corner of the page you want to export and click the download icon – a downward facing arrow with a line below it.
You will then see two options: Google Sheets and CSV. So you can choose the format you want.
Important metrics for YouTube Analytics
It is easy to get lost in the sea of data on various marketing platforms. There is so much information out there and it is understandable when you are overwhelmed by all of the filters, options and tools.
The same applies to YouTube Analytics.
Don't worry: YouTube Analytics is comparatively easy to use.
Remember, you only need to view metrics that answer a specific question you have.
These questions can include:
- How do the viewers deal with our videos?
- When do you end the videos?
- Which videos convert the most viewers into subscribers?
- Does our YouTube audience demographics match our buyer personalities?
These questions and more should make it easier to see the metrics you need.
Below, I'll share seven key metrics in YouTube Analytics and the insights you can get from them.
When creating a video, you need to know who you're talking to – and who you're watching.
YouTube demographics show details like the top countries and cities your viewers are watching, the age and gender of the viewers, the times and days they watch videos the most, and more.
If you have a lot of viewers from a particular country or city and your brand allows it, you can tailor content to those locations. If you're promoting a local product but your videos are generally not showing up locally, it may be time to start researching your keywords.
Age and gender
Knowing who your target audience is can help you create relevant and appropriate content. After all, you don't want to produce R-rated content when your viewers are typically between 13-17!
Additionally, the times and days viewers are on YouTube provide insight into when to post new videos.
When you run YouTube ads, demographic information can also improve your ability to target content accordingly.
Finally, you can compare your demographics with your buyer personality.
Do they match?
If so, great! If not, are you changing your buyer personality or content?
2. Traffic source types
Traffic source types indicate where viewers can find your videos; B. YouTube search, featured videos, channel pages, direct visits, views from external sources and others.
You can also see how the viewers of the individual sources behave.
These metrics contain information about the sources responsible for your video views. For example, your blog may generate a large number of hits on YouTube. This means you may want to embed more videos in blog posts.
You can click on each source for more information on how people found you. For example, if you click YouTube Search, you'll see which keywords brought people to your videos.
You can also see which sources have contributed little to your views and see how you can improve those areas.
For example, a low number of views from YouTube Search may mean that you need to improve your YouTube SEO.
A small number of views from suggested videos may indicate that you need to better engage your audience. Higher engagement means YouTube may see your videos as valuable and recommend them to people who view similar content.
There are more insights to discover once you dig into the data.
3. Watch time
Getting a lot of YouTube views is good, but high watch time is even better. "Watch Time" is how long users watch your videos.
The YouTube algorithm uses this metric to understand the quality of your content. This means that a long watch time increases your chances of getting featured as suggested videos and on search pages.
You can analyze the playback time of each video and compare it to the length of the video.
What types of videos have long playback times? Which types have low times? Why do you think this is?
If you take into account the differences between high and low playback videos, you can create better content in the future.
You should also examine videos with a high playback time at a certain time of the year. This could be a seasonal video – and if things go well, consider making a similar video next year.
When a viewer clicks the subscribe button, they're confirming their interest in your content. They'll be more likely to see when you post new videos – and watch them.
YouTube Analytics shows the number of subscribers you have gained and lost over a period of time.
You can also see which videos contributed to the number of your subscribers.
Which videos are responsible for a high number of acquired subscribers? Who are responsible for lost subscribers?
By analyzing these changes, you can improve the content you create. For example, if longer videos tend to attract more subscribers, then your focus should be on longer videos
You can also view subscription sources that show where subscribers found your content.
There's another way to understand what drives subscribers: Compare them to non-subscribers.
For example, you can compare these two audiences based on metrics like watch time, including time spent viewing and the percentage of video they watched.
30 seconds in a 45-second video is very different from a 45-minute video!
There is an anomaly in the picture above. As you can see, non-subscribers are significantly more numerous than subscribers. This data indicates that further investigation is needed – possibly check their traffic sources.
5. Top videos by end screen
If you've ever watched YouTube, you know that a lot of videos end up with pictures of other videos that you want to watch. These images are intended to encourage users to look further.
The associated metric indicates which end screens received the most clicks.
When you click Show More on the Engagement tab, details such as end screen items displayed, end screen items clicks, and clicks per end screen item are displayed.
As a result, you can identify videos that viewers are watching.
Why is one particular end screen more effective than another? Once you've figured this out, apply what you've learned to other videos.
6th Top cards
Map elements are interactive and allow you to promote other YouTube videos or links to your website. An example is shown below: The Suggested bar is a map item.
Card element metrics show you details like card clicks, cards viewed, clicks per card, and more.
These numbers tell you which cards viewers were most effective at converting.
Ask these questions:
- What makes these cards effective?
- Are cards more effective on some videos than others?
- When are cards most effective in a video?
- What Makes Some Map Teasers Effective?
Delving deeper into these metrics will find answers to these critical questions.
YouTube ads are vital to sales. However, you need a minimum of 1,000 subscribers and 4,000 hours of watch time to run YouTube ads. Focus on creating great content using your metrics as a guide to get to those numbers.
Below is an example of an ad overlaying a YouTube video.
If you're already running ads under the YouTube Affiliate Program, or you've gotten to this point, the revenue segment of the analysis is critical.
This is where you'll find details like your revenue streams, top earning videos, ad types, monthly estimated earnings, YouTube Premium earnings, and more.
What are the top earning videos? How do they differ from the low wage earners?
You may find answers to these questions and more if you dig deep into sales analytics.
Even so, you don't have to monetize your channel through ads – I don't do it myself. Instead, I use YouTube for branding, education, and to drive traffic to other resources.
Other YouTube Analytics tools
YouTube Analytics offers a variety of metrics about your channel's performance, but it's not the only data source available.
For this reason, you should use other analytics tools to get more insight into your YouTube campaigns.
These tools can help you get analytics for other channels in your industry, improve YouTube SEO, and get recommendations for improvement.
Here are three more tools that you can use to better understand your YouTube video's performance.
Using your YouTube analytics information, Vidooly offers suggestions for improving your videos.
They also give access to video tag analysis, which is the words in your video's metadata, so you can spot powerful tags.
Vidooly also has a keyword tool that can help you improve the SEO of your videos so that you can rank higher in YouTube keywords searches.
If you're running influencer marketing campaigns, Vidooly can help you figure out which influencers can help grow your channel.
ChannelMeter provides access to extremely detailed insights into the audience.
In addition, you can monitor the performance of videos from influencers. This comes in handy when you're running YouTube influencer marketing campaigns or want to emulate some of their ideas.
ChannelMeter also lets you review your benchmarks and track trends on similar videos to adjust accordingly.
One of the most important functions of Unmetric is the benchmarking tools. You can use these tools to compare your strategy with that of your competitors.
For example, you can view your competitor's click rate, engagement rate, and video conversions. You can use this tool to develop campaign goals and identify new trends.
In addition, you can see how you hold up against your competitors and gain insights that can improve your campaigns. They even provide ideas for creating content.
YouTube Analytics is critical to running a successful YouTube campaign.
Thanks to the helpful filters of YouTube Analytics, you can find out more about your target audience, what you are doing well and where you can improve, without having to get stuck with unnecessary data.
What aspects of your videos do you think YouTube analytics can improve?