Dipping your toes in video content marketing can be profitable for your business, provided you understand the game rules.
YouTube algorithms and analytics provide marketers crucial insights for deciding their content strategy, audience engagement, and returns on investment (RoI).
The data derived from the analytics can help marketers draw important insights that translate into meaningful decisions while developing the marketing strategy.
Let’s take a closer look at each feature of YouTube Analytics & how it helps marketers derive the desired results.
- Customer analysis – The first step is to understand your audience. None of the data matters if you are unaware of your audience persona, their likes or dislikes and how they would like to communicate with the brand. Hence audience analysis is the base.
- Views – This shows the number of people that have viewed your video. It helps the brand to set the viewership target and develop strategies around the goal of increasing the count.
- Watch time – The watch time report includes the ‘average view percentage’ and the ‘average view time’. The report gives information about the time spent by the audience watching your video including playback, repeat views, the average impressions, and the average percentage of time spent watching the video. It helps to decide the ideal length of the video, plan the script and decide the topics which will get more views and increase retention.
- Subscribers – Vloggers and brands consider it a key metric. The analytics shows the number of people who have subscribed to the channel. This metric determines the popularity, engagement and connection with the audience.
- Likes & dislikes – This metric shows audience engagement, assists in determining the type of content liked by the audience and decides the future content strategy. It also helps to analyze whether the title and the thumbnail pull in the desired audience.
- Audience retention – This section helps to understand the average number of viewers who watch and leave the video at any time. Audience retention aids in increasing the video ranking, understanding the audience expectations and deciding which type of content to publish in future.
- CTR – The click-through rate helps gauge the type of content that interests the audience, and the ideal video length and calculate the conversion rate based on the impressions and clicks. A high CTR translates into an increase in the traffic directed towards the website or landing page, higher retention and audience engagement, resulting in a trending or high-ranking video
- Shares, devices and channels – The analytics also shows the number of times the video is shared, the viewing devices, and channels displaying similar content. It also shows the time of the day your video was most watched.
- Demography – This tab shows the age, gender, geographical location and preferred languages of the viewer. This helps to know the audience that watches the videos and develop content best suited to their taste & preferences.
- Unique viewers – The metric helps to understand whether the video is reaching a wider audience, the conversion rate from a unique view to a repeat watch, and the actual size of the audience.
- Comparison – The analytics also helps to compare any video with another video published previously. The comparison can be on any of the above parameters to gauge the performance of the videos.
- Sources – It also displays the sources through which the viewer has reached the video, such as social media, websites or any other external source. It helps in optimizing the promotion strategy.
- Keywords, thumbnails & titles – The section helps the marketer understand the keywords that the user searches. Using popular or trending keywords, if used, in the title and description of the video engages the audience more and makes the video rank higher. It also helps to gauge whether the thumbnail & the title matches the user intention and search query. It is recommended for marketers to use the prominent keyword in the title of the video to help it rank better.
Leveraging the data is crucial for any marketer to stand the test of time in a dynamic field such as digital marketing. Hence, sound knowledge of data analytics, forecasting with creativity, understanding of consumer behaviour and strong decision-making capacity makes a holistic digital marketer.
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