Are you interested in starting a YouTube channel, or maybe you already have one but don’t know how to analyze its performance? Today, Google, Facebook, Instagram, and YouTube are the most used and popular social platforms.
We all wake up in the morning, and one of the first things we do is grab the smartphone and see what we’ve missed. Yes, this social media addiction is pretty crazy; but if you want to start a YouTube channel as a core part of your digital marketing strategy to promote your business, you should learn how to use it and measure its success correctly.
Whatever your niche, YouTube is everyone’s most favorite video-sharing platform, so you can certainly build your empire there.
In this article, we will discuss a few super vital metrics you can use to analyze how each video performs, its weak and strong points alongside other valuable tips. Let’s dive in, shall we?
1. Video watch behavior
Let’s say that you’ve already created your account and uploaded your debut video. What comes next?
Well, now you have to attract some audience - people need to find about you, your product and business in general. Watch time is an important metric, if not the most important when building and growing your channel. Watch time refers to how many times your video has been watched. You can see the analysis of watch time on YouTube’s special analytics section.
In the beginning, you might experience a meager content-view rate. But that’s okay! You’re just starting, nobody has heard of you yet, so don’t worry much about it. It’s almost like running on an online store for two days and getting a 100% conversion rate. Well, that doesn’t happen in real life. If your content fails to deliver what has been promised, it can hurt your video watch time.
Users will click off your video and might even unsubscribe from your channel. It depends on how dissatisfied they feel after watching your video, and vice versa. If your viewers feel like they’re getting valuable content, they might subscribe to your channel and follow you. Also, if you’re educating them well about something - meaning keeping their attention - your average video watch time will become better.
The question here is how to improve an otherwise mediocre channel with video watch time lower than 40%. For starters, try to evaluate the video’s template - see what you can do to improve how it all looks, what type of content you provide, how you address a problem, and even how you sound on camera. All of this matters if you want to attract the right audience and grow your channel quickly.
Maybe the intro and outro were too long/short and need some improvement. Perhaps the quality of your video production isn’t good enough. Maybe you sound too dull, or the topic isn’t exciting enough. You see, there are a ton of things you can do to improve the whole look of your YouTube channel and, respectively, it’s performance.
You can see all of this thanks to YouTube’s analytics data - use it to access the video content and how it’s perceived by the audience.
2. Impressions Click-Through Rate
If you happen to use other social media platforms, you might know what CTR means. If not, it’s how often a video gets clicked. It means that viewers/users like what they see and click to learn more.
On YouTube, this click-through rate refers to how many times a video is being clicked. You should consider doing high-quality and valuable videos because you want people to watch it and learn from it. Of course, to make it happen, you should build eye-catching content that’s both informative, practical, and highly engaging.
For instance, if you sell a shampoo that helps get rid of dandruff, you should address the problem in the headline (thumbnail). As many YouTubers would tell you, the right thumbnail can have a powerful impact on the CTR. If you’re currently experiencing a rather poor CTR (like less than 5%), try to be more creative with the thumbnails. As you become more familiar with the platform, you will eventually see that some of your videos outperform others.
When that happens, take your time to analyze the performance of each. Compare their thumbnails, content, length, likes/dislikes, intro, outro, CTR, watch time - everything! See what makes them differ so much in performance. Remember, the impressions click-through rate will be the flashlight that will guide you.
Also, try to find more popular videos in your niche on YouTube. See what makes them different and interesting. Find what you could implement in yours as well. Of course, we don’t mean copying and pasting people’s ideas.
But you can use people’s ideas to inspire and feed your own until making them real. Overall, the CTR metric on YouTube will help you understand how the platform works and how to create your videos for better performance.
3. Audience Retention
The last metric on our list is called Audience Retention. This is basically how and whether you can keep people’s attention. You can use YouTube’s Analytics data to determine why and at what point viewers drop off.
For instance, if the majority drops off within the first minutes or even worse - within the first 5 seconds - it means that your content is not relevant. Or even if it is, maybe you haven’t presented it properly. Thanks to the Absolute Audience Retention section, you can determine how well you can hook the audience and work to improve it.
Another scenario - if viewers drop off somewhere around the middle of the video, it’s an indication that they liked the video, but something happened. It could be anything - maybe there was a technical issue, or the video became too long or wasn’t exciting enough.
Don’t take it personally, though! You’re still new to this - you will find what works for your channel when you keep doing it. Also, knowing your audience well will help you better understand the content they might be interested in. For instance, if you want to promote your marketing courses, offer more free content that’s valuable and address common problems people experience in the sphere.
Another cool thing that YouTube provides is demographics data that will let you filter the audience and data by geography, data, gender, content, and other information. All of this is key when measuring the audience retention metrics.
Running a YouTube channel shouldn’t be done just for the sake of it. You need to have a strategy in mind for building and growing your channel. This includes analyzing and measuring the critical metrics on YouTube for video performance, such as: watch time ratio, CTR, and audience retention.
When you start your channel, you might have a hard time understanding how it all works, at least in the beginning. However, if you put in the effort and time to analyze it, your channel will have a better chance of growing.