If you’ve been paying attention to the blog this year (as if anyone doesn’t) you know all there is to know about how to be an influencer marketing champion on YouTube. Well, almost everything. And while we’ve shared our favorite tips and smartest marketing strategies, the only thing standing between you and YouTube omnipotence is the ability to understand your YouTube Analytics… and use those findings to make your campaigns even better.
So, for this Collabary Cheat Sheet, here are the four metrics you need to take a closer peek at.
Tempting as it might be to measure YouTube success by the views your video attracts, it’s not really going to help you improve your content.
Watch time (which is basically views x average view duration), on the other hand, is an excellent way to dig a little deeper.
It’s also worth noting that watch time is pretty much your best friend when it comes to earning a boost from the YouTube algorithm.
And if YouTube are prioritizing the videos that people are watching for longer, getting to know your watch time figures (and what makes them rise and fall) is essential for creating successful content.
Maybe, just maybe, it’s handy to know where exactly your viewers are coming from.
Luckily, YouTube provides this information in their analytics dashboard, giving you a detailed breakdown of how exactly your viewers are finding your content.
This is an incredibly valuable thing to know – and not just because it helps you see which channels are most effective at driving people to you content. It’s also useful to see the type of viewer different channels are bringing to your video.
And, one easy way to work this out is by paying more attention to the average view duration from a particular channel, rather than just looking at the views.
In other words, if a particular channel is driving loads of views, but really poor view duration then perhaps that channel isn’t working quite as effectively as it seems.
Like most social platforms, YouTube are very good when it comes to telling you what kind of people are engaging with your content.
And while it’s useful to have such detailed demographic information, it still needs to be analyzed in a smart way before it becomes valuable.
For example, as tempting as it might be to rush off and create something that will attract the age, gender or geographical groups that are ignoring you, remember who your target audience really is – and work out how to reach more of them, not more of everybody.
The most important metric of all is… the one that matters to you. (Sorry if that seems unhelpful.)
What we’re trying to say is that YouTube analytics gives you an amazing opportunity to combine different metrics and really drill down into the things that matter most for your brand and campaign planning.
Combine any of the above metrics with, for example, audience retention data (to see the exact time that people stopped watching) or your subscriber rate (to see which videos are gaining or losing you subscribers) and you’ll be able to precisely pinpoint the mistakes you need to avoid.
You can even introduce other data sources beyond YouTube’s own analytics, to extract every last drop of juicy knowledge from your content. Socialblade, Google Trends, VidlQ and the YouTube analytics available through Collabary can all help create a better understanding of the effect your content has an audience – and how you can make it better.
And while we whizzed through those metrics like an impatient YouTuber zooming through an underwhelming cat video, we’re going to devote next week’s blog to a closer inspection of how you can get the best from YouTube analytics.