Uploading a video to YouTube is just the beginning of an ongoing process. You need to measure the effectiveness of each of your videos to learn how to improve the next one.
YouTube offers its own performance monitoring tool, which examines the key metrics of all the videos on your channel. YouTube Analytics puts some of the most important metrics on the page where the video is viewed, but the most detailed only appear when you enter the Analytics button, which is under each video.
We share five things to keep in mind when monitoring the performance of your videos on this social network:
1. Monitor the views
The first metric marketers look at is the simplest: how many people have seen your video in a period of time. YouTube also allows you to analyze the demographic composition of those views, by gender, age, and location.
How many views is a good number? That depends on your goals. If your video gets a million views in one day, that’s the sign of a viral video. But not every business wants or needs that many views. For some types of videos and businesses, 100 views can be good, if they belong to your target. You have to judge performance based on your own parameters and with realistic expectations.
2. Monitor traffic sources
You can promote your videos more effectively if you know how users found them. These can be links to other videos, be searched on the YouTube site, or connected by another source.
For example, if you notice that the majority of users discovered your video on YouTube, then you know that you should optimize the next ones for search. YouTube Analytics shows you the keywords by which they were found, so you can include the most popular ones in your next descriptions.
You can also use this metric to determine why a video did not perform well. See how users found the video (or what they didn’t do). If, for example, a video did not get a good response in the search engine, then it is a sign that you should pay more attention to your keywords.
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3. Monitor the interaction
Just watching the video is not enough. You want users to connect, talk about it, and share it with their friends.
To help you monitor this point, YouTube offers different reports. You can monitor how many people subscribed to your channel, how many likes and dislikes each video received, how many people added the ‘Favorite’ tag, how many comments it generated, and how many times it was shared on Facebook, Twitter, and Instagram.
The higher your metrics, the better you will be connected with your customers and the more word of mouth they will give you.
4. Monitor audience retention
Just because someone starts a video doesn’t mean they see it all. User retention is an important metric that shows how long, on average, users watched a video and when they lost interest.
This metric allows you to see views second by second. It is a useful tool for editing and producing attention-grabbing videos from start to finish. If you find that most only watch the videos for the first few minutes, that means you are not capturing them. If a high percentage of users stop watching at a particular point, you can determine what demotivated them.
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5. Monitor conversions
YouTube Analytics can help you. You will have to examine the number of conversions that a video generates towards your website.
This metric depends on what kind of response you want. Is the video designed to generate sales or to drive traffic to your website? If you hope to increase your earnings, you could simply measure how many sales you made to users who linked to your site. You might find that a video with few views delivers a high conversion rate. And that is a real success.