If you want to make your videos perform well, then you have to measure their success so you can continue to optimize both your past videos and future videos to do even better. But there’s so much data in your YouTube Analytics that it can be hard to know where to begin. In this week's Creator's Tip, we look at which metrics should you look at first and how can they help you meet your video marketing objectives.
Measuring the Success of Your Video
Now, you could have any number of objectives for your video marketing efforts, but YouTube encourages you to focus on no more than 2 or 3 of them. So let’s say your 3 general objectives are:
- Audience: Are you reaching the right audience? How well?
- Look at the # of views from your target demographic or a video’s % of views from that demographic.]
- Expression: Is your target audience engaging with your content? How much?
- Look at how much watch time the video has accumulated, both the total amount and the average time each viewer is watching.
- Look at the # of subscribers your videos are earning, or the % of new subscribers you’re picking up compared to the number of views your videos are getting.
- You can also measure how many clicks you’re getting through to your website.
- Participation: Is your audience endorsing and sharing your content? How much?
- # of shares or the % of shares to views.
In YouTube Analytics you can also separate these statistics from viewers who found you through your paid Adwords for Video campaigns and viewers who found you organically to see how your financial investment is performing compared to the free views you’re getting.
Paid Promotion: It Isn't All About Views
As a side note, in our experience, many marketers and creators think that the problem with their lack of views and engagement on their channel is exposure and that if they just paid to get more views then their videos would accomplish their goals. In actuality, however, dumping money on something that’s already not performing well doesn’t magically make it start to perform well. Investing into paid promotion on content that’s already doing well will just exponentially increase its success. Investing money into promoting content that’s not performing well will continue to have a low conversion. So analyzing your metrics before choosing to promote something is essential for getting the best return on your investment.
The YouTube Creator Playbook for Brands includes this chart that summarizes the three objectives we’ve discussed and key metrics to track for each of them, so if you’re interested in digging into this a bit further, the link to download the full Playbook is here.
Let us know which metrics you track and how does it help you optimize your videos to perform even better?