Are you creating YouTube videos? Wondering how to analyze the impact of your video content?
In this article, you’ll discover how to measure the performance of YouTube videos.
#1: Assess Video Watch Behavior
YouTube provides powerful analytics data that lets you evaluate how your videos are performing and how you might improve your video content in the future.
To access your analytics, open your Youtube dashboard and select Analytics in the left navigation.
Under Watch Time Reports, you’ll find data about video watch behavior and the audience viewing your videos.
“Watch time”refers to the amount of time (in minutes) that viewers have watched a video.
In the Watch Time report, you can see information about watch time and views.
“Views” is the number of times a video has been watched.
This metric used to be the main way to assess a video’s popularity, but don’t be fooled by this number.
While it’s great to have lots of views, this metric only shows the number of times a video player loaded; it doesn’t say much about viewer engagement or whether the viewer wanted to see the video or kept watching.
Audience retention is an important metric because it indicates how well your video content keeps viewers’ attention.
You can determine on average how long people are watching your videos (in other words, when they’re dropping off).
If the majority of viewers are leaving within the first few seconds of watching, they were likely interested enough to click on the video, but it didn’t hook them.
If viewers drop out around the middle of the video, they were interested but something happened.
Maybe it was a technical issue, like the sound dropping out, or maybe the video was just too long. In any case, you can use these insights to improve your future videos.
Knowing more about your viewing audience will help you determine if your video is reaching the right people.
On the Demographics report, you can see an overview of the age, gender, and geographic location of your viewers.
When you open this report, you see a chart based on age ranges and gender.
The Devices report shows the different devices and operating systems that your audience uses to play your videos.
See the devices viewers are using to watch your YouTube videos.
#2: Evaluate Audience Engagement
YouTube’s Engagement reports give you an overview of the quality of your viewers. There’s no point in having millions of views if people aren’t interacting with your brand.
Of course, you want to have a large number of channel subscribers.
It means those viewers were so captivated by your videos that they didn’t want to miss the next one.
In the Subscribers report, you can track the growth of your channel’s subscribers over time.
If you see a significant loss in total subscribers, it may be an indication there’s something wrong with your content.
Likes and Dislikes
On the Likes and Dislikes report, you can find out how many people liked and disliked your videos over time.
This data is a reflection of emotional reactions; however, because videos generally have no more than 1% of viewers register likes and dislikes, this data isn’t very representative.
Unless you notice a huge increase in dislikes, don’t fret over this metric.
Find out how many people liked or disliked your YouTube videos.
The number of comments for your videos is another good indicator of engagement.
It demonstrates the viewer’s intention to interact with you, which is important for any social network.
You can view the overall Comments report for your channel or for each video.
Remember to always read through the comments to analyze whether you received positive or negative feedback.
Shares is an interesting metric because it shows how many times your content has been shared on social media using the Share button.
This metric indicates that viewers not only watched your video but were also engaged enough to share it on Facebook, Twitter, or other sites.
See how many times people shared your YouTube videos using the Share button.
#3: Calculate Referral Traffic
So far, we’ve talked about the main metrics you’ll find in the YouTube analytics dashboard.
This data helps you better understand your audience and how they’re engaging with your content.
If you want to find out how much traffic YouTube is driving to your website, you can connect your Google Analytics account with your YouTube channel..
Analyzing YouTube metrics might seem overwhelming at first, but it’s crucial to assessing your channel’s performance.
Find out more about viewers, how they discovered your videos, whether they liked your content or got bored, and more to help you improve your future videos.
What do you think? Do you regularly review your YouTube analytics data? Which YouTube metrics matter to your business? Feel free to comment below!
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