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YouTube Analytics:The only way to know What's Working on your YouTube Channel and What's Not.

Updated: May 19, 2020

How Smart is your YouTube Marketing | Episode09

Transcription of Podcast:

Welcome to the second podcast in this weekly series of How Smart is your YouTube Marketing. For people who have been following us, you may be amazed that every week we take a different theme. So last week, for example, like Google AdWords, a week before that was SEO, and this week it is a YouTube Marketing.

Today's topic is, basically on YouTube Analytics. In the next five or six minutes, you will basically get a top-level view of how you can go about doing your YouTube marketing most smartly by using the right tools, right features and also the right metrics because analytics is on about, metrics. So if you want to get, a shortlist of the right tools for your business and your current level of preparedness, you can just head to and make your own shortlist of tools. The link is there in the podcast notes.

So from my experience, there are two kinds of businesses, right. Businesses who over-analyze the data that they see in YouTube analytics. And by that I mean they look at it every hour, sometimes every day, right? So first of all, if you are not a news channel, if you're not someone who is a day in and day out uploading videos, you don't need to do this. And then there are businesses who are under-analyzed which they would perhaps look at YouTube analytics, you know, every four months or kind of frequency. So it is, you know, the best way is, of course, to look at it in between these two ranges. What that is, would depend on your actual business. So if you're uploading one video of the week. So yes, you should look at it on a weekly basis.

The second thing to understand is your objective? Now, if you're an FMCG brand, then your objective is, is awareness and then hence you would look at those kinds of metrics. If you're someone who's selling eBooks or I had, products and you want to be, you want to, you want to get people to your website and you want to make them, do some actions on your website. So you would look more at engagement and clicks, you know, those kinds of metrics on your YouTube Analytics dashboard

The last objective is revenue. So there are people that, creators who are, whose full-time job is, is you do, leading and engaging on YouTube. Then they would look more often on the revenue tab. Now, so basically, I mean that if you're on YouTube, you know what your, what your objective is, and hence you would pick and choose those metrics. And YouTube has made it very easy. If you look at the analytics dashboard, that is all of you reach engagement, audience, and revenue, right? So depending on what your objective is, you can look at the right tabs.

So I want you to talk about the top three metrics that you need to track respective of the kind of business and objectives you have. The first one is the CTR (Click Through Rate). And all marketers know that this is a metric which ideally follows you across platforms, across channels, across tools and that is something which every marketer knows. And yes, it matters to you. Now the mistake which people do is CTR isolation, especially on YouTube. You have to look at the click-through rate in conjunction with, thumbnails to understand what has worked for you. Or you have to look at it and get, I think in conjunction with watch time because, Hey, you got people onto our video, but have them watched it long enough. You have to look at it in conjunction with traffic sources because traffic sources like search, browse always have more intent so they would have a higher CTR. So if you look at all this, you'll get a pattern of, for the click-through rate for your videos and then you'll be able to make the decisions.

The next metric is something called View Velocity. It is a term used by some YouTubers. It's not there in your analytics dashboard. Basically it's how fast your video gets traction. Once you upload it. And if you want to understand how the distribution on YouTube works, we're going to actually listen to yesterday's podcast. But if you have to impact this positively, it is actually a cumulative something that you move it just based on us on a whole range of factors. So. You'll need to look at what is it that your existing subscribers want and do videos in conjunction with that, you will be based on that you need to understand what time of the day works well, what day of the week works well, and if you can play with these factors, you can positively impact the view velocity of your video once it gets uploaded on the platform.

And the last metric, which is really got to do with the kind of productive kind of video quality, the production quality of the video, the content is watch time. Now on your dashboard. You will see the watch time of the channel on a cumulative basis. And you'll also see watch time on a video basis on a per video basis. It's also a good habit to see very exactly in the video is the audience disengaging. So that metric called Audience Retention. The thing about YouTube is that unlike Facebook and Twitter, you're not looking at us as an immediate spike of traffic. You are looking at these videos on YouTube are going to stay and whenever in the next week and next month, you know, whenever people are searching, you would want your videos to engage with people. So you can do things today which can positively impact the watch time of your videos tomorrow. And then there are a set of things that you can do. You can have some interesting transitions where people are disengaging, you can make the video shorter, snappier, and you can do things at right at the beginning to tell people what they can expect in the video. Because sometimes that's not clear. and people just disengage. You can make up a playlist so that people can just move from one video to others. The idea is to get people to spend more time watching your videos because that positively impacts the visibility of your channel on the platform.

End to end. I would just like to say that YouTube, you don't require any other tool apart from YouTube Analytics when it comes to understanding what is working and what is not. YouTube analytics by itself is a wealth of data. But yes, if you're looking at market data with respect to which videos are doing well how are you ranking immediately after you upload.

dashboard of socialblade
SocialBlade Dashboard

So for that market-related data, there are tools like a Tubebuddy and VidIQ. And in fact, there are tools like SocialBlade, which give you YouTube and analytic level details for any channel that you want to track and as this is especially useful if you're doing like a yearly review of your channel or build a new channel and you want to understand the income potential, how, what is the kind of, which are the most popular videos and you know, stuff like that, that's social. Then a tool like a SocialBlade is really useful.

So that's it. I hope you like this podcast and stay in touch for the other, for the next two episodes of How Smart is your YouTube Marketing. Thank you.

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