YouTube has been upping its game in terms of analytics over the past few months. Currently, the online video platform offers some useful analytics feedback that can make optimizing your YouTube presence – as well as your other marketing efforts – even easier.
YouTube’s analytic reports are all about actionable insights. The data they give helps you hone your strategy, develop better content, and reach larger audiences.
Getting into YouTube Analytics is easy – just go to youtube.com/analytics and you’re set. This platform will then offer a host of different reports for you to choose from with important data like:
Who are your users and how do they watch?
In the Demographics and Devices reports under the Views Reports section of YouTube Analytics, there’s a goldmine of information that helps you to uncover who your viewers are and how exactly they consume your content.
The Demographics report gives an overview of male and female users, where they come from, and what their age group is. You can drill down further and segment out that data by subscribers only to get a snapshot of what engaged users look like as well.
The Devices report gives you data on where your users are actually viewing your content, and how long they tend to stay with it. Depending on the most common devices and the level of engagement, you may wish to format your strategy for content by creating content suited for specific devices, changing your thumbnails or channel design, or even designing device specific promotions.
Where are your users coming from?
If you want to know which traffic sources are driving your viewers, then you’ll want to check out the “Traffic sources” and “Playback location” reports under Views Reports in YouTube Analytics.
Here, you’ll find notes on direct traffic, YouTube’s search, organic traffic, and any other referrer in between. You can drill down further by segmenting subscriber-only data and in the Playback location report, you can even see where your video has been embedded – just click deeper into the “Embedded player on other websites” option to see which sites externally have resulted in views.
Is my content working?
Finally, see if your content is working in terms of engagement by taking a look at the absolute and relative audience retention reports in the Views section of YouTube analytics.
Absolute audience retention shows views of every moment of the video as a percentage of the number of total video views. The first few seconds are when you see the biggest drop offs, so if you notice that trend, keep that in mind when you’re crafting your next one, particularly in regard to the thumbnail of the video or the description of the video.
In the relative audience retention report, you’ll find data on your video’s ability to retain viewers during playback in comparison to other YouTube videos of similar length. This is a good benchmark to see if you’re performing well, poorly, or on average with another YouTube content.
With all of this data, the key takeaways are that you can:
- Understand the demographics of the people you’re reaching with your video content, which can in turn help you tailor your marketing strategy.
- Focus in on your content creation strategy so you can better appeal to repeat viewers or subscribers.
- Create content or other marketing strategies that suit the most popular devices used.
- Optimize your meta data and descriptions to show up more often in YouTube’s search and suggested videos.
- Reach out to external sites sharing your content to see if they can help with promotion.
- Review how your videos affect your subscription and engagement numbers.
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