How to Use YouTube Analytics to Optimize Video Performance - Carney
The Daily Carnage

How to Use YouTube Analytics to Optimize Video Performance

Video exploded within the past year or so with social platforms like Youtube, Snapchat, and Instagram running the stage. But there’s still much to learn, so it’s a good thing we have data.

Going viral is every brand’s dream. Except maybe H&M…

Video has exploded in the past year or so with social platforms like YouTube, Snapchat, and Instagram leading the pack. But, there’s still a heck of a lot to learn. Good thing we have data!

YouTube’s Analytics comes to the rescue. Improving video strategy and better understanding your audience is key to unlocking viral city. The guys over at Sprout Social broke down the need-to-knows for us. Tackling analytics just got sweeter than lemonade on a sunny day.

We plucked a few good points for you to read over, but ya have to click through to really squeeze the juice outta this one.

  1. Estimated Earnings Report details earnings related to partner content, transactions, YouTube Red, and ads. YouTube notes that estimated revenue in YouTube Analytics may not be identical to finalized payments due to final adjustments during the payout period.
  2. Watch Time Report aggregates data from all view sources to create a comprehensive look at how long people are watching your videos. You can use the tabs under the graph to filter the data by content type, geography, date, subscription status, YouTube product, and subtitles.
  3. Audience Retention Report helps you understand whether or not your viewers are sticking to your videos. Based on these metrics and percentages, you can start to look for common threads among your top-performing content.
  4. Playback Locations Report is where users are viewing your videos, while the traffic sources are how people find your content. Noteworthy metrics include:
    1. YouTube Watch Page
    2. YouTube Channel Page
    3. YouTube Other
    4. Embedded in External Websites and Apps:
  5. Traffic Sources Report shows the sites and YouTube features that viewers used to find your content. Understanding whether viewers are searching directly on YouTube, clicking Suggested Videos thumbnails or following links from social networks lets you know if your optimization and promotion strategies are paying off.
  6. The Comments Report summarizes how many people comment on your video. It’s also somewhere to gain unfiltered insight into how people feel about your content. If people are showing you love, make sure you respond accordingly. Remember, response time is critical, especially for customer support and tutorial videos.

Phew, that’s a mouthful. There’s still more to learn, though…


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