YouTube marketing is one of the best resources we have as marketers, but how can we measure if our efforts are paying off?
YouTube is a search engine, and like any search engine, a marketer’s goal is to rank highly for specified keywords and drive traffic and business from our YouTube marketing efforts. But, like any social media program, we need to be able to measure our campaigns and the success of our YouTube marketing efforts. Behind the channel there is an entire set of statistics and measurable data that we can use to see exactly where our YouTube marketing efforts are paying off, and where we need to improve them.
Below is a set of tips that you can use when it comes to YouTube marketing to measure exactly how effective your strategies are. You might be surprised to find just how much information you can pull directly from the backend of your YouTube channel.
Look Into Your Analytics
First of all, where can we find all of this stored information about our videos? In the top search bar of a YouTube account, there is a small dropdown menu where you can select your analytics.
It is in this analytics section where you can begin evaluating the success of your YouTube marketing. The YouTube analytics dashboard allows users to both measure basic information, such as viewer demographics and traffic sources, as well as engagement statistics, which allow you to measure how your videos are performing with your audience. These data are very helpful when it comes to modifying your YouTube marketing campaigns, as they indicate where your work needs improvement and where you are finding the most success with your video marketing. Paying attention to these figures will help you optimize your YouTube marketing to ensure that you are not losing anything (from time to audience engagement) with each of your videos.
Your Most Important Data
There is plenty of information to look through in the backend of your YouTube channel. It can become almost overwhelming. What is important? What should you focus on? These are not the easiest questions to answer when you have so much to sift through.
Perhaps the two most important areas of focus in your Reports section are your Traffic Sources and your Audience Retention. (In the menu on the right.) Let’s have a look at those a little more closely.
Your Traffic Sources are going to be one of the most important elements to look at when evaluating your YouTube marketing efforts. These tell you exactly where your viewers are coming from. This will help you structure future campaigns outside of YouTube to drive the most traffic from your most popular sources. Are your email campaigns driving the most viewers to your videos? Maybe it is your social media efforts on other networks, like Facebook or Twitter, that are bringing in the most views. This is where you can find out.
Knowing where your traffic is coming from will allow you to cut out the time you spend marketing on networks that are not driving any traffic to your YouTube channel and focus entirely on areas where you are seeing success. This increases the efficiency of your YouTube marketing and helps maximize your return on investment (time, in this case).
Audience Retention is another crucial focal point of these statistics. Say, for example, you put together a video campaign with a call to action at the end of a video. Then you put together another one with a call to action at the beginning. Which one is driving conversions? You can see this with your Audience Retention tool. Note in the image below that there is a drop off at a certain point in your videos. People have an inherently short attention span when it comes to YouTube, and the longer your video, the less likely it is that people will stay to the very end. We have found that the optimal length of a YouTube video is somewhere in the ballpark of two minutes. After that, audiences tend to move on to something else. So, when it comes to YouTube, a video search engine with billions of options to choose from, the shorter the better. And all of this is available in the Audience Retention report of your YouTube analytics dashboard.
How Are You Engaging?
Engagement is a cornerstone of any successful social media marketing campaign. And contrary to what a conventional understanding of the term ‘engagement’ might suggest, engagement on social media is more about your brand and your audience. It is not solely about how you are engaging with your audience, but also about how your audience is engaging with you. The engagement reports in YouTube focus on your audience’s engagement with your brand on YouTube.
This section is wonderful for tailoring your YouTube marketing to the preferences of your audience. You can find out what videos people like best, where they are commenting most and when your engagement is taking place. Again, this is an area that will help you maximize the efficiency of a campaign and your return on investment.
These are just a few of the great analytics tools available in the backend of YouTube. Of course, like anything, the best way to learn is by doing. So have a look at the analytics dashboard of your YouTube channel and find out where your efforts are paying off. Then tell us how you use the YouTube analytics dashboard in the comments below or on Twitter!