The following metrics can be used to analyse theperformance of a video on YouTube:1. Numberof views over timeThe most important metric to determine the success of a video isthe number of views the video has over time, as the videos are uploaded to be watched.YouTube Insights provides thismetric at the bottom right of every video to give users and the source of thevideo a sense of its popularity. This metric can be used to determine what type of content resonates bestwith your audience.Average number of views per video helps ingetting a clear understanding of thevideo content which does well and guides future content creation.Video views need to be considered as the main determinant of any video’ssuccess. 2. Ratings(likes/dislikes)Video ratingsare another metric that illustrate direct viewer feedback.
They are displayedat the bottom right hand corner of videos along with the video views. Here, wecan see the number of likes ordislikes the video has received over time.For an in-depthview of these ratings, you simply need to click on the bar graph you see there. Thishelps compare likes, dislikes, comments and favourites of the video fromits publication.
Together withthe total number of views of your video, ratings can help to determine whatvideo content is liked or disliked by one’s audience.Ratings feedbackis often a better indication of engagement as compared to just views, asratings require more action from one’s audience than simply watching one’scontent. Feedback in the form of likes or dislikes can help our searchrankings, as YouTube takes these factors into account when deciding our videos’rank in the search results. 3. DiscoveryeventsAn understandingof how traffic wasdriven to one’s YouTube videos is essential to understand how to drive relevant viewers to our videos inthe future. This information can be accessed by clicking on the same bar graphicon at the bottom right of most YouTube videos.
It shows the significantdiscovery events; i.e., the major referral sources of viewers to a video.The listing of major referralsources allows one to analyse thestatistically significant sources of views. This information providesactionable insights into which marketing channels drive traffic to one’s videosover others and allows focussing of efforts. If one source of traffic drawsmore than another, then the videopromotion strategy can be adjusted accordingly.It is also beneficial to note the websites which embed our videosnaturally.
Embedding a video is the process of copying and pasting aYouTube video to be viewed on a website without having to view it in YouTube. Wecan note the websites that embed ourYouTube videos and reach out to them. Additionally, they can beinformed of a new video launch,so they can share it as well.
4. Analyseaudience demographicsTo further analyse one’s videostatistics further, one can click on the view more statistics buttonto get more extensive analytics about the video. Better understanding of audiencedemographics will help with future content creation to make it as relevant aspossible for the age, gender and geographical location of the viewership.We can compare our viewerdemographics for deeper insights into the growth of our audience over time and obtainideas on segmenting our audience based on our video content. A video created totarget a specific demographic should be monitored to ensure it’s reaching theright audience and thus, relevant viewers.
This will help to make informeddecisions for future content creation and marketing strategies. 5. ViewerDip-offIt is also importantto understand one’s audience retention. Audience retention is how long ourviewers watched our YouTube video.
This will depend on many factors includingthe video’s length, content, and quality, among others.Audience retention metrics need to beexamined to understand where one’sviewers stopped watching their videos. This aspect of YouTube insightsis very beneficial as it allows us to watch our video while viewing whereviewers stopped watching at the same time. This helps to discover weaknesses in one’s video content andhelp prevent occurrence of same issues in the future. For instance, if all of theviewers appear to stop watching the video halfway through, the followingquestions can be asked: Was the video too long? Was the content irrelevant toviewers? Is the video not engaging enough or is it boring? They may help solve problemsregarding drop in viewership. 6. Tracktraffic sourcesIt is similar tothe significant discovery events section of YouTube Insights.
The TrafficSources section provides an in-depth look at each traffic source based ongroupings by channel.One can segmentby referrals from YouTube only, external to YouTube, via mobile apps and fromdirect traffic.Segmentationallows analysing a traffic source ofinterest for promotion of other video content in the future.
Forinstance, viewing video referrals from YouTube allows seeing the title of each video that drovetraffic to the video under analysis.These insights help us to determine whether traffic from YouTube searchor YouTube suggested videos is more important to our video promotion strategy. 7. SharingstatisticsOne of the ways a videogoes viral is through sharing on social media channels. Thus, the use of sharing report in video analytics isnecessary to identify which of the videos are shared the most.
This can help to figure outwhy some videos are more popular on social media channels than others, and thisinformation can be used in future videos. YouTube annotations can be used to driveviewers to perform actions such as sharing on Facebook or Twitter.