If you’re starting to get into the analytical side of YouTube, it’s important to know the many different metrics to consider when marking the success rate of a video. While some metrics are explicit key performance indicators (KPIs), all of these are definitive factors that assist in tracking your videos’ overall achievement. By using each of the seven metrics listed here, you can collect critical data that will help you improve your videos’ total effectiveness, which in turn, improves your video marketing strategy.
Obviously, the amount of subscribers you gain can play a significant role in how profitable your YouTube channel could potentially be. You can easily track the growth in number of your subscribers, as well as how many subscribers you lose. This can be great for determining recent success or failure from the content you provide. It’s also good to evaluate your videos from time to time based on the number of subscribers you have. While it’s not the only important metric to consider, it can help you understand if you need to make future changes or keep going with similar content.
Number of Views
This metric summarizes the number of times your video is seen by people, whether they are subscribers or not. Although it’s not the most accurate way to determine a high success rate, since people could click on the video randomly and stop watching after a few seconds, it is an indicator for overall performance. Most importantly, it’s another way to analyze achievement when compounding the data with other metrics.
Instead of measuring the number of views as a raw statistic, YouTube has other features you can use to gather more supportive data. There’s an interactive views graph that enables you to see the most watched parts of you video. Plus, this graph shows the number of views your video has once it’s been uploaded, such as one day, one week, or another time period after it’s been released. Try to use the same time period for tracking performance if you want to use this measurement.
There’s no doubt you put considerable time and effort into your YouTube videos. Don’t you want people to watch them entirely? This metric lets you see just how long people are engaged, especially with how long they watch. Knowing the duration of time that people are viewing your videos can guide you with understanding what keeps people around and what doesn’t. Try enticing people with a surprise at the end, and make sure to use a Call to Action that will have viewers coming back for more.
Demographics let you learn about the age, gender, and country of your viewers. While this may seem like minor statistical data, you could really use this metric to your advantage. Not only can you get an idea of what type of demographic is generally interested in your video content, but you can also strategically plan future videos to align with your target audience.
This is especially helpful if you want to introduce completely different content to your viewers. If your ideas appear to still fit the barometers of your current audience’s demographic, there’s a high probability that your new content will be successful. Without knowing this information, you could potentially risk losing a large amount of viewers if the new content was more appropriate for a different type of audience.
Source of Traffic
Traffic sources allow you to see the origin of where your viewers are watching your video. Did someone click an external link? Did they search for it on YouTube? Was it a standout video in one of your YouTube playlists? Maybe yours happened to be a suggested video on a different playlist and received the most views that way.
Clearly, traffic source is a key component of YouTube metrics because it shows you which marketing strategies are working and which ones are not. Therefore, you’ll be able to invest more time and money in those that have been more effective while discarding the unsuccessful ones.
This metric can help you see which devices are commonly used to watch your videos, along with their corresponding types of operating systems. Do your viewers primarily use Apple products? Are your videos mostly seen on desktops, laptops, or mobile devices? By collecting this data, you’ll be able to carefully plan a better course of action for promotional strategies so that you can get the best return of investment (ROI) for your marketing efforts.
It’s also important to look at the other general engagement of your viewers. This type of metric lets you see the number of Favorites, Likes, and Dislikes your video receives, as well as the number of comments viewers leave. You can also examine the feedback left in the comments section to better understand the positive, negative, or indifferent reactions to your video content. Another significant part of engagement is the number of Shares people make on your videos.
When your goal is to develop highly successful YouTube videos for profit, you must first recognize the importance of these seven metrics and their respective data. Each one has its own essential role in providing information that you can analyze for future videos, but they are all even more impactful for your marketing strategy when used together. Once you know how your videos perform based on these statistics, you can then strategize a way to create more effective video content, and thus, a stellar marketing approach.
About the Author
Taylor Roland is a digital marketer and brand expert who has worked in the marketing field for nearly 8 years. She has particular expertise in taking the brands of up-and-coming companies and elevating them to a top-tier level by using online strategies, especially through social media. She also follows and writes content about the newest trends in social media marketing. Currently, Taylor writes for Assignment Masters and promotes a North American IT consulting company via YouTube, Twitter, and Instagram. In her spare time, she can be found researching groundbreaking social media trends and implementing these tactics into her body of work.