YouTube, a platform unlike any other in its magnitude and reach is soon becoming the one-stop destination for all businesses to showcase their products or services first. YouTube marketing has become a task on the top of many priority lists for companies this past year. Videos are more accessible to digest for consumers and can be much more interactive, so it’s no surprise that YouTube is becoming more popular for educational and informative videos. In other words, if funny and witty videos work for your business you might have more luck, but just about any company can make a video work for a website.
YouTube still doesn’t have the greatest analytics data options, but they do have a few that you should take advantage of when trying to analyse your YouTube efforts. Your first step, however, is to visit your analytics page on YouTube in the first place. The features that can be significant to marketers include:
- Groups: Allows you to batch videos together into groups so you can have grouped data. Groups work well if you create a series or are testing.
- Download Report: Downloads the data into a .csv file for Excel use.
Some other metrics by which you could measure your YouTube marketing success are:
Subscribers – Who subscribes to your company YouTube page is key because this will help you increase page views, time watched, and other metrics. You will get data on how many subscribers you’ve gained as well as how many you’ve lost if you use the compare metric function, and YouTube can even identify which videos are helping you gain these subscribers. Knowing this information can help you ensure that you’re only producing the videos that will help you earn subscribers.
Playback Locations – When you click Playback Location, you get metrics that tell you where your video was viewed. Typically, this will be either through YouTube versus when you or someone else embedded the video onto another Web page. Playback Locations is always interesting because it helps make sure that your videos viewed where you intended, but better yet you might find surprising results that will change your strategy.
Minutes watched – This metric will give you an aggregated number that refers to the total time that the video has played. It is not only great, so you can see which videos are getting the most watch time and therefore succeeding, but it can help you to use this number about conversions.