YouTube marketing is on the rise. It sets the brand apart from the other online marketing tactics building highly targeted traffic for a longer time. Industry experts have been talking about its importance for some time now.
What are the essential YouTube KPIs that every YouTube marketer should measure?
YouTube provides an array of metrics to track your video performance. YouTube equips its own set of analytics and KPIs. We have to apply the right (relevant) metrics to measure your results and progress, adjusting strategy accordingly.
A solid video marketing strategy evolves from the following YouTube metric/s.
Here is a list of must-track KPIs to watch out for:
- Watch Time
- Video Views
- Audience Retention
- Views-to-engagement ratio
- Actions after viewing
- Subscribers gained and lost
- Subscriber Demographics
- Traffic Source
- Daily active viewers
- Top videos by views
Let us look at each of them in detail:
Traditional wisdom suggests that a list of YouTube KPIs should begin with the number of views. Much as views are important, it is the watch time that is the real indicator of how engaging people find your videos.
With a high watch time, you also stand to reap another significant advantage, to do with YouTube’s algorithm. With a higher watch time, the probability of your video moving up in search results and recommendations is that much higher.
- Compare the average watch times of different videos and set internal benchmarks.
- Group videos by themes and analyze watch times.
It stands to reason that an important KPI for a video is the actual number of views it gets. This metric helps you identify the most popular videos and benchmark them. What is important, however, is to read this metric along with that of watch time. If a video is high on views but low on watch time, you could get several insights related to:
- Content quality
- Relevancy of title and description
- Comparison between videos with the highest and least number of views can offer insights on content strategy
- Read video views along with watch time to understand viewer preferences.
Much like the watch time, this is an important KPI to measure. Suppose you notice that a sizable percentage of the audience stopped watching your video within the first 30 seconds, for example. In that case, it’s a clear indicator of the need to revisit your content. Figuring out exactly where in the video audience retention starts to take a beating can go a long way in offering insights into future video content and structure.
- Analyze where exactly in the story. Audience interest starts to fade.
- It also throw insights on whether your audience targeting is accurate.
Engagement is one of the important metrics when you analyze a YouTube video. In other words, you want to see what kind of likes, comments, or shares the video elicits. While comments hold more power than likes, it is a combination of both that determines the video’s popularity. YouTube algorithms also rank those videos higher, where a user watches a video and then likes or comments on it. It is therefore imperative to look at the views-to-engagement ratio.
Pro tip: Consistency is a key for driving engagement, as your regular viewers will potentially be the ones who interact with your videos.
- Analyze audience reactions to figure out the kind of relationship you have built.
- “Dislikes” are also an engagement metric, a substantial number of them may insist you to rethink your storytelling.
5.Actions After Viewing/Click-through rate
An important YouTube KPI to gauge is also what happens after viewing the video. It will mean analyzing whether the viewer clicks on the link or the buy button or gets more information at the end of the video. It isn’t just indicative of the engagement levels but also whether or not the call-to-action was strong enough. The metric ensures that the buying intent data does not fall through the cracks.
- Analyze, if you have a strong call-to-action.
- Actions after viewing can throw up insights on the true impact your videos are having
6.Subscribers gained and lost
The number of subscribers gained and lost over a timeframe is a good indicator of the strength of your channel. In addition, if you focus on subscriber growth, you automatically tend to focus on other valuable KPIs, namely more views, watch time, and engagement.
Pro tip: In reading the number of subscribers, take into account that only subscribers who have made their subscription public will appear in your analysis.
- Tailor your content to audience preferences to ensure that you can gain subscribers exponentially.
7. Subscriber Demographics
In addition to subscribers gained and lost, it is also important to study subscriber demographics. It could be to do with the age group of subscribers, gender, and the devices through which they are accessing your videos.
- Analyze if the subscriber demographics are close to the target audience for which you had planned your content.
- alternately, tailor your content to suit the demographics.
It’s imperative to ascertain how your viewers tend to discover your content. Some of the sources could include:
- YouTube Search
- YouTube Recommendations
- Channel Pages
- External sources and more
You cannot only find out which sources are working better for you, but you can also determine the search queries that led to the visits and analyze the average watch duration that accrues from each of these sources.
- Understanding the traffic sources will allow you to add the right tags or include the right keywords to enhance discoverability further.
- If the “impressions” from YouTube recommendations are flat, a deep dive into the structure of your videos is in order.
9. Daily Active Viewers
Simply put, daily active viewers are the top fans and evangelists of your YouTube Channel. It is a number that you would want to grow. Therefore, it is good to keep an eye on how these numbers are growing and study a trend of whether or not they differ by weekdays and weekends.
To increase these numbers, consistency of posting videos and marketing efforts are key. It is easy to start losing these evangelists if your posting process is tardy and you cannot live up to their expectations.
- Study the numbers to see if there is a pattern to active views by days.
- Map the frequency of your posting to these numbers.
An analysis of the top 10 or even 5 videos by views and engagement can help you determine what content resonates with your audience. Additionally, it can also throw up important insights about what day of the week or time works best for posting your content.
- Determine your content strategy basis high-performing videos.
- Uncover trends on days and times of posting that work well.
Tracking the above KPIs and empowered with the right data sets, you will be able to model your video content strategy and move engaged viewers through the sales funnel. Should you need any assistance with YouTube SEO and your YouTube channel to reach its highest potential, reach out to us? You could know more about our YouTube services here.