If you have a YouTube channel , probably you realized that it is not enough to create a brilliant video so that it has, in fact, incredible results. It is necessary, first of all, analyze what works and does not work for your audience and understand how you can improve your content.
Check and understand the data generated by your audience is important to evolve your business. Knowing, for example, whether people watch on average 30% or 90% of the length of your videos can help you shape your content and deliver more value.
Remember that each channel has its peculiarities. Thus, there is no universal standard for data comparison.
For example, you can not tell which is the amount of comments and expected shares to a number of views.
In addition, YouTube does not provide much information for reference, as this could encourage practices to trick the algorithms deliberately by some users.
Therefore, your best reference is the data of their own content, and in this post we will show you some ways to carry out this analysis.
First, let’s access the YouTube Analytics dashboard. To do so, log in and click your account picture in the upper right corner. Then click Creator Studio .
On the next screen, click Analytics , on the left side menu, and then you will already have access to various available data.
This first screen shows the overview , compiling various information, such as display time , average view duration , views number etc. At the very left side menu, you can access each of these items separately for details.
As soon as you access this pane displays data for the entire channel. To analyze a specific video or playlist, just use the course content search .
To the right of this field, you can also specify a period of time, for example: the last 7 days , this quarter , this year etc.
Top tip: if you choose a playlist to analyze, know that the data displayed will be for the access from the playlist itself, disregarding the number of individual lines of each video.
The a playlist data analysis can lead to a mistaken interpretation by the user. To make a simple analogy, it is as if you asked a plate of food to Youtube and indeed he gave you a plate of food, but without the food. Such a situation would not be technically misleading because you have literally received what you asked, but it is certain that it could generate great frustration.
For example, let’s assume you have a video entitled How to brigadiers and this video is part of a playlist called Candy Recipes within your cooking channel.
If this video, How to brigadiers , has been individually displayed on a blog or has received several hits through searches on YouTube does not mean that the data generated by these views will impact the data from your playlist Candy Recipes . That is, when you analyze a playlist, the displayed values will refer only to the playlist itself, and not the sum of the videos that are part of it.
So, how to analyze all the videos in a playlist, regardless of the origin of individual lines?
For this, you must create a group . You can do this by clicking Groups in the top of the screen and then click Create video group .
As we said, your best parameters reference base are your own videos, then make enough use of the tool comparison , at the top of the screen. So you can put data videos, playlists or tile groups and then draw their own conclusions.
As you will notice, there are many available. To make things clearer, let’s based on a few questions to better understand what each section means YouTube Analytics.
The performance of your channel can be measured by the progress display time , number of views and number of subscribers .
The display time is one of the most important metrics of performance on YouTube. It shows the interest in the content and the time that the public dedicated to consume it.
This metric is shown in minutes and you can make a joint analysis with audience retention. The percentage of this retention can be displayed so absolute or r elativa .
The absolute retention concerns only the video picked for analysis. On this screen, you can see the average and the graph showing performance over time.
The average percentage is greatly affected by the length of the video. shorter videos, with less than 2 minutes are likely to have a higher average (we assume 75%). long videos, 30 minutes long, can hardly reach 40%. Remember that when comparing videos of very different sizes.
This screen can give you great performance indications.
It is worth to pay attention to this graph curve, especially in the first 15 seconds. If the descent is too abrupt, it may be an indication that you are unable to convince your viewers to keep watching your videos.
One suggestion is to analyze your entries and see if they are interesting or make clear what that video content will address. A very large retention loss early can also be the consequence of misleading thumbnails.
If at any time the graph curve again to rise, it shows that this passage has generated greater interest and may indicate that some of your audience to come back at that point of the video. Try to understand what can be more pleased your viewers. Create your chances and seek to repeat this in the next video.
Similarly, review the retention times of loss and try to find the reason to avoid these weaknesses. These can help you plan the best places to position CTAs , for example.
The relative retention is a way to compare your video to all other YouTube of the same length, regardless of the topic.
Despite being a Superinteressante feature, use caution when relying on this data. This is a good way to get a general sense, but specifics of their contents can take you to draw wrong conclusions.
The number of views is perhaps the most obvious metric on YouTube. Many people believe that is the determining factor for the success of a video or channel.
However, in some cases, the number of views may represent a vanity metric, ie a fact that impresses is evaluated out of context, but that does not necessarily bring practical results.
Let’s assume that your video teaching to do brigadiers have occasionally been mentioned on Twitter by some influential personality in the network. Because of that, on that day, he had 10 times more access than your other videos revenues.
Despite the large number of views, retention was poor, as most viewers just clicked the link out of curiosity, watched for a few seconds and closed the video.
In the coming days, everything returned to normal, and your channel had no growth in the number of subscribers, had no more access to other content, no more engagement. In this case, a large number of views may not have generated any benefit to you.
Meanwhile, another cooking channel released the video itself to teaching brigadiers in a specific group of Whatsapp with superinteressadas people on the subject.
This concurrent video, compared to his, had less than 10% of views, but benefited much more select group who achieved, winning entries and generating greater engagement.
The number of subscribers is an important thermometer to evaluate the growth of your channel. Subscribers can watch up to twice as much content and help in the initial previews when you publish something new because uploads receive notifications.
The performance of a video in the early hours can determine success in relation to the ranking, so those viewers who have chosen to follow you, help to improve their numbers expressively.
You can assess the amount of subscriptions obtained for each video, as well as the amount of lost entries . Analyze what are the videos that gained the most subscribers and those that caused more registrations cancellations. Try to formulate hypotheses for these behaviors.
You can test new ways to encourage your viewers to subscribe through CTAs in different video excerpts, including signs, or even invitations in the comments section, set at the top. Track your results by Analytics and see what else works for you.
Understanding the demographics of your channel will help you create better content for your audience.
To see this data, go to demographic information, on the left side menu. There, you can find out what percentage of your audience is male or female, which are the most present age, in addition to the location by country.
Let’s assume your cooking channel has an audience 80% male. If you believe that your content is of great value also for men and women, you can try to find the cause of this gender difference among the spectators.
Is it the visual identity? Description and textual language? Identification with those features?
Thus, you can choose to implement changes to attract more women to your channel or maybe change the strategy and choose to totally focus on male audience, if you think it is a niche most promising for you.
The same goes for the analysis of the age of the viewer . Knowing exactly what is the age group that most watch your videos, you can make sure that the language used (either in the mode of display or editing style) makes sense for your audience and thus make adjustments.
It is interesting to investigate the data on devices as well.
We know that video consumption on smartphones has increased dramatically in recent years, and this is a trend that should continue, but there are differences in the behavior of those who watch videos via cell phone or computer (desktop and notebook).
longer videos, or that require greater immersion, as well as software tutorials, are more likely to be viewed on computers because users benefit from a larger screen and probably a quieter and controlled environment.
Returning to our hypothetical example of the cooking channel, let’s assume you realized that access via smartphones and tablets surpassed access via computers.
With this data, you may wonder: will viewers watch the videos as they try to replicate the revenue with the phone in the kitchen?
If so, it may indicate that you should pay more attention to information size of lettering and visual data, after all, mobile phone screens are small. Similarly, these data can lead you to be more careful with the audio.
If people watch the videos as they make the recipes in a noisy environment, you can think of discarding background tracks and prioritize a very clean audio, with the least interference possible.
Traffic source information shows you how your viewers come to you.
If, when analyzing this data, you find that most of your audience comes from suggested videos , YouTube search and navigation features , this can you indicate that you have done a great job of SEO , after all, the public has found its contents organic medium.
If you notice that most come from external sources , it investigate what are the sites that generate that traffic for you. If you notice any blog or specific page, it may be the case of contact and try to partner more concrete or collabs , to enhance these views.
Assess which are the most popular searches on YouTube and Google that lead to your channel is also a great way to better understand your audience and what he seeks. For this, after clicking traffic source on the left side menu, go to YouTube Search in the section that appears below the graph.
Returning to our example, if you noticed that most of the searches are related to vegetarian recipes, can be a great idea to focus a little more in this type of cuisine.
Finally, we evaluate the actions of viewers with YouTube Analytics, ie the engagement.
A great way to see if your content is pleasing is to repair the tanned rates, presented as they like and dislike .
Users can make positive or negativar your content, as well as other kinds of metrics, it is good to be careful with what these numbers represent.
Of course, it is expected that the vast majority of viewers mark your video as positive. This helps other users to realize whether it is worthwhile or not watch your content. But not always be marked as negative indicates a problem with its production.
A video presenting a report on corruption can receive many negative votes, since the intention of the viewer was to demonstrate disapproval of documented acts.
Even so, there are strong indications that negative votes do not interfere in the ranking of a video and, in some cases, may even help, because only demonstrate that the content generated reactions in the public, namely: greater engagement.
As these cases are often exceptions, we always recommend that you make content that lead users to mark their videos as liked .
The comments are another important metric of engagement.
As well as helping to rank the videos, you can learn directly from your audience. So it’s always good to encourage your viewers to comment.
You can include in your script some speech asking the public to comment on something very specific, for example, “What part of this video you liked and want to know more,” or “What would you like me to address in the next video?”.
Making such tests and tracking numbers on YouTube Analytics, you can get a good idea of what works or not with your audience. And never ceases to stimulate dialogue in the comments section, as this further helps in engagement.
Analyze the amount of shares can help you to define what kind of content is ideal if you want to expand the reach of your channel.
In this section of YouTube Analytics, you can also see which sites are where your videos were shared over and use this to your advantage.
If you notice that your videos are very shared on Facebook, it might be a good idea to further enhance its presence in the network and try to work a strategy linking the platforms.
An important point when evaluating engagement metrics is to understand that each type of video can generate a different action on the part of the viewer.
A video in which you seek to establish a conversation with the audience that already has can not generate a lot of sharing, but many comments.
On the other hand, a video that seeks to reach new people need to have a high share index, but perhaps not entitled to both a lot of feedback.
And lastly, a video that seeks to resolve a question can benefit more the number of positive votes, without necessarily having such a significant number of shares or comments.
All this will depend on the strategy and goals you draw , and YouTube Analytics is the best tool to guide you in this process!
To learn more about YouTube Analytics and YouTube strategies, we recommend you visit the Creator Academy , which has great information provided by the team of Google and YouTube!
And if you want to know how to make money with your channel, be sure to read our tips for monetizing videos on the Internet .
See you later!