You know there's a lot of handy looking tools on YouTube. A lot of analytical
tools. We're going to tell you how to use several of them right now. Yeah, they can
look complicated or analytic. Sounds technical.
It's actually pretty easy and I'll show you how. Right now. Hi Everybody! It's world
renowned speaker and author Scott Christopher. You can see some of that on
my channel. I'm here with Nate, "Be the hero", Nate Woodbury. I've been... I just keep
calling you that. Because that's what it is. I like the brand. Yeah. It's a great
brand. And the shirt, now we ever going to get these shirts out there in e-commerce
world? That's one of my to-do's. It's one of his to-do's. There's so much going on
right now. In fact, we have so much we need to talk about as mentioned. We want
to just dig right into the analytical tools that YouTube provides. All again,
this is without a subscription most of these, right? I mean, this is just a few...
Yeah, yeah, yeah. You have a YouTube channel and you have access to some
amazing stats. We're going to dive right in. Dive away, Greg Louganis. He didn't get it.
I'm not going to tell him. Is this recording? You'll have to look it up later. I guess
it's not yet. So, we're going to take a look at some of these great tools. Easy to use
tools but still fundamentally foreign to most people who don't... Who are brand new
to it. I mean, I think the user interface is pretty simple but you need to walk us
through some stuff. Okay. So, when you're in your video manager. Okay. Then you
click on analytics. That automatically just shows up there? And that, yeah. So,
we're in your video manager, you'll come to click on analytics. It'll take you to
this overview screen. Got it. So, now pay attention to what YouTube is
showing you here on that the overview screen. The thing that's in the top left
most is watch time. That tells me that watch time is very important to YouTube,
to the YouTube algorithm. Because it's the first thing they've got. Yeah, if you...
Obviously, views are important to me, it's something that's easy to understand, easy
to track. "Oooh, this video had a thousand views. This video had a hundred thousand
views." So, we understand views but watch time... Watch time is controlled by... Well,
I've got a 10 min video and people on average are watching
60% of it. So, this video is adding 6 minutes of watch time versus I've got a
2 minute video and it's got a 100% watch time. That's only, yeah, 100%
retention rate. So, it's only got 2 minutes of watch time.
YouTube really likes people to stay on YouTube for a long time. So, for them,
clearly, they even just the cumulative total of watch time as it gets into the
millions higher and higher is an important value for them. Yeah. Okay.
Pay attention to watch time, pay attention to average view duration. Okay. Obviously,
revenue is a good stat views, are good to look at. Tell me, this is one of your clients,
Limitless TV. Average view duration is almost 7 minutes. How long would you
say the average videos are that you're making that you're helping him produce?
And doing all that you do for him? Now, great question. So, we always shoot to
have a minimum of 7 minutes. We don't always hit it. We try and get above the
10 minute mark in most cases. Okay. So, if he's... If you're if you're around 10
minutes, he's close to a 70% retention? Yeah. Basically, on average. Okay. And
you can see. I mean, this is showing the, you know, 6 minutes and
44 seconds that day. Down here was a 5 minutes in 14. Up here is clear up to 7.
So, this is just showing day by day. What it was if I were to click on this, it
brings it up in full. But then you see what's the average during this whole 28
day period. Oh, I see this is just during that month? Yeah and you can look.
I can go back to the last 90 days. And the numbers will change. Yeah and you
can see that we've had a higher view duration because the last video that we
had spike was a 20 minute video. That's very unusual for this channel but we
made... We were real strategic. We made a video that was real engaging and kept
people with a high retention rate. And obviously that, that do. I mean, if you saw
the revenue numbers on this channel, that's why. Because we had a we had a
recent spike. Got you. Yeah. Okay. So, what else is important to the YouTube folks?
Okay, so what we were looking at is the summary. I can click on overview here and
you know, it shows a lot of different
things. So, get familiar with what's on the screen here. I want to show you
something else that I visit a lot and it's real time. So, what real time shows
you is what's been happening now and in the last 48 hours. And you get to see
views in the last 48 hours and in the last 60 minutes. And if you scroll down,
you'll see the videos but right by it, by default, they're sorted by date. So, this
is a video that went live today and so far, since 9:30 in the morning, let's see
it's 12:30. So, in the last 3 hours we've had 690 views and... So, again, these
are sorted by date. This is yesterday's, this is the day before yesterday's video.
In total had 4,500 views. That's pretty good. Yeah. Watch what happens if I
click this column. It sorts it by the videos that are performed the best in
the last 48 hours. This is that video that I talked about that has caused that last spike?
And just in the last two days, it's had 55,000 views. That's awesome. And you can
scroll down and just see what are the top performing videos over a rolling
48-hour period. This updates in real time. You can see this little flashing red dot
and it says automatically updates every 10 seconds. So, and as I've mentioned
before. This can get addicting. Because as you're looking at your stats, you know
that it's updated every 10 seconds. You're just like, "Oooh, is it going up? Is it
going up?" And when it goes up, it just gives you this this adrenaline rush or
whatever. I think it is a dopamine you'll charge. Yeah, something. And I always, I like to
sort by the last 60 minutes. Like what videos are performing right now. And
you'll see that this video is getting 1,300 views, this one's 150, this one's
150, 140, 110. I love... And looking at the date, again, some of these videos
have been out several months. Yeah. And they're still in the last 48 hours. This
is definitely a slight note from the analytics. But I whenever you have one
video that's performing exceptionally well. It tends to lift the other video. So,
kind of like when the tide rises all. But what's that? What is that? I know what you mean. Yeah. So,
the tide rises lifts all boats. Right. So, these videos are probably going to be
some of the top videos. But when this one does better
than these one... These numbers are all high and right now, we've got 5 videos
getting more than a hundred views per hour. I love that step. More than 100
views per hour on a video means that it's doing well. And I... We've had on this
channel at the peak of the spike. I think we had 10 or 11 videos at a time. There
were all above 100 views per hour. So, that's something I like to use is
real-time stats. This is available on the the mobile app as well. And then sorting
it by, you know, the videos that are performing best in the last hour or 48
hours. Okay, before we switch to another another type of stat, I want to show you
something else that you can do, is you can look at the stats just for one
specific video. So, just by clicking on it, you can also do a search up here if it's
not one of the top performing videos, you just want to search for a specific one.
But now everything that we're seeing real time 48 hours, you see the stats for
that... For this one video and then what changes down here is the... Is kind of the
information. Whether we're looking at device type. Yes. Is that a lot of people
are watching this video on their phone. We can look at geography. So, this
video. In the last 48 hours, 17,000 is coming from United States and
we've been getting a lot of interest in India. Which is, which is really cool. I
mean, we're used to United States. Were used to Canada and Australia. I wonder if
there's of... Not seeing Australia in this list yet. But we've got South Africa
there. That are all english-speaking. This is mostly a real estate. Yeah. How-to
type channel, right? And we're gonna be making a video soon about the differences of
investing in the United States versus in United Kingdom. Because Kris doesn't
do a lot outside of the United States. And but a lot of viewers
are now. So, that's kind of giving us guidance as to... Oh, because you've looked
at the numbers, you see that you're getting a lot of hits from India and
outside of the US, so you've got to address that. And yeah, yeah. That's
beautiful. Alright, now let's look at another type of stat and by the way, if
you turn off, if you just hit that X and that goes back to channel Y. Oh, got you.
Okay, let's... Subscribers, is a fun statistic that I frequent. And you can
find that right down here. And a step that they don't show as much. This is fun
because with this last spike it made our previous daily subscriber count of 100
or so per day like minuscule. Because we got up to seven or 7,700 subscribers in
a day. Which is fun. But that's not this video. That was a previous video that we
filmed. If you want to watch that watch it. Will tell you the whole story of how
we caused that to happen. But being... In fact, let me just rewind a month. So, we
don't... We'll just go back to May 1st. March 18 to May 1st, 18. There. So, you can
just see day to day how many subscribers were coming in and you can look down
below it where they're coming from. Or you know, the geography. Or let's see what
does this show us. I don't know what that's showing us. Subscribers. If you
don't notice that, is you can click on the question mark. The change in total
subscribers found by subtracting subscribers lost from those... Okay,
that makes sense. So, you see that we had some people unsubscribed we had some
people subscribe. And so, that's the the sum. Alright. Another thing that I like to
look at and this is this is pretty cool. Obviously, revenue is cool and you're
going to be here a lot. Now, what I want to click on is right below that ad rates. So,
this... And you can look at the different colors representing different videos.
That's what you see on the charts here. But I actually, most the time I like
looking at the chart. But this one I like coming down here and looking at this
column here called C-P-M. "M" is like in Latin. "M" is the Roman numeral for milli...
or for a thousand. I want to say million. But it's... So, this is like the
amount of money you're getting per thousand. On this
video, it's got a C-P-M of 9.7. You see this one down here is $15.40.
Best places to invest in real estate, advertisers, like putting their ads on
that topic I guess. This one here, not so much. Yeah, this is the one that you and I
were talking about. We made a video on this channel that was
of character for the channel. It's the effects of watching pornography. And
it did perform well in the channel. But as you can see, as far as revenue, as far
as adding subscribers and stuff like that. It's obviously the worst C-P-M of the
the videos we're looking at here. So, that's kind of a good comparison that
showed up there. Okay, there's one more stat that I want to show you and
this is an important one that if you study this and and look into it, you
know, deeply on each video, you can really improve the success of your channel and
that's an audience retention. And I like to look at it by... Let's go the last 28
days. Okay, so we've reset all of our stats.
It's not specific to one video. This is just channel wide. Audience retention,
Okay? And then we'll look down here and say, "Well, right now, all the videos that
it's showing here is sort of by watch time." So, this is our one of our best
performing videos or the best. Yeah. "How to invest your money in your 20's?" And
we've got an average percentage viewed of 40%. Now, what's to understand,
that's 8 minutes. Because this is a 20-minute video. And so, the watch time is
fantastic on this video and 40%. I usually recommend people go 45%
or higher but clearly, this 40% average percentage viewed video has done
really well for this channel. And you can look down at the stats and see, "Oooh, this
video right here has had 64% and it's a longer video. That's 64%
amounts to 8 minutes. 8 and a half minutes. And so, you can go look at
the the video and you know, and see what is it. Could we make more videos like
that? Or if you find one that's lower. Let's find a low one here. Well, they're
all doing pretty well. And we doing quite well. Nothing wrong with that.
Alright. So, this video doesn't have any bad examples. Well, if it did, what would you
do? Well, I can I can look at where. We'll see, we'll find one. Obviously, if you find
a video that's performing that... Okay, here's one. 27%, Oh,
that's the one. Effects on watching pornography. That's obvious because
it's not relevant to the channel. Here's something else you can do. Let's take
just any video. Real Estate Vocabulary. Okay, so we picked this video. And it's
going to play. We don't want it to play. Oh, this is what we want. Now we're
looking at the graph. We're looking at... Okay, had a... Oh, it did have 54. I thought I...
Maybe I clicked on the wrong one. Okay, in any case 54%. And we can look at where is it
dropping off and if it's flashing for some reason. If we get down to the
the very end of the video and that's where you see a significant drop off,
that's kind of an obvious point. And so, but if that drop off, were right here.
Then you might want to go to that specific spot in the video and see what
you're doing you're dealing. What did we do? What did we say? How did we lose you.
Yeah, right. And so, study this. Especially early on. When you're kind of getting a
fill for, you know, what videos are going to be most successful, look back at
your history of videos and look at this audience retention. And that'll just
give you real quick answer as this exact moment. And you'll often find spots where
it goes it goes back up and that means that people actually rewound and
watch that part again to have more audience retention later... That's what I'm
going to say. That doesn't make much sense. So, it's pretty cool when you see
that. You don't see it too often but I don't. Maybe if we... Let me click off this
video. Let's just click on another one and...
Oh, it's because I need it. Yeah, there we go. Let's just click on our most popular
video and we'll see what that retention rate looks like. Okay, cool. So, we see that
right here whatever happen in this moment, people really liked. Pause that
video. So, you know when you see anomalies or you see interesting things, you can
then go in. And go to, you know, go to 6 minute 28 seconds or go to 7 minute and
5 seconds. See what happened between that those 30 seconds and do
more of that in your videos. In fact, I haven't I looked at that. So, I'm
curious to see what happened at that moment. Well, for heaven's sakes, here we
are. Low battery, but we're at the end of our
video. Look at that. So, simple tools made simpler because Nate's kind of walked us
through some of the steps. But make sure that you absolutely leverage all of the
analytics. Because it's only about making your product better. Yeah? Absolutely.
Alright. So, obviously we didn't cover everything in the analytics. I'm really
curious what are you using in the YouTube analytics that I'm not. And that
I really should be paying attention to. Share that below and then we'll, you know,
obviously have a good collaboration here. And we'll have our robot answer and kind
of talk back and forth. We respond. Unless you swear, then you get filtered out.
That's right.