- YouTube analytics can be scary,
no matter if you're a seasoned veteran
or brand new to YouTube, but in today's video,
I'm gonna show you how to get started
with YouTube analytics
and which ones you should look at first.
(logo pop up)
Hey, TubeBuddies. I'm Shelly Nathan,
the video manager and product expert here at TubeBuddy.
Raise your hand if you've ever looked at a report
and just went, nope, and clicked out.
I have been there myself so I understand,
especially if you're new, how scary it can,
and overwhelming it can seem
when you're starting to look at metrics and data
and knowing how do I use this for my channel?
So today we're going to take you through a quick journey
and overview on some of the easiest metrics
that you can look at so that you can use them
to help inform decisions about your channel going forward.
So let's get started.
Audience retention information can be found
underneath the analytics of any specific video,
and a couple of key metrics to look at here is going to be
average view duration and average percentage viewed.
These are two important and different metrics,
so let's talk about that.
A really good goal
is to still have 50% of your audience watching
by the time you've reached the end of your video.
I know that may seem low, but actually it's pretty darn good
if you can get your 50% average view duration
to somewhere within the last 25% of your video.
A few things can make it so that people are not watching
your video all the way to the end.
If you're someone who's actually had a 15
or 20 second endplate
where you have all of your social medias
or other videos popping up but you're no longer on screen
that can actually make people click away,
driving them away from finishing the video,
so they won't get to those end screens.
Also, if you're into the tutorial
or educational type of content,
and you actually have a listicle type of video
where you say something like, "And the last item is,"
or "That's how easy it was,"
that is a really good indicator to people
that the video is over and all the information
that they want has already been delivered,
that's when people will click off,
so the trick is to make sure
that people don't know that the video is ending
or to leave them wanting more by sending them
to another video or something that is related.
If you find that you have a dramatic drop
in the very beginning,
maybe you have a branded intro
that you really should ditch
because people aren't watching it.
Think about when you watched a show on Netflix,
the very first time you may have watched the intro,
but every single time after that,
if there was a skip intro button available,
you probably pushed it
because you wanted to get to the video.
One of the things that we see a lot
where you're gonna lose a lot of people in the beginning
is if you have a really rambly intro
where it's something like,
"Hey everyone. Sorry I haven't uploaded,
I just have to tell you the story about what happened
and then my dog, and then all of these things."
People aren't listening, especially if it's a tutorial
or they just wanna learn something.
They're just gonna keep fast-forwarding if they're nice
or they're gonna exit out
if they're a regular type of viewer.
You'll also see a dramatic drop
if you have done some sort of clickbait
where you can obviously tell
that the video has nothing to do at all
with what was promised in the thumbnail,
so you wanna make sure
that whatever you're promising in the title
and the thumbnail,
people are going to see that you're going to deliver
on that promise right away.
So if you're a cooking channel,
you may start with the finished product, and then you say,
"This is how we're going to make it."
By showing that you are going to deliver
on what the end thing is,
people will be more willing to watch the process leading up
to the thing that they want to actually accomplish or do.
One of the things I love about TubeBuddy so much
is it's simplistic way of showing you analytics
and getting you to where you want to go.
So if you're on the video main page,
you can actually drop down the little carrot menu
and then use the quick links area and then go to the report
that is exactly what you're looking for.
So for instance, if I wanna see how many subscribers
I gained from a certain video,
like the content upload checklist,
I can actually drop down from the menu and hit subscribers,
and then it will take me to that specific report
and give me the answer.
Another great place to see video analytics as well,
you can see videolytics on our mobile app,
and it's going to give you information
such as the likes to dislikes
and as well as how many comments are on a video,
and it's a great snapshot as well as views,
so you can see how each video is doing
as you're on your phone inside of the mobile app.
Okay, next step, we have to talk about CTR
or this stands for Click-Through Rate.
There are a lot of misconceptions about click-through rates,
so let's go ahead and break it down.
Click-through rate is a metric that is going to take
into account how many impressions
or times someone has seen that thumbnail,
as well as how many views the video got.
Now, a few things to keep in mind.
Now, if you have a percentage of click-through rate
that is really, really high,
but you have very low impressions
that may not be a true measurement of how well
your thumbnail is doing.
And you'll also see that the more impressions
that your thumbnail has,
usually the lower the click rate will be.
Another thing to keep in mind is
that an impression is not always an impression based on
where you see the thumbnail.
Now, a few places where if you were to come across
a thumbnail, it would count as an impression would be,
if you were searching on youtube.com of course,
and then seen in a playlist or going through recommended,
or it was showing up in suggested,
or perhaps you even saw it in a watch later playlist
or in your home subscription feed.
Now, a few places where CTR impressions will not count
are going to be additional places
such as inside of the YouTube Kids app,
inside of an embedded video in an external website
or sent out in that email blast,
if you're coming out from a newsletter.
So there are certain instances
where those impressions will not count,
so you do need to be mindful of that
when you're thinking about the overall impression landscape.
Now, we're gonna give our brains a second here
to recover from the mush of all of this metric number,
and I'm gonna go ahead and put on our comment of the day.
So thank you so much for leaving comments on our videos
or community posts.
These have been so fun to share with y'all,
and so if you wanna be featured in a video in the future,
then make sure you comment on our community posts
or videos for a chance to be onscreen.
Now, while there are certainly a lot of metrics
that we can share and go over,
we wanted to give you this brief overview
so you feel more comfortable knowing
which ones to look at first
and how you might be able to interpret that data
to make changes for your videos.
If you want a more advanced tutorial or video
and covering these topics,
then make sure you comment it down below,
so we know that you wanna see that from us.
As always, thank you so much
for hanging out with us TubeBuddies,
we'll see you in the next one, bye.