Video marketing metrics give you the ability to track your progress and measure your success, but it can be hard to know which metrics are more important. I’m going to show you the top 10 key metrics you need to track on YouTube in order to improve your video marketing strategy and grow your business.
Click-through rate is the number of views, divided by the number of thumbnail impressions, or how many times your thumbnail is seen on YouTube. For example, if your thumbnail is seen 2,000 times on YouTube and 200 people click on it, that's a click-through rate of 10%.
If your thumbnail is compelling and your video title relates to the viewer on YouTube, you should see a high click-through rate on your videos. Most people see high click-through rates straight after they release a video as it tends to be shown towards the top of the viewer's homepage.
If you notice a high click-through rate but a drop in viewers towards the start of your video, it might mean that your thumbnail, title or description is misleading. Remember, don’t use click-bate to try and draw viewers in, it will only harm you in the long run as it weakens your watch time.
Average View Duration
Watch time (or audience retention) is the total minutes viewers spend watching your videos. The longer the watch time, the more YouTube pushes your videos to the top of search results and the recommendations section. This, in turn, leads to more views.
If your watch time is low, this could indicate that your videos are too long or not that engaging. It provides an insight as to whether your content is working and if you need to make changes.
Audience retention shows you the percentage of viewers who watch and leave your video at any given moment of the video. The higher the audience retention, the higher YouTube will rank your videos.
Audience retention can also help you to improve your future video strategy. The most engaging parts of your video could be your next best video topics. If you see sharp dips at certain points in your videos, try removing certain elements from current and future videos.
The traffic source allows you to see how people are finding your videos. External referrals like social media or sites that embed your videos and YouTube referrals like search, the recommended section, and the homepage are all traffic sources.
It’s important to see which traffic sources are bringing in most of your viewers and which ones are racking up the greatest number of views. Once you have this data, you can better optimise your videos and focus your marketing efforts on specific marketing channels.
An important metric to keep track of is keywords/search terms that have led people to your videos. Optimising your video title and description is key, and this will help you to understand whether your SEO strategy is working and how you can improve it going forward. If certain keywords are being searched for on a regular basis, consider creating video content around that search term to increase your chances of people discovering your related content.
Which metric do you think are key to improving your video marketing strategy and growing your business? Let me know in the comments below
Re-watches tell you how many times a unique user has watched a particular video. Videos that get lots of re-watches indicate which videos are the most popular amongst your target audience, whether that's because it is educating, entertaining or inspiring. It will also give you a good idea of the content topics you should be covering in the future.
Tracking your videos likes, dislike, comments and shares can give you an insight into how engaging or valuable your content was to the viewer. The more engagement your video gets, the more YouTube will push your video to the top of search results.
There are certain types of engagement you should pay closer attention to such as comments. When viewers comment on your videos, it’s an opportunity for you to interact and directly communicate with potential customers, helping to build relationships and trust.
Unique viewers are the number of individuals who watch your videos over a certain period of time. You can use unique user data to build a clear picture of your actual audience size and how engaging your content is.
If you have more subscribers on your YouTube channel than the number of unique views you’re getting on your videos, it shows your videos aren’t captivating your existing audience as much as they should.
So, how can you encourage your subscribers to watch more of your videos? Try using more colourful, eye-catching thumbnails or snappy titles. You can also encourage viewers to set up notifications for new videos you release.
If you want to build your brand awareness, grow your audience, and increase sales, it’s vital that you’re tracking your subscriber growth.
For those who don’t know, a subscriber is someone who has chosen to “follow” your channel and your content so they can stay updated with your latest videos. In principle, a subscriber can become a raving fan who watches, comments, and shares your videos with others, which is why it’s important to try to grow your subscriber base.
YouTube’s Subscriber Report will show you the time, location and which videos lose or gain subscribers. This will help you to understand which type of video content is most popular with your target audience, enabling you to create video content that users actually want to watch.
Who’s watching your videos
How are you meant to market your videos if you don’t know who you’re marketing to?
This is why getting to know your target audience is vital. YouTube’s demographic report will give you an insight into the different types of people watching your video content, segmenting them by age, gender and geography.
Understanding who’s watching your videos will make creating and marketing your video content that much easier. It also allows you to make changes to your video marketing strategy if you’re not reaching the audience you want. Knowing your audience will not only benefit your video marketing but your overall business strategy too.
If you’re looking to grow your YouTube Channel and accurately monitor key metrics, then check out VidIQ. This is a tool that I genuinely use every day for both my and my client's video marketing, I couldn’t recommend it more highly.
Please note, this is an affiliated link which means we do earn a small commission if you choose to try out the tool, but at no extra cost to you.