As the number one video sharing website in the world, every marketing professional should have a YouTube strategy that drives traffic, increases engagement, and boosts brand recognition.
Here are some YouTube statistics that prove the power of this social platform:
- YouTube has more than one billion users.
- YouTube can be navigated in more than 75 languages.
- More than half of all YouTube views are on mobile devices.
Some companies have dabbled with YouTube marketing in the past. Others, however, have ignored it altogether.
Regardless of your past experience and future goals, you should never overlook the power of reaching your audience via video.
And anything can be turned into a video can’t it? You can have a “how-to” video on setting up a tent, a recipe video for making apple pie, a video on the proper way to wash a dog and a video on how to grow tomatoes indoors, the possibilities are endless!
To ensure that your marketing strategy is trending in the right direction, it’s imperative to study your YouTube analytics data on a regular basis. In addition to basic data – such as the number of video uploads and views – there are other details that deserve your attention. Here are some you may have overlooked in the past:
YouTube Analytics: Watch Time
Don’t focus all so much time on number of views that you overlook the importance of watch time. We define this as follows:
“The total time that users spent watching your videos, in minutes.”
Taking this one step further, if you find that your watch time spiked during a particular period, review your video library for a better idea of the cause.
For instance, How to Grow Tomatoes Indoors During the Winter had 239,000 views. It would be great to know if there was a spike in watch time one year after he posted it. Then he could look to Google Analytics to see what site may have mentioned him to drive more traffic to his video.
You can look at your Dasheroo “Most Viewed Videos” dashboard to uncover the answer. From there, you’ll want to spend more time and money marketing that particular video.
YouTube Analytics: Engagement
This means something different on every social platform. With YouTube, focus on the following:
- Likes (and dislikes)
For our tomato video our host would want to know if people are liking it, commenting on his content and sharing it with their friends and followers. If he used Dasheroo he could tell quickly what is going on with his video and see that he has a ton of thumbs up, a few thumbs down and the overall number of comments he’s getting. You can also see if you look at his comments he often replies to people asking questions. That sparks more engagement.
So when engagement begins to pick up, keep the momentum by jumping in on the action and respond to comments. Along with this, you can produce similar videos (since you already know they interest your audience).
When it comes to YouTube analytics, you’ll never be hurting for data. While you focus on the basics, don’t overlook the more advanced details (see above) that can help you tweak your marketing strategy for better results.