Startup Lessons Learned: Don’t Underestimate the Power of Video

This week’s startup lesson learned will be short and sweet. It’s about video. A lot of folks think that video marketing is hard and that creating videos takes a lot of work and money. Well, that’s just not true! While it does require time and effort, it really can both make and save you money.

And it’s not only about going viral on YouTube, in fact here at Dasheroo while we have our own YouTube channel we use videos for a variety of uses.

Here’s how we roll:

Support Videos

Dasheroo YouTube Analytics

Our Google Sheets integration gets a ton of views, digging in we made a few additions to the feature!

We have some features that can be a bit advanced for some users. Creating a step-by-step video for them to understand how to use a specific feature is critical to getting usage of our application. We look at Total Views in our Dasheroo YouTube dashboard so we see what features are most popular. Those features might actually need more work since what we offer might not be intuitive or useful enough.

This is a huge money saver since we don’t have a big support team to handle questions, and users can access the information whenever they need it.

Marketing VideosZapier Dasheroo set up guide video marketing

Alf creates videos for some of our partners so they can put it on their site to get the word out about our integration. This one he did for Zapier got a ton of views and it really helped Zapier market our integration as well, bonus!

He’s also done a “3 Minute Tip: Stocks on your Dasheroo Dashboard with IFTTT & Google” which was a fun way to use your dashboard with 3rd party products.

We love his videos, they’re personable and short, we try to keep them under 3 minutes. Alf uses Screenflow for that and it’s only $99. It has lots of bells and whistles but is still easy enough for anyone.

This is a money maker since we do get some SEO juice from the videos and we do get new users from our awesome partners who post and share these videos.

Internal Videos

Josh creates videos internally to show us a new feature before it’s live. It’s been hugely helpful for both his product team and the rest of us as we get ready to market and sell. Josh uses Jing for that and it’s free up to 5 minutes of video.

We also outsource tasks to a virtual assistant group (VA Staffer) and we create how-to videos for them. It’s great since we only really have to create the video once. In the event one of our virtual assistants is on vacation or out, we don’t have to get on the phone for a training again. They just refer to the video.

These are enormous money savers. Why? Time is money and we have neither to waste!

YouTube Analytics: 5 Things You Need to Track

Earlier this year, we launched our YouTube Insights feature for your business dashboards. Along with this, we have provided a few pointers regarding how to take advantage of video marketing.

This time around, we will take a close look at YouTube analytics. More specifically, the five things you need to track:

1 – Video ViewsDasheroo's YouTube Most Viewed Videos

Hands down, this is the most important piece of data in regards to YouTube marketing. Tracking the number of views for each video allows you to:

  • Understand which types of videos elicit the best response.
  • Focus on the topics that are of most interest to your audience.
  • Determine which marketing activities, such as an email campaign or social media blast, generate the most views.

2 – Likes and Dislikes

This is self-explanatory. Are people liking (thumbs up) your video or disliking (thumbs down) your video? In simple terms, you want to receive more likes than dislikes (hopefully by a large margin).

3 – Activity BreakdownDasheroo YouTube Activity Dashboard

It is one thing to post videos to YouTube. It is another thing entirely to track your activity. When examining your activity over a period of time, such as one week, focus on these metrics:

  • Total videos
  • Total subscribers
  • Total views
  • Total watch time

Taking this one step further, compare your week-to-week growth. Are your total subscribers, views, and watch time on the rise?

4 – Watch Time

This data point is worth its own section. It’s that important. This is nothing more than the total time users spent watching your videos, in minutes, over a specific period of time.

Your goal is simple: for your watch time to increase one day, week, and month at a time. As you add more videos, as you market those that are live, your watch time should increase. If it doesn’t, it’s time to reassess your strategy.

5 – EngagementDasheroo YouTube Engagement dashboard

We mentioned this in passing above, but it’s well worth diving into. Engagement is broken down into four distinct categories:

  • Likes (dislikes)
  • Shares
  • Comments
  • Favorites

Are viewers commenting on your videos? Take the time to respond. Are you posting new videos, but not getting many Likes or Shares? Let your audience know about your videos, such as through social media, email marketing, or a blog post.

Remember, engagement is every bit as important as views when it comes to YouTube analytics.

What other type of YouTube data is critical to your success?