Must-Use Performance Metrics for YouTube Videos
Website Magazine has been publishing videos (check out WM's YouTube channel and the 'Net Success video series) recently on topics related to our coverage areas - from analytics to affiliate programs, and pretty much everything in between.
What we've discovered is that, well, making videos is difficult. Not only do you have to get over being hyper-critical of how you look on screen, but you also need to understand if it's working.
Even if videos aren't a primary digital marketing initiative for your brand, it still proves useful to understand their performance, and wouldn't you know it, analytics (and specifically YouTube's analytics) provide a useful platform to do so - at least on an introductory level. It is possible to track traffic to a channel, or individual videos, and understand how it performs over time. Of course, it doesn't stop there. Here are just some of the information you can glean from videos' analytics:
Estimated minutes watched: Youtube provides data not just on how many times viewers watched, but also how long they stayed. Understanding the estimated minutes watched can reveal which videos (as well as what type of content) viewers are spending the most time interacting with.
Playback sources: Since YouTube's embedded player allows viewers to watch videos without ever visiting your site (since it can be embedded anywhere), YouTube Analytics provides a comparison of how many people are watching videos on your own YouTube page, versus a player included on other sites.
Subscriber, Likes, and Comment activity: How much people engage with your videos is just as important as how much they're watching. You can use these trackers to see how much your viewers are compelled to interact with you after watching a video, and how they prefer to do it.
Video analytics is a rather complex topic so use them as a means to gather feedback and understand the performance of your initiatives.