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To promote yourself effectively on YouTube, it's important to analyze your channel and look at your competitors' activity - not to repeat bad decisions, borrow ideas, and watch which videos get the most likes. You can analyze the situation not only with the help of UTM tags, tracking direct conversions, but also in other ways. In this article we will tell you what metrics are important, where to look for them and what to do with them afterwards.

What metrics are worth paying attention to?

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There are many metrics, but not all are equally useful. Straight to the point - you should pay attention to:

Number of views. The more it is, the better. Videos with a large number of views get into recommendations and trends, thereby attracting a new audience. It happens that bloggers dramatically gain subscribers due to one successful video that goes viral. Look at which of your videos get the most views and analyze why this happens so you can repeat the success in the future.

Viewing time. It's more important than the number of views right now. The longer your videos are watched, the better. One full view of a video is more valuable than 10 views of 20-30 seconds, or one minute. This is indirectly confirmed by the YouTube help - it says that viewing time helps you understand how interesting your videos are to viewers.

Number of subscribers. Usually it is subject to natural fluctuations: someone subscribes, someone unsubscribes. For bloggers with millions of subscribers, such "fluctuations" can reach 1,000 users a day or more. Naturally, the more subscribers the better, but here it is also important to assess the activity of the audience. If there is no activity with a large number of subscribers and few views, this can indicate a low quality of ads or bots in the number of subscribers. A surge in the number of subscribers can indicate a successful video or advertising campaign, while a drop-off can indicate that the latest episodes are disliked by the audience and are negative.

Number of viewers. It's always different from the number of subscribers: some of the latter won't see your videos, while others watch without subscribing to your channel. Here it's simple: the more viewers, the better.

Headline CTR. Header conversion shows how much your videos "catch" the audience. This indicator is expressed as a percentage, for example, at 2% only 2 people out of 100 who saw the video in the feed, recommendations, or trends will watch it. The higher the number, the better. And if the conversion rate is less than 1%, you need to seriously work with headlines and reconsider their presentation.

Coverage. This is the number of users who come across your ads in their feeds, trends, recommendations and so on. Advertisers are willing to pay bloggers specifically for reach, the number of subscribers and viewers. The higher the number, the better. But if you get great coverage, but the number of viewers, subscribers is not growing and the viewing time is too small, think about it.

Engagement. Engagement is any user actions with your videos: likes, dislikes, comments and reposts. The more active your audience reacts to your video, the better. That said, dislikes aren't always a bad thing. First, it's also a measure of engagement. Second, videos with a high number of dislikes are also trending.

We have listed the main metrics. It is also worth evaluating additional indicators and indirect characteristics of the channel. For example, the geography of the audience and its parameters - this will help you understand what your subscribers will be interested in. Evaluating the regularity of your videos will tell you when users will be waiting for the next episode. If you analyze the tags, captions and links you use, you can understand which videos "go" to your users better.

The same metrics should be tracked for competitors in order to "spy" successful solutions, to understand how they promote the channel and where you can get ahead of them. For example, if your competitors use "hype" tags, apply them too.

Where to analyze the channel There are several services where you can look at basic metrics and additional channel characteristics.

YouTube Analytics A built-in free tool in YouTube. It allows you to track the parameters of individual videos and the dynamics of the channel as a whole.

The Statistics tab allows you to view the top most viewed videos, the type of traffic sources for them, the dynamics of the number of subscribers, views, and viewing time. The service builds convenient graphs: for example, it shows the ratio of video icons to views.

The service also has:

information about coverage, CTR of headlines, unique viewers; Reports on visitors - their age, gender, geography, and so on; Statistics on auxiliary tools, such as cues and screensavers.

Google Analytics

Google Analytics can be used in the same way as Yandex.Metrics. Both tools are free. In order to receive additional data about a channel, you need to add a tracking ID to it. Detailed instructions are in the services.

In Google Analytics, you can analyze a channel as a separate site. For example, the service shows the number of views, depth of views, bounce rate - visits that ended too quickly. You can also set goals, track conversion rates, or get detailed user data. Google Analytics shows not only the countries, but also, for example, the cities of the people who watch your videos.

VidIQ Vision

VidIQ Vision is a plugin for the Google Chrome browser. Allows you to analyze your videos and videos of competitors. Shows statistics on each video. The tool has two versions: paid and free.

The plugin works simply - just turn on the desired video. Right on the page the service will show the duration of the video, engagement statistics, a list of tags of a particular video and the entire channel, views and number of subscribers, tools used - cues, screensavers and links.

You can also find out how many times the link to the video was mentioned in social networks and which videos are likely to go viral. You can also measure the number of words per minute, find the right keywords to promote your video, get alerts if your video description needs to be increased.

The basic features of the service are free, but for $10 a month you can remove the restriction on data export, track trends and get retrospective statistics.

Clever

Clever is another extension that works in two browsers: Opera and Google Chrome. It is free. It works with individual clips and helps optimize them.

The extension works in three modes:

In video view mode it shows tags, allows you to copy tags, makes a ranking of tags by Yandex Keywords and shows the place of the video in the search for a particular query.

In video editing mode allows you to build a semantic core and fill tags with one click, add timecode, and use the hashtag generator.

In edit mode cues and annotations allows you to copy them from other videos, create and use templates.

There are many other similar services, but their functionality is more or less the same: some analyze the channel and individual videos, while others help optimize videos.

What to do with the results of the analysis

Your actions depend on what you're evaluating. For example, you can look at the most popular videos on the channel and record the next ones in the same format. Or you can estimate the tag positions in the ranking and use the most popular ones in the video description. Or you can see, after what videos a big number of people unsubscribe from you, so as not to repeat these mistakes again.

What to watch depends on your objectives:

want to monetize - assess the number of views and subscribers, reach, engagement, and viewing time; decided to promote the channel and attract subscribers - increase CTR of the headlines, use popular tags, compare the engagement in different videos and repeat the successful solutions, as well as follow the trends and competitors, and release the video on the "hot" topics; If you want to convert your audience into buyers, optimize your ads for popular topics and provide links to your site or landing page.

Analyzing your audience, key metrics, tags and search queries will help you produce more interesting videos for users and eventually earn more or gain more subscribers. But this will all work if you're releasing videos regularly. If you've recorded 1-5 videos so far, it's too early to analyze the situation, because there's a high probability of a random set of some metrics or a margin of error.

Quite useful post! I also recently started posting videos on Youtube but I have problems with editing. Can you help me with this? What simple tools do you use?

Good day. What problems exactly do you have ? With what applications? I think you should share more detailed information to get really good recommendations. Personally I often work with different videos and there are several applications which I use. For example check Fastreel site, it is cool online video creation/editing tool! Maybe this will be good for you.

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