Believe it or not, some businessmen seem to think that YouTube is nothing but a haven for cat videos and compilation fails. It can be much more and has the potential to be one of the most powerful tools in your marketing arsenal. If you are not leveraging it to its full extent, you are surely missing great opportunities.
This is where a detailed audit comes in, at regular intervals, to guarantee that you get the very best value from your YouTube channel. Here’s how you can do this:
Gaining Insight into YouTube Metrics and Analytics
General views, subscribers, likes, comments, and shares give an idea about the performance of your video content. However, when it comes to detailed analysis, YouTube Analytics is at your fingertips.
This tool has a lot to offer, from watch time to sources of traffic and audience demographics, sometimes even for individual videos, sometimes for the whole channel. It is important to understand these metrics in order to find out what works for your content and what needs a rethink.
Here’s a breakdown of some key metrics found in YouTube Analytics:
Views: In simple words, views refer to the total number of videos viewed by viewers on YouTube. Essentially, it is a metric that measures how much your content is viewed out there.
Subscribers: Subscribers are those viewers who have opted for your channel on YouTube. They constitute the core group among your audience and tend to engage actively and view continuously in your channel.
Watch Time: The overall time that viewers have spent watching your videos. This is a very important metric in that the YouTube algorithm gives substantial weight to watch time when ranking videos.
Audience Retention: It is basically the amount of time on average that viewers have viewed your videos. High audience retention means your video content is interesting and relevant; hence, people are watching it until the end.
Engagement metrics (Likes, Comments, Shares): These metrics show how much your viewers are engaging with your videos. High levels of engagement typically mean that your content is resonating with your audience.
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Visibility Metrics (Impressions and CTR): Impressions will tell you how many times your video thumbnail has appeared to users on YouTube; CTR will tell you how many of those users clicked to play the video. If you get a high number of impressions but a low CTR, this could indicate that your title or thumbnail might need some work.
Traffic Sources: This metric shows you where viewers are coming from to access your videos; whether through YouTube’s search, suggested videos, or external websites, among many more. It helps understand the after-effects of a marketing campaign.
Demographics: Here, you would get insights about your audience, including age, sex, location, etcetera. Knowing these you would definitely create targeted content as you will keep in mind their taste while crafting it.
Top Videos: This shows your most-watched videos, ranked by watch time. Knowing what works will give you great insight to help inform your next content strategy.
Playback Locations: The playback locations include the YouTube watch page, embedded on other websites, and even in the YouTube mobile app itself. Knowing these preferences also informs you about how best to deliver content to them.
It’s important to realize that while all of these metrics are important, which one will weigh the most depends on your specific goals and strategy. Set goals before digging into the analysis too deeply.
Do you want to increase your subscribers? Increase engagement? Drive more traffic to your website? Ensure that your YouTube channel goals are in line with your overall marketing strategy and that they are SMART, meaning:
- Specific
- Measurable
- Achievable
- Relevant
- Time-bound
Key metrics to improve YouTube ranking and visibility
If you want to audit your YouTube channel based on how you can best optimize for YouTube ranking and appearance, here are the vital metrics to watch out for:
View duration (Watch Time)
YouTube wants people to spend much time on the platform. If your videos retain viewers longer than other videos, YouTube is only going to like your content all the more.
Monitor your analytics to see what kinds of videos are holding attention and why. Are they fast-paced and full of energy? Do they live up to the title and thumbnail? Are they specifically related to trending topics or subjects? Recreate what works and cut out what isn’t connecting with your audience.
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Audience Retention
This is one of those metrics that is often either ignored or misunderstood by marketers. Quite simply, audience retention is the percentage of your video that viewers are watching before they stop. If your 10-minute video continually loses viewers at the 2-minute mark, you have a problem.
You need to figure out what’s causing them to bounce and remedy the situation. Is your intro too boring or uninteresting? Maybe a wrong title that does not say what is in the video. Find what went wrong and fix it to keep the viewers’ attention longer.
When analyzing the audience retention graph for each video, look for a fairly straight line or a gentle drop, indicating consistent interest. Sharp drops or up-and-down spikes warrant further investigation for the precise reasons that result in the sharp drop.
To find the chart, go to YouTube Studio > Content > Select a video > Analytics, then scroll down to Key Moment for Audience Retention.
Engagement metrics include Likes, Comments, Shares, and Subscriptions
If viewers watch and like your videos enough to comment, share, and subscribe, YouTube sees it as a positive signal regarding the value of your videos; therefore, asks viewers to like, comment, share, and subscribe. Again, be active- engage your audience by responding to comments in a courteous, friendly manner where relevant.
Click-Through Rate (CTR)
CTR measures the percentage of individuals who view your video thumbnail and title (impressions) and go ahead to click and watch the video. It is an important indicator of how attractive your video’s presentation is.
To improve your CTR, craft great titles and design captivating thumbnails. Just be wary of clickbait: while it might give a good initial spike in views, if the content fails to deliver on those views, view duration and audience retention will be damaged.
Traffic Sources
This indicates where the views are coming from. It can include YouTube searches, suggested videos, external websites, and more. This helps you work your way to refining your strategy for SEO.
For instance, if a lot of them are coming through because of a search on YouTube, you’ll want to make sure keywords are properly optimized. If sites and domains are sending them there, look at what sites link or embed your videos most, and try to figure out why those sites chose to do so.
What You Need to Perform a YouTube Audit
With all those metrics in the rearview mirror, now it’s time to put these in practice.
Before upgrading your brand’s YouTube Channel, you need deep and accurate insights into where the channel presently stands, what works for and against you, and where it can improve further. That requires conducting an intensive YouTube channel audit.
The following is a checklist of necessary steps and ingredients to put into your audit:
Step 1: Assess the aesthetic of the channel
First impressions matter. First of all, take a critical look at your channel’s logo, banner, and overall appearance. Does it scream “your brand” loudly enough, or is it too understated? Everything should match perfectly with the identity and vibe of your brand.
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Also, take great care with the About section: clearly indicate what your channel is about, when viewers can expect new videos, and where they can reach you. Think of it as an elevator pitch for your brand.
Step 2: Dive Deep into the Video Library
Create a variety of video content from a rich library of old, new, highly viewed, and low-viewed video collections of the channel. Study very carefully the channel analytics centred on the key metrics from earlier in this chapter. Where possible, compare data year over year.
This will provide valuable insight into the quality of the content and how it is evolving in nature. Ask yourself if the videos are on-brand and serve the needs and interests of the base of viewers. If not, it’s high time to revise your strategy.
Remember, your channel needs to seem fresh, relevant, and part of the ongoing conversation. Any non-evergreen content that has aged poorly, say, “2020 SEO Trends to Watch Out For”-may be weighing down your channel.
Unfortunately, YouTube doesn’t allow you to upload a new version while retaining the stats from the old one; you’ll need to start anew.
Step 3: Evaluate Thumbnails, Titles, and Descriptions
Time now to enter the realm of some finer points. Go big on the video thumbnails, titles, and descriptions.
Ask yourself:
- Are the thumbnails eye-catching and visually appealing?
- Do the titles really say what the video will be about and create interest?
- Have you used keywords that will make the video easy to find?
Remember that together, an engaging thumbnail and a catchy title work like a movie poster to entice views of your video, whereas the description gives you an opportunity to entice viewers and search engines alike with more specific information about what they can expect. These elements are crucial in gaining and holding an audience for your videos.
Step 4: Don’t Be Afraid to Engage
Check on the level of engagement regarding your videos. Do people like, comment, and share them? Remember, very importantly, are you responding to comments? The thing with engagement is it goes two ways; take some time to engage your audience and connect to them.
Step 5: Benchmark against Competitors
Keep an eye on your competitors. Study their points of strength and weaknesses. Look for differentiators for your brand to make your content stand apart. Utilize tools like TubeBuddy for effective competitor analysis and optimizing your own channel.
Step 6: Review Your SEO
SEO is necessary, too, if one aims at success on YouTube, keywords in video titles and descriptions, tags that could pop up in searches; and last but not least, the thumbnails, since it would be the first thing they are going to see-therefore, it will be strikingly attractive or an attention-seeking thing in front of them.
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Playlist creation keeps your viewers engaged and interested in your channel. Mastering YouTube SEO will go a long way in ensuring you get the most from your brand’s YouTube channel. It’s a wide subject, but once mastered, it drives growth and visibility.
Checklist for Uploading YouTube Videos
Great job taking care of your audit and getting your videos in order! Now it’s time to take the steps so that you won’t have to do this in six months again.
Enter the YouTube upload checklists! With these detailed lists, you’ll be sure to go through all necessary preparation, optimization, and upload actions for maximum visibility and engagement of your videos-not to mention the SEO.
Here are the must-haves:
Pre-upload Checklist:
1. Value and quality of the content: Make sure your video contains something meaningful, educative, or entertaining that adds value to your viewers.
2. Video Quality: The resolution of the video should be high-resolution to give a professional look. That means it should be at least 1080p.
3. Editing: Always review your video thoroughly to editing errors, and make sure the transitions are smooth, the audio is clear, and the pace is appropriate for engaging viewers.
4. Branding: Add your brand identity elements, such as your logo and colors, to enhance the presence of your brand.
By following this checklist before uploading your videos, you will be assured that your content is engaging, catchy, and aligned with your brand identity to avoid repetitive audits later on.
Upload Checklist:
1. Title: Craft a catchy and relevant title that prominently features your main keyword.
2. Description: The first two to three lines are crucial; incorporate your keyword early. Elaborate on the video content and include relevant links.
3. Tags: Use appropriate tags, including main keywords and related terms.
4. Custom Thumbnail: Design a visually appealing and compelling thumbnail that complements your video content.
5. End Screens: Utilize end screens to promote other videos, drive subscriptions, or guide viewers to your website.
6. Pinned Comments: Post and pin a comment at the top of the comment section to initiate conversation and prompt engagement.
7. Closed Captions: Include closed captions (CC) for your videos to enhance accessibility and improve SEO through searchable text.
8. Playlists: Add your video to relevant playlists to encourage extended viewing.
9. Scheduling: Determine the optimal time to publish your video for maximum engagement.
10. Visibility Settings: Confirm that your video is set to publish or scheduled for a specific time.
After Upload Checklist:
1. Engagement: Engage with your audience by responding to comments and fostering interactions.
2. Promotion: Share your video on other social media platforms to increase its visibility and reach a broader audience.
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Double Down on Metrics that Matter to Your Brand
This is where the secret to YouTube’s success really lies: focusing on those metrics that really mean the most to your brand. While understanding and mastering the platform may first seem daunting, breaking it down into the metrics driving performance for your channel can be an easier task.
A successful YouTube channel isn’t all about just uploading content, but also knowing your audience, clear objectives, enhanced discoverability and engagement, and continuously analyzing and refining your strategy based on the data.
This means that it is one continual process of reassessment in nature: from the look and feel of your channel down into the depth of your video library, it is a process, not a project.
More importantly, this will be an upload checklist which means with every upload, you’ll be consistently giving them the best chance possible to reach their full potential.
Key to successful branding on YouTube include the following:
- Keep videos professional in content
- Successfully optimize metadata
- Actively engage your audience
- Promote after publishing
The following key strategies will help you grow your YouTube channel and build a better presence of your brand on it.
Would you like to read more about How to Conduct a YouTube Channel Audit-related articles? If so, we invite you to take a look at our other tech topics before you leave!
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