Did you know that YouTube is the most popular video-sharing platform on the planet and is only second to Google as the second-most visited website? In this blog, we will go through all the top YouTube KPIs that help us analyze our performance on this much-used website.
YouTube is home to almost every type of video content, including:
- Music videos
- Movie trailers/ movies
- DIY (do-it-yourself videos)
- Product demos
- Movies and product reviews
- Presentations; and many more
Did you know that our brains can retain 90% of visual information? That’s right. Humans are hard-wired to consume visual content more than textual or aural content. Therefore, YouTube has become a household name for consuming both educational and entertainment-related content.
According to Hootsuite, the platform has close to two billion monthly viewers. Capturing even 0.01% percent can help your channel gain significant popularity.
Video marketing through YouTube has become a go-to strategy for marketers nowadays. It is a perfect medium to:
- Tell your brand story
- Launch and promote your product
- Create educational videos around it
- Curate interesting content
Moreover, video marketing is seeing tremendous growth and is a future for marketers. But the tricky step comes next: tracking the performance of your uploaded video to gather insights. After all, you need to know what type of content works and what does not. This is where YouTube KPIs can help you.
So let us understand what is a KPI and what are the top YouTube KPIs that you, as a marketer, should track.
What is a KPI?
KPIs (Key Performance Indicators) are measurable values that show how well your business or marketing activity or campaign is performing. Moreover, monitoring these values or data can have an enormous impact on future decisions.
In this blog, let us understand the KPIs of YouTube videos that will enable us to make better business decisions.
Top YouTube KPIs:
1. Watch Time
How long have they been watching my videos?
Watch time = Total watch time/ Total number of video plays
Watch time tracks the time a viewer spends watching your video. In simple words, this KPI helps you understand how well people are consuming your content.
The KPI provides a detailed analysis of all the views on your channel. Simultaneously, you can also monitor the differences in watch times of individual videos to find outliers, track your progress, and update your content accordingly.
2. Total Video Views
How many people are accessing my content?
Total views are the total number of people who have come across your videos. This KPI, along with watch time, allows you to see how well you are leveraging the YouTube channel to make an impact and how well it is responding. If the total views and the watch time both show good numbers, then it means that your content is engaging enough. But where your total number of views is significantly high while the watch time is less, showing viewers watched your video but stopped in between and did not complete it. It is a sign that your content needs improvement.
Tracking this KPI along with the “average watch time” KPI shows you why the video gained views but did not captivate the attention for long.
3. Subscriber Growth
Who all follow my content regularly?
Growth in subscribers = (Number of subscribers at present date – Number of subscribers at a past date) *100 / Number of subscribers at a past date
This is a direct and one of the most important KPIs for YouTube. It indicates how many subscribers you have gained or lost over a specific period.
Subscribers to your channel show viewers are interested in what you have to say. It’s a sign of appreciation from your viewers who enjoy your content.
Subscribers watch your videos twice as much as non-subscribers. Tracking this KPI also gives you a peek into the future. If you have a higher number of subscribers, there is a high likelihood that the engagement with your content will also be much higher.
Is my content getting clicks?
CTR = (Clicks /Impressions)*100
The click-through rate or CTR shows how many people clicked on your video after seeing it in their YouTube recommendation section, homepage, or trending section. If the CTR is high, YouTube receives a signal that the video has a larger audience and therefore ranks it higher in the recommended section. Higher CTR signifies that your content is compelling to a large audience base.
A neat trick to increase the CTR on YouTube is by:
- Creating unique and informative titles
- Creating eye-catching graphics for thumbnails
5. Video Engagement
How is the audience reacting to my videos?
The KPI counts the total reactions on your video. It shows how well your audience interacts with your content by looking at how many likes, dislikes, comments, and shares it received. This is an important metric to understand how well your video is getting accepted by your target audience.
Engagement data provides fodder for future video content ideas for many content creators. When a video receives many dislikes, it is a big red flag. However, you can use the comments to better gauge why there was such a strong negative reaction, and use the positive responses to determine what kind of content your viewers enjoy.
6. Average View Duration
How long is my video able to hold a viewer’s attention?
Average view duration is one of the most important metrics for YouTube. It tells you the average time people spent watching your videos.
If a user watches your videos only halfway through, it means they don’t find them useful or engaging. This, in turn, decreases the average view duration.
With this KPI, you can assess factors like:
- Is your content too boring?
- If it is long or is the quality poor?
- Is the information not relevant?
Aim at keeping this KPI high by creating quality content.
To summarize, if the average view duration increases, YouTube ranks you higher on the search and increases your visibility on the recommendations page.
7. Traffic Source
Which source channel is helping me the most?
The KPI provides a detailed report on the different sources that direct traffic to your videos. These sources include social media postings, recommendation sections, organic searches, etc. Use this metric to know which source brought the highest views to each of your videos. The KPI is useful for optimizing your marketing strategy and helps you focus on those areas that drive traffic to your channel.
With over 92% of internet users spending time on YouTube every week, you should definitely consider YouTube to be in your next marketing plan.
With video becoming the most popular form of communication nowadays, tracking and analyzing how people receive your content will be of utmost importance in the future. First, start using data to define your social media strategy, and the only way you can do it is by tracking the above-mentioned KPIs and using the insights to make better decisions.
Now measure the success of your YouTube videos with these top KPIs with confidence!