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The following metrics can be used to analyse the
performance of a video on YouTube:

of views over time

The most important metric to determine the success of a video is
the number of views the video has over time, as the videos are uploaded to be watched.

YouTube Insights provides this
metric at the bottom right of every video to give users and the source of the
video a sense of its popularity. This metric can be used to determine what type of content resonates best
with your audience.

Average number of views per video helps in
getting a clear understanding of the
video content which does well and guides future content creation.

Video views need to be considered as the main determinant of any video’s



Video ratings
are another metric that illustrate direct viewer feedback. They are displayed
at the bottom right hand corner of videos along with the video views. Here, we
can see the number of likes or
dislikes the video has received over time.

For an in-depth
view of these ratings, you simply need to click on the bar graph you see there. This
helps compare likes, dislikes, comments and favourites of the video from
its publication.

Together with
the total number of views of your video, ratings can help to determine what
video content is liked or disliked by one’s audience.

Ratings feedback
is often a better indication of engagement as compared to just views, as
ratings require more action from one’s audience than simply watching one’s
content.  Feedback in the form of likes or dislikes can help our search
rankings, as YouTube takes these factors into account when deciding our videos’
rank in the search results. 



An understanding
of how traffic was
driven to one’s YouTube videos is essential to understand how to drive relevant viewers to our videos in
the future. This information can be accessed by clicking on the same bar graph
icon at the bottom right of most YouTube videos. It shows the significant
discovery events; i.e., the major referral sources of viewers to a video.

The listing of major referral
sources allows one to analyse the
statistically significant sources of views. This information provides
actionable insights into which marketing channels drive traffic to one’s videos
over others and allows focussing of efforts. If one source of traffic draws
more than another, then the video
promotion strategy can be adjusted accordingly.

It is also beneficial to note the websites which embed our videos
naturally. Embedding a video is the process of copying and pasting a
YouTube video to be viewed on a website without having to view it in YouTube. We
can note the websites that embed our
YouTube videos and reach out to them. Additionally, they can be
informed of a new video launch,
so they can share it as well.


audience demographics

To further analyse one’s video
statistics further, one can click on the view more statistics button
to get more extensive analytics about the video. Better understanding of audience
demographics will help with future content creation to make it as relevant as
possible for the age, gender and geographical location of the viewership.

We can compare our viewer
demographics for deeper insights into the growth of our audience over time and obtain
ideas on segmenting our audience based on our video content. A video created to
target a specific demographic should be monitored to ensure it’s reaching the
right audience and thus, relevant viewers. This will help to make informed
decisions for future content creation and marketing strategies.



It is also important
to understand one’s audience retention. Audience retention is how long our
viewers watched our YouTube video. This will depend on many factors including
the video’s length, content, and quality, among others.

Audience retention metrics need to be
examined to understand where one’s
viewers stopped watching their videos. This aspect of YouTube insights
is very beneficial as it allows us to watch our video while viewing where
viewers stopped watching at the same time. This helps to discover weaknesses in one’s video content and
help prevent occurrence of same issues in the future. For instance, if all of the
viewers appear to stop watching the video halfway through, the following
questions can be asked: Was the video too long? Was the content irrelevant to
viewers? Is the video not engaging enough or is it boring? They may help solve problems
regarding drop in viewership.


traffic sources

It is similar to
the significant discovery events section of YouTube Insights. The Traffic
Sources section provides an in-depth look at each traffic source based on
groupings by channel.

One can segment
by referrals from YouTube only, external to YouTube, via mobile apps and from
direct traffic.

allows analysing a traffic source of
interest for promotion of other video content in the future. For
instance, viewing video referrals from YouTube allows seeing the title of each video that drove
traffic to the video under analysis.

These insights help us to determine whether traffic from YouTube search
or YouTube suggested videos is more important to our video promotion strategy.



One of the ways a video
goes viral is through sharing on social media channels. Thus, the use of sharing report in video analytics is
necessary to identify which of the videos are shared the most. This can help to figure out
why some videos are more popular on social media channels than others, and this
information can be used in future videos.  YouTube annotations can be used to drive
viewers to perform actions such as sharing on Facebook or Twitter.

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