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Going Beyond Total Views To Measure YouTube ROI [Video]

This week on the Magnet Minute, Amy looks at YouTube views and what they really mean when it comes to measuring the effectiveness of your video content.

YouTube view count can tell viewers a lot about the video before they watch. Low views on a brand new video are expected. Low views of an older video lead to a little speculation of whether it’s a helpful resource or not. And of course, viral view count leads to curiousity of why this video is so popular. But just because a video has a certain number of views, does that automatically determine the ROI of that content?

As a video creator, you should be using your analytics for additional information about your viewers. Looking at “Total Views” isn’t enough to know whether the effort was effective. A great metric to look at is “Audience Retention.” Being able to see the percentage of viewers that stuck around longer than the first few seconds as opposed to those who didn’t is a great way to tell whether you targeted your video effectively. First impressions are everything, and if you don’t engage your audience right away, they are going to leave quickly.

Another great metric is demographic information. Age, gender, location, and other metrics are important for gaining insight into whether you’re reaching your target audience. For instance, a B2B company is probably not looking for 13-17 year olds, so if your analytics are reflecting a majority in that direction you may want to reanalyze your video strategy.

Some tips to target your videos effectively to achieve more views from the right audience:

  1. Use the description section as much as possible. There is a maximum of characters but it’s way more than you need to describe your video. The more you put in text what your content is about the more likely YouTube can categorize and get it in front of viewers who are looking for something like it.
  2. Take it a step further and upload a transcript. Now you’re telling YouTube word-for-word what’s happening in the video and that will also help tremendously in search.
  3. Take advantage of the Partner Program which is now available for all YouTube accounts. This is how you can change you thumbnail to something you design so you can make it something very visually pleasing that gives a glimpse of what your video is about. The better the design here, the more clicks you’ll see.
  4. Try out video responses on YouTube. If there is someone creating similar content that addresses something that you might have elaborated further on in your video, submit it as a response to their video and if it’s approved it will show up on that video’s page for all the viewers to see near the comment section.

Are you looking at more than just total views to measure the ROI of your videos? Let us know in the comments and connect with us on Twitter, Facebook, Google+, and LinkedIn.

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