Eight Critical Metrics to Consider for a Successful YouTube Marketing Campaign

YouTube has a strong reputation for helping businesses scale in reach and revenue. The platform has millions of users and numerous potential customers searching for services and products. However, YouTube marketing goes beyond just posting videos for monetization purposes. You need to pay close attention to the metrics which will help you increase your audience quickly.

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Research by Backlino shows that about 43% of internet users worldwide watch YouTube each month which is a lot more than Instagram and Facebook. There are about 197 million YouTube users in America currently, and that number is expected to hit 228 million before 2025. This article will find some critical metrics you should consider for a successful YouTube marketing campaign.

What makes YouTube a good marketing tool?

YouTube currently ranks as the second most visited website globally, with over 22.8 billion visits monthly, making it a powerful marketing platform. The YouTube platform isn’t just a place where you go to watch funny or entertaining videos, but if used correctly, it could be a game-changer for your marketing strategy. YouTube channels help build a large customer base, access more geographies, and promote a brand or product, leading to increased sales.

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Additionally, YouTube is reputed for being a reputable educational platform, and with it, companies can get better exposure, which helps them grow their customer base.

What are YouTube Analytics Metrics?

YouTube analytics refers to a native tool that helps report or evaluate user behavior with your channel. Usually, the metrics are measurements of distinct indicators which make the reports. YouTube analytics gives you information on four core areas: reach, overview, audience and engagement.These reports are created with the help of different metrics used by YouTube.

How you can calculate the YouTube Engagement rate?

The engagement section of your YouTube channel should easily give you information about the audience's interaction with the channel. Some important metrics used for determining engagement rate include comments, Likes/Dislikes, Subscribers Change, and shares. A thoughtful way to calculate the total engagement rate of the channel is by adding up the total dislikes, likes and comments within a chosen time range for all videos on the channel and dividing the same by the total number of subscribers on the channel. 

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1. Number of unique views 

Unique views indicate the number of viewers who watch videos posted at a particular time. This information doesn’t include people who watch the same video repeatedly or watch more than a single video. Unique views are important because they give the user a good idea of how many people view their content. This metric can give you a lot of helpful information. 

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For instance, if you have a lot of unique viewers that are less than your subscribers, then your subscribers are probably not watching your video content. This information can guide you into taking the right actions that can help re-engage your audience and ensure that they activate the notifications on their YouTube marketing account. You could also ask people to add your videos to their playlist to ensure that they keep watching them.

2. Number of subscribers

Knowing the total number of subscribers on your channel is a smart way to assess your level of performance. Note that the total number of subscribers may not exactly be the best way to check just how well your videos are performing, but it can also give you insight into the kind of viewership and engagement your channel has drawn per time.

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Many YouTube users don’t know that each subscriber who signs up on their page is more like an endorsement of their message and content. Also, having new subscribers will help boost watch time and improve the ranking of videos. Many people who have a website and use YouTube to redirect traffic to them may also have an email list, and more often than not, the email subscribers may end up subscribing to the YouTube channel.

3. Audience retention

Audience retention is a metric that indicates how many people view your videos and leave the same at different moments of the video. The YouTube algorithm is designed to elevate videos that have higher audience retention in their suggestions and rankings because such videos can catch the viewers' attention. 

Knowing your audience retention metrics will also help you determine your future video strategy. More often than not, the most exciting parts of a video may just be the next video topic. YouTube’s audience retention report contains two graphs: the relative retention curve and the absolute retention curve. The relative retention curve indicates how well one of your video contents retains viewers compared with similar videos of similar length on YouTube. On the other hand, the absolute retention curve indicates how well your videos perform in retaining the audience.

4. Engagement

Like other social media channels, engagement ranks as one of the significant metrics for measuring the performance of a YouTube video. Some of the components of YouTube engagement include Dislikes, Likes, Shares and Comments. They help demonstrate how much people like your comment and if you are targeting the ideal audience with your videos. The dislike icon is a function that indicates how many people don’t like what you’ve posted. If this metric is high, you should know why many people don’t like your video. 

5. Daily Active Users

When you begin working on a YouTube channel, one of the most important things to consider is the total number of views you want to get each day. Knowing your total daily active users is critical to you because they are usually the most loyal fans you have. Your primary goal should increase the total number of DAUs on your channel. Studying the daily active users is a smart way to understand the best times to post videos each day.

6. Source of traffic 

Knowing how your audience finds your video on YouTube is wise to maximize your channel’s potential. Find out if the audience searches you from YouTube Suggested Video, YouTube Search, Direct Traffic, External Sources, or YouTube Browse Features. Having an idea of the Average Watch Duration will help you know how well your videos will be received. Note that sources such as YouTube search have higher click-through rates than Home sources mainly because Search viewers intend to watch.

7. Demographics

Demographics of your viewers will help you measure relevant information about your viewers like gender, age and location. The demographic report will help you know the audience you want to reach and who amongst the category is the most engaged of the viewers. A good idea of these insights is critical for understanding your intended audience better. Knowing this information can assist you in tailoring the video for your target audience. For instance, if you target an audience of young men between the ages of 20 to 26, but you seem to reach men between 27 to 32 more, you can apply this information to strategize and make changes to your content to appeal to the right people.

8. Subscribers

The total number of subscribers on your channel will tell you the number of people subscribed to your YouTube channel. When people subscribe to your channel, it simply indicates that they have faith in the brand and display loyalty. Beyond being a metric for measuring your page performance, subscribers also help you take a peek into the future performance of your page.

Summary

Contained above are some of the vital metrics to consider when assessing the success of your YouTube marketing strategy. Suppose you are looking to improve the performance of your YouTube videos. In that case, you should use the insights gotten from these metrics to help you develop a better-informed video marketing strategy.

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