YouTube had nearly two billion users as of September 2018. Its popularity and widespread use make it a viable marketing platform for businesses across many industries, including law firms. But to get the most out of it, you need to use YouTube Analytics to monitor the performance of your videos. With that said, here are the most critical YouTube metrics to focus on.
One of the main factors YouTube looks at when deciding where to rank videos is watch time — the total amount of minutes users have spent watching your content. Videos with a long watch time will rank higher, resulting in more views, subscribers and leads.
So you’ll want to pay close attention to this metric and see which videos are being watched the longest. Doing so should provide insight into what users are responding the best to, so you can rinse and repeat that formula for future content.
Parts of Videos Viewers Re-Watch
A re-watch is defined as any time a viewer goes back to view a part of your video again. It usually means a particular part or parts of the video interested them and they wanted to check it once more. This is one of the more telling YouTube metrics because it lets you know which specific parts of your content viewers are enjoying the most.
So for instance, if one part of a legal advice video was heavily re-watched, you may want to record a different video that covers the topic in better detail.
YouTube can provide some fairly in-depth information regarding infographics like geography, age and gender, which can potentially be useful. For example, if you’re finding that a lot of your viewers are millennials, you might want to create videos that specifically target a younger audience.
External Traffic Sources
An external traffic source is any site outside of YouTube that brings viewers to your content. Examples include social networks or blogs that embedded your video into a post. Understanding where your traffic is coming from is important because it can guide your video promotion strategy moving forward.
This final metric tells you a couple of things.
First, you’ll have an idea of which direction your YouTube channel is heading in. If you have steady subscriber growth, it means your strategy is successful, you’re getting results and you should keep doing what you’re doing. However, if it’s plateaued or you’re losing subscribers, then there’s an issue that demands your attention.
You can also find out which videos and time periods are causing you to gain and lose subscribers. That way you’ll know if covering a particular topic has been advantageous to your channel growth or if it’s hurting you.
Fully Leveraging YouTube Metrics
Just like Google Analytics tells you a lot about your website, YouTube Analytics provides robust data on your channel’s performance. Paying attention to these specific metrics should provide detailed insights to help improve your channel. That way you can maximize your YouTube marketing impact and generate a higher volume of quality leads.