Online Video Analytics & Insight Tips From The YouTube Partner Playbook

YouTube is working on a Partner Playbook, chock full of tips to help their partners build their audiences, optimize discovery and maximize views.  At a YouTube Partner MeetUp in New York on June 16, 2011, Ryan Nugent from the YouTube Next Up Lab presented a draft of the Playbook.  This is part three in a series presenting tips gleaned from Ryan’s presentation of the YouTube Partner Playbook.

On the road to YouTube success, one of the best ways to monitor your growth and performance is through YouTube’s analytics feature, Insight.  In his presentation of the YouTube Partner Playbook, Ryan Nugent offered up some tips on how to use YouTube Insight to learn from your successes and failures, and fine-tune your content so that you can be the best you can be.

Not quite sure what Insight is or how it works?  Check out our post, The Complete Guide To Using YouTube Insight To Monitor Your Video Success.  Then, read on to find out what the YouTube Partner Playbook suggests.

Analyze Your Peaks & Valleys

When looking at YouTube Insight analytics for your videos, notice the peaks and valleys.  Which of your videos are performing well?  Which are performing badly?  Keep this information in mind when coming up with future content.  If you notice that all the videos you’ve made of your dog have been a success, but all the videos you’ve made of your goldfish have stayed off the radar, racking up few views, then this tells you that you should probably focus on your dog and leave your goldfish to swim in peace.

You should also look into where your views are coming from.  If most of your views are coming from search then keep on doing what you’re doing with your metadata.  If you are getting a lot of viewers from cross-promotions with other YouTubers, reach out to collaborate even more.

Learn About Your Audience

You can also use YouTube Insight to learn about your audience—which part of the world are they from?  How old are they?  Are they mostly male or female?  This is also good information to know so that you can cater your content to your audience.  Remember that you can also ask your viewers for feedback about what they like, what they don’t like and what they’d like to see more of.

Important Statistics To Look At

There is a lot going on in YouTube Insight, and it can be overwhelming if you don’t know what to look for.  Ryan suggests focusing on a few main areas—the Daily, 7-Day and 30-Day stats, as well as your Overall Channel and New Uploads.  You want to get a good idea of how your channel is performing overall, but also to make sure that your new videos are getting good traffic.  It could be that your channel is doing great on the whole, but that most of your views are coming from older videos.  If this is the case, you may want to follow some of the YouTube Partner Playbook’s tips for online video optimization.

Hot Spots

YouTube Insight has a Hot Spots feature that allows you to analyze a particular video to see where people are fast-forwarding, rewinding and leaving your video.  The ups-and-downs of the Hot Spots chart show you whether your video is performing above or below average.  You can then analyze your video to see what is happening when the audience’s attention is low and what is happening when it is high to inform future decisions when creating new content.

Check out the video below to learn more in Ryan’s presentation on the YouTube Partner Playbook and feel free to share your thoughts with us in the comments.  Do you use YouTube Insight to measure the success of your online videos?

Image credit: Volacci

Megan O’Neill is the resident web video enthusiast here at Social Times.  Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.

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