When it comes to growing a YouTube channel, understanding and leveraging YouTube analytics is crucial. Here, we'll delve into some key aspects of YouTube analytics.
The Importance of Click Through Rate (CTR):
One of the most critical metrics to monitor is the Click Through Rate (CTR) of your thumbnails. Simply put, CTR measures how many people clicked on your video after seeing it. For example, if 100 people see your video thumbnail and 10 of them click on it, your CTR is 10%. This metric is vital because if people aren't clicking on your videos, they aren't watching them, rendering all other efforts moot. A good CTR can vary: smaller channels might see CTRs as high as 10-14%, while larger channels might aim for 5-7%. It's important not to set unrealistic goals like achieving a 40% CTR, as this is typically unsustainable.
Average View Duration and Retention Graph:
The next important analytical tools are average view duration and the retention graph. These metrics help you understand for how long viewers are watching your videos and at what points they tend to drop off. Having access to raw data from YouTube analytics allows you to make informed decisions about your content. For channel managers, having manager access means they can optimise titles, descriptions, and tags to improve these metrics.
Timing and Audience Activity:
Another critical factor is knowing when your audience is most active. Posting videos when your audience is online increases the chances of getting clicks and views. This timing can significantly impact your video's performance and subsequent recognition on the platform.
Long-term Potential: Search-Based vs. Browse-Based Content:
When thinking about the long-term potential of your videos, it's essential to differentiate between search-based and browse-based content. Search-based content is evergreen; it remains relevant over time and is often sought out by viewers. For example, educational videos on specific topics like microeconomics are searched for by people looking to learn about the subject. On the other hand, browse-based content, such as the videos made by popular YouTuber MrBeast, is designed to appear in users' feeds. This content relies on eye-catching thumbnails and compelling titles to attract viewers who aren't necessarily searching for it but are intrigued enough to click when it appears on their screens.
Strategies for Search-Based Content:
To create successful search-based content, focus on topics that people are likely to search for over a long period. This type of content benefits from being educational or informative, as people continuously seek out knowledge. By targeting specific, evergreen topics, you increase the likelihood of your videos being found through searches on both YouTube and Google.
Strategies for Browse-Based Content:
If you aim to target browse-based audience, your content should appeal to a broad audience with generic but engaging topics. Effective thumbnails and titles are crucial here, as they serve as the primary hook to attract viewers. The goal is to capture the viewer's attention quickly and entice them to click on your video.
Current Trends in Channel Management:
Currently, many channels, especially podcast and entertainment channels, rely heavily on browse-based content. However, educational channels typically follow a search-based approach, as their content is designed to be found by users seeking specific information. Balancing these two types of content can help diversify a channel's reach and maintain steady growth.
Understanding and utilising YouTube analytics is essential for channel growth. By focusing on key metrics like CTR, average view duration, and retention graphs, and by strategically planning content to be either search-based or browse-based, creators can optimise their channels for success.