The engagement report allows businesses to understand what content resonates with their audience. Businesses can see what content subscribers click, share, comment on, and promote, and can also see the performance of cards and end screens in the engagement report.
1. Subscribers
The subscriber page shows the number of fans, as shown in Figure 5-48. There are three main data sets here: ① Subscribers, that is, how many subscribers were obtained and retained during the selected time period; ② Number of subscriptions obtained, that is, the total number of subscriptions of users during the time period; ③ Number of subscribers lost, that is, the total number of subscribers lost during the period.
YouTube subscribers are likely to be potential customers or existing customers of the business. They are all people who are interested in the business’s products or market positioning. Therefore, it is also very important to monitor the fluctuations in the subscriber base. By monitoring this fluctuation, you can observe the business’s YouTube channel from a macro perspective and understand the impact of each video on the acquisition or loss of subscribers. Through the YouTube algorithm subscriber panel, you can view the number of subscribers gained or lost for each video. YouTube Analytics can help determine user engagement metrics and understand the sources of subscribers, including their geographic location, subscription date, and the source/media they use to log in to videos on YouTube.
2. Likes and Dislikes
Likes and Dislikes are both intuitive feedback from fans on business videos. If a video has a lot of dislikes, then you need to analyze and solve several problems: whether the video content matches the title, whether the target audience is accurate, and whether the video quality and video upload frequency disappoint fans. In addition, businesses can also find the reasons for the disproportionate number of dislikes from some comments, so that problems can be quickly discovered and improved.
3. Videos in playlists
The more people put a business’s video in their playlists, the greater the influence of the business’s video. YouTube is public for this data, and this data has a greater impact on the weight of the video.
4. Comments
Comments are one of the important bases for measuring fan engagement. Businesses can pay attention to who is commenting, what they are commenting on, and whether fans can be converted into customers. By clicking on the Comments page of the YouTube Analytics panel, merchants can see the frequency and date of comments, as well as the total number of comments for each video. Enter the Comments section and look for opportunities to interact with fans and get high-quality feedback. For merchants, it is important to try to interact with fan feedback, highlight the quality services of their products, and guide fans to learn about their own brands or watch other videos. In addition, you can also pin a comment about the merchant to the top and guide fans to the relevant website, which can greatly increase the click-through rate.
5. Sharing
Social media is indispensable for YouTube communication. Through social media, merchants can analyze and understand who is sharing videos and how they are sharing them. Clicking on the Sharing page of the YouTube Analytics panel, we can see the sharing from different platforms, such as social networks and social tools. From the above report, it can be concluded that this sample video is mainly shared through private messaging applications, which cannot be tracked. Incorporating video content into social media strategies, especially where users have already shared your videos, can increase the effectiveness of sharing.
6. Annotation
When considering using YouTube Analytics, it is important to understand that there are annotations that can direct viewers to the merchant’s website for more content. Content does not have to be just videos, but can also include blog posts. This will allow merchants to understand the click-through rate and closing rate of each annotation. In turn, it will help merchants optimize how to attract viewers and where to place annotations.
Cards are a new feature in YouTube Analytics that can improve user interaction with videos and speed up interaction. Cards will serve as calls to action to inform visitors about playlists, videos, products, and related websites.
8. End screens
End screen analysis allows merchants to understand the content of audience interaction, so that they can optimize the call to action for future uploaded videos.
YouTube has many statistical dimensions that allow users to know which videos have received the most viewing time, audience stickiness, audience characteristics, visitor location, device, as well as the number of shares, comments, etc. It allows users to understand who their audience is and where the audience finds their videos. During the analysis process, after a period of comparison, users may find that the traffic of videos on one of the topics has increased rapidly and the conversion rate is good. Then users can make more videos of this topic to expand traffic and revenue. At the same time, new videos can be promoted in videos with good traffic. This is also a way to tap the potential of niche markets and is worth analyzing and using.
In summary, for businesses, mastering YouTube data analysis tools, understanding YouTube algorithms, and optimizing videos based on these key indicators can ultimately increase the attractiveness of videos and improve conversion rates.