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YouTube is well known as the most popular video platform that empowers anyone to "broadcast" themselves. While this channel emphasizes the production aspect of video, marketers should remember that YouTube also equips them with a powerful analytics tool.
In a recent interview, Jamie Grenney of Salesforce shared that 6,000 video views a day add up to 35 hyper-efficient reps. (Assuming that the average view is 2min and that the average hyper-efficient rep pitches 8 hours a day, no breaks.) But how can you measure the success of your YouTube videos and apply this information to your overall marketing strategy?
Examine Audience Profile to Build a Buyer Persona
YouTube's Insights section offers data that can guide you in the creation of a buyer person, including the age range and gender of your audience. For HubSpot, for instance, most viewers fall into the 45-54 age range, followed by those 35-44 years old and those in the 55-64 age range. Might sound a bit surprising, right? You would expect to see the 20-something "digital natives" as the most active viewers of our videos, but that is clearly not the case here.
Next steps: Check your YouTube viewer demographics and see if these insights change your buyer persona.
Develop PPC Campaigns Based on Geo-Specific Info
YouTube's Insights tool also tells you where in the world your audience is located. How popular are your videos in India or in the UK? Now you have a big enough sample to delve into this type of research for different time frames — a week, 3 months, 6 months or a year. Such information can help you create geo-targeted PPC campaigns and appeal to audience segments globally.
Next step: If you are offering your services or product internationally, consider setting language targeting in paid search based on data from YouTube Inisights.
Determine the Most Engaging Content
YouTube's analytics platform will also show you which of your videos engaged the viewer for the longest time. This data shows you not only the number of views your videos attracted, but also the extent to which they held the someone's attention. You can export this information into Excel and play around with it in different ways.
Next steps: Evaluate your most engaging videos and consider creating more of it!
Find Your Most Powerful Online Assets
YouTube's analytics tool also offers a Discovery section that points out the source of your video referrals. It will tell you if your viewers landed on a video because it was embedded somewhere or because they subscribed to your YouTube channel. For HubSpot, for instance, embedded videos dominate the referral system. Mobile devices are also emerging as a referral source, a trend marketers should follow closely.
Next step: Experiment with different referral sources and invest time and effort in the most effective ones, e.g. embedding videos or optimizing them for mobile devices.
Have you used YouTube's analytics tool for your business? If so, do you have any other tips you would like to share with fellow marketers?
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