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If you've put all of that work, into producing a video and then promoting it, you're going to want to know how it's doing. YouTube provides an excellent analytic's tools set, built right into your account. Note that other services, like Vimeo, have similar reporting. So, you can apply what you learn, in this video, to those services as well. To see your report, log in to YouTube and then click the little chart icon at the top of the page. You'l get a report that shows views, level of engagement and even a little demographic data across all of your videos within your channel. But when you start exploring the options on the left, things really start to get interesting.
You can use these individual reports to check all sorts of things like different time frames, you can narrow searches by location, you can take a look at audience retention across all your videos. You can even look at things like the devices they're using to view your videos. And then you can segment your data so that you can see people on certain devices shared your video more often than people on other devices. So, there's a lot you can do with this data. But that can be a little overwhelming. So, here's the stats that I like to check typically when I'm taking a look at my channel.
First, I want to see total views over time across all my videos. Since view velocity is a major ranking factor, I need to see it and I just need to see if there's any big changes or aberrations. Second, I want to look at all the engagement reports so I'll take a quick look at comments, favorites, likes, and dislikes just so I can see whether I'm generating a response. I'll take a look at top traffic sources, typically it's YouTube. But it's good to see where else your viewers are coming from. And this also gives you a preview of the kinds of devices that are driving views. Playback locations tell me whether folks watch my videos via mobile devices, on other websites, or on YouTube.
And this may be my favorite report, audience retention, I need to see whether people are watching my entire video or whether they're just clicking play and leaving. I can optimize my video length based on what I see here. Note that I can also drill down and look at specific videos to see how each video's performing on its own. This lets me look for outliers, videos that are doing particularly well or poorly, and take action based on what I see. You may use different reports. For example, demographics aren't that critical to what I do. I just glance at them to make sure something hasn't gone totally off balance. But you may care about demographic data a lot and use that report instead. Make sure you explore the options on the left-hand side so that you can see all the different kinds of data that YouTube makes available.
Also, note that YouTube makes new kinds of data available all the time, so you want to keep checking back to see what new stuff they're releasing. One important point is, don't just look at the data. It's very easy to look at it and get overwhelmed. Pick out things that you can take action on. For example, if I know my audience retention is just terrible for this particular video, I might look at what I can do to improve retention. I might shorten then video seeing that there's a little bit of a bump at the very very beginning, and there's all sorts of different things that I can try based on this data. Or, if I know that folks using IOS and Android devices watch this particular video longer than most, I might start creating mobile specific videos or versions of videos.
Or I might focus more on topics relating to those devices and so I have a pretty geeky audience and chances are they want to learn about those devices as well as more general topics. Use YouTube's analytic tool set to get insight into how your videos perform. You'll be able to continuously improve the quality of your content, your targeting, and your strategy. Go to YouTube, take a look at the statistics and see what you can learn right off the bat. You'll be amazed at how it can guide your overall video marketing and SEO strategy.
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