By Carolina Beltran


**Given the enor­mous amounts of data YouTube gener­ates, it should come as no surprise it offers robust analyt­ics. YouTube’s first analyt­ics offer­ing was called Insight. Released in 2008, Insight was a basic, self-service analyt­ics and report­ing tool. Last Novem­ber, YouTube announced several enhance­ments to Insight, includ­ing a name change to YouTube Analyt­ics.

Analyt­ics, of any type, whether site or video, is a crit­i­cal compo­nent of any effec­tive online media strat­egy. Any success­ful marketer will tell you in-depth analy­sis of analyt­ics data, and imple­men­ta­tion of that analy­sis, makes campaigns thrive. If that’s not compelling enough for you, basic (but thor­ough) programs like YouTube Analyt­ics are free. We want to high­light the differ­ences between the old and new YouTube data sets and how they can help you run a great video campaign and make more money while you’re at it.

How It Works

YouTube’s first analyt­ics product, Insight, was very basic – it was 2008 after all.  It allowed users to view data for a specific video or aggre­gate data from all videos for a channel. The five main data types back then were Views & Popu­lar­ity, Discovery, Demo­graph­ics, Audi­ence Atten­tion and Commu­nity Engage­ment.

The Views & Popu­lar­ity reports consisted of trend lines and a heat map of views by loca­tion. The Discovery reports displayed search terms and related videos that led to your video. Demo­graph­ics reports displayed age and gender infor­ma­tion and Audi­ence Atten­tion reports featured Hot Spot – which compared your bounce and rewind rates to videos of a similar length. The Commu­nity Engage­ment reports were the most sophis­ti­cated of all the report­ing, provid­ing data on ratings, comment­ing and when someone made your video a favorite.

In Novem­ber 2011, YouTube Analyt­ics was announced and touted as easier to use and smarter than ever. At-a-glance, the inter­face looks much simpler and the design is famil­iar – think Google Analyt­ics. In this version, reports have been cate­go­rized into two types – Stan­dard and Engage­ment.  All reports are designed to enable the user to build bigger audi­ences, make better videos and earn more money.

Build Bigger Audi­ences

The Demo­graphic report helps you under­stand who your audi­ence is and where they are coming from so that you can better tailor and target content. These reports will help you learn where your audi­ence is located, their age and their gender.

The Traffic Source report provides insight on websites and searches driving audi­ences to your content. Use this report to promote your videos more heavily to those sources.

The Subscriber report will show you which of your videos are driving the most views and subscribers so that you can promote them more heavily to gener­ate new audi­ences or create new, similar videos to rein­vig­o­rate exist­ing audi­ences.

**One of the coolest reports in this new version of YouTube Analyt­ics is the Audi­ence Reten­tion report. Here you’ll learn whether people are watch­ing your whole video or only parts of it and where they stop watch­ing. It’s a great report for finding out how long your videos should be to retain the most viewers.

The Comments report gives you infor­ma­tion on which videos are driving the most commu­nity engage­ment and where the comments are coming from. Use this report to join the conver­sa­tion.

Make Better Videos

There are a few reports avail­able through YouTube Analyt­ics that provide insight on how to make your videos the best they can be for your audi­ence.

The Favorites report provides infor­ma­tion on audi­ence ratings and favorites so you know which videos your audi­ence prefers and what kind of videos you should make more of.

The Sharing, Comments and Likes & Dislikes reports help you iden­tify the most engag­ing videos – indi­vid­ual video metrics enable you to see which videos are being shared, commented on and liked (or disliked) so you can create better content.

Earn More Money

One of the most attrac­tive things about YouTube is the poten­tial for your videos to gener­ate lots of revenue, espe­cially when you consider how many people visit YouTube daily. YouTube Analyt­ics gets you a bit closer to captur­ing that revenue.

If you use the reports we’ve noted to build your audi­ence and make better videos, you’ll be able to project how much money you’ll earn on those videos. When you iden­tify drivers (sites and audi­ences driving the most views), you’ll gain insight on where to spend more to get more. **

**Founded in Febru­ary 2005, YouTube is currently the world’s most popular online video commu­nity. By provid­ing a home to videos like Charlie Bit My Finger, Evolu­tion of Dance and Dramatic Chip­munk, YouTube has led the way in popu­lar­iz­ing Inter­net trends in popular culture.

The amount of content uploaded to YouTube every minute alone is stag­ger­ing:

  • 48 hours of video are uploaded every minute, result­ing in nearly 8 years of content uploaded every day
  • Over 3 billion videos are viewed a day
  • Users upload the equiv­a­lent of 240,000 full-length films every week
  • More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years
  • 70% of YouTube traffic comes from outside the US
  • YouTube is local­ized in 25 coun­tries across 43 languages
  • YouTube’s demo­graphic is broad: 18–54 years old
  • YouTube reached over 700 billion play­backs in 2010
  • 800M unique users visit YouTube each month**

Source: YouTube Press Statis­tics

Gaining access to YouTube Analyt­ics doesn’t require anything more than what you already have – a YouTube account.

We are ready to help you use the advanced YouTube report­ing to guide your video adver­tis­ing strat­egy and iden­tify oppor­tu­ni­ties for new video content. As we’ve seen through­out the years, YouTube isn’t simply a video sharing website, it’s also a power­ful social network and a creative utopia for users and marketers alike. Let’s get started on making the most of the YouTube Analyt­ics enhance­ments soon – Contact us!