5 Key Metrics to Analyze Your YouTube Campaigns: Social Media Analytics 2022

There are several ways to analyze your YouTube marketing campaigns. Some of these analyses are built for business professionals with detailed knowledge about social media analytics tools and their capabilities.

While there are countless tools available to analyze videos and campaigns, many people struggle to understand which metrics to focus on when it comes to YouTube. But this blog will tell you there are simple ways to analyze your YouTube marketing efforts by simply gaining an understanding of the campaign’s performance and identifying the best practices to continue. 

Even if you’re not a pro at analyzing YouTube, you can still check out these five tips to get a better idea of your campaign performance and find ways to improve.  Analyzing your YouTube marketing campaigns involves choosing a right social media analytics tool, checking your video performance, and identifying areas where you can improve. Here are five key metrics you should check when analyzing your YouTube marketing campaigns.

A Right Social media analytics tool

Before we dive into the 5 key metrics, I am going to introduce a YouTube analytics tool, which will be used to analyze your YouTube campaign and YouTube channels in the following discussion.

This tool is called NoxInfluencer, formerly known as a dedicated YouTube channel analytics only, which has been transformed into social media analytics for YouTube, Instagram, and TikTok, and also an influencer marketing SaaS. 

Moreover, the other essential reason we recommend it is NoxInfluencer can be used through its analytics chrome extension. That is to say, users can analyze YouTube channels directly on channel pages by the social media extensions.

Video Completion Rate

One of the most basic metrics for analyzing your YouTube marketing campaigns is the video completion rate. This is the percentage of people who watched all videos on your YouTube channel divided by how many people visited your profile, including those who watched one or more videos. This metric will tell you if people are watching and engaging with your content or not. The higher this number is, the more engaged a viewer is. So while it may seem like a low number is bad, it’s actually considered good since it means fewer people are clicking away before watching any of your videos. Spending time crafting compelling content that engages viewers is beneficial for this measurement and will increase your video completion rate.

Video Views

YouTube is the second-largest search engine in the world, with approximately 900 million monthly users. It’s an excellent platform for your marketing efforts if you know what you’re doing. 

The first metric you should analyze when it comes to YouTube is video views. Video view is a basic measurement to track how well your videos are performing and can help you identify areas where improvement is needed. You want to see a steady increase in video views over time. Monthly views are also important because they show how many people are viewing your video at any given time of the month, not just the total number of viewers that have viewed your video. 

Therefore, taking a look at YouTube views trend line over a period of time will let you know how your content performance changes. If it goes down, you can know when should you optimize your content strategy.

YouTube video views trend line-social media analytics

Average Video Engagement

Average video engagement is the total number of interactions by unique viewers divided by the number of views the video has received. View number is exactly an important metric. But it does not explain everything. A low-viewing video with high engagement still performs well. 

If you don’t have a lot of engagements on your video, you might have to consider tweaking your title and description, or even make your content more interesting to your audience.

In addition, a channel with a high average engagement rate is worth collaborating with, even though it is followed by only 5,000 users. When you are pitching a suitable influencer to work with, you can check the channel’s average engagement rate and evaluate its marketing potential. High-engaged channels can bring brands valuable traffic and loyal customers.

YouTube engagement rate analysis-social media analytics

Audience Analysis

The first step in the analysis is to analyze your audience. This will help you better understand the type of content your audience is interested in, the types of videos they share on social media, and how that affects your campaign. You can then tailor your YouTube marketing efforts based on this information to maximize engagement.

In addition, when looking for suitable influencer to partner with, influencer marketing is finding channels with audience that match with brands. Therefore, targeting the right audience is the key to influencer marketing success. Using social media analytics to do audience analysis over YouTube channels can help brands find right channels.

youtube-audience-analysis-social media analytics

Expected Lead Growth

The other metric to analyze your YouTube marketing campaigns is expected lead growth. This means how many leads you’re getting from your video campaign as a percentage of how many leads you should be getting. For example, if you had 100 videos and 1000 views, but only got 10 leads, then you would have an expected lead growth of 1%. Ideally, you want your lead growth to be over 15% or higher.

But it is usually hard to attribute a specific lead to which YouTube campaign. Therefore, you’d better insert a unique short link with tracking parameters into every campaign to collect leads. Regards trackable short links, most social media analytics do not have this feature, which always appears in marketing tools. NoxInfluencer, as both a social media analytics and influencer marketing tool, develops a link shortener for users to better track their marketing performance.

track link shortener by NoxInfluencer

Bottom line

Except for these five metrics mentioned above, there are also many metrics to take into account when we analyze our YouTube marketing campaigns.

The five metrics are just the most important generally, not indispensable. For different business goals, we have to switch to different analysis methodologies using different metrics. And a good social media analytics tool will make our analysis more flexible.

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