YouTube is one of the most popular video discovery platforms available. Millions of users upload videos every minute, and a record number of users are accessing the site every day. It’s no surprise why YouTube has become such a popular platform for marketers and content creators alike. With great reach and engagement, YouTube allows marketers to drive targeted traffic to their brand sites and increase brand awareness as a trusted source of information.
The capability of different YouTube channels to drive traffic is different. Thus, it is necessary for brands or YouTubers themselves to measure channels’ traffic-driving ability, or marketing ability, by social media analytics.
Plus, in order to measure the effectiveness of YouTube marketing campaigns, brands can do that also by looking at YouTube analytics tools, which can help measure YouTube videos’ performance.
In this article, we’ll explore what social media analytics tools are, and how to use them effectively to measure YouTubers’ potential and YouTube marketing campaigns.
What is Social Media Analytics?
Marketers or brands use social media analytics tools to measure the effectiveness of their social media marketing efforts across different platforms, including Facebook, Twitter, Instagram, and TikTok. Besides, social media analytics can also help brands track social creators’ channels, as a way to pick those who have well-performing content on social media and partner with them. Social creators can also look to social media analytics results as the instruction to optimize their content and perform better.
No matter for marketers or content creators on social media, social media analytics will grab the key metrics of social channels and content for users to conduct analysis, including following change, engagement, and shares, and provide information about how posts and marketing strategies are performing.
To put it in more detail, these tools help brands monitor how their influencer marketing campaigns are performing, which ultimately helps them optimize their social media marketing. Social media analytics tools allow brands to find the perfect brand ambassadors and allow creators to make improvements on their content creation, both through data analysis.
When choosing a social media analytics tool, it’s useful to look at the features offered, the platform’s ease of use, and how the tool integrates with other tools.
How to Use Analytics to Measure YouTube Campaigns and Channel Growth
YouTube Marketing Campaign Performance Analysis
By analyzing marketing campaigns, brands can identify areas for improvement on their social media marketing strategy and build brand reach even more. When there are only two or three videos in a campaign, it‘s still manageable to manually conducted. But brands usually launch a campaign with dozens of videos on YouTube and having the right tool to do this job is a wise option.
With the right tools, brands can measure the effectiveness of large YouTube campaigns efficiently. All information and stats of marketing videos will be captured automatically by the tools. Campaign viewers’ engagement with videos will be calculated in seconds, comprehensively, averagely, and comparatively. This could be as simple as counting up the number of times a video is watched or as difficult as automated tracking of actions such as shares, comments, and likes.
YouTube Channel Growth Analysis
YouTubers and brands both need to track YouTube channel stats, to see how YouTube channels are growing. Is this channel healthy? Is that channel trending? Are these YouTubers worth collaborating with?
With YouTube analytic tools, metrics like views to subs rate, average and total views, subscribing changes, viewing trends, engagement rates, etc., will all be captured and calculated automatically. Some tools with advanced features can even estimate a channel’s monetization capability and the sponsorship price of each video.
Creators can know whether their channels are growing healthy. Abnormal stats can remind them to do optimization to their content and let their creation be on track.
When seeking the right influencers to work with, brands can analyze dozens of influencers at the same time with social media analytics and pick the perfect ones out. YouTube analytics tool can rank the designated channels by views, engagement rate, and price.
How to Interpret YouTube Analytics Results
Looking at YouTube analytics can help you understand if your videos are performing well for brands. However, you’ll want to look at your data in a different way to get the best results from these tools. While YouTube analytics provides many metrics, you want to look at them from a marketing perspective.
Views to subs rate
The ratio of views to subs of a YouTube video is one of the key metrics for marketers when analyzing a YouTube marketing campaign. If the ratio is less than 1, there are only three reasons. The first one, is the channel subscribers are not interested in video content. So brands need to replace the influencer in next campaigns. Secondly, the video is not fun enough to have a strong spreading ability to go viral. Brands should pay more attention to content creativity. Thirdly, the channel has fake followers if the engagement rate is low or there are many junk comments.
Engagement of YouTube videos represents the audience’s response to your content. The higher the video engagement rate is, the more interested the audience is in your brand. Normally, a successful YouTube marketing video performs well both in views and engagement. If views are high but few viewers interact with your video, it is possible that the YouTuber has fake followers or your content is just boring.
If views are low but with many comments, likes, and shares, brands need to also check the views to subs rate and the comment content to see if the engagements are real.
Audience analysis is a hard but key job for marketers when doing advertising. Marketers have to adjust and improve their campaign content according to the audience’s feedback.
After all, it is the audience that brands target through YouTube marketing. But the audience info of a channel is a privacy-sensitive issue and is hard to obtain. A good YouTube analytics tool can help estimate the audience demographics of a marketing campaign on YouTube.
Through audience analysis, brands will know who are they talking with and influencing. Which gender of viewers accounts more? How old are they and where are they from?
Which YouTube Analytics Tools Should You Use?
To get the best results from YouTube analytics, you’ll want to look at the data using the right tools. To choose the right tool, you’ll need to look at the metrics that are important to your business and which metrics you want to measure. After that, it’s a matter of finding the right tool for you. There are a number of YouTube analytics tools to choose from, so it can be difficult to decide which one is best for your brand and business.
To make your decision easier, here are three things you’ll want to look at when choosing a YouTube analytics tool:
– What other brands are using the tool – Knowing which other brands are using a tool can help you decide if it’s a good fit for your brand.
– The actual functionality of the tool – In order for a tool to be effective, you’ll also need to know how to use it effectively. You might have trouble using a tool if you don’t know how to interpret the results.
– The cost of a social media analytics tool – You’ll also want to consider the cost of the tool when choosing a YouTube analytics tool. After all, the right tool could cost you a lot of money.
Finally, there’s one more important consideration: timing. You’ll want to plan your YouTube marketing campaign around when you implement the analytics tools. For example, you might choose to implement your YouTube analytics tools during the pre-launch phase of a product launch. This will give you some of your best results, as your audience hasn’t quite gotten used to seeing videos from the brand yet. This will also give you the best data for analyzing your videos, as these are the videos your audience is most likely to watch. However, once your product launches, you’ll want to use the analytics tools to measure the post-launch performance of your videos.