MEASURING YOUR AUDIENCE RETENTION
ON YOU TUBE
|You Tube checks the performance of your videos
Driving viewers to watch your company promo' or product advert
online is one thing but what do those viewers really think? What matters isn't
how many watch the start but how many are still watching at the end. So if
you're only measuring statistics by the number of clicks, you're missing a very
critical performance check. That's as useful as somebody picking up a book but
only looking at the cover and not reading the pages inside or staying to find
out 'Who done it!' In a previous post we wrote about
engagement through emotional satisfaction so how can that be
measured? YouTube analytics can tell you just how effective your video
'likes' and 'dislikes' as those force viewers to sign in (if they
have an account) which most can't be bothered to do (or don't have). Audience
retention is a good indicator whether your video is appealing to your audience.
This is broken down into the following areas.
retention helps you see how often each moment of your video is being watched as
a percentage of total views. It will show at which points viewers might be
losing interest and leaving.
'Relative' audience retention shows
your video's ability to retain viewers during playback by comparing it to all
other You Tube videos of similar length (duration). Note: The duration itself
is not judged, as it's done by comparison.
There will always be a
proportion of viewers who will start to watch but not see it through,
especially if they are browsing with idle curiosity or the product/service
isn't what they are looking for. However, those that are interested enough to
watch it properly are the ones who will provide valuable information about your
Meanwhile, to help you determine whether you are promoting your video
effectively there is other useful data such as what devices (computer, phone or
tablet), through which platforms (embedded in webpages such as your own website
or social media, You Tube watch pages or channel views).
If you have
several videos it can also show you peak viewing dates so that you can compare
individual videos with their respective campaign dates and whether they were
shared. You can see an overview, which ones have comments, likes or
At the time of writing the available options are: Real-time |
Watch Time | Audience Retention | Demographics | Locations | Sources | Devices
| Subscribers | Likes & Dislikes | Favourites | Comments |
How to find the data
Log on to your You Tube account with your username and password. Click
'Video Manager'. Select 'Analytics'.
Most video producers want you to buy from
them so they may 'generalise' that videos are engaging. The truth is, some are
and some aren't. If you don't have access to, or you're not checking your
analytics, you're accepting on face value that your production is working when
it might not be.
If your video isn't retaining its
audience and you'd like help creating a
professional production that will,
why not give CorpFilms [UK] a call?
"It's what we're known for. It's what we
CorpFilms [UK] specialises in 'high-end'
corporate film production. * Company Promotions * Web and Point of Sale adverts
* Training, Employee Inductions and e-Learning * Product 'How to' User Guides
& Demonstrations * Live Events and Award Ceremonies * Interactive
Call or email for an