社交媒体营销人员的YouTube分析指南

视频可能已经是您社交媒体策略的重要方面。但是您真的可以从视频中获得最大收益吗？您需要跟踪观众如何与每个视频进行互动，并使用这些信息来确定策略以增加观点和参与度。

这就是您需要YouTube分析的原因。Through YouTube Analytics, you can gain insights about your video viewers, find out who they are, what they like, etc. And based on this information, you’ll understand what type of content you need to create in order to further engage your audience. In other words, YouTube Analytics can help you optimize your video marketing strategy.

本指南将能够帮助您更好地了解YouTube Analytics，以便可以增强社交媒体的视频策略。

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社交媒体营销人员的YouTube分析指南:

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YouTube Analytics Basics

有两种访问YouTube分析的方法。一种方法是访问YouTube.com/Analytics。您还可以登录YouTube帐户，然后单击帐户图标。登录后，在右侧选择“ Creator Studio”，然后选择“分析”。

在分析下，您会发现有几个类别 - 概述，实时，观看时间报告，受众保留，人口统计等。让我们看一下一些最重要的类别，以便您可以将它们用于社交视频策略。

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概述

概述报告为您提供了有关视频在过去28天内在YouTube上表现的详细摘要。您将能够看到不同的性能指标，例如观看时间，平均视图持续时间等如何在此期间发生变化。该报告还显示了您的受众人口统计数据，以帮助您了解目标受众的了解程度。

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Realtime

通过实时报告，您可以获取五个最新视频的估计查看数据。这可以帮助您了解最新内容的性能，以及当前的促销策略是否有效。例如，如果某个视频表现不佳，则可能需要检查目标或交叉促销工作是否有任何问题。

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观看时间Reports

当您创建视频时，您的目的是让人们观看它们。因此，观看时间是您要跟踪的最重要的指标之一，这很自然。

但是除此之外，您还必须跟踪其他确定视频吸引观众的指标。YouTube Analytics为您提供了诸如受众保留，播放位置，流量来源等的见解。

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观看时间

The Watch Time report gives you highly accurate insights into how your video is being watched. It collects data from mobile YouTube apps and the embedded player in addition to YouTube.com.

Under this category, you can view several important metrics such as the average view percentage, average view duration, number of unique viewers for a particular video, estimated minutes watched, etc.

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Audience Retention

As the name suggests, the Audience Retention report helps you measure how well your video can retain your audience. You can use it to understand whether your viewers finish watching your videos before leaving. If not, how much of it did they watch before they decided to leave?

而且，如果您发现自己的视频无法很好地保留观众，那么考虑一下新鲜事物是明智的。您的视频太长了吗？也许您的介绍还不够迷人。也许您的副本并没有真正有用。

Try to change things up a bit based on videos that have the highest retention rate and see how things work out.

有一个绝对的观众保留报告，您可以使用该报告来发现视频中最受欢迎的部分。根据YouTube, you must prioritize improving the first 15 seconds of your videos because users tend to drop off around that time.

你can also use the relative audience retention report to compare how your video fares against similar videos on YouTube in retaining viewers.

除此之外，您甚至可以根据流量类型查看受众保留率。这涉及查看受众保留有机交通和付费流量的能力。即使在付费流量中，您也可以查看付费展示广告和可付费视频广告的保留率差异。

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人口统计

你can use the Demographics report to understand the gender distribution and age group of your audience. You’ll be able to further filter the data based on the viewing habits of the specific demographics that you’re most interested in.

例如，您将能够看到哪些视频似乎是13至17岁之间的女性观众观看最多的视频。

此信息可以帮助您弄清楚应该创建哪种类型的内容来吸引某个人群。您还可以发现在所有人口统计中似乎表现出色的视频类型。

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播放位置

This report gives you insights about the pages and sites on which your videos are being watched. This report is especially helpful if you’reworking with partners或合作者。它可以清楚地了解您直接通过其他网站和嵌入式视频在YouTube上获得多少视图。您还可以确定在视频的特定页面或频道页面上的YouTube上有多少视图。

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流量来源

从名称中可以看出，流量源报告为您提供了有关哪些网站和YouTube的信息，您的观众用于查找内容。此信息可以帮助您了解观众找到视频的不同方式。

For example, you’ll be able to see whether your audience is finding your content by conducting a direct search on YouTube or through the video suggestions. You can also find out how much traffic you’re driving through social networking sites.

This is very useful for social media marketers, as you’ll be able to enhance your efforts in case you discover low social traffic to your YouTube videos.

您可以跟踪的不同流量来源包括YouTube搜索，视频建议，浏览功​​能，播放列表，频道页面，YouTube广告，视频卡/注释，通知，活动卡，终极屏幕等。这些只是内部交通源。除此之外，您还可以跟踪外部流量来源。

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设备

Another important report is the Devices report, which lets you see which devices your audience is using to view your videos. You’ll be able to see how many views are coming from different devices such as computers, mobile phones, gaming consoles, TVs, etc. And you can see the watch time for each of these devices.

这对于了解您的视频在各种设备上的性能至关重要。例如，如果您注意到手机上的手机时间要小得多，则可能是您需要缩短视频以更轻松地观看的迹象。

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Interaction Reports

Aside from simply looking at how many people are viewing your videos, it’s also important to understand how those viewers are interacting with the videos. YouTube Analytics helps you with this by providing you with Interaction Reports.

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订户

订阅者报告可帮助您了解各种内容，日期和位置的损失和获取订户的方式。这意味着您将能够查看哪些视频能够更有效地推动订阅。因此，您可以尝试创建更多类似的内容来吸引更多的订户。

除此之外，您还可以查看哪些视频失去了最多的订户。这将帮助您了解将来要避免哪些类型的内容。您还可以识别您的内容具有大量订户的位置。然后，您可以创建可以适应这些位置的观众的内容。

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喜欢的和不喜欢的

通过查看喜欢和不喜欢的报告，了解您的内容的表现如何。它可以帮助您发现视频所获得的喜欢和不喜欢的净变化。尽管希望获得大量喜欢的人，但如果您没有得到所需的金额，则没有理由担心。人们可能更渴望观看，分享和/或评论。

At the same time, you need to pay close attention when your video is getting an unusually high number of dislikes. It might be a good idea to review the video that’s consistently getting a lot of dislikes and see what kind of changes you can make.

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注释

你can use the Comments report to see how people are commenting on your videos. It’ll be able to show you how many people are commenting and which videos are getting the most comments.

If possible, try to find the time to respond to these comments to show that you’re listening. It’s an excellent way to engage with your audience on a personal level.

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Sharing

The Sharing report gives you accurate insights regarding how many times your videos have been shared. This means it doesn’t just show you the number of shares made through the YouTube Share button. It also helps you discover which sites people are sharing your video to such as Facebook, Twitter, Blogger, etc.

尝试找出您的哪些视频在社交媒体上获得了很多股票。查看您在视频中做的事情，并创建类似的视频以推动更多的社交份额。

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Annotations

The Annotations report helps you understand how your video annotations are performing in terms of click-through rates, close rates, etc. You’ll be able to see the number of times your annotation was displayed, number of times a clickable annotation was displayed, number of times a closeable annotation was displayed, number of clicks on the annotation, and more.

Annotations are a great way to encourage your viewers to take action during or after they watch your videos. Depending on how you implement them, you can significantly increase your viewership and engagement rate. Based on the Annotations report, you’ll be able to gain a clearer idea how to incorporate annotations more effectively.

例如，您可能会注意到，单击率和可点击注释的关闭率要比不可添加的注释要高得多。这可能会鼓励您为未来的视频实施更多这些注释。

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结论

这些是您可以使用YouTube分析来优化社交媒体和视频策略的一些最重要的方法。如您所见，所有这些见解都有一些目的。它们为您提供有关您当前视频策略的执行方式以及改进的机会的清晰信息。