Navigating YouTube Analytics – Engagement Edition

Today I’m continuing my “Navigating YouTube Analytics” series to talk about the second section of YouTube Analytics: The Engagement Report. If you missed my previous post, you can learn about the Views Report here.

The Engagement Report is broken down into five sections: subscribers, likes and dislikes, favorites, comments and sharing. Each part offers insight into how your viewers interact with your videos.

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Subscribers: This section shows the change in the number of subscribers to your channel. It also shows from where people are subscribing – whether it’s from your channel directly or from a specific video.

What You Can Learn: It’s important to gain relevant subscribers so that your videos can reach a better and larger audience. The crux of this section of the analytics is in understanding which videos produced the most subscribers. If a certain video gained more subscribers, you know that video is relevant to people and it’s something that motivates them to keep up with your channel.

Tip: To help boost these subscription numbers, consider adding a “subscribe” annotation button within your video that makes your viewer a subscriber when clicked upon; this facilitates more subscriptions effortlessly.

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Likes and Dislikes: This section shows the likes and dislikes your channel received as a whole as well as each individual video.

What You Can Learn: The more likes you get, the more you can tell whether or not your audience likes your content. The number of likes can impact your YouTube and Google rankings, so it’s not an element you should ignore.

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Favorites: The favorites section shows how many people added or removed your videos to or from their favorites list.

What You Can Learn: Similar to the Likes and Dislikes section, the net change in your Favorites can show which of your videos your viewers like enough to make a favorite.

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Comments: The comments report maps out how many comments your channel received and how many comments each individual video received.

What You Can Learn: Comments are another big component to YouTube and Google video rankings. They are also the best way to communicate with your audience about your content. It is important to keep up with your comments and respond to viewers who take the time to engage with your videos.

Tip: Try providing extra information or goodies (perhaps a link to some relevant video they won’t have seen) when responding to viewers to make sure they know that you appreciate their time and business.

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Sharing: This section outlines how many times viewers have shared each of your videos. It breaks the data down into the date each share took place as well as on what platform people shared the video (Twitter, Facebook, Linked In. etc.).

What You Can Learn: Shares may be the best way to measure your viewers’ engagement with your content. The only way a video goes viral, or just becomes successful, is if people share it. If your share numbers are low, that tells you that your video content isn’t inspiring viewers to share it.

Tip: To make something worth sharing, it either has to be entertaining, very informative or strike some kind of emotional key with the audience. If your videos don’t do one or more of those things, they will never get shared and never be successful.

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Audience engagement with your videos is the best way to know if you’re successfully using video marketing. Even though it may be hard to put a monetary value on YouTube videos, you can set social goals surrounding audience engagement to know you’re successful.

About Abigail Birmingham

Abigail Birmingham is a Creative Leader for Fathom's education team specializing in video production, creative design, and content strategy. She is passionate about helping clients tell a great story and engage with their audience. She is a strong believer in the power of captivating and creative content as a driving force in an effective marketing strategy.

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