{"id":52193,"date":"2016-10-26T08:00:52","date_gmt":"2016-10-26T06:00:52","guid":{"rendered":"https:\/\/www.humanlevel.com\/sin-categorizar\/optimiza-estrategia-video-marketing-con-youtube-analytics.html"},"modified":"2016-10-26T13:54:00","modified_gmt":"2016-10-26T11:54:00","slug":"optimize-video-marketing-strategy-with-youtube-analytics","status":"publish","type":"post","link":"https:\/\/www.humanlevel.com\/en\/blog\/reporting\/optimize-video-marketing-strategy-with-youtube-analytics","title":{"rendered":"Optimize your video marketing strategy with Youtube Analytics"},"content":{"rendered":"<p>It is the second most used search engine on the Internet after Google, more than one billion users browse its pages daily and its videos accumulate hundreds of millions of hours of visualizations. Undoubtedly,<strong> YouTube <\/strong>is the ideal channel to develop a <a href=\"https:\/\/www.humanlevel.com\/en\/seo\/content-marketing\">video marketing strategy<\/a>.<\/p>\n<p>As with any other <a href=\"https:\/\/www.humanlevel.com\/en\/seo\">digital marketing campaign<\/a>, in order for our <strong>video marketing<\/strong> strategy to be successful, it is essential to measure the results obtained on a regular basis. Obviously, knowing the number of views our videos are getting is important, but it is insufficient, just as the number of visits is not the only indicator we should consult to evaluate the performance of our website. It is necessary to have different indicators, both quantitative and qualitative, and to put them in the right context to guide us during the strategic decision making process of our campaign.<\/p>\n<p>And, as in any other digital marketing campaign we have <a title=\"Learn more about Google Analytics\" href=\"https:\/\/www.humanlevel.com\/en\/blog\/reporting\/how-to-create-a-google-analytics-dashboard-for-your-online-store\" target=\"_blank\" rel=\"noopener noreferrer\">Google Analytics<\/a> as a measurement tool, in the case of <strong>video marketing<\/strong> we have <a title=\"Learn more about Youtube Analytics\" href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/youtube-analytics\" target=\"_blank\" rel=\"noopener noreferrer\">Youtube Analytics<\/a>.<\/p>\n<h2>What is Youtube Analytics?<\/h2>\n<p><strong>Youtube Analytics<\/strong> is a system for monitoring (or <em>tracking<\/em>) the activity that users develop around your videos and Youtube channel. It is automatically activated when you create a Youtube account and start hosting videos on the platform. To consult it, we must access the main control panel of our channel, integrated into the <a title=\"Open the Youtube Creators Studio\" href=\"https:\/\/studio.youtube.com\" target=\"_blank\" rel=\"noopener noreferrer\"><br \/>\n<strong>Creator Studio<\/strong><br \/>\n<\/a>.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone wp-image-25395 size-full\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/youtube-analytics-cuadro-de-mando-e1475493039531.png\" alt=\"Youtube Analytics Dashboard\" width=\"1428\" height=\"1824\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/youtube-analytics-cuadro-de-mando-e1475493039531.png 1428w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/youtube-analytics-cuadro-de-mando-e1475493039531-400x511.png 400w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/youtube-analytics-cuadro-de-mando-e1475493039531-754x963.png 754w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/youtube-analytics-cuadro-de-mando-e1475493039531-900x1150.png 900w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/youtube-analytics-cuadro-de-mando-e1475493039531-1200x1533.png 1200w\" sizes=\"auto, (max-width: 1428px) 100vw, 1428px\" \/><\/p>\n<h2>What information can I consult in Youtube Analytics?<\/h2>\n<p>Thanks to this tool, we can know, among others:<\/p>\n<ul>\n<li>The sources and devices from which our videos are being viewed.<\/li>\n<li>If our content is of interest to our target audience.<\/li>\n<li>Discover possible market niches to exploit within our content strategy.<\/li>\n<li>The level of income that each of the videos of our channel brings us <em>(in case we have a <a title=\"Go to Google Adsense site\" href=\"https:\/\/adsense.google.com\/start\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Adsense<\/a> account and meet the <a title=\"See the requirements for Youtube advertisers\" href=\"https:\/\/support.google.com\/youtube\/answer\/6162278\" target=\"_blank\" rel=\"noopener noreferrer\">necessary requirements for Youtube advertisers<\/a>)<\/em>.<\/li>\n<\/ul>\n<p>Let us now look at some examples of how we can extract this information. Before starting, it is necessary to select a content (video or playlist) and determine a consultation period using the options located in the <strong>upper navigation panel<\/strong>. If this operation is not carried out, the data relating to the entire channel for the last 28 days will be displayed by default.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone wp-image-25422\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Youtube-analytics-panel-navegacion.png\" alt=\"Youtube Analytics top navigation box\" width=\"800\" height=\"109\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Youtube-analytics-panel-navegacion.png 1169w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Youtube-analytics-panel-navegacion-400x54.png 400w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Youtube-analytics-panel-navegacion-754x103.png 754w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Youtube-analytics-panel-navegacion-900x122.png 900w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<h3>How and where are my videos being viewed?<\/h3>\n<p>You will find the main sources of entry to your developed content in the <strong>Playback Locations,<\/strong> <strong>Traffic Sources <\/strong>and<strong> Devices <\/strong> reports.<\/p>\n<p>First, let&#8217;s check the <strong>Playback Locations, <\/strong>where we will get an overview about the different sources that are generating views of our videos. Once inside this report, I recommend that you select the &#8220;pie chart&#8221; in the chart display area. In this way, it will be easier to interpret to what extent each location is contributing. Generally, the YouTube display page will always be the one that accumulates the highest number of views.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone wp-image-25578\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/ubicaciones-de-reproduccion-grafico-circular.png\" alt=\"Youtube Analytics Playback Locations Report - Pie Chart\" width=\"800\" height=\"417\" \/><\/p>\n<p>Now, click on the <strong>&#8220;Insertions in external applications and websites&#8221;<\/strong> option. This will display the different external locations where our video has been embedded and is generating views, a useful information to evaluate the performance of each channel individually. For example, we will be able to estimate the effectiveness of the videos shared on our site or on our social networks, or, in the event that we have broadcast the video to several media, observe which of them is providing the best results.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone wp-image-25580\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/insercion-en-aplicaciones-y-sitios-web-externos.png\" alt=\"Breakdown of insertion in applications and external websites in Youtube Analytics.\" width=\"800\" height=\"391\" \/><\/p>\n<p>Next, we will access the <strong>Traffic Sources<\/strong> report. Since the vast majority of reproductions come from the same location (the YouTube viewing page), in this second report we will be able to consult in more detail the method used by users to access our content within the platform.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone wp-image-25583\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/fuentes-de-trafico.png\" alt=\"Traffic Sources Report - Youtube Analytics\" width=\"800\" height=\"429\" \/><\/p>\n<p>We are going to focus mainly on 2 sources: <strong>suggested videos<\/strong> and <strong>Youtube search<\/strong>. Clicking on the first option will display a new level with those Youtube videos that have generated plays, either by suggestions to the user in the side menu of the viewing page or that have been played before our video was displayed automatically. In this list we can <strong>get ideas about other content related to ours and that may be of interest to our audience<\/strong>, or, if we are running a display or Trueview campaign with Google Adwords, we can<strong> segment by related topics or interests<\/strong>.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone wp-image-25584\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/videos-sugeridos.png\" alt=\"List of suggested videos - Youtube Analytics\" width=\"800\" height=\"320\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/videos-sugeridos.png 1176w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/videos-sugeridos-400x160.png 400w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/videos-sugeridos-754x302.png 754w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/videos-sugeridos-900x360.png 900w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>In the <strong>Youtube search<\/strong> source, we will obtain a list of the keywords that users have entered to access our videos. This is very valuable information when it comes to defining the tagging of our video and improving its positioning in the Youtube search engine.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone wp-image-25586\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/busqueda-en-youtube.png\" alt=\"Youtube Search - Youtube Analytics Traffic Sources Report\" width=\"800\" height=\"367\" \/><\/p>\n<p>Finally, we will consult the <strong>device report <\/strong>. It will show us a list of the different physical formats from which our videos are being viewed. This report is of great help in determining the segmentation and bid adjustments in a campaign to promote our videos in Google Adwords.<\/p>\n<h3><img loading=\"lazy\" class=\"alignnone wp-image-25590\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Dispositivos.png\" alt=\"Youtube Analytics Device Report\" width=\"800\" height=\"530\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Dispositivos.png 1183w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Dispositivos-400x265.png 400w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Dispositivos-754x500.png 754w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Dispositivos-900x596.png 900w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/h3>\n<h3>I have a lot of views, but is my audience really interested in my content?<\/h3>\n<p>To answer this question, we must access the <strong>audience retention report<\/strong>. In it, we will obtain two key indicators for this analysis: <strong>Average duration of reproduction<\/strong> and <strong>Average percentage reproduced <\/strong>. The higher these indicators are, the greater the interest aroused by our content.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone wp-image-25626\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/informe-retencion-audiencia.png\" alt=\"Key indicators from the Youtube Analytics audience retention report.\" width=\"800\" height=\"239\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/informe-retencion-audiencia.png 1410w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/informe-retencion-audiencia-400x119.png 400w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/informe-retencion-audiencia-754x225.png 754w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/informe-retencion-audiencia-900x269.png 900w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/informe-retencion-audiencia-1200x358.png 1200w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>In addition, this report shows a timeline with a graph reflecting <strong>audience retention every second<\/strong>. In this way, we will be able to easily detect the points of abandonment of the video, if there are jumps in its visualization or maximum moments of interest. This information can help us to evaluate which of the topics covered in our videos have attracted the most attention, in order to plan future content.<\/p>\n<h3>Am I addressing the right audience?<\/h3>\n<p>The answer to this question can be found in the <strong>demographic data report<\/strong>. In it we will be able to make an evaluation by gender, age group and origin of our audience. To do this, select the gender comparison in the graph menu and click on the display indicator.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone wp-image-25627\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Informe-de-datos-demograficos.png\" alt=\"Youtube Analytics Demographics Report\" width=\"800\" height=\"214\" \/><\/p>\n<p>Thus, we will be able to contrast in a very visual way if our videos are being viewed by our target audience, or even identify possible market niches that we had not considered. If we also want to <strong>know from which markets we are receiving views,<\/strong> in order to target our future content to a specific country or segment promotional campaigns, we will click on the &#8220;Geographic area&#8221; dimension.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone wp-image-25628\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/area-geografica-informe-de-datos-demograficos.png\" alt=\"Geographical area - Youtube analytics demographic data report\" width=\"800\" height=\"418\" \/><\/p>\n<p>As you can see, <strong>Youtube Analytics is a tool that offers multiple possibilities to better understand your audience and define your video content strategy<\/strong>. If you want to expand your knowledge about it and put it to the test, I recommend you take a look at the <strong><a title=\"Go to the Youtube Creators Academy.\" href=\"https:\/\/www.youtube.com\/channel\/UCkRfArvrzheW2E7b6SVT7vQ\" target=\"_blank\" rel=\"noopener noreferrer\">YouTube Creators Academy<\/a> <\/strong>courses <strong>. <\/strong>Go for it!<\/p>\n\n<section class=\"rounded-xlg cta-image\">\n<div>\n<p class=\"gb-text cta-abovetitle\">Tu marca, visible y encontrable<\/p>\n\n\n\n<p class=\"gb-text cta-title\">Est\u00e1s a un paso de dominar tu categor\u00eda online<\/p>\n\n\n\n<a class=\"gb-text btn\" href=\"#anchor-formulario\">Start now<\/a>\n<\/div>\n\n\n\n<img loading=\"lazy\" class=\"gb-media-f45eabef\" alt=\"\" title=\"HL20-SEO\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/HL20-SEO-1-e1770805082974.png\" width=\"500\" height=\"400\"\/>\n<\/section>\n\n","protected":false},"excerpt":{"rendered":"<p>It is the second most used search engine on the Internet after Google, more than one billion users browse its&#8230;<\/p>\n","protected":false},"author":31,"featured_media":46347,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[19,337],"tags":[381],"class_list":{"0":"post-52193","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-reporting","9":"tag-youtube"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Optimize your video marketing strategy with Youtube Analytics<\/title>\n<meta name=\"description\" content=\"Get the most out of your video marketing campaigns with Youtube Analytics, one of the most complete measurement tools.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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He has all the certificates of the Google Partners program.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/franestevan\\\/\"],\"url\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/author\\\/fran\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Optimize your video marketing strategy with Youtube Analytics","description":"Get the most out of your video marketing campaigns with Youtube Analytics, one of the most complete measurement tools.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.humanlevel.com\/en\/blog\/reporting\/optimize-video-marketing-strategy-with-youtube-analytics","og_locale":"en_US","og_type":"article","og_title":"Optimize your video marketing strategy with Youtube Analytics","og_description":"Get the most out of your video marketing campaigns with Youtube Analytics, one of the most complete 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