YouTube analytics are (obviously) integral to your success on the platform. And when you consider the fact that YouTube is the world’s second largest search engine, you’ll understand why the site offers some of the best ways to expand your audience and build engagement.
The social video metrics you need to track are:
Watch time. How long people are watching your videos.
Audience retention. How consistently people watch your videos. When they stop watching.
Demographics. Who is watching your videos and what countries they are from.
Playback locations. Where your videos are being watched.
Traffic sources. Where people discover your videos.
Devices. What percentage of your views come from desktop, mobile, or elsewhere.
To access your metrics, click on your profile on YouTube and then Creator Studio. You’ll then see the creator studio dashboard where you can access your Analytics on the left panel.
What counts as a view: 2 seconds or more and the video is at least 50% of video on screen.
Though often overlooked for its long-form B2B content, LinkedIn’s video posts offer a great way for brands to build engagement and spread awareness. In fact, LinkedIn videos generaged more than 300 million impressions on the platform in a single year.
The metrics they offer are:
Plays. How many times your video was played.
Views. How many times your video was watched for more than 2 seconds.
View Rate. Number of views multiplied by 100
eCPV. Estimated cost per view. Gives you an idea of your ROI if you spent money to promote your video.
Views at 25%. How many times users watched a quarter of your video.
Views at 50%. How many times users watched half your video.
Views at 75%. How many times users watched ¾ of your video.
Completions. How many times users watched 97% or more of your video.
Completion rate. How many times users completed your video.
Full screen plays. How many users watched your vide on full screen mode.
To access your LinkedIn video analytics click on the Me profile icon on the top of the homepage. Under MANAGE, click on Posts & Activity. From there, locate your video with the Posts tab. Click on it, and then click on Analytics below your video (LinkedIn).
Since its release in 2011, Snapchat has developed a robust set of analytics features for personal creators and brands alike to measure their performance.
The catch: Snapchat Insights is only available to verified influencers and brands or accounts with a large following. If you want to build a big audience on Snapchat but don’t have one, check out our guide to using Snapchat for business.
If you have Snapchat Insights, here are a few crucial metrics you should follow:
Unique views. How many different people opened the first video on your Snapchat story for at least one second.
View time. This is how many minutes your viewers watched your Snapchat videos.
Completion rate. What percentage of users finished your Snapchat story.
Screenshots. How many users screenshotted your Snapchat story.
Demographics. The gender, age, and location breakdown of your users.
Gen Z’s favorite platform can also be a great way for you to spread brand awareness. And when you consider that it’s one of the most popular mobile apps with 738 million downloads in 2019 alone, you can rest assured that it’ll be rife with your target audience.
Source: Digital 2020
TikTok allows you to access a wealth of metrics if you have a Pro Account. To do that, you’ll need to jump into your settings, then go to Manage my account. At the bottom of the menu, click on Switch to Pro Account and follow the simple instructions.
Once you’re done, you’ll have access to a variety of crucial social video metrics including:
Video views. How many times users watched your videos over the course of 7 or 28 days.
Followers. How many users started to follow your account over the course of 7 or 28 days.
Profile views. How many times users viewed your profile over the course of 7 or 28 days.
Trending videos. Your top 9 videos with the fastest growth in views over 7 days.
Followers. How many followers you have.
Gender. The gender breakdown of your followers
Top territories. Where your followers live by territory.
Follower activity. The time during the day as well as days of the week when your followers are most active on TikTok.
Videos your followers watched. The videos that are popular with your followers.
Sounds your followers listened to. The TikTok songs and soundbites that are popular with your followers.
To access your analytics, simply go into your settings and click on Analytics under the Account section.
You can’t follow every single metric. The key is to pick the right ones for your organization.
That all depends on your goals. What are you trying to accomplish with your video?
Are you trying to increase awareness around a product launch? You want to increase your reach as much as possible in that case.
Maybe you’re simply trying to increase your audience? That means you want to keep a close eye on your followers after you release your video.
Does the video tell your viewers to like, comment, and subscribe (a.k.a every single YouTube video ever)? You’ll want to make sure your engagement numbers are up.
It’s likely that your videos are trying to do a combination of a few things—and that’s great! In those situations, you’ll want a good tool to keep an eye on all those metrics across different platforms.
We’d be remiss not to mention Hootsuite, which has a variety of analytics tools to choose from that can help you measure the performance of your social videos to varying degrees of detail.
Hootsuite Analytics. This helps measure your videos’ overall organic and paid ad performance.
Hootsuite Impact. This tool gives you the 10,000 foot and granular view of your social media campaigns, including video content. It’ll also give you a look at your competitors’ performance so you can compare it with your own.
Hootsuite Insights by Brandwatch. Our enterprise listening tool that’ll give you a deep look into the keywords and sentiment surrounding your brand.
Ready to put your video marketing plan into action? With Hootsuite you can upload, schedule, publish, promote, and monitor your social videos from one platform.