Javier Solis

3 minute read

YouTube Analytics

So I've been creating and uploading more video content to our small YouTube Channel and YouTube provides some interesting analytics on how your channel and/or video performs over time. During some investigation on view performance, I discovered my YouTube titles needed some work. I'd previously posted a video on how to tune a carburetor on my 1982 Chevy El Camino, but the video wasn't performing well. I was curious if my content was really that bad. So I started digging into the YouTube video analytics engagement section, specifically average view time. Some viewers watched the video till the end,so perhaps my content wasn't that bad after all. Here's a snapshot of my video analytics engagement: As you can see from day zero till day 50 the video had very little views. After day 50 there's an increase in engagement overtime and that's after I made a change.

YouTube Search Results

Why were the views so low even if people watched most of the video? Perhaps my video wasn’t showing up in YouTube “El Camino” search results. So I open up an incognito window in Chrome and searched for 1982 El Camino videos. To my surprise, most of the content for the keyword “El Camino” was for the Breaking Bad - El Camino movie. Initially I named my video title “El Camino - Carburetor Check”. Then I searched on more specific titles such as “1982 El Camino” or “1982 G-Body El Camino” and those keywords did show 1982 El Camino car content. Perhaps I needed a more descriptive title. So I decided to rename my video title to “1982 Chevy El Camino G-Body - Carburetor Idle Check and Test Drive”

After the title change views started to climb. You can see the change in the graph below on number of views since published.

You can also view details on audience retention. At 1 minute, 60% of viewers were still watching and an average of 43% of viewers watched till the end.

The first 15 seconds show about a 40% drop. Perhaps that could be because the video starts off with a talking head. I tend to find that my videos starting with a talking head see a drop right in the beginning verses starting off with an intro teaser.

Helpful Additive YouTube Tool

Another helpful tool that can show which keywords your video is currently ranking for is Tube Buddy. The free version shows keyword rankings within the analytics section once installed:

I currently rank quite well for specific tagged keywords that are part of my title and description. There could be a number of reasons why I don’t rank for some other tagged keywords, but YouTube analytics and Tube Buddy can help you find ways to optimize your title based on what your video is about.

Final Conclusion

There you have it. YouTube video titles do matter. Make sure your title is descriptive and matches the content being delivered. If a viewer starts watching the video and leaves, YouTube will more than likely drop the search rank for your video. Watch time duration, viewer interaction, and a number of other factors also play a role in how YouTube decides to rank your videos. The most important aspect is viewers have to find your content, message, or story interesting. If they do, you’ll grow your audience.

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