Using new Youtube analytics for your film project

January 13, 2012
posted by sheric

Many of you are already familiar with using Youtube to release trailers and clips for your film, but in the last few months Youtube relaunched their site and they made some adjustments to their analytics functionality. If you haven’t been back in a while to check your data, you should because you’ll find some really interesting tools to help in your efforts at reaching an audience.

As I said in a past post, I have started using a tool called Tube Toolbox to find ballet fans on Youtube for the Joffrey Ballet documentary I am working on. We now have over 300 subscribers on the channel in about 3 months of use. It isn’t earth shaking numbers, but remember these are all people interested specifically in the topic of the film who have chosen to subscribe to the channel. Some of them also have their own followings in the dance world so the ripple effect worldwide is greater, more sticky and far cheaper than if I had used advertising to reach thousands of mostly uninterested people.  And it continues to grow every day. But what do I know about these people?

I know the top 5 countries they come from, I know the gender and age range they fall into and how they came to the page. I know what videos they are watching AND for how long AND where in each video viewing I lose them. Wow! If you have ever wondered why a video isn’t working, you can now access the tab called Audience Retention.

You can choose which of your uploaded videos to analyze and then shows you a graph like this

It  is very useful to know how long the average viewer stays with your video. Do they cut out after 5 seconds? Does it start strong and then decline by the middle? At what point do you lose them? Maybe the video is too long or doesn’t stay compelling. You can use these stats to test how your edit performs and make changes. As you can see, there are 2 parts to this. Absolute audience retention shows the views of every moment of the video as a percentage of the number of views of the beginning of the video. Relative audience retention shows your video’s ability to retain viewers relative to all YouTube videos of similar length. Relative is less important to me than absolute.

Other interesting data can be found in the Playback and Traffic Sources tabs. Playback tells you where people are watching your videos. On the Youtube page, the channel page, through an embedded video player on another site? If it is on another site, you can click that link and it will tell you which ones. Also, it will tell you how many views are from a mobile device. Traffic sources tell you how they found your video, through a search engine, direct links such as Facebook or Twitter, or through suggested videos that line Youtube’s right hand sidebar on videos similar to yours. When you seed your video on other sites (or when others do it for you), it is important to know what works and what doesn’t so you can make adjustments.

Youtube has also put all of this information together in a handy download called The Creator Playbook that you can download for free HERE which was updated in November when they implemented these changes. I hope this information helps when you are thinking about your strategy for using Youtube.