If you’ve done anything with video in the last 5 years, you’ve probably uploaded it to YouTube. At a recent Google Seminar co-sponsored by the Ad Council, the panelist YouTube explained what one should do to get a video discovered. One of the other things he and another panelist spoke about were the YouTube Insights.
If you’ve never looked at the data available on YouTube beyond “view” for your posted videos, you’re in for a real treat.
YouTube offers clear directions on how to use its insights. But for quick reference here you go:
- Sign into YouTube.
- Click on your profile name and choose “My Videos”
- If you have many videos and want to see data on your channel overall, click “Insights” in the top navigation. If you want to see insights for a specific video, click that video then click “Insight stats” at the top of the page.
- You can review a lot of data but today I want to specifically call out “Hot Spots” to you. So click on Hot Spot.
Assuming your video has had enough views to allow YouTube to evaluate it, you will see a green line in a chart that parallels the video playing. It should look something like this:
The explanation from YouTube reads:
“The ups-and-downs of viewership at each moment in your video, compared to videos of similar length. The higher the graph, the hotter your video: fewer viewers are leaving your video and they may also be rewinding to watch that point in the video again. Audience attention is an overall measure of your video’s ability to retain its audience.”
What I think is so exciting about Hot Spots is that it can give you very valuable insight into what might be keeping your audience’s attention or losing them. So the next time you are getting ready to make a video you can consider these learnings.
And for work that is already produced and you see a drop off before the call-to-action (CTA) is revealed, use the annotation tool to call out your website or desired action right from the beginning. Sometimes people argue that ruins the reveal or drama/creative hook of the spot but it’s YouTube, they either searched for it or the title/description have already given them a hint to what it’s about. And if they don’t make it to CTA what’s the point of the video? So I say put in annotations and embed links to make it easier for the viewed to take that next step and do what you want them to do.