In November 2011, YouTube unveiled a beefed up Insights now called Analytics. Insights was pretty good, but Analytics is much better.
By the way, we’re shaking our digital finger at you if you haven’t created and uploaded a video of your fun center to your center’s YouTube channel.
The Analytics section has a very slick look, with the easy-to-navigate menu on the left, and easy-to-understand information.
There was one thing that caught my attention, though, and had me checking out some videos a little deeper—audience retention. So, log in to your YouTube account and go to Video Manager. You’ll see the listing of all your fun center’s videos. Underneath the information for each video you’ll see three buttons—Edit Info, Edit Video and Analytics. Choose Analytics. On the Analytics page, on the left, choose Audience Retention.
What is audience retention
This is a measurement of how viewers are watching your videos, and there are two parameters that are measured—absolute audience retention and relative audience retention.
YouTube describes absolute audience retention like this:
Absolute audience retention is defined as 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. Rewinding and re-watching a particular moment will push the graph upwards (perhaps even above 100%), while fast-forwarding or abandoning the video will push the graph downwards.
This kind of feedback lets you analyze where in the video the viewer had the most interest. You can go back and analyze what content was at 10 seconds, for example, and plan your next video accordingly. Was it a classic YouTube “kick in the groin” moment, or was it when you talked about the passion that drove you to open a fun center in your community? You may be surprised at what drew some replays.
YouTube describes relative audience retention in this way:
Relative audience retention shows your video’s ability to retain viewers during playback relative to all YouTube videos of similar length. The higher the graph at any given moment, the proportionately more viewers kept watching your video over the preceding seconds of playback versus other videos at that same moment in their playbacks. Rewinding and re-watching a particular moment will push the graph upwards, while fast-forwarding or abandoning the video will push the graph downwards.
This chart is comparing your particular video against all YouTube videos of a similar length, as far as when viewers fell off or fast-forwarded (shown as a dip down) or where they started watching again (as a dip up.) Unfortunately you need at least 300 views (if your video was uploaded after March, 2011) for the stats to show.
What does this mean for your fun center?
If you’re making and posting videos of your fun center on YouTube, there are some terrific tools to measure how watchable they are…not to mention who’s watching and how they’re watching. Poke around in the Analytics for a while—you’ll see lots of amazing measurement tools that will tell you about audience gender, and whether they’re watching from their smartphones or desktop computers. It could be the incentive to get you to put your camera to work and raise more online awareness of your family entertainment center!
What has been your biggest success with your YouTube channel?