Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Find Your Own Best Practices

90 views

Published on

Vidcon 2018 Presentation by Gwen Miller, VP Content Strategy, Kin on how to find your own best practices on YouTube.

Published in: Social Media
  • Be the first to comment

How to Find Your Own Best Practices

  1. 1. How to Find Your Own Best Practices GWEN MILLER VP, Content Strategy
  2. 2. Gut vs Data
  3. 3. Your Audience Doesn’t Owe You Their Eyeballs
  4. 4. Serving Your Audience is NOT selling Out
  5. 5. Know Thy Audience
  6. 6. Data is not a four letter word
  7. 7. Never pick just one data point
  8. 8. Unless you’re just learning
  9. 9. The Setup
  10. 10. Spreadsheet is DEFINITELY not a four letter word
  11. 11. 4.She shops at: 4. Target 5. Macy’s 6. Walmart 7. Kohl’s 8. Just Fab 9. Victoria’s Secret 10. Dress Lily The Two Basic Spreadsheets 1. Video Level 2. Channel Level
  12. 12. 4.She shops at: 4. Target 5. Macy’s 6. Walmart 7. Kohl’s 8. Just Fab 9. Victoria’s Secret 10. Dress Lily The First Rule 1.To compare data, all data must must be pulled with the same length of time.
  13. 13. 4.She shops at: 4. Target 5. Macy’s 6. Walmart 7. Kohl’s 8. Just Fab 9. Victoria’s Secret 10. Dress Lily
  14. 14. 4.She shops at: 4. Target 5. Macy’s 6. Walmart 7. Kohl’s 8. Just Fab 9. Victoria’s Secret 10. Dress Lily The Two Basic Spreadsheets 1. Video Level (First 7 Days) 2. Channel Level (Month over Month)
  15. 15. Month Total Followers Growth Subscribed Views Growth Unsubscribed Views Growth Jan 88,000 102,000 250,000 Feb 94,000 7% 93,000 -9% 275,000 10% Super Simple Spreadsheets Month Subscribed Views Vs Avg Unsubscribed Views Vs Avg Engagements Vs Avg Video #1 55,000 15% 102,000 5% 6,600 -15% Video #2 75,000 -15% 93,000 -5% 9,000 15% AVERAGE 65,000 97,500 7,800 Channel Level Video Level
  16. 16. (Video Level) The Viewing Life Cycle
  17. 17. Where did they encounter your video?
  18. 18. 4.She shops at: 4. Target 5. Macy’s 6. Walmart 7. Kohl’s 8. Just Fab 9. Victoria’s Secret 10. Dress Lily Traffic Sources • Suggested Videos • Home Page • Search • Subscription Feed • External
  19. 19. 4.She shops at: 4. Target 5. Macy’s 6. Walmart 7. Kohl’s 8. Just Fab 9. Victoria’s Secret 10. Dress Lily Traffic Sources • Suggested Videos • Home Page • Search • Subscription Feed • External Algorithm Views
  20. 20. Subscribers vs. Unsubscribers
  21. 21. Did They Click?
  22. 22. 4.She shops at: 4. Target 5. Macy’s 6. Walmart 7. Kohl’s 8. Just Fab 9. Victoria’s Secret 10. Dress Lily New Data!!! • Impressions • CTR
  23. 23. How many times your video thumbnail was shown to viewers. Does not include external sites. Impressions
  24. 24. Impressions
  25. 25. Views per impressions shown. This measures how often viewers watched a video after seeing an impression. Impressions Click-Through-Rate
  26. 26. Impressions
  27. 27. Traffic Sources CTR
  28. 28. Traffic Sources CTR
  29. 29. Traffic Sources CTR
  30. 30. Did They View the Video?
  31. 31. Views
  32. 32. Subscribers vs. Unsubscribers
  33. 33. How many of a video’s views came from your subscribers. Subscribed Views
  34. 34. How many of a video’s views came from people who were not subscribed to your channel at the time of viewing. Unsubscribed Views
  35. 35. 1.To satisfy your current audience 2. To get a new audience Two Goals
  36. 36. 1.To get a new audience 2.To satisfy your current audience Two Goals
  37. 37. 1.To satisfy your current audience 2. To get a new audience Two Goals
  38. 38. When did they leave?
  39. 39. Graph which shows whether the % of audience still watching at any given second in a video is above or below platform average for videos of a similar length. Relative Retention
  40. 40. Did they engage?
  41. 41. Total Engagement Total Comments + Total Likes + Total Dislikes + Total Shares
  42. 42. Engagement Rate Total Comments + Total Likes + Total Dislikes + Total Shares Total Views
  43. 43. 1.Where did they find the video? A.Traffic Sources Tab 2. Did they click? A.Watchtime/Traffic Sources Tab 3. Did they view the video? A.Watchtime/Traffic Sources Tab 4. When did they leave? A.Retention Tab 5. Did they engage? A.Likes/Dislikes, Comments, Sharing Tabs Viewing Life Cycle Cheat Sheet
  44. 44. What am I comparing to? Channel Average Month Subscribed Views Vs Avg Unsubscribed Views Vs Avg Engagements Vs Avg Video #1 55,000 15% 102,000 5% 6,600 -15% Video #2 75,000 -15% 93,000 -5% 9,000 15% AVERAGE 65,000 97,500 7,800
  45. 45. Channel Level Health Basics
  46. 46. 1. Followers 2. Monthly Views 3. Monthly Engagements Track Total
  47. 47. 1. Followers 2. Monthly Views A. Subscribed vs. Unsubscribed B. Library Views vs. New Video Views 3. Monthly Engagements Track Total
  48. 48. Views on Videos uploaded that month. New Video Views
  49. 49. Create a Video Group
  50. 50. Views on videos uploaded prior to that month. Library Views
  51. 51. How to Calculate Library Views Total Views – New Upload Views
  52. 52. 1. Followers Growth Rate 2. Monthly Views Growth Rate A. Subscribed vs Unsubscribed B. Library Views vs. New Video Views 3. Monthly Engagements Growth Rate Growth Rate
  53. 53. Month Total Followers Growth Subscribed Views Growth Unsubscribed Views Growth Jan 88,000 102,000 250,000 Feb 94,000 7% 93,000 -9% 275,000 10% Super Simple Spreadsheets Channel Level
  54. 54. Total subscribers from end of this month, compared to the total subscribers at the end of last month. Subscriber Growth Rate (Current Subs – Past Subs) Past Subs
  55. 55. Total views from this month compared to the total views from last month. Views Growth Rate (Current Views – Past Views) Past Views
  56. 56. Total Engagement from this month compared to the total Engagement from last month. Engagement Growth Rate (Current Engagement – Past Engagement) Past Engagement
  57. 57. Month Total Followers Growth Subscribed Views Growth Unsubscribed Views Growth Jan 88,000 102,000 250,000 Feb 94,000 7% 93,000 -9% 275,000 10% Super Simple Spreadsheets Channel Level
  58. 58. How good a channel is at converting unsubscribed views into subscribers. Conversion Rate Subscribers Gained Unsubscribed Views
  59. 59. Subscribers Gained Unsubscribed Views = Conversion Rate
  60. 60. 1.Followers A. Channel Page 2. Views A. Unsubscribed vs Subscribed 1. Watchtime Tab B. Library vs. New Upload Views 1. Create video group 3. Engagements A. Interaction Reports 4. Conversion Rate A. Subscribers Tab B. Watchtime Tab Channel Level Cheat Sheet
  61. 61. Email: Vidcon Preso Please To: BestPractices@kincommunity.com

×