Why many brands aren’t getting the full picture of their YouTube viewership
By Dane Golden
[This post originally appeared as a guest post on the Zefr blog. We’re republishing it here with permission.]
Stats from YouTube’s highest viewed video, Gangnam Style
You have a problem, but you don’t know about it yet. You are your company’s chief marketing officer, and you’ve been rating your YouTube success by looking at a single number. And it’s the wrong number — or, at least, one that can be very misleading. Unfortunately, you have been praying to a false god, and its name, simply put, is “Views.” Yes, many CMOs still gauge campaign success with this single metric in mind. But when is a view not a view? Are some views worth more than others? And what other numbers should you be looking for?
Subscribers, Not Views, Are the Holy Grail for Marketers
The most important number for a YouTube channel is not views. It’s subscribers. While views are one of several important factors, it is the YouTube subscriber count, not an individual video’s views, that is the indicator most analogous to the Facebook page Like or the Twitter Follower. Because like Facebook, Twitter, Instagram, and others, YouTube is a social media platform — the second most popular social media network, in fact, after Facebook. The brands making best use of YouTube today understand this, and act accordingly. The others, unfortunately, see YouTube as just another broadcast distribution network. Each social media platform has its own advantages and idiosyncrasies, and there’s never a one-to one relationship between community size and community engagement. On YouTube, it’s clear that the view count is the best indicator of past views. But subscriber count is the best indicator of future views. And subscriber growth is absolutely essential for a brand that wants repeat organic viewership. So, how do you get more subscribers for your channel? The answer is simple — have an engaging channel. Easier said than done, perhaps, but there are a number of key factors in engagement, and we’ll emphasize three of them: audience retention, comments, and engaging with your super-fans, or as YouTube calls them, “Top Fans.”
1) Audience Retention Reality
YouTube video views are an interesting and important number, but they don’t come close to telling the full story about a video’s effectiveness in marketing your brand. Audience retention, for one, is a great way to bring this point home. Many brands run targeted YouTube TrueView campaigns. TrueView is a version of Google AdWords that serves YouTube videos as various types of ads on the YouTube platform (and the primary way most YouTube entertainment channels — aka YouTubers — make revenue). But in many cases, the video content itself is not engaging to the viewers. It doesn’t resonate with viewers, and it’s not prompting them to have a conversation about the topic. So viewers are not watching the video all the way through. It isn’t surprising, or shouldn’t be, that all viewers are not watching every YouTube ad to the end. If we DVR a video at home, we skip through the ads if they don’t interest us. That same behavior applies to YouTube as well. But the surprise is that we, as marketers, often confuse a “view” with a “completed view.” Far from it. While YouTube doesn’t publicize how much of a video someone has to watch for it to count as a view, experts agree that it’s just a few seconds.
Try this: When logged in to your YouTube account, click on this link, which takes you to your channel’s audience retention numbers. Then, go to the search box and search for the title of your latest video. What comes up may surprise you. Below is a graph of a YouTube Analytics audience retention report for a video that ran some paid views through YouTube’s TrueView. Even if you have seen these audience retention reports before, you may not have seen this newer version, released in the past few weeks, which breaks out paid and organic views for videos viewed after Sept. 25, 2013. (Find out more about the new features here).
Disregarding the “average view duration” numbers at the top, which can be deceptive if you’ve run paid promotion, what we’re seeing above is a video that had good organic audience retention. But, this may have been a much smaller number of viewers who were searching on the specific topic, or had subscribed to the channel. And we see, importantly, that most of the viewers who saw the video as a pre-roll (aka in-stream) video ad only viewed up to about six seconds. Why six seconds? Because after five seconds they have an option to click off of the ad, and it takes an extra second to press the “Skip Ad” link. And while advertisers don’t pay for people who click off early, the evidence is clear: Your high view count may be lulling you into a false sense of security about your YouTube channel.
And if you see an audience retention level that sinks like this after just a few seconds, either your video doesn’t resonate with the YouTube audience or you aren’t targeting the right audience on YouTube. But assuming targeting is done correctly on a campaign like this, your video itself is just not working for one reason or another. This analysis in no way denigrates the value of YouTube TrueView. TrueView is a valuable way of bringing your message to viewers who may want to know about you, but don’t yet. And of course in all promotion, however targeted, there will be some that is ineffective or reaches someone who isn’t interested. The challenge is that it’s very easy for a marketing department to just see a high view count standing by itself and say: “Boom, we made our numbers!” However, they don’t realize that those view counts, driven in campaigns via YouTube TrueView or other means, may have very little audience retention. The majority of paid views only get a fraction of viewers watching all the way to the very end of the videos.
And while there is a strong case to be made for campaigns which cast a wide net in hopes of finding an audience that connects with their videos, these campaigns are most effective using a wide-eyed approach with an understanding of the deeper analytics. Since TrueView only charges the advertiser for videos after the viewer watches more than 29 seconds, an effective marketer, if the data were available, should really break out a third category of views (in addition to paid views and organic views) called “Campaign-Driven Free Views.” This category is for anything less than 30 seconds, where the campaign didn’t have to pay for the view, but viewers only watched partial videos. Ideally, the TrueView analytics shouldn’t break out viewership by 25%, 50%, 75%, and 100% of the video viewed, but rather break it out by 5 seconds, 15 seconds, 30 seconds, and 100%. Depending on your budget, you may want to test your next promotional video with focus groups before the next release.
Alternately, you can produce a number of videos and just see which one works best. And there are a number of lessons to be learned from the content programming strategies of content creators, aka YouTubers, and from brands like GoPro, RedBull, Zagg, and Orabrush. Given a large enough budget, you can always equal the view count of a previous TrueView campaign. Which is fine — it’s your job to get attention to your brand, and TrueView is an incredible tool for jump-starting a campaign. But rather than using YouTube simply to distribute videos many people don’t want to see, why not instead use TrueView to prime the pump of engaging videos that will have greater shareability, and build upon that success further by engaging the viewers through all social media means necessary? On YouTube, engagement means having a conversation. And to have a conversation, you need to make good use of the YouTube comments section.
2) Comments Are The New Likes
One need only look at the uproar about the recent Google+ integration to understand how important comments are to top YouTube channels. There’s been such an outcry that, in the end, the needs of YouTube channels may very well soon be driving Google+ features, instead of the other way around. So comments on YouTube are extremely important, and often overlooked in the marketer’s YouTube strategy. Since subscriber numbers are the best indicator of future views, and viewer engagement is the no. 1 way to build that subscriber base, then the YouTube comment field is the best place to build that engagement. Congratulations — you, the marketer, are no longer just distributing videos, but you are now moderating conversations about your videos, and about your brand. Because while television is about the communication of one to many, YouTube is about two-way conversations.
This means both conversations with your brand and conversations about your brand. And while you, the moderator, are a large voice, in the end you are just one of many. You can only moderate the conversation, not control it. And that’s frightening to those who’ve cut their teeth on TV commercials and more traditional branding. But, of course, these conversations about your brand are happening already, on your Facebook and Twitter and Instagram accounts. And while these platforms are each important in their way, only conversations on the YouTube platform will help build your YouTube engagement and subscriber base. So YouTube comments are the best way to continue discussions about your videos when seeking to build YouTube channel engagement. Basically, if you’re not having a conversation with your YouTube viewers, your video is just having a conversation with itself. YouTube Likes (aka “thumbs ups”), while a key metric, pale in comparison to the value of comments from an engaged user. This goes for positive or negative feedback. That’s why moderating and encouraging dialog on your YouTube channel is equally as important as moderating on your Twitter and Facebook channels. YouTube moderation will only increase in value as the integration with Google+ continues. Because, the current outrage of YouTubers aside, Google+ commenting integration is surely here to stay.
3) Top Fans
Wouldn’t it be great if you could find out who the top 500 fans were of your brand’s TV commercials? Well with YouTube, you can. This past summer, Google introduced a feature called “Top Fans,” which, not surprisingly, also heavily integrates Google+. Initially rolled out only for channels with more than 5,000 subscribers, the Top Fans feature has been gradually opening up to members with over 2,000 subscribers. To find out if you currently have access to Top Fans, visit YouTube.com/audience. The Top Fans feature enables you to rank your channel’s most engaged and influential viewers. You can sort the table by the viewer’s engagement level or number of subscribers. After connecting your channel to Google+, you can group top fans into circles, which could be helpful when targeting a particular message to them, as you can by sending them a Google+ message. Additionally, you may chose to invite your fans to a Google Hangout or sign up for your newsletter. Or you may want to reward top fans with a gift certificate. Whatever your chosen engagement strategy, the Top Fans feature opens up a variety of opportunities for engaging your fans via both YouTube and the now-mind-melded Google+. Again, there’s been a lot of controversy surrounding the painful Google+/YouTube integration, but it’s going to happen one way or another, so best to get on board with Google+ earlier than the competition so you have it figured out before they do.