It’s very common for people to fall in with the trend. They have a film made for their website (because that’s what other people are doing), they often have the creative input from a production company, but not the marketing input and then they let it sit there like a plump diva basking in the success of the site.
If this is all that is required of the film then there is no reason for it to be on YouTube.
I’ll make this brief so it’s not a chore to constantly check your YouTube channel is working for you. This list will help you work out what’s working, but it isn’t something you can do once and leave. Just like a car MOT, it needs to be done regularly (NB: this is taking into account that your film has a bit of history on Youtube).
First, click on the Analytics tab in YouTube.
This is a sure sign of a healthy channel! If your views are low (less than 300) and you’ve had the film up for more than 2-3 months, then you’ve probably reached saturation for the channels you’ve pushed your film out on (Facebook, Twitter Google Plus etc.
You’re now probably getting the majority of your views from your website, not YouTube. In most cases, a good indication of ‘low’ views over time is less than 2 or 3 hits a day.
Tip: Check your ‘Views’ in your ‘Views reports’. Often you will see a pattern emerging of views. You can work out the days that you get the most hits. Wednesdays and Thursdays are usually good as people are starting to relax into their working week and let their minds wonder. This will give you a good indication of when to Tweet about the film, release new films or release a blog about the film.
It’s a bad sign if all of your traffic is coming from your own website as you are not maximising YouTube. It’s like the majority of your website traffic coming from business cards you’ve handed out.
Google sends traffic to your website, your film should be directing traffic to your website too.
Tip: Ideally you should be looking for more than 70% of your traffic coming from YouTube (and not your website). Think strategically about other businesses that could benefit from showcasing your film as part of what they do.
As we’ve mentioned, YouTube is about driving traffic to your website or other site (social media sites etc). Use this tool to see how people are finding your channel. If someone has embedded your film on their site, contact them to thank the. Think strategically about others that could benefit from embedding your video. If you’re being found on a ‘Google search’ find out how.
If your film is a suggested video, work out why as you can capitaliste on this for future films.
It takes some investigation in some cases, but you’ve either spent some money on these films or put a lot of time into them, so it’s worth it to get them seen.
Tip: ‘YouTube search’ is best your friend. Look into where your films rank on Youtube (a simple YouTube search will suffice). If you can’t find them, then no one else can. Make sure that your film is keyworded to make sure more people can find it in the future.
This one really comes into it’s own for individual films. As we’ve stated many times before, Google/YouTube loves healthy ‘Audience Retention’. Look at the ‘Audience Retention’ tab and see how engaging your film is.
If you’ve got 60% plus staying until the end, this is good – anything else and you really need to rethink your edit/filming/idea.
Tip: Is your ‘Audience Retention’ dropping off at the end sharply because you have your logo hanging for 30 seconds? Go into enhancements on the ‘edit’ page and trim your film so the logo stays on screen for no longer than 5 seconds. Take advantage of links in the description instead to increase brand awareness.
This is also connected to your ‘Audience Retention’, but can be done at face value. Is your title and thumbnail an honest representation of your film?
Are people clicking on to your film, then clicking off again because they thought your film was about something else?
Tip: Look at your titles, keywords and thumbnails through your viewers eyes. Type in your search terms and look at the neighbouring films to see what comes up.
This should all take about 60 seconds…well more or less. However, it might take a little longer to make sure your channel is fit and proper for purpose.
Feel free to wonder across and see our video productions.