Improving YouTube videos using analytics? How to know if your YouTube Videos just plain suck

I don’t want this to come off-sounding rude or insulting… but you probably already know that growing your audience on YouTube comes down to views and watch time.

Meaning, simply make yourself easy to find, easy to watch, and easy for those viewers to come back to you, and the algorithm will reward you.

So if your videos aren’t easy to watch…you would want to know that, right?

In this episode, I explore the key metrics that can help you determine if your videos are truly engaging.

YouTube won’t come out and tell you your videos are bad… but your analytics will (seriously!)

VIDEO: How to know if your YouTube Videos just plain suck

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Understanding the Importance of YouTube Analytics

When meeting new Video Brand Academy members or clients for the first time, it’s not uncommon to hear something like, “I know I need a new camera” or “I know I need new video editing software. Can you help me figure out what to buy to make my videos look better?” Others might ask, “Can you watch my videos and tell me what to improve?”

Wouldn’t it be great if simply buying a new camera, a fancy lens, or new software could magically improve videos, improve performance, grow the audience faster, and make the process as easy as that?

There is a whole Crush It on Camera series on YouTube that discusses creating an ideal visual space. It helps people set up so they look good on camera, sound good, feel confident speaking to the camera, and create professional, polished YouTube videos that establish them as go-to experts in their niche.

YouTube provides data through its analytics. It tells you what might be “wrong” with your videos. Your analytics provide valuable insights into what to fix, change, or tweak to improve your content. Using your own data and metrics to make decisions is highly effective, including decisions about whether to upgrade your camera, change how you edit videos or create “better” videos.

Either way, many of those are just people’s comments or opinions. Even thoughts about video quality—whether the videos are good or not—are ultimately opinions unless you’re looking at your analytics. By analyzing metrics like retention rate, average view duration, and click-through rate, you can gain insights into how your videos are performing and where there’s room for improvement.

There are many things people might point out in their videos that they don’t like. They might not like the way they look, wish their skin was smoother, wish they talked faster, or even wish they talked slower. Despite all this, it’s possible to put out videos that may not look perfect and still grow a channel.

Retention Rate: The First 30 Seconds Matter

Whether the video is interesting, grabs people’s attention, or reaches the right audience, what truly matters is what happens after someone clicks play. That is the crucial information in the analytics that needs to be thoroughly analyzed.

One of the most critical metrics to pay attention to is the 30-second retention rate. Whenever YouTube provides a metric, handing over numbers on a silver platter, like a 30-second retention rate of 71% with a “good job,” it’s a clear signal of what the platform values. It indicates that the algorithm prioritizes this metric, so it’s essential to pay attention to it.

This tells you how many viewers watch your video after the first 30 seconds. A high drop-off rate might indicate that your video’s introduction doesn’t match the expectations set by your title and thumbnail. Make sure your opening hook is engaging and relevant to keep viewers interested.

Average View Duration and Percentage Viewed

The 30-second retention metric indicates whether the packaging matches the product. Once viewers stay beyond the first 30 seconds, the focus shifts to the retention of the entire video. This is where metrics like average view duration and average percentage viewed come into play.

Average view duration represents the average amount of time people watch a video after hitting play. This figure depends on the video’s total length. For example, if a 10-minute video has an average watch time of five minutes, the average percentage viewed would be 50%.

YouTube prioritizes watch time and views because it aims to keep viewers on the platform as long as possible. Therefore, longer average view durations generally indicate better performance and benefit the channel.

These metrics show how long viewers are watching your videos on average. A low average view duration might suggest that your content isn’t engaging enough, or that you’re not getting to the point quickly. Consider making longer videos to increase watch time,

There are many different factors to consider when analyzing video performance. This is one of the reasons why it’s advised to make longer videos in the Video Brand Academy: longer videos tend to generate more watch time but ensure the content remains engaging throughout.

Improving Your Video Content

If your analytics indicate that your videos aren’t retaining viewers, it’s time to make some changes. Here are a few strategies to consider:

Enhance Your Script and Flow

It’s probably not the visual quality of your video that’s the issue, as discussed in a recent episode about whether video quality actually matters. However, audio quality is crucial. If your video is easy to watch but difficult to listen to, it could be the reason for poor performance. If you’re looking at your average percentage viewed or average view duration and noticing that people are only watching a small portion of your video, it can be disheartening, especially after investing so much time and energy into it. But the important takeaway is that now you know there’s room for improvement. There are plenty of tips and strategies available in the Video Brand Academy to help increase your retention. With many moving parts and variables to consider, the key point is that you now have the answer to the question, “Do my videos suck or not?”

Focus on improving the structure and flow of your videos. A well-organized script can keep viewers engaged without the need for fancy editing. Ensure your content is clear, and concise, and delivers value to your audience.

Prioritize Audio Quality

While video quality is important, audio quality is crucial. Poor audio can drive viewers away, so invest in a good microphone and ensure your audio is clear and easy to listen to.

Experiment and Evolve

Content creation is an ongoing process of experimentation and improvement. Don’t be afraid to try new things and learn from your analytics. Use feedback from your audience and data to refine your approach and enhance your videos over time.

Conclusion: Keep Improving and Engaging

The only way to truly fail on YouTube is to stop improving. By regularly analyzing your analytics and making data-driven decisions, you can enhance your content and grow your audience. Remember, your channel exists to serve your audience, so always strive to create content that meets their needs and expectations.

At the end of the day, if one is getting comments on their content from people thanking them for their video, thanking them for this tutorial, or in some way showing appreciation for the content they create, then, of course, their videos don’t suck—they’re useful to the people they are trying to reach. Now, if one can improve them as they go, they have the ability to reach more people. Not only that, they have the ability to create content that is even better in service to those people.

*** If you’re looking for more guidance on improving your YouTube content, join the community, the Video Brand Academy, where you can get feedback and insights from other creators.

So if you are on YouTube on your own and wondering how to improve videos, what you should try, and what’s working on YouTube right now, you are invited to hop on the waitlist. You’ll be notified when the doors are open to Video Brand Academy.

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