Archive for the ‘youtube insight’ Category:
One more reason to publish your commerce videos to YouTube: Insight
YouTube has recently launched an improved analytics interface which will give you basic yet insightful demographics information about your video content.
While the critics will say that YouTube isn’t a viable video commerce platform for serving video content on a respectable eCommerce site, publishing your video content is essential to reaching out to a new audience and establishing a presence on one of the most trafficked Web sites on the Internet today. With YouTube’s Insight, marketers have one more reason to push their video content to YouTube, in addition to what they might be doing with an entreprise-class video management platform.
I finally got a chance to sit down and take a look at what Insight has to offer. To set the right expectation, please remember that YouTube is a B2C video platform and we therefore shouldn’t expect Omniture, Coremetrics or Fireclick type of Analytics. With that in mind, I was impressed with the dataset from YouTube, primarily because the types of data available simply cannot be found anywhere else.
The interface itself is very simple, divided in four main tabs: dashboard, views, popularity and demographics. Most of the useful information is available from the dashboard view, which is shown here above. There, you can find a simple views report, top level as well as detailed for each video, with a nice calendar function to explore different time ranges.
Clearly, the value is in the demographics data. To the best of my knowledge, no Web analytics company can provide this type of metrics, and for a good reason. Google is exposing their internal demographics data from Adwords/Adsense, thereby giving invaluable information for free to YouTube users. By pushing your commerce videos to YouTube, you can get a solid idea for what videos are most popular by age segment and geographical location.
I spent over 30 mins slicing and dicing YouTube data for a top retail site which graciously opened up the interface for me. I was like a 5 year-old in a candy store trying to understand why video XYZ was getting double, triple, tenfold the traffic of the average clip. While I can’t share any of the details here, I’ll comment on two points that clearly came out.
1. Celebrities tend to attract a lot of eye balls. Brands too, if and when the brand has already some market awareness. Make sure you include these keywords when uploading to YouTube, rather than the more descriptive “Running Shoes”, “DVD players” or “Fall fashion preview”.
2. Average viewership on YouTube appear to be fairly low (with the exception of #1 above). I would even say minuscule in some cases, compared to video on the actual ecommerce site. This confirms my earlier belief that YouTube should be part of your video commerce strategy, but not your video commerce strategy.
Overall, I highly recommend pushing existing videos onto YouTube. For the few eyeballs, for the thrill of going viral (sometimes), and… for the data.
Related: Read Glenn Gabe’s take on YouTube Insight on the Internet Marketing Driver Blog.
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