Earlier this year, YouTube stepped up its services by adding a analytical element called YouTube Insight. For any PR person, simple, effective analytics are a dream come true. Luckily, in the world of social media analytics are pretty refined and YouTube Insight helps put a bit more science behind marketing and tailoring online videos.

After a video is posted, the site immediately begins tracking statistics about viewership, popularity, discovery and demographics.

Why is this important?

Let’s say I’m planning to produce and post a series of ten videos during the course of the next year for client X that demonstrate the “World’s Best Dance Move” with the goal of increasing brand awareness and ultimately driving viewers to visit company X’s website.

By regularly analyzing each video’s statistics, I now have the ability to adapt my production plan to tailor my video content to the demographic that’s actually paying attention. Furthermore, I’m able to discern what tags (The Sprinkler, The Shopping Cart, The Running Man, etc.) and method of discovery (via embedded players? external links? Google search? YouTube search?) are generating results. Now I just need to convince my boss to find such a client.

If you have a YouTube channel and have posted some videos since March, I encourage you to hop over and check your Insight. In addition, enjoy this nice little “Intro to Insight” video below from one of YouTube’s finest.

Cheers,
Scott

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Join the conversation! 5 Comments

  1. Great stuff, Scott. I just had someone point out the Insights feature to me a couple of weeks ago. It does give you some great almost real-time feedback (I’ve found that the stats seem to be delayed 24 hours or so). In any event, a lot better statistics than you get through mass media.

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  2. […] just touching the surface so be sure to drill down further and make use of tools such as TweetScan, YouTube Insights and additional blog monitoring […]

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  3. […] With one new upload, the team has instant engagement of 77,000, incredible viral potential and the Insights to measure, analyze and adjust their tactics as needed to continue to increase online […]

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  4. […] you asked. YouTube Insights provides all the statistical and analytical data you need. From referral search terms to […]

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  5. […] Clients like results. It’s no longer just about quantity of hits or press clips. It’s about quality of conversation and social influence. Be able to recognize and justify to clients how key blog mentions and placements frequently hold more value and influence over traditional media placements. Companies such as Radian6 are helping refine online measurement and many tools have excellent embedded analytics tools (ex: YouTube Insight). […]

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About Scott Meis

SVP, Digital Content Strategy @ Weber Shandwick Seattle. Outdoors. Adventure. Travel. I dig the Foto.

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Online Video, YouTube

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