September 11, 2009
The Internet Marketing Driver: YouTube Insight, How to Optimize and Enhance Your Online Videos Using Analytics
The Internet Marketing Driver: YouTube Insight, How to Optimize and Enhance Your Online Videos Using AnalyticsYouTube Insight, How to Optimize and Enhance Your Online Videos Using Analytics
Today I get to write about two of my favorite things, Web Analytics and Online Video. Lucky me! Given that YouTube just surpassed Yahoo as the #2 search engine, I think it’s safe to say that many of you probably visit YouTube regularly to watch videos online. In addition, I know some of you are taking the next step and producing your own videos to share with the world. That covers watching, producing, and sharing, but there’s another concept I wanted to introduce today, and that’s optimization. Did you know that YouTube gives you access to a video analytics package free of charge, right in your YouTube account? It’s called YouTube Insight and it gives you the ability to constantly glean insights from your video clips and viewers. Video producers that use Insight already know its power, but I still think many people don’t know what to do with it, or more importantly, how to optimize their videos using the data provided by Insight. If you’ve read my blog before, then you know how I feel about the importance of web analytics. Well, this is simply an extension of web analytics, but specifically for your own YouTube video clips. Let’s dig in.
What is YouTube Insight?
YouTube Insight is a video analytics tool that provides you with valuable information about your video clips (and your viewers). Insight gives you several reports, including views, popularity, discovery (how people find your videos), and a new piece of functionality called hotspots. Insight Hotspots enable you see which parts of your video are hot (higher engagement) and which parts are cold (less interest and engagement). I will explain more about hotspots below.
Improving Your YouTube Videos with Insight
Let’s face it, producing videos is darn time consuming. I began shooting and editing video in 1995 and one thing I learned very quickly was that producing a video is not easy and takes a lot of time. So, if you are going to spend the time to brainstorm, script, shoot, edit, and publish videos for YouTube, then you are probably going to want to know what works and what doesn’t. For example, which videos are more engaging, which garner most of your views, how popular were they compared to other videos, which parts of the video were more engaging, etc. You want to know this information so you don’t waste valuable time in the future.
Accessing YouTube Insight
You can access Insight in a few different ways once you have logged in. First, you can access your Insight Dashboard by clicking the Account link in the top right of your screen. Then you can click YouTube Insight from the Performance and Data Tools section located near the bottom of the page (left side).
First Click Your Account Link, Then Click YouTube Insight on Your Account Page:
The second way to access Insight is by entering the My Videos Page (Uploaded Videos) and clicking the Insight button (for each video). The button for Insight is below the video information and is next to Audio Swap.
YouTube Insight Button Located on My Videos Page:
Insight Dashboard (a snapshot of all videos)
Your Insight Dashboard functions just like a dashboard in any web analytics package and gives you an aggregate view of your videos (your channel). For example, your dashboard will show you which videos are most popular, how many views your channel is getting, which geographic regions hold the most viewers, popularity of videos in your channel, demographics of your viewers, etc. It’s a great way to get an overall view of how your channel is performing. That said, you really should drill into each video to gain the most valuable information… Aggregate data at the channel level doesn’t really give you actionable information.
Tip: When you are ready to analyze a specific video, you can either click its name in the Views tab of your Insight Dashboard or you can go to your My Videos Page and click the Insight button under each video clip. If you always want to begin by analyzing specific videos, then you might start your visit by accessing the My Videos Page instead of the dashboard.
Visits
You can click the Visits tab to see the number of visits each video received in all countries, or in specific regions. You can change the timeframe on the graph and you can choose a specific country from the dropdown on the right. Then, let’s say you choose the United States, you can click on specific states to see your visits per state. To change the date range, you can click the Zoom links in the top of the graph for 1 day, 5 days, 1 month, 3 months, 6 months, 1 year, or Max. Or, you can use the slider below the graph to quickly change the date range of your report.
YouTube Insight Views:
Popularity
Insight also gives you the option of seeing how popular your videos are compared to other videos in the selected region during that timeframe. Just like with visits, you can click a country on the map to target that region, or you can drill into a region to get more granular. For example, you can click a state in the US to see the popularity within that state. You can also click specific countries within a region like Turkey within the Middle East or China within Asia.
YouTube Insight Popularity:
Discovery (or Traffic Sources)
OK, who else is addicted to checking traffic sources for their website in their web analytics package? It’s hard not be, right? The Discovery tab provides the traffic sources for your video clips. I love it. In a nutshell, it's how people found your video. There are five links within this section and they include:
YouTube Search, or which keywords people are entering to find your videos on YouTube.
Related Videos, or other videos on YouTube where your video thumbnail showed up as a related video and people clicked that thumbnail to get to your video.
Embedded Player, or which sites have embedded your video clip (using the embed code in YouTube).
External Links, or websites that link to your video clip (AKA referring sites).
Google Search, or keywords people are entering in Google to find your video clips.
Google Video, or keywords that people are entering on Google Video to find your video clips.
Other, or links to your video where there is no referring URL (AKA Direct Traffic). This might be a person emailing the link to someone else, IM’ing the link, etc.
YouTube Other, or other pages on YouTube that are linking to your video clips (not related videos).
YouTube Insight Discovery:
Demographics
Insight provides some basic data regarding the demographics of your viewers. For example, you can see the age range and gender for viewers. In addition, you can click on a specific gender to see the age range within that gender. So, you can click Female and see the age range of your female viewers. {Marketers, can you say Test Group?} More on this later.
YouTube Insight Demographics:
New Addition: Insight Hotspots (and Coldspots)
YouTube just recently made this feature available. Using Insight Hotspots, you can see which parts of your video are more engaging (or less engaging) as compared to other videos of similar length. As the video plays in Insight, there is a graph on the left side of the screen that displays whether that segment of video was hot or cold. If it’s hot, fewer people are leaving your video at that point, or even rewinding the video to see that part again. If it’s cold, more people are skipping that segment or leaving the video at that point. I’ll explain more below about how to use this feature to enhance your videos, but needless to say, it’s an outstanding addition.
YouTube Insight Hotspots:
This All Sounds Great Glenn, But How Do I Use Insight To Optimize My Videos?
Just like web analytics, having the data available is one thing, but using the data to enhance your efforts is another. Don’t fear! I’ll explain some basic things you can do in order to glean insights from your reporting to optimize your future videos.
1. Your Ad Hoc Focus Group
Companies spend a lot of money testing their creative to understand what will engage targeted viewers. Well, you can use Insight Hotspots to see what is working in your videos and what isn’t, and for free! You can see which parts of your video people like (rewind and watch again) versus don’t like (they skip through or exit the video). For example, you might find that physical stunts are extremely hot where dialogue is cold. Or you might test a few different versions of a video to see which angles yield the highest engagement. Does humor work, action, or a combination of both? Using Insight Hotspots, you can begin to take guesswork out of the equation and make decisions based on data (which is always a smart move!)
2. Using Insight For Keyword Research
I spend a lot of time talking about the importance of Keyword Research for SEO. It’s an incredibly important process to go through in order to optimize your website based on what people ACTUALLY search for (versus what you think they search for). With Insight, you have access to YouTube searches that lead to your videos, Google searches that lead to your videos, and Google Video searches that lead to your videos (and all for free). By analyzing these keywords, you can start to understand the ways in which people search for different types of content and then you can use that information to optimize future videos (and the text content you provide for those videos like your descriptions, tagging, titles, etc.) For example, are people searching for a category, a specific product, do they enter questions or is it by major keyword?
3. See Which Videos Spike Quickly Versus Providing Sustained Visitors
You might find that an entertaining video has a spike in visitors and then fizzles out, where an educational video builds traffic over time and constantly drives viewers your way. Since you can view visits trended over time, then you can start to get a feel for the lifecycle of specific videos. The more you know about the different types of content you produce, the more you can tailor future content to meet your specific needs (or the needs of your clients).
4. Understand Related Videos That Drive Viewers To Your Video Clips
You can start to learn which types of videos are considered “related” and which videos drive the most viewers. The more you understand the videos that drive people to your own clips, the more you can target future content to that target audience. For example, maybe you had a lot of visitors from How-To videos. You might use this angle in the future to make sure you show up there again, or to capture that traffic from the start...
5. Learn Which Websites Link To Your Video (Referring Sites)
Checking your external links, you can see which websites are linking to your video clips on YouTube. From an SEO standpoint, this provides a great opportunity for link-building. For example, if a site in your industry is linking to your YouTube clips, then maybe they would want to link to your website as well. Links are the lifeblood of SEO and finding topical and relevant link opportunities is extremely important. Note, you can’t see specific URL’s in Insight…you only get domain information, which is a little frustrating. That said, you can probably track down the specific webpage by doing a site command in Google. :)
6. Find Out Which Video Clips Go Viral
If you see a lot of viewers from “Other” in your discovery report (direct traffic), then that’s probably from email, IM, etc. Basically, someone sent around the link for your video to their friends, coworkers, etc. If you had a high percentage of viewers from Direct Traffic, then you might have found something that gets people talking. You can follow this path and test out future videos using similar types of content.
7. See Which Geographic Regions Watch Your Videos (Countries And States)
Are your videos more popular within certain countries or regions? Why were they more popular? For example, did you get a lot of traffic from New York when you shot a video in Times Square? Did you get a lot of traffic from Massachusetts when you showcased Boston Baked Beans in your video about the Best Ideas for Sunday Dinner? On the flip side, did you get a lot of viewers from Hawaii to a video about Surfing the Web on Your Blackberry? Were they interested in surfing or a Blackberry??
Produce, Upload, Analyze, and Refine
Let’s face it, videos are not easy to create (good videos). They cost money, take a lot of time to produce, and a huge amount of effort to pull off. If an average blog post takes a few hours to brainstorm, write, edit, and publish, then a good video takes 4-5X that at least to brainstorm, script, shoot, edit, publish and share. Given the time commitment involved, I highly recommend using YouTube Insight as your video analytics package to glean insights from your viewers in order to optimize and enhance your future clips. If you don’t, then you’re just flying blind. As you can probably guess, I’m against flying blind and you should be too, especially when someone hands you a free analytics package like YouTube Insight!
10 Youtube URL Tricks You Should Know About
Youtube – You know that site with videos and all. Yeah! It turns out that its quite popular and you happen to visit and use it quite often. Instead of just searching and playing here are some top Youtube URL tricks that you should know about:10 Youtube URL Tricks You Should Know About1. View high quality videos
Youtube gives you the option to switch to high quality videos for some of the videos, however you can check if a video is available in high quality format by appending ‘&fmt=18′(stereo, 480 x 270 resolution) or ‘&fmt=22′(stereo, 1280 x 720 resolution) for even higher quality.
2. Embed Higher Quality Videos
While the above trick works for playback, if however you want to embed hig quality videos you need to append “&ap=%2526fmt%3D18″ and “&ap=%2526fmt%3D22″ to the embed url.
3. Cut the chase and link to the interesting part
Linking to a video where the real action starts at 3 minutes 22 seconds, wondered if you could make it start at 03:22? You are in luck. All you have to do is add #t=03m22s (#t=XXmYYs for XX mins and YY seconds) to the end of the URL.
4. Hide the search box
The search box appears when you hover over an embedded video. To hide the search box add ‘&showsearch=0′ to the embed url.
5. Embed only a part of Video
Just append ‘&start=30′ to skip first 30s of the video. In general you can modify the value after start= to the number of seconds you want to skip the video for.
6. Autoplay an embedded video
Normally when you embed a Youtube video and load the page, the player is loaded and it sits there waiting for you to hit the play button. You can make the video play automatically by adding ‘&autoplay=1′ to the url part of the embed code.
7. Loop an embedded video
Append ‘&loop=1′ to make the video start again without user intervention after it reaches the end.
8. Disable Related Videos
Publishing your content in the form of Youtube video? Don’t want people to see other people’s content that may be related but may as well be in competition to you? Just add ‘&rel=0′ to the end of the url part of the embed code and you just turned off the related video suggestions!
9. Bypass Youtube Regional Filtering
Some videos are only available in certain parts of the world. Your IP Address is used to determine your location and then allow or deny access to the video. Change the url from http://www.youtube.com/watch?v=<somecode> to http://www.youtube.com/v/<somecode>
10. Download Video
Although not inherently a youtube trick but useful all the same for downloading videos. Just change youtube to kickyoutube in the url of the video and it will take you to kickyoutube.com with all the options for downloading the video you were watching.
Do you know of some similar Youtube URL tricks and hacks? Fire them in comments!
Kurt Cobain video game Guitar Hero gives Love a bad name | Music | The Guardian
Kurt Cobain video game Guitar Hero gives Love a bad name | Music | The GuardianKurt Cobain video game Guitar Hero gives Love a bad name
Kurt Cobain in Guitar Hero 5
While the Beatles dominated headlines this week by being the newest "members" of the music video game Rock Band, a rival game, Guitar Hero, is facing a barrage of criticism over its depiction of late Nirvana frontman Kurt Cobain.
The game, which launched today, allows users to play along with Cobain and pick from the band's back catalogue, as well as other famous songs. Both games feature avatars (virtual characters) of dead rock stars but it is Guitar Hero's depiction of Cobain that has upset Nirvana fans.
At the centre of the furore is the singer's widow, Courtney Love, (right) who outraged fans by allowing his likeness to be used in the game. As the widow of Cobain, who killed himself in 1994, Love holds the rights to his estate. But shortly after clips of Cobain's avatar were posted online, Love, 45, wrote a number of angry messages on Twitter attempting to distance herself from the final product.
"It's disgusting and vile and is the result of a cabal of a few assholes' greed," she wrote in response to criticism from music critic Everett True, who accused her and the other Nirvana members of being "vacuous" and "spoiled" for sanctioning it.
"Not in twenty JILLION years would I EVER have allowed this," wrote Love, who says she will sue Activision, the company behind it. One of the features of the game that has most angered fans is the ability to play songs by other groups while in the guise of Cobain. The surviving members of Nirvana, Krist Novoselic and Dave Grohl put out a statement calling on Activision to alter the game.
"We are dismayed and very disappointed in the way a facsimile of Kurt is used in Guitar Hero. The name and likeness of Kurt Cobain are the sole property of his estate – we have no control whatsoever in that area.
"We didn't know players have the ability to unlock the character. This allows the character to be used with any kind of song the player wants. We urge Activision to do the right thing in 'relocking' Kurt's character," the pair said.
Activision is trying to rise above the criticism. The company's vice-president told journalists earlier this week that Love was "great to work with", and had contributed photos and videos for them to use.
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