[0:00] Let's talk about statistics. There are a
[0:03] lot of statistics and a lot of figures
[0:05] and a lot of just noise when it comes to
[0:08] YouTube. And when you're new, a lot of
[0:10] these statistics, they don't have enough
[0:13] meaningful data in them or enough
[0:14] statistical analysis information. They
[0:17] don't have enough content behind them to
[0:20] actually be useful for you. So, let me
[0:23] show you a few of the items that you
[0:25] should be focusing on to make sure you
[0:27] understand what they are. because when
[0:29] you're young and you're small, these are
[0:32] the numbers that really mean something
[0:33] to you and we will go over some detailed
[0:37] content of what they are so that you
[0:39] understand which ones are important.
[0:41] Okay, I have picked a random video here
[0:44] off of my solar channel for us to use as
[0:47] an example. This video is a greening
[0:50] video that that I publish about every
[0:52] six months, every three to six months
[0:54] because it continues to perform. So each
[0:56] time I produce it, it has this nice
[1:00] steady slope of views and it continues
[1:02] to grow and grow and grow the entire
[1:05] time that the video is out. But it is
[1:07] the perfect statistical analysis to
[1:09] understand how things are going. So
[1:11] let's talk about few things that are
[1:12] very very important. The first one I
[1:15] want to look at is over here under
[1:16] reach. If we come over here under reach,
[1:19] you'll notice there's this item here
[1:21] called impression click-through rate.
[1:24] The impression click-through rate is one
[1:26] of the most important things that you
[1:28] can work on. And this is a combination
[1:31] of your thumbnail and your title,
[1:33] getting people to respond to it and
[1:36] click into your video. If they don't
[1:38] click on it, there's no chance of them
[1:41] staying and watching it because they
[1:43] never went there. So, this is where
[1:45] you're going to want to focus your
[1:46] efforts at it. First is making sure that
[1:48] your thumbnail and your title are of a
[1:54] significantly
[1:56] that that your thumbnail and title get a
[1:59] large enough percentage here in the
[2:01] click-through rate. Click-through rates
[2:02] can vary based on different types of
[2:04] content and different types of channels.
[2:06] Some of my channels, the click-through
[2:08] rate can be as small as three and 4% and
[2:11] be very successful. On my solar channel,
[2:13] I like to see it between six and 10%.
[2:16] That is usually high for other channels,
[2:19] but for this channel, it happens to be
[2:21] on my YouTube channel, the channel
[2:23] you're watching now, I can have two to
[2:25] 3% and it be quite high for that type of
[2:28] content. And it really does depend on
[2:30] the type of content that you have. My
[2:32] suggestion is is that as your channel
[2:35] grows, you strive for four to 5% at
[2:38] first. If you see that you can easily
[2:40] hit four or 5 percent, change that
[2:42] number and watch for a little bit
[2:44] higher. I usually watch for this number
[2:47] to be at that six or 7%. You'll see that
[2:50] there are spurts here in the middle that
[2:52] are 12%. There'll be long patches where
[2:55] it's even higher than that. And then
[2:56] there'll be some patches where it's a
[2:58] little lower than that. But it's
[2:59] important that you understand this is
[3:02] for every um hundred people that it sees
[3:06] 6.3 of them are going to click on it. So
[3:09] 6% of the people click through to see
[3:12] this and this is one of the most
[3:13] important things that you should
[3:15] understand about statistics. Now let's
[3:17] move on to average view duration. This
[3:21] is the second most important thing that
[3:23] you can that you can understand. Once
[3:25] you have them going into this
[3:27] click-through rate, then you're going to
[3:29] want to go into the engagement tab and
[3:31] look at this average view time from over
[3:35] here. This average view time is the
[3:38] amount of time once they click on a
[3:41] video. How long do they stay and watch
[3:43] it? Now, it will as your channel gets
[3:47] more and more mature, you'll see that it
[3:49] puts this shaded area in the background
[3:51] to show you approximately
[3:54] where that particular video should be
[3:56] peaking based on its experience and
[3:59] based on algorithm tests knowing this
[4:01] type of audience should respond like
[4:03] this. This type of audience should
[4:04] respond like that. As you can see here,
[4:07] this varies widely in the background,
[4:09] suggesting that the algorithm is running
[4:13] multiple test after test after test on
[4:15] your content to see if it really fits
[4:18] the entire uh the entire scenario where
[4:22] here I overperformed a little bit. And
[4:25] then we come down here and I may have
[4:27] been close to underperforming, but
[4:29] overall this video continues to get
[4:31] hits. But you'll notice that it almost
[4:34] always is in the overperforming position
[4:36] and not down like it is here in the
[4:38] underperforming position. Uh this being
[4:41] the current time right now, it most
[4:44] likely is not actually underperforming.
[4:46] It's just that number hasn't
[4:47] statistically gone up yet. So this is
[4:50] average view duration. Your goal for
[4:53] average view view duration is this is
[4:55] when you keep people watching your
[4:57] video. This is about your editing. This
[4:59] is about the appealing of the content.
[5:01] This is about providing the value and
[5:03] arranging your video where you have that
[5:05] hook at the beginning. You have that
[5:07] content in the middle that has the uh
[5:10] what they're trying to accomplish and
[5:12] how to accomplish it. And then you have
[5:14] that satisfying end that says here's how
[5:17] that you've accomplished all this. This
[5:19] is how you succeeded. All right. The
[5:23] third item that you should keep an eye
[5:25] on is impressions. Now, impressions
[5:30] is this number here under the reach tab.
[5:32] Impressions is basically used with in
[5:36] conjunction with the impressions
[5:38] click-through rate. But impressions is
[5:41] the number of views that you'll see that
[5:43] some videos when they die, they die with
[5:46] large number of impressions and some
[5:48] with low number impressions. And it
[5:50] really depends on how far along in the
[5:53] algorithm that you got. Here we've only
[5:55] got 10,000 impressions after a period of
[6:00] uh how many days do we have here? After
[6:02] a period of 21 days, but we've got a
[6:05] wonderful uh review rate. If I go look
[6:08] at a different video and let's say that
[6:10] I scroll down here to uh let's say this
[6:14] one here,
[6:17] you'll see here this one died right
[6:19] about there. the impressions. If we look
[6:22] at it, we've got 9,000 impressions, but
[6:25] only 400 views. So, it's very important
[6:29] that they burned all those impressions
[6:31] up right here. We already had 7,500 of
[6:34] those impressions. This video was doing
[6:36] fantastic at first and then it just
[6:38] died. My suspicion is is that the that
[6:42] we had a very decent rate here and then
[6:44] you can see it went down. So what you're
[6:46] looking for is the uh we were very close
[6:50] to underperforming in the entire time
[6:53] that it was considered typical for this
[6:55] one. Whereas on the other one and you
[6:57] can see here we were underperforming
[6:59] almost the entire time on average
[7:02] duration. So these all go hand inand
[7:05] those number of impressions is a symptom
[7:07] of how this performance the average
[7:10] duration performance was doing. These
[7:13] are the three most important ones. But
[7:18] the average click-through rate and the
[7:20] average view duration directly inputs
[7:24] directly impacts the amount of
[7:27] impressions that you get which in turn
[7:30] feed a higher the higher the percentage
[7:32] feeds more and more people to your
[7:35] thing. If you focus on only those three
[7:39] elements, subscriptions and likes, they
[7:43] do contribute to it. And I don't want to
[7:45] discount them to say don't look at them
[7:46] at all. But what I am going to say is
[7:49] that those first three are much more
[7:51] important here in the in the early
[7:52] stages. You want to make sure that if
[7:54] you're getting that other types of
[7:56] subscribers and likes and secondary type
[8:00] signals that that a video is popular,
[8:02] that's wonderful. But if you don't get
[8:04] those impressions, and without those
[8:06] impressions, you're not going to get the
[8:07] impressions if you don't have the
[8:08] click-through rate. And the
[8:09] click-through rate is not going to
[8:10] continue if uh you're if if you don't
[8:13] have the view time, if you don't have
[8:15] the view time, then you're not going to
[8:16] get more impressions. So, those are all
[8:18] go hand inand and they're much more
[8:20] important than anything else. And those
[8:21] are the three. Forget all the other
[8:23] statistics. Focus on those three and
[8:26] you'll start seeing some improvement.
[8:27] and focus on your your thumbnail and
[8:30] your title first to get those
[8:32] impressions and then focus on your
[8:34] retention to make sure you can keep
[8:36] people there. It's not necessarily about
[8:38] fancy editing. It's about having good
[8:40] rewarding content that you can get from
[8:42] it. So, in in the the moral of the story
[8:46] here is make sure that you're you're
[8:49] appealing to them to get them to click
[8:51] on something. Make sure once they click
[8:52] on it that you're keeping them there and
[8:54] that you're watching them. And if that's
[8:56] not happening, go back and re-evaluate
[8:58] what you're doing. Go back and and look
[9:00] at why are they not clicking on them.
[9:02] And most of all, on the ones that do
[9:04] work, go back and figure out what is
[9:06] different about them and start making
[9:08] your other videos match them more
[9:09] closely and make sure that you you do
[9:11] that. The simple fact is is that there's
[9:13] too many metrics out there. If you focus
[9:16] on these three, you are going to see
[9:18] massive improvements in what it is on on
[9:21] what your channel can do, how well it
[9:23] performs, and you will start to see some
[9:25] real growth. And then you can start
[9:27] worrying about some of those other
[9:28] matrixes later on as you go through the
[9:30] process. My name is Matt. I run three
[9:33] different channels. I use the experience
[9:35] for my solar channel with over 20,000
[9:37] subscribers and my first video about to
[9:39] reach a million views in conjunction
[9:42] with my build unbound channel which is a
[9:44] channel about building and and designing
[9:47] things and creating new things and
[9:49] putting things up and putting things
[9:51] together and standard maintenance from
[9:52] day to day. I use those experience to
[9:55] help you with this channel and show you
[9:58] what I'm going through on those channels
[10:00] so that we can grow together and we can
[10:02] have a better YouTube experience. I hope
[10:04] you like this type of content and if you
[10:06] do, please like this video or better yet
[10:10] even subscribe so that you don't miss
[10:12] the next one and I'll see you on the
[10:13] next video. Thanks for watching.