[0:00] - Welcome back to the
Coffee With Cannell show.
[0:02] We're gonna be talking
about YouTube analytics.
[0:04] If you want to have a
successful YouTube channel
[0:07] you have to fall in love with data.
[0:09] I really believe that.
[0:10] What gets measured gets improved.
[0:12] In this video I'm gonna
be sharing 10 analytics
[0:15] that I look at once the
video has been published
[0:18] so I can understand how it performed
[0:21] and how I can make data-driven decisions.
[0:24] So that my next video is
hopefully my best video
[0:27] and I can get more
views, more subscribers,
[0:29] and even earn more money
[0:30] because I'm paying attention to the data.
[0:33] You got to just press Record.
[0:35] So let's get straight into it.
[0:36] What you do as you go
into your YouTube studio
[0:38] in the back end.
[0:39] And one of the ways you can get
[0:41] to a specific video is just do a search.
[0:43] I'm gonna look up a video
[0:44] called Amazing Home Office Design Ideas.
[0:47] When you search it
[0:48] you can click the little
analytics graphic right here
[0:50] and it takes you straight
to the video analytics.
[0:53] This video, we're gonna be
talking about 10 analytics
[0:56] that we look out on a specific video.
[0:58] And number one is how
does this video compare
[1:01] to my typical video performance?
[1:03] You can see this in a couple
of ways right here on screen.
[1:06] You can see this little
gray line and the gray line
[1:09] is how the video typically performs.
[1:11] And if I hover on that
[1:11] that's how the video typically performs.
[1:13] The blue line is showing that
this video is outperforming
[1:16] the typical performance.
[1:17] Additionally, it gives you
a green arrow right here
[1:20] and a green arrow here
on views and watch time
[1:22] to say that this video
is getting 62,000 views.
[1:26] Then more since published
so far and on watch time
[1:29] and you can click that
to get another graph.
[1:31] You can click through
these tabs right here.
[1:33] It also is up so this video is crushing.
[1:35] That's the first question I asked,
[1:37] like how is this video doing
compared to a typical video?
[1:40] Now this video was doing
well kind of from the start
[1:44] but I've noticed a trend
that videos are breaking out.
[1:47] Sometimes it takes a month, 30 days
[1:49] sometimes 45 days, 60 days.
[1:52] And so what's been interesting
is you have to have patience
[1:55] do the right things, good title titles,
[1:57] good thumbnails, good content.
[1:59] And sometimes it takes a while
for a video to break out.
[2:03] The second question is,
is this video gaining
[2:06] or losing subscribers?
[2:07] In this case this one video
[2:09] has grown the Think Media channel
[2:11] by 759 subscribers so far.
[2:14] A lot of times, sometimes going live
[2:16] sometimes pointing out a video
[2:17] that doesn't really
resonate with your audience
[2:19] might actually have a
minus subscribers there.
[2:22] You wanna pay attention to that.
[2:23] And sometimes you still
may be okay with it
[2:25] because over time it might
lose subscribers at first,
[2:28] eventually gained them later
[2:29] but you should be paying attention.
[2:30] How's this content resonating
my current subscribers.
[2:33] Number three, what are the key moments
[2:36] for audience retention?
[2:38] Now, this is a very powerful graph
[2:41] that actually shows where the content is.
[2:44] Maybe losing attention if
it's holding attention,
[2:46] it shows you spikes.
[2:48] Notice this it says two spikes.
[2:50] So these two spikes right here
are probably people scrolling
[2:54] through because what
this video ultimately is,
[2:56] is a compilation of three
different office tours.
[2:59] It's my office tour, by
the way, if you're looking
[3:01] for some home office
upgrades and you're looking
[3:03] for kind of how we do our home offices
[3:05] you've got my office,
you've got Heather Tours
[3:07] on the Think Media team's office.
[3:08] Then you have Omar's office.
[3:09] So maybe someone starts watching.
[3:11] They kind of get bored.
[3:12] They skip to the next one.
[3:13] And there's also chapter.
[3:14] So people can find their
way and skip through.
[3:16] That one of the big things here is again,
[3:18] key moments for audience retention,
[3:20] and I'm asking myself,
"Hey, on my next video,
[3:22] how can I potentially do better?
[3:24] And what can I learn?"
[3:25] Average percentage viewed matters.
[3:27] If you can get over 50% of the people
[3:29] finishing a video that
can be a great thing.
[3:31] Or if you can crack
seven, eight, nine minutes
[3:34] that also can be very powerful.
[3:36] This is a 30 minute video
so it's a much longer video
[3:39] and it is being massively recommended
[3:42] by the YouTube algorithm right now.
[3:43] So it is definitely performing well.
[3:46] Number four is
[3:48] how is the video performing
in real time views?
[3:50] On the right side of the screen here,
[3:51] we're now looking at real-time views.
[3:53] Every two days this video is
getting around 4,365 videos.
[3:57] And in the last 60 minutes,
this video has gotten 98 views.
[4:00] We're on the right side
of the screen over here
[4:02] I'll go full screen and zoom in.
[4:04] So you can see it maybe a little better.
[4:06] On the right side real-time views.
[4:08] Browse features is the top traffic source.
[4:10] That means that this video is
being shown on the homepage.
[4:13] Little bit of YouTube search,
a little bit of external
[4:15] a little bit of suggested
[4:17] but browse is really
the main traffic source.
[4:21] So when this video shows
up on people's home pages
[4:26] the thumbnail is very clickable.
[4:27] The topic is maybe interesting
[4:29] and so long as it gets clicked on
[4:31] and then people spend seven
minutes of their time.
[4:34] On average watching this video
[4:36] the video continues to be recommended.
[4:39] And so super powerful.
[4:42] Now we're gonna get into the
next few tips in a second
[4:45] but today's Coffee With Cannell
episode is brought to you
[4:48] by our brand new limited
time Think Masterclass.
[4:53] This is a updated class
that's only available
[4:55] for a limited time, and
I'm actually gonna be going
[4:57] into how I use one simple
YouTube strategy to turn $130
[5:02] into over $19,323
[5:04] with a single YouTube video.
[5:06] Link in the description down
below if you wanna register
[5:08] I haven't really shared
this anywhere in this depth.
[5:11] And if you like these 10 tips on analytics
[5:14] I'm gonna be specifically going super deep
[5:16] on how to earn money from YouTube
[5:19] not with YouTube AdSense.
[5:21] I'm gonna show you how I spent $130.
[5:24] What I did after that,
when it comes to YouTube
[5:27] and creating a video and exactly
[5:28] how that investment generated $19,323.
[5:33] It's gonna be super fun.
[5:35] And so if you wanna register for that
[5:36] link in the description down below
[5:39] and let's keep going with
our YouTube analytics tips.
[5:42] Number five is what are
the traffic sources?
[5:46] So now up top here
[5:48] you've were on the overview
page of a single video.
[5:50] And in a future video, we'll
talk about channel analytics
[5:55] reviewing your analytics
for the 30 days, 90 days
[5:58] where does the reviewing
10 analytics of one upload
[6:02] about 40 days after the video came out?
[6:04] So now I wanna know this
is the overview page.
[6:07] I'm gonna click on reach here.
[6:09] This is gonna give me some new data.
[6:11] The next question I'm asking number five
[6:12] is what are the traffic sources?
[6:15] So as I scroll down
[6:16] there's this really
important graph right here.
[6:18] Where are the traffic sources?
[6:19] We discovered that browse features
[6:21] 73% of the views are coming
from browse features.
[6:24] If I hover over this little i
[6:26] it tells me what the traffic source is.
[6:29] And so this traffic source
is homepage home screen views
[6:33] also subscription feed and
other browsing features.
[6:37] So great, so this video
is really generating
[6:39] from traffic sources.
[6:41] Furthermore, on this right side here
[6:43] it's actually really
powerful to see impressions
[6:45] and how they lead to watch time.
[6:47] 76% of these impressions have come
[6:51] from YouTube recommending my content.
[6:54] Now, how do you influence that?
[6:55] It says you can increase the chance
[6:57] of YouTube suggesting your content
[6:59] by increasing your click-through rate
[7:01] and your view video watch time.
[7:05] So click through rate is a little low 2.7
[7:08] but the average view duration,
the video watch time,
[7:11] is seven minutes and 21 seconds.
[7:13] So YouTube is like, man,
[7:14] that's a lot of time on platform.
[7:16] We're gonna recommend this video.
[7:18] So I like to check my traffic sources.
[7:20] I like to see where
impressions are coming from.
[7:23] And I like to look at
the click-through rate.
[7:24] Now back up top here on the reach tab
[7:27] of a single video inside of my analytics
[7:30] I'm clicking on
impressions-click through rate
[7:32] and you can actually see
[7:33] as the video has been
released day after day
[7:36] what kind of click-through
rate has it been getting?
[7:39] And it's been 2.8, 3.1.
[7:42] You know, a good click-through
rate is over 10%.
[7:44] If you can get over 15
or 16% and hold that
[7:47] you basically have a
viral video on your hands.
[7:49] Now this might be a
niche topic a little bit
[7:51] with home office design ideas
[7:52] maybe the length that's
kind of intimidating
[7:54] to click on a 30 minute video.
[7:56] So really if your
click-through rate is high
[7:58] and your average view duration is high
[8:00] then you're gonna have
a banger on your hands.
[8:03] You're gonna hack the YouTube
algorithm and blow it up.
[8:05] If one of those two things is high
[8:07] you're also gonna blow it up.
[8:07] So that's what I like to definitely see.
[8:10] What's the click-through rate?
[8:11] What can I learn from next time?
[8:13] I think the thumbnail
is pretty phenomenal.
[8:15] I think that the title is also very good
[8:17] but the topic may not have
been as widely interesting
[8:21] to our subscribers.
[8:22] And here's the interesting thing.
[8:23] Like if you got a breakout video
[8:26] like this blue line right here
[8:27] that looks like it's not gonna stop.
[8:28] I mean, live with it like that's great,
[8:31] but always asking, man how
can I make that higher?
[8:34] And in my opinion topic would be probably
[8:38] the biggest influence of that.
[8:39] Not necessarily title and thumbnail
[8:40] 'cause I think both of those are strong.
[8:42] Number seven, I'm gonna ask
[8:44] what's the average view duration?
[8:45] We've asked that, but we're gonna go
[8:47] to the next tab over that's engagement.
[8:49] And we have our total watch time hours
[8:53] 10,800
[8:56] watch time hours.
[8:58] And I wanna encourage you
[8:59] naturally this was released
on a level large channel
[9:02] that already had big influence.
[9:03] It took a long time to
build that influence.
[9:06] You gotta start before you're ready,
[9:08] start messy, start posting videos
[9:10] and build your channel
one subscriber at a time.
[9:12] But I think this also shows the power
[9:14] of even just one video.
[9:15] If you wanna get monetized,
get a thousand subscribers
[9:17] get 4,000 hours of watch time.
[9:18] This one video has
accomplished that result
[9:21] and it's also 30 minutes long.
[9:23] So remember you're always one video away
[9:25] from potentially reaching
your next YouTube goal.
[9:28] And if you put out the right
video at the right time
[9:31] with the right title
and the right thumbnail
[9:32] with the right content,
[9:33] then you can see incredible things happen.
[9:37] So next though, I wanna ask
about average view duration.
[9:40] This is a huge metric.
[9:41] Like the two big levers
are click-through rate
[9:43] and average view duration.
[9:44] This one has three minutes and 31 seconds
[9:47] more than usual, as
far as the performance.
[9:49] And you actually can
see the gray line here
[9:51] of my typical performance on
the Think Media YouTube channel
[9:55] is around three minutes and 53 seconds
[9:58] to about four minutes and 30 seconds.
[10:01] And then the pink line is
how this video is performing
[10:03] and how much time people
spend watching this video.
[10:06] So again, this is the metric.
[10:07] If you're curious, man, how
do I hack the algorithm?
[10:10] This is the metric on this
video that led to the result.
[10:13] People are spending seven
minutes and 37 seconds
[10:15] of their hard one time
hanging out on this video
[10:19] not why watching the
expanse on Amazon prime,
[10:22] not watching Queen's gambit on Netflix,
[10:24] seven minutes and 37 seconds.
[10:26] And that's average view duration.
[10:28] Some of course are spending longer
[10:29] and that's holding the
average viewer that clicks
[10:32] on this video is spending that much time.
[10:33] So huge metric that you wanna think about
[10:36] how do I increase that?
[10:37] And let's get to number eight.
[10:39] So now we're gonna click audience
[10:40] and this one's not talked about a lot.
[10:42] But this one is the
average views per viewer.
[10:45] See it says right here, the
average views per viewer.
[10:48] So the average views per viewer
[10:50] is the average number of times
[10:51] a viewer watch this particular
video in this period.
[10:54] So the question I'm asking is
[10:55] how many videos is the
average viewer Watch?
[10:58] This is just off this video.
[10:59] This is one that I want to increase
[11:01] and that can really help your channel.
[11:04] What does it mean?
[11:04] It means that if somebody
clicks on one of your videos
[11:07] do they watch a second, a
third or fourth of fifth?
[11:09] Do they stay on your
channel and watch 10 videos?
[11:12] If you can increase that
average views per viewer number
[11:15] it really can be a game changer.
[11:17] In this case, people barely watch two.
[11:19] And if they find this video
[11:21] maybe their mindset may be suggested,
[11:22] maybe getting distracted,
[11:23] maybe ending their viewing session.
[11:25] They're not necessarily
binging a whole bunch
[11:27] of different videos, a way to
see how this really works well
[11:30] would be like one of my
favorite YouTube channels
[11:32] called Daily Dose of the Internet.
[11:33] They have a couple of smart
things going for them.
[11:35] One, their YouTube videos are very short,
[11:38] three, four minutes.
[11:39] Two, they really pull fair use
content from a lot of places
[11:42] and they consolidate like
really entertaining clips.
[11:45] Three, they're kind of
just pleasant, entertaining
[11:47] low mental fatigue, watchable videos.
[11:51] But also because they're short,
[11:53] I oftentimes play one on my smart TV
[11:55] when we're making dinner or something
[11:57] and then suggested to me as a
second, third, fourth or fifth
[12:00] because maybe it takes 25
minutes to prepare dinner.
[12:02] So we watched like five or six of them
[12:04] and they're just super entertaining.
[12:05] It replaces the old ones
'cause it comes out daily.
[12:07] So I wouldn't be surprised
[12:08] that their average view per
viewer is like five views
[12:12] or 10 or a lot more.
[12:14] So to me, that is are you creating content
[12:18] that somebody could
watch one video, love it,
[12:22] and then want to do a bingeable
session on your channel?
[12:25] Be like, that was awesome and
they wanna watch another one.
[12:27] In some cases, Think Media
creates searchable content.
[12:31] One problem, one answer type of content
[12:33] and the viewing session might end.
[12:35] But whatever possible, if you can create
[12:37] kind of bingeable viewing sessions,
[12:40] that can be super powerful.
[12:42] And that is a metric
that I like to look at.
[12:44] If you're getting value
smashed like we're gonna get
[12:46] into the last three tips here.
[12:47] Number nine is what is my CPM?
[12:50] So we can see now we're
gonna click the revenue tab.
[12:53] We're studying one video
[12:55] and we're going through
these 10 questions.
[12:58] I like to ask about every video.
[13:00] What's my click-through rate?
[13:01] What's my average view duration?
[13:02] What are the traffic sources?
[13:03] How are the real times views doing?
[13:05] Now we're talking about money.
[13:06] So what is the CPM?
[13:07] So the CPM of this video
is $23 and 64 cents.
[13:10] Now this is remarkable because
if you want to make money
[13:13] from YouTube ads, you know,
[13:15] a lot of times the average
CPM is one to $5 on YouTube.
[13:20] So this means how much you're gonna make
[13:23] CPM stands for cost per mille and mille
[13:26] or mille is a Roman term for a thousand.
[13:29] And it means that if ads
play, you're gonna make 2364.
[13:33] Now a huge misconception though,
[13:35] is that as not how much
money you actually keep
[13:38] that is the total amount of
money earned by the video.
[13:41] But YouTube takes 45% of that
and you keep 55% of that.
[13:45] Your RPM is a much more accurate number.
[13:48] That's exactly how much money you earned.
[13:51] This number also could be pushed
up because of super chats,
[13:55] which could be a lot if you were doing,
[13:57] if you were getting super chats
[13:59] or people that are kind of tipping you
[14:01] 'cause they're grateful for your content.
[14:03] This is essentially tells me
[14:04] that every a thousand monetized views
[14:07] and what do I mean by monetize?
[14:09] Well, maybe an ad doesn't play.
[14:10] Maybe somebody has an ad blocker.
[14:12] It actually, the ad has to be playing
[14:14] and seeing you could scroll down
[14:15] and see that skippable
ads are the main source
[14:19] a little bit of bumper
ads and a few other things
[14:21] but the main ones, the bumper
ads and the skippable ads.
[14:24] But all that to say is
number nine, what is my CPM?
[14:27] And number 10, what is my RPM?
[14:29] I like to know how much
money is a video earning
[14:34] not just how much has it earned so far.
[14:36] This video is generated at the time
[14:37] of recording this $881 and 60 cents.
[14:41] But how much money is this compared
[14:43] to maybe another video on my channel?
[14:46] And the way you influence this,
[14:47] it has a lot to do with
topic and audience.
[14:50] What country is your audience watching in?
[14:52] How old is your audience
[14:54] and what is your audience's mindset?
[14:55] Is it professional audience?
[14:57] Is it business owners,
real estate investors,
[14:59] venture capitalists, entrepreneurs,
[15:01] small business owners,
the creator economy,
[15:04] like what is it?
[15:04] Or is it like kids that want to, you know,
[15:07] 14 year olds that wanna watch cat videos?
[15:10] It can affect how much
advertisers are willing to pay
[15:13] to get in front of your audience.
[15:14] Secondly, though, it's really topic.
[15:16] So home office design ideas
talking about maybe tech,
[15:19] home office versus a pranks channel
[15:22] or maybe a gaming video or something else.
[15:24] These are the types of things that cover,
[15:26] that affect your CPM
and therefore your RPM.
[15:29] So for certain cases, you
may want to create videos
[15:32] about strategic types of topics.
[15:34] Some of the highest CPM niches are things
[15:37] like real estate,
investing, personal finance,
[15:40] a tech is kind of in the middle.
[15:42] It's not one of the high ones,
[15:43] medical, a lot of medicine, doctors,
[15:47] biohackers, health tips that
can be a high CPM niche.
[15:51] And then you experiment over time
[15:53] and you wanna of course, stay
on brand, stay in your niche.
[15:55] But the selection of what
niche you have on YouTube
[15:59] could be influenced by your ambitions
[16:02] when it comes to earning money
from your YouTube channel.
[16:04] And also the one-off topics.
[16:06] For Think Media, we help
people with the best tips
[16:09] and tools for building their
influence with online video.
[16:11] This is obviously the gear and tech side.
[16:14] How do you build out your home office
[16:15] and your battle station?
[16:16] And we've noticed that sometimes
when you talk about money
[16:20] it usually drives your CPM up.
[16:21] If it was like how to
make money on YouTube
[16:23] that might be a little bit higher.
[16:24] And then maybe something
else that is just something
[16:27] about software, although
software is pretty high as well.
[16:30] And so all of that are
really good questions to ask.
[16:34] And when I'm asking that, I'm also curious
[16:36] how much money has this video generated?
[16:39] You know, to look at one
other video on the channel
[16:41] there is this video right here how to get,
[16:44] this was actually a live stream,
[16:46] but it was how to get
1000 subscribers fast
[16:48] on the Think Media channel.
[16:50] And you can actually see
the power of one video.
[16:52] This video has generated
almost a million views
[16:54] 25,000 new subscribers, $16,591.
[16:58] And we can see the CPM was $33.
[17:01] And again, the RPM is
usually about half that
[17:04] $17 and 76 cents.
[17:06] So not only is it higher
[17:07] but then you multiply that
by the views over time.
[17:10] And that's a pretty good
amount of money earned
[17:13] from just this one video.
[17:17] So if you got value out of this video
[17:20] hit the like button,
and I want to remind you
[17:22] that today's Coffee With
Cannell is brought to you
[17:26] by our brand new exclusive web class
[17:30] where I'm gonna be breaking down
[17:31] how I use one simple YouTube strategy
[17:33] to turn $130 into over
19,323 with a single video.
[17:38] Now I'm actually not really
talking about AdSense.
[17:41] We just showed you CPM and RPM.
[17:43] This is not that, this is actually
[17:44] other monetization strategies
[17:46] connected to some smart YouTube strategy.
[17:48] You're gonna love if you wanna watch this.
[17:50] It's where I go a little bit deeper.
[17:52] It's an hour-long free class.
[17:54] Link in the description down below
[17:56] or you can just go to thinkmasterclass.com
[17:58] to be a part of the training
[18:01] and go to that website to register.
[18:03] (upbeat music)