Why is Nobody Using This YouTube Analytic?! — Transcript

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1. 0:00Have you seen this metric? It is one
2. 0:02that is not new, but it is still blowing
3. 0:04my mind at how ridiculously helpful it
4. 0:07is. In fact, if all you do is watch this
5. 0:09video and understand how to read this
6. 0:11one metric, I will have accomplished my
7. 0:14goal here. Howdy, howdy everyone. Nate
8. 0:15here. I freaking love this metric. So,
9. 0:18what the heck is this audience by watch
10. 0:20behavior metric? It is in a nutshell
11. 0:22telling you where your audience is
12. 0:24coming from. And underneath the surface,
13. 0:27it is telling you what kind of content
14. 0:29you should focus on for maximum growth.
15. 0:32All right, let me show you. So, this is
16. 0:33broken down. I'm showing you this on a
17. 0:35client's channel right now. This is
18. 0:36broken down into three categories. New
19. 0:39viewers represent, with this handy tool
20. 0:41tip, watch your channel for the very
21. 0:43first time. This means that within the
22. 0:44last 28 days, because this is how we
23. 0:46currently have this filtered as of
24. 0:47recording this, 62.6%
25. 0:50of all of the viewers on this channel
26. 0:53were brand new, meaning they watched a
27. 0:54piece of content for the very first
28. 0:56time. Casual viewers is they watched
29. 0:57your channel in up to 5 months over the
30. 1:00past rolling 12 months. And then regular
31. 1:02viewers is they watch your channel in
32. 1:04six or more months over the past year.
33. 1:06In my opinion, that is a very loose
34. 1:08definition of regular viewer, but
35. 1:10YouTube's going to YouTube. Oh, and by
36. 1:11the way, if you want to find this on
37. 1:12your own channel, if you're on desktop,
38. 1:13you just go over here to analytics, then
39. 1:15go to audience, and scroll down to
40. 1:17audience by watch behavior. It's also
41. 1:18the exact same on mobile. But, here is
42. 1:20where the metrics get interesting.
43. 1:22Depending on the mix, the ratio of new
44. 1:25versus casual versus regular viewers,
45. 1:27you then get a clear playbook of exactly
46. 1:30what you should be doing with your
47. 1:31content. Let me show you. I've pulled up
48. 1:33three different clients' channels, each
49. 1:35with a different scenario, a different
50. 1:36ratio of each of these audience by watch
51. 1:38behavior, so we can walk through what
52. 1:40you should do if your analytics look
53. 1:41similar to this. You ready? Let's do
54. 1:43this. If we click right here, or tap the
55. 1:46see more, we are brought to this. And
56. 1:48just for the sakes of illustration, I'm
57. 1:50going to go in the last 90 days. What we
58. 1:52can see is over time these three
59. 1:55metrics, new viewers, casual viewers,
60. 1:58and regular viewers. And YouTube, if you
61. 2:00could make that hover disappear, please.
62. 2:02YouTube. Ah, there we go. So, YouTube
63. 2:04has actually gotten really good at this.
64. 2:05This right here is showing us estimated
65. 2:08total number of viewers in the past 28
66. 2:10days. This metric is calculated daily,
67. 2:12always looking back on the previous 28
68. 2:14days from that specific date. So, in
69. 2:16essence, we can see over time the exact
70. 2:19mix of each of these categories. Why
71. 2:22does this metric matter, you ask? Has my
72. 2:25editor been adding like music without my
73. 2:26knowing? Every time I say metric, we
74. 2:28need to talk about this. Depending on
75. 2:29this mix, you now know the overall
76. 2:31health of your channel. In fact, if we
77. 2:33scroll down here, we can see the
78. 2:35breakdown again. We just got a more
79. 2:36granular over time up here. No, go away.
80. 2:39Go away. No. Ah, there we go.
81. 2:41All right, it's workshop time. Scenario
82. 2:42number one, as with this channel, if you
83. 2:44look at your channel analytics and the
84. 2:46highest audience by watch behavior is
85. 2:48new viewers by a pretty big margin, that
86. 2:50means your content is reaching new
87. 2:52viewership. A lot of new people are
88. 2:54being shown your content, at least in
89. 2:56relation to the other watch behaviors.
90. 2:58Now, if the new viewers is 10 views and
91. 3:00your casual is one and your regular is
92. 3:02one, that's a whole different enchilada.
93. 3:03That's for another video. But for now,
94. 3:05what we're saying here is if you have a
95. 3:07significantly higher amount of new
96. 3:09viewers, you're reaching a lot of new
97. 3:11audience, that's very good. Practically,
98. 3:13what this means, and this comes from me
99. 3:14looking at literally hundreds of
100. 3:16channels analytics and metrics on their
101. 3:18channel, your videos are attracting what
102. 3:20I would call viewer tourists, meaning
103. 3:22they're here, they watch a piece of
104. 3:23content, and they're not necessarily
105. 3:25converting into the other types of
106. 3:27content. If over time, if we scroll back
107. 3:29up here, a lot of this new viewership
108. 3:31isn't converting into casual or regular
109. 3:34viewers, then what you've got is a flash
110. 3:36in the pan, you've got a video or videos
111. 3:38that are spreading, but you're not
112. 3:39actually building your baseline
113. 3:40audience. So, if you're experiencing
114. 3:42this on your channel, what should you be
115. 3:43doing? First, I would be focusing on
116. 3:45traditions and familiarity, the things
117. 3:47that make you memorable to your
118. 3:50audience, the things that when they
119. 3:51arrive at your video, they feel like,
120. 3:53"Yeah, I'm in the right place." Why do
121. 3:55you think I do things like howdy howdy
122. 3:57and boop the like button if this video
123. 3:59is being helpful to you? For a lot of
124. 4:00this very reason, because it creates
125. 4:02that feeling of familiarity. Yeah, I'm
126. 4:04in the right place. By the way, if you
127. 4:05didn't actually boop the like button
128. 4:06when I said that, that that was my
129. 4:08official ask.
130. 4:09If this video is being eye-opening or
131. 4:11insightful for you, I would appreciate
132. 4:12it if you did that. Thank you. So, if
133. 4:13you find yourself in this situation with
134. 4:14a lot of new viewers over an extended
135. 4:16period of time and they're not
136. 4:18converting to regular or casual viewers,
137. 4:20focus on traditions and familiarity and
138. 4:22also focus on repeatable series formats.
139. 4:25Scenario number two, let's say that your
140. 4:28analytics look somewhat like this, where
141. 4:30your regular viewers are extremely high
142. 4:33and your other two are fairly low, you
143. 4:35have a whole different bag of benefits
144. 4:37and issues on hand. Because the viewer
145. 4:39journey that's happening here is you
146. 4:41publish a video, you've got a lot of
147. 4:43regular viewers or a high ratio of a
148. 4:45regular viewers, they watch the video,
149. 4:46but for some reason the approach you're
150. 4:47taking to your content isn't converting
151. 4:49to new viewers very well. Meaning, when
152. 4:51YouTube recommends your content to a
153. 4:54potential new audience, they see your
154. 4:56packaging on your videos, a lower amount
155. 4:58of people are choosing to click through
156. 5:00and stick around. Now, we've got a pro
157. 5:01and a con going on here, because a huge
158. 5:03benefit is if you have a really high
159. 5:05ratio of regular viewers, what is that?
160. 5:06That's audience loyalty. That is one of
161. 5:08the best currencies you could have on
162. 5:10this platform. That means people really
163. 5:11care about you. That's a really good
164. 5:13thing. The big con is if it's not
165. 5:15balanced out by a good amount of new and
166. 5:17casual viewers, then you have a slowly
167. 5:20dying channel. Yes, I said it. Audience
168. 5:23attrition on YouTube is a big deal. The
169. 5:25way the platform works is if you're not
170. 5:27regularly acquiring new viewership, then
171. 5:29chances are your audience is gradually
172. 5:31declining. So, if you find yourself in
173. 5:32this situation and in this client's
174. 5:34case, what is the first thing Nate's
175. 5:36going to advise you to do? We need some
176. 5:38fresh ideas. And that's exactly what we
177. 5:40were focusing on with this client. The
178. 5:41formats of content being published on
179. 5:43your channel or on this channel were
180. 5:44good for regular viewers, but we were
181. 5:46not attracting new viewers. So, if you
182. 5:48find yourself in this scenario, what I
183. 5:49recommend you do is take a ratio and if
184. 5:52you want a safe ratio here of about one
185. 5:54in every five pieces of content that you
186. 5:56publish on your channel be a new format,
187. 5:58be a fresh angle, a fresh take on the
188. 6:01same niche, but a fresh type of video.
189. 6:03Let's workshop scenario number three,
190. 6:05one where you have a bit more of a
191. 6:07balanced ratio. Now, because I've been
192. 6:09working with this client over an
193. 6:10extended period of time, we've been able
194. 6:12to see the overall health of this
195. 6:14audience over time. We've got a really
196. 6:16healthy thing going on with this
197. 6:18audience. You can see here we've got a
198. 6:20fairly high amount of new viewers, but
199. 6:21because over time most of them are
200. 6:23converting to casual viewers and then
201. 6:25becoming regular viewers. We've seen
202. 6:27over time a fairly steady increase of
203. 6:29regular viewers as well. Now, as of
204. 6:31recording this, there is a slight
205. 6:33decline over time these most recent
206. 6:36months. I think it's partially
207. 6:37seasonality, but also because of the
208. 6:39goals of this creator, it's hasn't been
209. 6:41that big of an issue. Now, what do I
210. 6:43mean by that? There's two ways we could
211. 6:44take the action here but as we're
212. 6:46workshopping this metric. Thank you,
213. 6:48editor. If your primary goal at this
214. 6:49point is channel growth, then it's a
215. 6:51very similar recommendation to the very
216. 6:53first scenario we walk through. We need
217. 6:54some fresh ideas and fresh approaches to
218. 6:57the content that would increase all of
219. 6:59these metrics over time. Because if we
220. 7:01add fresh ideas into the mix, we're
221. 7:03hoping to accomplish new viewers and
222. 7:05we're hoping to test those viewers. See
223. 7:07the metrics over time. Is this new
224. 7:08content type performing well with the
225. 7:10audience and converting into casual and
226. 7:12regular viewers? Because if it is,
227. 7:13mission accomplished. If it's not, we're
228. 7:15going to keep iterating and testing new
229. 7:16approaches. The second action type we
230. 7:18could take and this creator is doing
231. 7:20this exceptionally well is if the goal
232. 7:22is more monetization off platform with
233. 7:25their own products and offerings, then
234. 7:27what I'd be doing if this is what I'm
235. 7:28seeing is creating a few specific log
236. 7:32type of videos. I'm going to put a card
237. 7:33up here for you to watch after this. If
238. 7:35you're not familiar with my fire method,
239. 7:36in essence, what we're looking to do is
240. 7:38get regular viewers into specific types
241. 7:41of videos that I call log videos.
242. 7:42They're designed to convert to
243. 7:43subscribers or to an off-platform offer
244. 7:46or a mailing list or similar things. So,
245. 7:48as you're working through your own
246. 7:49analytics, you can see there's action to
247. 7:50be taken with each one of these
248. 7:52scenarios. There are things to focus on
249. 7:53that will change your results and
250. 7:55improve your results. If my editor were
251. 7:57here and he were forcing me to answer,
252. 7:59"Hey, what's the ideal ratio?" I would
253. 8:01say about an equal ratio of each one of
254. 8:04these, new versus casual versus regular
255. 8:06viewers. And I say that because in most
256. 8:08instances, that represents a completely
257. 8:11ideally healthy channel. We've got new
258. 8:12audience coming in, they're converting
259. 8:14to casual viewers, and they're becoming
260. 8:15regulars. And over time, all of those
261. 8:17numbers are going up. Now, I have rarely
262. 8:19seen that in the wild over the hundreds
263. 8:22of channels I have looked at, but it
264. 8:23does happen occasionally. So, if you're
265. 8:25in a situation like that,
266. 8:26congratulations, that's awesome. As long
267. 8:27as those numbers are at least holding or
268. 8:29going up over time. And your channel, as
269. 8:32well as any channel, will go through
270. 8:33periods of fluctuation of each of these
271. 8:35metrics, but now you know simply what to
272. 8:38do about them. I'm hoping this has been
273. 8:39helpful to you because I do have another
274. 8:41video I'm going to recommend that is
275. 8:42essentially a continuation of this that
276. 8:45will enhance it even further. Now,
277. 8:47editor, I'm going to move over here so
278. 8:48you can sit it right here. Can you give
279. 8:49it like a nice glowing border so that it
280. 8:51looks extra appealing to click on? Yeah,
281. 8:53just like that.
282. 8:54>> [laughter]
283. 8:55>> Thank you everybody for watching. We'll
284. 8:56see you there.