How to Find Your Own Best Practices
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Vidcon 2018 Presentation by Gwen Miller, VP Content Strategy, Kin on how to find your own best practices on YouTube.
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How to Find Your Own Best Practices
- 1. How to Find Your Own Best Practices GWEN MILLER VP, Content Strategy
- 2. Gut vs Data
- 3. Your Audience Doesnt Owe You Their Eyeballs
- 4. Serving Your Audience is NOT selling Out
- 6. Data is not a four letter word
- 7. Never pick just one data point
- 9. The Setup
- 10. Spreadsheet is DEFINITELY not a four letter word
- 11. 4.She shops at: 4. Target 5. Macys 6. Walmart 7. Kohls 8. Just Fab 9. Victorias Secret 10. Dress Lily The Two Basic Spreadsheets 1. Video Level 2. Channel Level
- 12. 4.She shops at: 4. Target 5. Macys 6. Walmart 7. Kohls 8. Just Fab 9. Victorias Secret 10. Dress Lily The First Rule 1.To compare data, all data must must be pulled with the same length of time.
- 13. 4.She shops at: 4. Target 5. Macys 6. Walmart 7. Kohls 8. Just Fab 9. Victorias Secret 10. Dress Lily
- 14. 4.She shops at: 4. Target 5. Macys 6. Walmart 7. Kohls 8. Just Fab 9. Victorias Secret 10. Dress Lily The Two Basic Spreadsheets 1. Video Level (First 7 Days) 2. Channel Level (Month over Month)
- 15. Month Total Followers Growth Subscribed Views Growth Unsubscribed Views Growth Jan 88,000 102,000 250,000 Feb 94,000 7% 93,000 -9% 275,000 10% Super Simple Spreadsheets Month Subscribed Views Vs Avg Unsubscribed Views Vs Avg Engagements Vs Avg Video #1 55,000 15% 102,000 5% 6,600 -15% Video #2 75,000 -15% 93,000 -5% 9,000 15% AVERAGE 65,000 97,500 7,800 Channel Level Video Level
- 16. (Video Level) The Viewing Life Cycle
- 17. Where did they encounter your video?
- 18. 4.She shops at: 4. Target 5. Macys 6. Walmart 7. Kohls 8. Just Fab 9. Victorias Secret 10. Dress Lily Traffic Sources Suggested Videos Home Page Search Subscription Feed External
- 19. 4.She shops at: 4. Target 5. Macys 6. Walmart 7. Kohls 8. Just Fab 9. Victorias Secret 10. Dress Lily Traffic Sources Suggested Videos Home Page Search Subscription Feed External Algorithm Views
- 21. Did They Click?
- 22. 4.She shops at: 4. Target 5. Macys 6. Walmart 7. Kohls 8. Just Fab 9. Victorias Secret 10. Dress Lily New Data!!! Impressions CTR
- 23. How many times your video thumbnail was shown to viewers. Does not include external sites. Impressions
- 24. Impressions
- 25. Views per impressions shown. This measures how often viewers watched a video after seeing an impression. Impressions Click-Through-Rate
- 26. Impressions
- 30. Did They View the Video?
- 31. Views
- 33. How many of a videos views came from your subscribers. Subscribed Views
- 34. How many of a videos views came from people who were not subscribed to your channel at the time of viewing. Unsubscribed Views
- 35. 1.To satisfy your current audience 2. To get a new audience Two Goals
- 36. 1.To get a new audience 2.To satisfy your current audience Two Goals
- 37. 1.To satisfy your current audience 2. To get a new audience Two Goals
- 41. Graph which shows whether the % of audience still watching at any given second in a video is above or below platform average for videos of a similar length. Relative Retention
- 43. Did they engage?
- 44. Total Engagement Total Comments + Total Likes + Total Dislikes + Total Shares
- 45. Engagement Rate Total Comments + Total Likes + Total Dislikes + Total Shares Total Views
- 46. 1.Where did they find the video? A.Traffic Sources Tab 2. Did they click? A.Watchtime/Traffic Sources Tab 3. Did they view the video? A.Watchtime/Traffic Sources Tab 4. When did they leave? A.Retention Tab 5. Did they engage? A.Likes/Dislikes, Comments, Sharing Tabs Viewing Life Cycle Cheat Sheet
- 47. What am I comparing to? Channel Average Month Subscribed Views Vs Avg Unsubscribed Views Vs Avg Engagements Vs Avg Video #1 55,000 15% 102,000 5% 6,600 -15% Video #2 75,000 -15% 93,000 -5% 9,000 15% AVERAGE 65,000 97,500 7,800
- 49. 1. Followers 2. Monthly Views 3. Monthly Engagements Track Total
- 50. 1. Followers 2. Monthly Views A. Subscribed vs. Unsubscribed B. Library Views vs. New Video Views 3. Monthly Engagements Track Total
- 51. Views on Videos uploaded that month. New Video Views
- 52. Create a Video Group
- 53. Views on videos uploaded prior to that month. Library Views
- 54. How to Calculate Library Views Total Views New Upload Views
- 55. 1. Followers Growth Rate 2. Monthly Views Growth Rate A. Subscribed vs Unsubscribed B. Library Views vs. New Video Views 3. Monthly Engagements Growth Rate Growth Rate
- 56. Month Total Followers Growth Subscribed Views Growth Unsubscribed Views Growth Jan 88,000 102,000 250,000 Feb 94,000 7% 93,000 -9% 275,000 10% Super Simple Spreadsheets Channel Level
- 57. Total subscribers from end of this month, compared to the total subscribers at the end of last month. Subscriber Growth Rate (Current Subs Past Subs) Past Subs
- 58. Total views from this month compared to the total views from last month. Views Growth Rate (Current Views Past Views) Past Views
- 59. Total Engagement from this month compared to the total Engagement from last month. Engagement Growth Rate (Current Engagement Past Engagement) Past Engagement
- 60. Month Total Followers Growth Subscribed Views Growth Unsubscribed Views Growth Jan 88,000 102,000 250,000 Feb 94,000 7% 93,000 -9% 275,000 10% Super Simple Spreadsheets Channel Level
- 61. How good a channel is at converting unsubscribed views into subscribers. Conversion Rate Subscribers Gained Unsubscribed Views
- 67. 1.Followers A. Channel Page 2. Views A. Unsubscribed vs Subscribed 1. Watchtime Tab B. Library vs. New Upload Views 1. Create video group 3. Engagements A. Interaction Reports 4. Conversion Rate A. Subscribers Tab B. Watchtime Tab Channel Level Cheat Sheet
- 68. Email: Vidcon Preso Please To: BestPractices@kincommunity.com