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MEASURING YOUR AUDIENCE RETENTION ON YOU TUBE

Absloute Audience Rention
You Tube checks the performance of your videos
Driving viewers to watch your company promo' or product advert online is one thing but what do those viewers really think? What matters isn't how many watch the start but how many are still watching at the end. So if you're only measuring statistics by the number of clicks, you're missing a very critical performance check. That's as useful as somebody picking up a book but only looking at the cover and not reading the pages inside or staying to find out 'Who done it!' In a previous post we wrote about engagement through emotional satisfaction so how can that be measured? YouTube analytics can tell you just how effective your video is.

Audience retention
Forget 'likes' and 'dislikes' as those force viewers to sign in (if they have an account) which most can't be bothered to do (or don't have). Audience retention is a good indicator whether your video is appealing to your audience. This is broken down into the following areas.

'Absolute' audience retention helps you see how often each moment of your video is being watched as a percentage of total views. It will show at which points viewers might be losing interest and leaving.

'Relative' audience retention shows your video's ability to retain viewers during playback by comparing it to all other You Tube videos of similar length (duration). Note: The duration itself is not judged, as it's done by comparison.

There will always be a proportion of viewers who will start to watch but not see it through, especially if they are browsing with idle curiosity or the product/service isn't what they are looking for. However, those that are interested enough to watch it properly are the ones who will provide valuable information about your marketing tool.

Other reports
Meanwhile, to help you determine whether you are promoting your video effectively there is other useful data such as what devices (computer, phone or tablet), through which platforms (embedded in webpages such as your own website or social media, You Tube watch pages or channel views).

If you have several videos it can also show you peak viewing dates so that you can compare individual videos with their respective campaign dates and whether they were shared. You can see an overview, which ones have comments, likes or dislikes.

At the time of writing the available options are: Real-time | Watch Time | Audience Retention | Demographics | Locations | Sources | Devices | Subscribers | Likes & Dislikes | Favourites | Comments | Sharing.

How to find the data
Log on to your You Tube account with your username and password. Click 'Video Manager'. Select 'Analytics'.

Conclusion
Most video producers want you to buy from them so they may 'generalise' that videos are engaging. The truth is, some are and some aren't. If you don't have access to, or you're not checking your analytics, you're accepting on face value that your production is working when it might not be.

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If your video isn't retaining its audience and you'd like help creating a
professional production that will, why not give CorpFilms [UK] a call?
"It's what we're known for. It's what we do well"

CorpFilms [UK] specialises in 'high-end' corporate film production. * Company Promotions * Web and Point of Sale adverts * Training, Employee Inductions and e-Learning * Product 'How to' User Guides & Demonstrations * Live Events and Award Ceremonies * Interactive Interviews
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