This is an age where moving content and animations are preferred to written or stable content. According to a study, the average human attention span of 12 seconds, calculated in 2000, had significantly dropped down to a shocking 8 seconds in the year 2013, which is a notch below the average attention span of 9 seconds in a goldfish. This only proves that humans are evolving to become attuned to objects that are quick and fast-moving and in this case it is videos.

The emphasis on videos to promote a brand or service in the digital marketing space is at its zenith. Marketing professionals are constantly exploring different avenues and learning the art of animation and video editing. Likewise, it is vital that marketing professionals learn and unlearn modern and traditional marketing methods to counter competition and stay buoyant in the industry.

In recent years, marketing on YouTube has become rife among various organisation. Every video on YouTube these days supports InVideo Ads or overlays i.e. short advertisements which either precedes a video or pops up in between a video. Besides, some of the ads are captive which force audiences to view the content till the very end. Hence, such a marketing strategy could trigger interest even in those consumers who remain aloof about the brand.

Going by the record, marketing professionals aren’t making a fair use of YouTube for promoting their brands. This is because the general notion that social media entails only Facebook, Twitter and LinkedIn. According to a survey by Mashable in the year 2014, marketers use 97 per cent and 81 per cent of Facebook and Twitter respectively to promote their brands. But according to another online study, YouTube secured second place after Facebook in the effectiveness of an online advertisement. Thus, marketers must know, they are missing out on huge opportunity by ignoring YouTube as a promotional tool.

For marketing professionals who already have a YouTube account, making a video go viral is a rather burly task. But the whole idea of YouTube marketing is to reach a wider audience and failing to do so can considerably reduce the chances of brand from being noticed. Many marketers also find it a challenge to manoeuvre through YouTube while promoting their brands.

To put an end this dilemma, YouTube sports its own analytics that lets novice and experienced marketing professionals to seamlessly execute a marketing strategy. YouTube Analytics is an overview of a channel that allows marketers to follow consumer trends and behaviour. Through YouTube Analytics, a digital marketing professional could introduce quality, engaging and pertinent content for the audience to give a plausible outcome.

However, seeking YouTube Analytics for a channel is not easy unless a marketing professional carefully reads instructions and implements accordingly. Though a daunting task, but it is worth the effort.

Here is a list on how a digital marketing professional can effectively implement YouTube Analytics for their channel:

Performance of Channel

Before beginning or executing any marketing strategy, it is essential to scrutinize the channel performance and one can do by clicking on the “overview” icon. This area requires most consideration as it gives a complete summary of web traffic, subscribers and monetization of content which are crucial to track during a marketing campaign.

Ascertain brand awareness through YouTube Analytics

Having a good understanding about the target audience is necessary while executing a marketing campaign. YouTube Analytics has a range of varied tools that allow marketers to understand their audience and create video content or messages as per their tastes and preferences.

The “Demographic” icon will provide marketers with a report detailing audience location and age group. This will let marketers to brainstorm ideas and modify content in order to connect directly with the target audience.

YouTube Analytics helps improve annotations conversion

A marketer can get a good understanding about their annotations through the “Click Through Rates” feature on YouTube Analytics. It shows which annotations are connecting with the content and which are not. The Annotation Analytics allows marketers to track the click-through rates for each annotation they have.

• By putting this feature to use, a marketer is able to
• Recognise and measure the success of conversion
• Understand the failure of a particular conversion
• Adjust the timing if annotations
• And lastly, modify the copy of annotations to evaluate the difference that emerges.

These are a few hacks that can assist marketing professionals to effectively generate revenue through YouTube marketing. However, each feature of YouTube Analytics is personalized and it depends on the marketer makes use of it.