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YouTube Launches Improved Viewer Retention Insights to Help Guide Your Content Approach

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YouTube’s adding more new metrics to help improve the performance of your channel, with specific insight into the elements of each video that are maximizing audience engagement, via improved retention stats.

Last year, YouTube added new audience retention insights for video clips, which provides info on where viewers are engaging, and dropping off in the playback, in order to help improve your content approach.

YouTube Audience Retention

Now YouTube’s looking to improve on this, by providing more comparative insight, and more specific measures for segments in clips.

First off, YouTube’s adding a new ‘typical’ retention comparison line in the chart, which will highlight your channel’s regular retention performance, giving you an immediate benchmark for each clip.

YouTube audience retention

As you can see in this image, the new gray line will show where you’re usually seeing viewer drop-offs in videos of comparative length, giving you a better understanding of the relative performance for each of your uploads. YouTube’s also, eventually, looking to expand this beyond your own clips, with the ‘Typical’ line incorporating video performance on other, similar channels as well, but that element is still in the works.

YouTube’s also looking to provide comparison charts for different elements, with options to display your performance listings by ‘Intro’, ‘Top Moments’, ‘Spikes’ and ‘Dips’.

YouTube audience retention stats

As you can see in this example, with the new retention insights data, you’ll be able to see which of you videos are performing above or below your regular performance measures in each of these categories, which will help you further hone in on the key aspects that appeal to viewers in your clips.

In addition to this, YouTube’s also adding support for Chapters in the chart, which will show you which specific elements are driving better response and retention in your clips.

YouTube retention data

That’s important, because YouTube’s looking to add more chapters across the board, with the implementation of auto-chapters, which will eventually help the platform provide more guidance, and search capacity, for video clips.

YouTube chapters

As such, chapter performance could become a much more important factor, especially if parent company Google starts using chapters in Search results. With this new chart, you would be able to see, for example, if a significant amount of users are only interested in a certain segment, which could give you more impetus to further explore that element, or cut down on the supplementary details in your clips.

These are valuable insights, providing more specific guidance on viewer performance, which could play a big role in defining your video content strategy. If you’re seeing spikes in certain elements, for example, you can get a better idea of why that is, which could then point in the right direction for boosting engagement with future clips

At the least, it’ll definitely be worth experimenting with. You can learn more about YouTube’s latest metric updates here.

Socialmediatoday.com

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

WhatsApp has announced the launch of a new Call Links feature, which, as it sounds, will enable you to share a link to invite others to join a group chat in the app.

As you can see in these examples, you’ll now be able to create dedicated URL links for WhatsApp group video and audio chats, which will make it easier for others to join the discussion in the app.

When available (the option is being rolled out this week), you’ll be able to see the Call Link option within your ‘Calls’ tab, enabling you to create a shareable link to get people into your chats.

It could be an easy way to help enhance community connection, and facilitate engagement, while brands could also use the option to better connect with influencers and advocates, in a more direct, intimate way.

For example, you could run an exclusive chat to discuss your upcoming product launch, or seek feedback on potential updates. Meta’s says that it’s also working on secure, encrypted video calling for up to 32 people as well, so there could soon be a range of ways to use the option as a means to spotlight specific audience segments and engage with them direct.

And with more engagement switching to messaging tools, that’s definitely worth considering.

Indeed, as part of a recent product announcement, Meta CEO Mark Zuckerberg noted that:

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Most people use feeds to discover content and use messaging for deeper connections.”

As such, it may be time to start considering how you can lean into this shift, and better align with how users are now connecting, in order to maximize community and engagement.

Feeds are increasingly being overtaken by entertainment, so if you want to tap into the connective benefits of the medium, that may no longer be the place to be to reach your fans.

Messaging, and messaging groups, could be an important consideration going forward, and these new tools provide more options on this front.



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