How Event Marketers Can Utilize YouTube Analytics

  • By Christie Stapf | Tuesday, October 18th, 2016
How Event Marketers Can Utilize YouTube Analytics

Scroll through your Facebook feed, your Twitter feed, and now your Instagram, see a reoccurring theme? Event marketers are making the switch from still images to compelling videos that encourage their followers to stop and watch.

So, how do you make your videos stand out from the rest? The answer is simple, utilize your YouTube Analytics. Gain an understanding of who your audience is and what they looking for to keep them engaged and give you the inside scoop of what your fans love.

Let us guide you through which stats to watch, how to grow your attendance, and get your fans chatting well before your event takes place. Check it out!

Understand Your Fans

Learning about the fans you’re appealing to and where your traffic is coming from will help you better understand where to focus your YouTube marketing. Helpful stats to look at are found in the demographic, devices, and engagement reports. These reports will let you know how fans are finding your content, what content they like, and the devices they are using to view your content. On event day, for example, you’re probably going to have more mobile users. For the best results, we recommend keeping things short and sweet (less than one minute), ensuring voices are loud and clear, and remembering to cross promote with your other social media.

Manage Watch Times and Audience Retention

Monitor how your video is doing moment by moment with the audience retention and watch time reports. As the audience retention bar moves, it’s pinpointing the exact peaks and drop offs throughout your video. Take note of key moments like when the audience retention bar moves above 100%, that means fans are rewinding and taking extra time to view your content. If you see that your audience is dropping off 30 seconds into your cosplayer interviews, review the videos and make the necessary adjustments.

Encourage Fans to Take the Next Step

YouTube annotations and cards add extra value to the viewing experience by offering extra information and encouraging fans to take the next step. There are different types of cards and annotations for each goal like building engagement through polls, collecting donations for your nonprofit, or linking to your ShowClix event pages to sell tickets. Rather than use typical text call-to-actions, get creative with your cards and annotations to keep your audience interested in your content. Filming a stroll through artist alley? Add an annotation that points to a specific item that says, “Isn’t this awesome?,” or a spotlight card to learn more about this particular vendor. Just remember to avoid spamming your fans by keeping a maximum of 3 cards and annotations per video.

Interested in learning more about YouTube? Check out our other post: How to Event Profs Can Make the Most Out of YouTube

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