How do you make sure your YouTube channel is reaching the right audience and helping you meet your marketing goals? By running a YouTube audit.
With over 2 billion active users, YouTube is one of the most popular social media platforms in the world. Around 73 percent of adults in the US have a YouTube account. This is a great opportunity for marketers to generate new leads and promote content.
However, if you want to get the most out of this channel, you need to make sure that your content is high quality, targeted, and optimized.
Why your YouTube channel needs an audit
YouTube is not just a social media platform. It's also a sophisticated search engine, just like Google.
In other words, you need an effective YouTube search engine optimization, or "SEO" strategy, to maximize your chances:
- Appears in video search results
- Reach the right audience
- Convert users into subscribers and ultimately pay customers
If you are new to SEO, this video might be helpful.
A YouTube audit shows how well your channel is performing and whether it is helping you meet your business goals.
Among other things, it helps you to understand:
- Which videos have the most views?
- When people watch your videos till the end
- How many subscribers do you have?
- Indicates whether your videos will appear in search results
Note that there are over 500 hours of new content being displayed on YouTube every minute, which means there is stiff competition. Everything on your channel should be geared towards getting noticed and creating value.
Around 50 percent of buyers use online videos to choose between different products. Additionally, a whopping 90 percent of users discover new brands simply by browsing their favorite YouTube channels.
That means there's a great opportunity to find new customers and build brand trust – when you make valuable content available to users. A YouTube audit is the best way to check that you are getting the most out of your channel.
Are you ready to revamp your channel and make sure you are getting the most out of your video marketing strategy? Let's begin.
YouTube Audit Phase 1: Analyze your KPI performance
You need to understand how your channel is doing right now. This is where KPIs or key performance indicators come into play.
What exactly are KPIs? Well, they are metrics that you can use to gauge how effective results are being achieved for your business. On YouTube, these can be times, views, impressions and clicks.
With KPI data, you can take targeted action to improve your content, grow your subscriber base, and improve your YouTube rankings. For example, you can keep track of where your viewer traffic is coming from and which videos are the most popular.
You can access these KPIs through YouTube Analytics, the platform's metrics tool.
- Sign in to your YouTube account
- In the top right, click your account avatar
- Select "YouTube Studio" from the menu options to access the Analytics Center
At a glance, you can see exactly how your channel is performing and access specific KPIs for more advanced information.
Pay special attention to which videos are doing well – and which are not. Add all of your videos to a table that you can edit as you go through the optimization steps.
OK, so the first stage is complete.
You have your KPI breakdown and now it is time to take action and improve your performance. Are you ready for the second stage? Let's try it out.
YouTube Audit Phase 2: Make updates
At this stage you can work. Remember, not everyone has to go through every step on this list. It all depends on your KPI analysis and your specific business goals.
In phase two of your YouTube audit we will:
- Reconfirm your brand message
- Update and optimize your video descriptions
- Organize your videos so that they are easy for users to find
- If necessary, add relevant, engaging CTAs
- Cut out old content if it doesn't serve your brand message
I will walk you through every step.
Take into account the branding of your channel during the YouTube audit
Branding is a great place to start your exam. Why? Because YouTube is a visual platform.
Color can increase your brand awareness by up to 80 percent. Hence, it is important that you spend time developing unique visual branding to differentiate yourself from your competitors.
How you do that? First, establish your brand identity and create a clear, consistent marketing strategy. Consistency can increase your sales by around 23 percent. So make sure your messages are translated well on all platforms before moving on.
Once you've established your identity, it's time to start the highlight video. This video shows what your channel stands for. It shows users what users can expect when they view your content.
In other words, choose your headline video wisely. Here is a good example.
Tasty is a home cooking channel. The highlight video is a product review for a home air fryer that appeals to its target group.
What else can we say about Tasty? Two things. They use a colorful branded avatar and eye-catching channel banner.
Google recommends a minimum banner size of 2048 x 1152 pixels and an aspect ratio of 16: 9. You can use platforms like Canva to resize and optimize your avatar and banner.
Remember, successful marketers know the importance of looking at branding from a user's perspective. So take an objective look at your channel.
Remove or replace objectionable or off-brand videos
If content doesn't match your marketing strategy or doesn't align with your branding, delete it!
Do videos feel "out" or out of date? Are they inaccurate or incorrect for your channel? Just remove them and give your canal an instant boost.
- In YouTube Studio, select Videos from the left menu
- Scroll to the video you are deleting and click the "Delete forever" option
Just make sure to update the links whenever any of your content sends users to these videos.
When it comes to a highly competitive platform like YouTube, metadata is your friend. Metadata is the collection of words and phrases that you use to describe the content of a video.
- The title of the video
- All the HTML tags that you use to tell the YouTube algorithm what the video is about
- The description or snippet that you provide in the description field
Remember, YouTube is a search engine. It uses keywords or key phrases to connect users with the search results they are looking for. Using the right keywords in your metadata can greatly increase your chances of ranking in search results and finding the right audience.
Here is an example. If anyone searches for "curling iron product rating", here is the first result:
You'll notice that the channel creator uses "Curling Iron Rating" in the title, and so does the thumbnail.
There is also a mention of curling irons in the description and label, so any signs indicate that it is a curling iron video:
Every video should have a relevant title and a meaningful description so that users can decide if this is what they are looking for.
How do you edit your own metadata? It's easy.
First go back to YouTube Studio and open "Content" in the left menu. You will see a list of all of your videos.
Next, click the small square to the left of your video and choose the "Edit" button when it appears.
Work through each option, starting with the title.
Optimize the content for selected keywords
Keywords are the search terms that users enter when they search for videos. If you don't use the right keywords in your metadata, your videos won't be found.
How do you know which keywords to include? It all starts with keyword research.
Let's work through an example.
Suppose I have a video on how to make chocolate chip cookies. I'll start by Googling a few terms that I could search to see which video results. (This is also a great way to find inspiration for new ideas!)
When I search for "chocolate chip cookies" or "how to make chocolate chip cookies", Google shows me YouTube videos.
"How to make perfect chocolate chip cookies" is the top result. So if I do "How do I" I can rank higher on YouTube instead of just calling it a chocolate chip cookie video.
On the other hand, when I search for something general like "baking" I don't see any videos. This tells me to use a more specific keyword.
Next, use Ubersuggest to check the following:
- How often do people search for your chosen keyword?
- What other search terms are most common?
This will help you determine which terms to use in your title and description. Once you've identified your keywords, it's time to optimize your videos.
- First, rename your video with the keyword you selected. (Make sure you use it naturally)
- Write a short description and include your keyword at the beginning so it will be shown in the preview.
- Use other keywords than meta tags and in the description. (If it makes sense to do this)
- Customize your thumbnail to include the keyword.
Organize videos into playlists
If someone likes your video, they likely want to see similar content. Playlists are ideal here.
YouTube playlists are like shelves in a physical store. You group related videos together in a playlist or shelf, and visitors browse your collection.
That's why they're a great idea.
- If someone likes a video in your playlist, they'll watch more. This commitment counts for your entire "observation time". The higher your watch time, the higher your rank on YouTube.
- You can increase the views of less viewed videos by adding them to a popular playlist.
Do you want to set up a YouTube playlist? You can create and manage a playlist in YouTube Studio.
Make sure to use keywords in the title to increase your visibility in search results and only include relevant videos in each playlist to keep your messages consistent.
The best way to generate leads from your YouTube channel? Include direct calls to action or CTAs.
CTAs direct persons take actions such as:
- Subscribe to your channel
- Visit your website
- Follow them on social media
- Comment on videos
- Download an eBook or subscribe to an email list
Here is an example from one of my own videos. As you can see I am using two CTAs.
- I invite people to visit my website to learn more about traffic generation.
- I also instruct them to watch another video.
Do you see how CTAs can generate more leads and increase your channel engagement?
Placement is also important. Here's what you should know:
- Include subtle CTAs like "Leave a Comment Below" on the video to increase user engagement.
- Use YouTube cards to link to other videos or add different CTAs to the video such as: B. Surveys.
- Place a CTA at the end. At this point, if someone likes your content, the more likely they are subscribing to or visiting your website. You can use YouTube's end screen feature to do this.
You can find these tools in the Video Manager section of your YouTube studio.
Watch all of your videos and make recommendations for the YouTube exam
Now is the time to put everything you've learned into practice. Watch each video from start to finish and write down the issues and changes you want to make.
Please note the following.
- Relevance: Is the video branded, accurate, and relevant?
- Metadata: Do you use keywords in the title, description, and tags? Have you tweaked your thumbnails?
- quality: Could the video be more content? Or is it too long?
- Playlist: Does this video belong in a playlist?
- CTA: Did you end up with a responsive CTA? If the video is old, can you update the CTA to a more relevant one?
The final result? Just because you have YouTube subscribers and people are watching your videos doesn't mean you're using your channel effectively.
Remember, YouTube is more than a social networking website. Since it is a search engine in its own right, you need to consider basic search optimization strategies if you want to stand out from the crowd.
Remove outdated content, tweak your meta descriptions and CTAs, and make sure you're sending a strong, consistent brand message. Check out Ubersuggest if you need more help with keyword research and optimization.
Did you do a YouTube audit on your channel? What did you discover