Video Marketing Blog

Breaking Down the TVi Channel Report: Subscriber Conversion

DeathtoStock_Desk10

Welcome to Part 5 of the Breaking Down the Channel Report Series!

We’re breaking down the “metrics that matter” in your customized Channel Report, which you can run at tvi.touchstorm.com. We’ve already talked about Views, View Density and Subscribers. Now let’s take a look at a real marker of a successful YouTube channel – Subscriber Conversion.

Conversion is how successful a channel is at converting viewers to subscribers. The TVi expresses this idea as Subscribers per Million Views, or Subs/MMV.

Building audience is different than building views. The goal isn’t only to inform or entertain viewers, but to keep them coming back for more. You should be monitoring how many people view your content, but also how they respond to it.

Conversion is something the YouTube Stars have mastered – their Conversion Rates are almost always the highest in any analysis. Let’s take a look at vlogger Jenna Marbles. Her channel is performing really well. Not only is she #1 in her category for Views and Subscribers, but she’s also #3 in the Top Performing Channels by Subscribers per MM Views. The average Subs/MMV in her category is 4,592 while Jenna’s average is an impressive 8,937.

JennaMarbles_SubConversion

The channels that are succeeding in Subscriber Conversion have figured out how to make the content their audience wants, and how to market that content to draw a loyal following. Once a channel is doing really well and starts to pick up steam, it’s hard to slow it down. 

What’s your Conversion Rate? Head over to tvi.touchstorm.com to find out. See how many people are subscribing to your content per million views. Your conversion rate can help you decide whether or not it’s time to tweak your content strategy. 

Join us next time when we look at Likeability, or viewers’ passion for your content.

Topics: YouTube YouTube Subscribers YouTube Content Strategy

Meet the woman beating Anna Wintour on YouTube

Chriselle_Full_Screen

This is Chriselle Lim.

She runs a fashion blog—The Chriselle Factor. She’s a stylist. She’s a style-maker. She’s active on multiple platforms, and she’s now a fixture at the fashion shows.

Chriselle owns the leading women’s fashion channel on YouTube. In fact, her channel was number one in TVi Score (more on that below...), above giant brands like American Vogue, Chanel, Dolce & Gabbana, Dior, and Prada. Her videos ‘stay chic’ with topics such as Fall Basic: Styling your Jeans, Journey of a Dress and My Greece Diary. She shares advice in a grounded, accessible way, and the content is extremely popular.

Check out what she’s doing on her other platforms, as well:

Bigger Than Anna Wintour

Believe it or not, Chriselle has more influence than Anna Wintour (the American Vogue channel) on YouTube. She is owning the conversation and the audience, and here’s why it matters:

As online—especially online video—continues to grow, the fashion vloggers are building a huge advantage over the traditional fashion mags, and even the fashion houses themselves. We’ve seen this happen in beauty already. We’re expecting this trend to continue, upsetting the balance of power and influence in the fashion industry.

As part of our efforts to categorize the entire YouTube platform—profiling millions of YouTube channels on a myriad of qualitative data points—we developed the Touchstorm Video Index™ (TVi™) Score chart. This rating balances the metrics that matter (Views, Subscribers, Conversion, Positive Passion, View Density, New Content Activity, etc.) to produce one number to represent the healthiest and best performing YouTube channels.TVi Score measures a YouTube channel’s health in two major areas: 1) how well it manages its channel according to best practices, and 2) the quality of its content strategy. 

In Women's Designer Fashion, the YouTube channel with the highest TVi Score is—guess who—Chriselle Lim. She comes in ahead of Vogue, Chanel and Dior. Chriselle’s TVi score isn’t too surprising given her ranking in views (#4), subscribers (#1) and conversion (#4). The TVi score affirms what we already know about her channel: she’s producing engaging content and using it to generate a following.

So what is it that makes Chriselle’s channel so successful?

Transparency and execution

Chriselle is open, warm and real, and she speaks directly into the camera. Her followers feel welcomed into her life. She recently announced her pregnancy and shared the very emotional story of a previous miscarriage. This transparency builds trust and makes her content inviting, addictive and sometimes truly moving.

Her personality and transparency goes a long way, but Chriselle also perfectly executes the fundamentals of channel management. Her videos are well branded, with great thumbnails. Her topics are relevant and effectively titled. And the content is top-notch—beautifully produced videos with great tips and insights that feature Chriselle well and fit in consistently with her exposure on other platforms.

Fashion is only getting bigger on YouTube. And Chriselle is doing it better than anyone else right now. We’d all do well to learn from her.

Lessons from the Beauty Gurus

If you’d like to read more, check out a landmark study we did a few years ago about emerging YouTube fashion personalities.

Topics: YouTube Channel

Breaking Down the TVi Channel Report: Subscribers

Welcome to Part 4 of the Breaking Down the Channel Report Series!

Desk

We’re breaking down the “metrics that matter” in your customized Channel Report, which you can run at tvi.touchstorm.com. So far we’ve covered Views and View Density. Now let’s take a look at Subscribers and what they mean to the health of a channel.

Everyone knows subscribers are important. Just try to find a YouTube vlogger that doesn’t end their video with “Please subscribe.” Subscribing says that a viewer cares about a YouTube Creator’s content enough to commit. Subscribers are not just people who stumble across your content; they are your audience by choice. A subscriber is someone who likes what you have to say and wants to hear more. 

Your Channel Report will tell you tell you how many subscribers your channel currently has, as well as your rank in subscribers within your category, or conversation. This is a good way to keep up on your competition, or to find potential collaborators. You’ll see a graph that shows you how you stack up against the average amount of subscribers for the Top 10 channels in your category, and the average amount of subscribers for your entire category. Here’s a screenshot from a report we ran on fashion guru Chriselle Lim:

CriselleLim

Another graph displays the Top 30 channels in your category with an individual breakdown of their subscriber counts, like this screenshot from a report we ran on makeup guru Michelle Phan.

Michelle_Phan

You can also see your rank in subscribers out of every channel that has been profiled in the Touchstorm Video Index so far. If your channel hasn’t been profiled yet, what are you waiting for? Join the YouTube Genome Project! You’ll get all of these insights and much more. 

How many subscribers you have is key to your channel’s success. But once you understand Subscriber Conversion rates, you’ll be even better equipped to figure out how viewers are responding to your content. We’ll delve into what Subscriber Conversion means in the next installment, so stay tuned!

Topics: YouTube Channel Analytics YouTube Subscribers YouTube Content Strategy

YouTube for Business: Make EPIC

Welcome to Session 5 (Part 2) of the YouTube for Business Series.

Bas_Sluijs

Last session was all about content. Specifically, the three questions to answer before you make your content. This session is all about the three kinds of content you can make. Only three? Yes. Just three.

The answer to the question "what are the three kinds of content should I make" is:

EPIC

This is an acronym for Entertaining, Persuasive and Informational Content.

Remember back to Communications 101 class in college? There are only three ways to communicate. You can entertain. You can persuade. And you can inform. It was that way in Comm 101. It is the same way for YouTube.

Your EPIC Mix

So, what should the mix of entertaining, persuasive and informative content be for your YouTube Channel? Your brand will be your guide here. When you look at the best channels, you see that they tend to focus primarily in one of these three directions with their videos. 

  • It might make sense for your brand simply to entertain the way that Blendtec has done so well and so consistently over the years.
  • It could be that your brand is a persuasive brand and needs to drive immediate action – online retailers do well with this kind of content.
  • Or perhaps your category is complex or your product is new or technical. In that case, your content could skew towards informational content which educates your audience.

Over time, you will want and need a mix of content types. But your brand will most likely lend itself to one kind or another more heavily. Let the brand and your audience be your guide here.

Hero, Hub & Hygiene

YouTube tells creators to focus on Hero, Hub and Hygiene content. These are three different kinds of objectives for your content.

  • You need content that builds awareness for your site – that gets attention. This is Hero.
  • You need content that people plan on coming back for weekly – regularly scheduled programming. This is Hub.
  • You need content that people can discover through search – that answers their pressing questions. This is Hygiene.

This framework from YouTube is a great way to think specifically about your YouTube Channel. A robust content strategy will consider all of your content, channels and distribution – not just YouTube. But this framework from YouTube is very helpful.

EPIC & 3H

This 3H model and EPIC are two sides of the same coin. Taken together they give you a robust way to think about content creation for your YouTube Channel.

First, use EPIC to determine the mix of content types for your brand. What percent of entertainment, persuasion and information should you use? And this is broader than just your YouTube Channel. This is about what is right for the brand across all of your media – paid, earned and owned. Not just YouTube, which is an owned channel.

Next, for your YouTube Channel specifically, determine what kind of Hero, Hub and Hygiene content you need. Determine the cadence for this content – how often do you plan on producing it? And build your team – both in-house and external – to help you deliver the content.

Armed with your objectives and strategy. You are ready to make great content.

And now on to our next session – marketing the content right!

 

 

Photo Credit: Flickr

Topics: YouTube for Business

Breaking Down the TVi Channel Report: View Density

We’re breaking down the “metrics that matter” in your customized Channel Report, which you can run at tvi.touchstorm.com. Last week we looked at views and what they mean for the health of a channel. You can devise an even more successful content strategy when you understand View Density and why it’s a true measure of success for a channel’s content. 

View Density is a measure of a channel's health. It’s the ratio of the channel's top 3 most popular video's Views to the channel's Total Views. The lower the percentage, the better. Higher percentages indicate that only a few viral hits were the main drivers to a channels success, whereas lower percentages show a consistent content strategy that performs well across all content. 

Below is a screenshot from a Channel Report on YouTube fashion guru Chriselle Lim. It’s a graph representing the Top 30 channels with the best View Density within the Fashion, Style, Apparel category. Chriselle is doing really well – Her channel has a View Density of 5.86%, while the average channel has a View Density of 59.58%.

Fashion_ViewDensity

When channels have 70% or more of their views coming from their Top 3 videos, it’s usually due to one of two things:

  1.     The channel had a few “one-hit-wonders,” which it hasn’t been able to replicate.
  2.     It’s a brand that focused ad budgets on very few pieces of content. 

Two channels can have the same cumulative views, but the one with views evenly distributed across the channel vs. 2-3 viral hits has better View Density and is the mark of a stronger channel.

What’s your View Density? Checking it out will help you decide what type of your content is most popular. Find out what works, and run with it! As far as competition or potential collaborators go, be on the lookout for other YouTube Creators with low percentages.

In the next installment we’ll take a look at Subscribers and how they matter to you and your channel. 

Topics: YouTube Views YouTube Analytics YouTube Content Strategy

YouTube for Business: Are You Making the Right Content for Your Brand?

Welcome to Session 5 of the YouTube for Business Series.

Make_Great_Content

This session is all about content. Making the right content, specifically. It's the reason people come to your channel or discover your video. And you cannot build an audience or a business on YouTube without it.

The first question I'm always asked is, "what kind of videos should I make?" Actually, this is usually the second question. The first is typically, "can you make us a viral video?" To which I respond, "no, because you don't need a viral video." That's when they ask what kind of videos they should make.

So, what kind of videos should you make? That depends on three things:

  1. Who is your audience?
  2. What is your brand's emotional core?
  3. What is your content's purpose?

To answer these questions, you have to know your audience, your brand and your strategy. Let's look at each one of these in a little more detail.

Know Your Audience

Who you are trying to reach is the most fundamental of marketing questions. But it is surprising how general the answers are. Or how little we really know about our audience. If you are a big brand, then you probably have the resources to fund research and the agencies to do media planning. And both of these are great assets for determining who your audience is and what kinds of content they currently watch.

A brand's media plan serves as a roadmap for an audience's content preferences. So, use it this way. Look at the media plan not only as the guide for where to advertise, but also as a guide for the kinds of content you should be in the business of making. Your media plan is a great guide for content development.

Know Your Brand

At the heart of your brand is an emotional core. A tone of voice. A feeling you are trying to evoke. You know what this is, so make content that captures it. Don't make boring videos if you are an energy drink. And don't make extreme sports videos if you are a camomile tea brand. And don't make videos about yourself. Make videos your audience will love and watch over and over and share with their friends.

Red Bull is the king of this kind of branded content. They don't make videos on how to create the perfect Red Bull and Vodka recipe. They produce some of the best extreme sports content going. They are the brand that "gives you wings" and they bring you people with wings—literally. People jumping out of spaceships, off of cliffs, over ravines, flipping, spinning. It is content that captures the emotional core of the brand perfectly.

Know Your Purpose

Why are you making this content? Good content is there on purpose. It has a purpose. What is the purpose of this content you are making? There are really only three reasons (and ways) to communicate—to entertain, to persuade and to inform—remember that from Comm 101 class? It is still true.

We know that the ultimate end goal is to build an audience of our own, but why are you building this audience? What is your purpose? Are you trying to inform them? Entertain them? A little of both? That's probably best. You need to engage them at that emotional core of the brand. But you also need to answer questions and solve their problems. So, don't just plan on one content purpose.

Make EPIC

Now that you have these answers, you are ready to Make EPIC. What's that? It is Entertaining, Persuasive and Informative Content. We'll look at this in the next installment of our series.

Topics: YouTube for Business

Breaking Down the TVi Channel Report: Views

Now that you’ve gone to tvi.touchstorm.com and ran a customized Channel Report on your YouTube channel, you’ll want to know how to make sense of it! We’ve broken it down into “metrics that matter.”  The first is the most obvious – Views! 

As everyone knows, views are the easiest way to see if your YouTube channel is getting attention. It’s also the most common way people determine if your channel is a success or not. But there’s much more to it than that. In the following blogs we’ll delve deeper into the other metrics and see how they all work together.

But for now, let’s concentrate on the views.

The Channel Report will show you how many total views your channel has, the average amount of views for the top 10 channels in your category, and the average views for your entire topic. Here’s a screenshot of a Channel Report we ran for YouTube star Bethany Mota (macbarbie07):

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You can see how many views you or others in your topic area have by simply going to their YouTube channel, but here in the Channel Report we’ve compiled all of the relevant view counts into simple charts that show you the entire landscape at once.

So, aside from your view counts, you’ll also get your View Rank. You can see where you stack up against all of the channels that have been profiled by the YouTube Genome Project so far.

You’ll also see a graph that shows you the view counts for the top 30 channels in your topic area – it’s a great way to find out who your real competition is, or to find future collaborators. The screenshot below is from a Channel Report we ran on bacon sensation EpicMealTime.

Screen_Shot_2014-10-10_at_11.03.56_AM

When you know who's winning in your topic, you can study what they're doing.

Who is producing this top content? How are they marketing their content? What type of content is successful within this category?

Views can actually help you devise the right strategy for you to win big on YouTube.

Next week we’ll talk about View Density – What it means and how it can help you understand more about the health of your channel.

Topics: YouTube Views YouTube Analytics

YouTube for Business: The 4-Part Strategy to Build Your Channel

Welcome to Session 4 of the YouTube for Business Series.

4-part_strategy

The four-part strategy for your growing your YouTube channel and audience (and views and subscribers...)

In Part 1, we said that YT is for Business. We looked at the 5 levels of business on YouTube. And we looked at companies who were doing business on YouTube at all 5 levels.

In Part 2, we said you need to think like a Creator. We looked at the DNA of a YouTube Creator and how this translates for a brand.

In Part 3, it is time to learn how to act like a Creator. Producing a channel is all about action. Not saying the word “action,” but being active on the channel. Posting content, engaging audience, promoting the channel. It is a commitment of time and energy to launch and grow an audience. We’ve seen that it’s worth it. Now, let’s learn how to do it.

Building a great channel requires a 4-Part Strategy. We call it the 4M Strategy because (conveniently) each action starts with the letter ‘M.’

We’ll overview the strategy in this section and then go over it in depth during the next 4 sections. Here it is:

 

The 4M YouTube Strategy

Step One: Make the Right Content

Step Two: Market the Content Right

Step Three: Measure the Right Channel Data

Step Four: Manage the Channel Right

You’ll notice that two of the strategies are focused on the Content, and two are focused on the Channel. This 50/50 split is not an accident. It is intentional. And it is critical. And many producers get this part wrong.

 

Why do so many producers get this wrong?

Because they like one part of the process better than the other. Some producers love making content. But if you only focus on Content, then you will not have viewers.

Other producers love measuring the channel. Seeing the results. But if you only focus on Channel, then you will not have viewers.

And hopefully, you learned in Parts 1 & 2 why viewers are important. Or rather, what they lead to is important. Viewers turn into Subscribers. Subscribers turn into Audience. And when you have an audience…well, then you have a business on YouTube. And that’s our goal here. 

 

Elements of the 4M Strategy

Make. Market. Measure. Manage. Sounds easy, right? Okay, so it’s not rocket science. We’ll walk you through the basics in the next four sessions. But the most important part. And the one that will be the hardest is this. Don’t skip steps. Don’t think that you’ll be okay and don’t need to mess with every little detail. Because you do. So, do it. All of it.

Here’s the four elements of a good YouTube strategy:

 

Making the right content is all about knowing what your audience wants.

Do you know what kind of content your audience is looking for? This is step one. Know thy audience & what they wanteth. They will want your solutions to their problems. So solve them. They will want to be entertained. So do it. They will want your expertise. So share it.

The reason you started the channel in the first place—assuming you started it with them (your audience) in mind—is the reason they are coming. So, keep giving it to them. And ask them how you are doing. More on this in Part 5 of the series next week. 

 

Marketing the content right is all about making the content discoverable.

Just making the content isn’t enough. You have to make it available. That means putting it everywhere. And you have to make it discoverable. So, make sure the SEO is good. Titles, tags, descriptions. All that SEO stuff comes in here. And make sure it is syndicate-able too. That means finding partners to share the love.

You can’t just post and pray. You need to post and then promote. Like a shameless circus promoter. Yeah, you read right. And we’ll make a promoter out of you in Part 6.

 

Measuring the right channel data is all about the metrics that matter.

There’s a mantra that says “you get what you measure.” And this is true. If you are measuring something, then you are more likely to fixate on that number. And you are more likely to figure out what makes it move.

Just make sure you are fixating on the right things. On YouTube’s insights, this is primarily Watch Time. Not views. Not subscribers. Watch Time. That’s because it’s what ensures that your videos are of a quality according to YouTube’s point of view. And if they think you are good, then more people will find you. Because YouTube will promote you.

We think there are 7 metrics that matter. And we’ll get into that in Part 7 of this series.

 

Managing the channel right is all about good habits and best practices.

You want to make sure the channel is branded well, the thumbnails are good, your channel trailer is set, your annotations and calls to actions are in place. And…

What are all of these? Well, these are just some of the best practices for managing your YouTube channel. They are based on the current YouTube Creator Playbook, the YouTube Certification training (Touchstorm is YTC), and our own years of experience about what works and doesn’t on YouTube.

We’ll cover these best practices in Part 8.

 

And just to recap...

A good YouTube strategy covers all four areas.

  1. Make the right content.
  2. Market the content right.
  3. Measure the right channel data.
  4. Manage the channel right.

Be sure to subscribe to the blog so you don't miss any of this series. And be sure to check out the first three posts if you haven't read them yet.

Topics: YouTube for Business

Breaking Down the TVi Channel Report: A New Series!

Welcome, YouTube creators, to a comprehensive 8-part series on how to get your Touchstorm Video Index Channel Report, how to understand the "metrics that matter," and how to utilize them.

On the homepage of the Touchstorm Video Index, tvi.touchstorm.com, one of your options is to “Study a channel.”

After typing in a channel name and clicking the “Channel Report” button you’ll get a customized 40-page report with in-depth data and analytics on your channel of choice. To get data on your own channel, log in with the same Google+ account that you use to manage your channel.

The report provides a deep analysis on the health of your YouTube channel, focusing on the 7 “metrics that matter.” These metrics include:

Views, Subscribers, View Density, Subscriber Conversion, Likeability, Best Channel Practices, TVi Score

 Metrics

 

Over the course of the next seven weeks, this series for YouTube creators will unpack the Channel Report on a metric-by-metric basis to help you get the most out of your report.

If you look up your channel and see it hasn’t been profiled yet, don’t panic. It’s very easy to go in there and do it yourself! The TVi is built on the back of the YouTube Genome Project, our project to classify all 10 million YouTube channels into 3,000 topics, 100 conversations and 11 Themes. This takes a lot of time, so we’re asking for your help. It’s yet another way for you to get involved in the YouTube community. “We’re all in this together,” “Rome wasn’t built in a day,” “It takes a village…” you get the point.

Simply go to tvi.touchstorm.com/channelprofiler, log in with your Google+ account and select the Theme, Category, and Topic that you feel best encapsulates your channel. Answer the prompts on the page and you’ll be entered in the system. If you log in and see something is incorrectly profiled regarding your channel, simply change it and save it.

If your channel is profiled but your category or topic hasn’t been profiled yet, you can take matters into your own hands and enter channels you think are related to yours. The more channels you profile, the more data you’ll be able to view – this will allow you to draw new insights, see who your real competition is, and possibly find other YouTubers to collaborate with.

Once you run your Channel Report, you’ll see the page populate with colorful graphs, charts and other statistics. We made the report easy to navigate, with little “i” icons to help you out if you need further explanation on anything. 

For a more comprehensive handle on the report and all of the insights it has to offer, stay tuned every Friday to learn more about the Channel Report metrics and how to make your channel soar on YouTube.

Topics: YouTube Channel Analytics YouTube