YouTube Analytics for Storytellers: Reading the Retention Curve Like a Story

Ki te whakamahi i te analytics hei kaiwhakataki pūrākau, kati te pānui i te tūtohi pupuri kaimātakitaki hei tau noa iho, engari me pānui anō he rārangi kōrero. Ko te rārangi e heke ana i te 1:40 ehara i te "raruraru pupuri kaimātakitaki", koia tonu te hēkona i mutu ai te whai kiko o tō pūrākau mō te meneti whai muri. Mā te tūtohi e whakaatu te hea; ko koe anake ka taea te kī he aha, ā, ko te "he aha" he whiriwhiringa nō te taha pūrākau, ehara i te taha raraunga.

I kitea e au tēnei i ahau e titiro ana ki tētahi heketanga kāore i taea te whakamārama. I ngaro tētahi wāhanga nui o ngā kaimātakitaki i tētahi ataata i te takiwā o te rua meneti, i tētahi wāhanga i āhua pai ki ahau. Nō reira i mātakitaki anō ahau i taua wā tonu, ā, ko ahau tonu tērā e whakahoki kōrero ana i ngā mea kua whakaatuhia kētia e au i te toru tekau hēkona i mua atu. Kāore te raraunga i te kī mai kua pakaru te whakatika ataata. I te kī mai kē kua tū te pūrākau, kua mutu taku kōkiri i te kōrero ki mua, kua timata taku whakahoki kōrero, ā, i rongo te hunga mātakitaki i tērā i mua i ahau. Koia katoa te mahi: ko te ānau te wāhi e hē ana tō pūrākau, ā, ko tō mahi he kimi i taua wāhi, ka tapahi ai.

Ko tēnei tūnga rangitaki e pā ana ki te pānui i te analytics pēnei i te kaituhi e pānui ana i tētahi hukihuki. Ki te hiahia koe ki ngā paerewa ine, he aha te CTR "pai", te roanga mātakitaki toharite rānei, he aha te mea noa mō te roanga o tō ataata, kei roto tērā i te tuhinga hoa, How to Read YouTube Analytics: The Metrics That Actually Matter. I konei, kotahi tonu te mea e whaia ana e au: ko te āhua o te rārangi, me tana kōrero mō te pūrākau kei raro iho.

Kei hea ngā kaimātakitaki e marere ana, ā, he aha te take?

Ka marere ngā kaimātakitaki i te hēkona tonu e kore ai te pūrākau e whai kiko mō tō rātou meneti whai muri, ā, ko te tūtohi pupuri kaimātakitaki (audience retention) i roto i te YouTube Studio e whakaatu ana i taua hēkona tonu. E whakaatu ana i te paheketanga o te hunga e mātakitaki tonu ana i ia wāhi o te ataata, nō reira ko te "marere te tangata" ka huri hei "marere te tangata i konei", he tohu wā ka taea e koe te whakatuwhera me te mātakitaki anō. Kāore he heketanga e tupu noa ana. Haere ki taua wā tonu, ka kitea te take e noho ana i reira: he whakahokinga kōrero, he kōrero pekapeka, he whakatakinga i roa rawa, he oati rānei kāore i tutuki i te whakaaturanga.

Ko te take he mea nui tēnei mō te kaiwhakataki pūrākau, he pono te tūtohi i runga i te ara e kore e taea e koe mō tō ake mahi. E mōhio ana koe ki tō hiahia mō taua whakaaturanga. Engari e mōhio ana te ānau ki te mea i tupu tonu. Ki te rerekē ēnei e rua, ko te ānau te mea tika.

Me pēhea taku pānui i te heketanga i te 30 hēkona tuatahi?

He mea noa te heketanga iti i te 15–30 hēkona tuatahi, ko te hunga tērā e whakatau ana mehemea i tutuki i tō tīmatanga tana oati. Ko te heketanga pari i reira e tohu ana i takahia te oati e te tīmatanga: i hokona tētahi mea e te taitara me te pikitia iti (thumbnail), engari he mea rerekē i tukuna i ngā hēkona tuatahi, kāore rānei he matau (hook) rānei, he whakamārama noa i mua i te tīmatanga o te ataata tūturu.

Me whakaaro ki te 30 hēkona tuatahi anō he "cold open" mō tētahi tīpako kiriata. Kotahi tonu tana mahi, te whakawhirinaki i te kaimātakitaki he mea nui te waru meneti whai muri. Ko te nuinga o ngā tīmatanga ngoikore e hē ana i te ara kotahi: e whakamārama ana i ngā mea kei te haere mai, i te tīmata tonu i te kōrero. Ko te kī "I tēnei ataata ka whakaaturia e au ngā mea e toru" he whakaroa noa i te wā. Ko te tīmata ki te wāhi tino mīharo, ki te pātai, ki te hua rānei, ka hoki mai ai, koia tērā te ara a te tangata e whakahonore ana i te wā o te kaimātakitaki. I tētahi o aku ake ataata, ko te pikinga nui rawa o te pupuri kaimātakitaki i ahu mai i te muku i tētahi hākoritanga whakataki (intro animation) iti i purei i mua i te tīmatanga o te kōrero, i whakaatu te tūtohi i te tini o te tangata e marere ana i taua hēkona tonu i ia wā, ā, ko te whakatika ko te patene muku.

He aha te tikanga o te rārangi pupuri papatahi?

Ko te rārangi pupuri papatahi, he wāhanga roa, ngāwari, tata tonu te taurite, koia te āhua pai rawa atu i runga i te tūtohi, ā, ko te mea tōmuri rawa hoki. Ko tōna tikanga e noho tonu ana ngā kaimātakitaki i taua wāhanga katoa me te kore e marere, koia hoki te āhua o tētahi whakaaturanga e mahi ana i tana mahi. E hiahia ana koe kia heke māmā, kia heke tōtika te rārangi, anō he pūrākau e pupuri ana i te kōkiritanga ki mua i te ara katoa.

Ko te mea kāore koe e hiahia ana ko te pari: he heketanga tata tonu te tōtika i tētahi tohu wā. Ko te pari he whakaaturanga kotahi e hē ana, he wāhanga i tū ai te pūrākau, he kōrero pekapeka i ngaro ai te rārangi kōrero, he wāhanga rānei i roa rawa te noho. Ko ngā pari te mea ngāwari rawa ki te whakatika i runga i te pae mahi katoa, no te mea ka hoatu e te tūtohi te wā tonu ki a koe. Whakatuwherahia, mātakitakitia anō he tangata kē koe, ā, ka rongo tonu koe i te hoha i taua hēkona tonu i rongo ai ō kaimātakitaki.

He aha tā ngā pikinga me ngā mātakitakitanga anō e kī mai ana ki ahau?

Ko ngā pikinga iti ki runga i te rārangi pupuri, i ētahi wā ka whakaaturia hei wāhanga kanapa ake, ko ngā wā tērā i hoki whakamuri ai te tangata ki te mātakitaki anō. Ko tērā tō rauemi kaha rawa atu: he whakakitenga, he tohu e tika ana kia tirohia anō, he rārangi kōrero i pā ki te ngakau, he mea ataata rānei i hiahia te tangata ki te kite anō. Ko te pikinga te hunga mātakitaki e kī ana ki a koe, i runga i tō rātou whanonga, kia nui ake tēnei.

Ko te nuinga o ngā kaihanga ataata e ako ana i ngā heketanga anake. Me ako hoki i ngā pikinga i runga i te kaha kotahi. Ma te heketanga e kī ki a koe he aha te mea hei tapahi; ma te pikinga e kī ki a koe he aha te mea hei hanga i te ataata whai muri. Mehemea i mātakitakitia anō tētahi wāhanga 40 hēkona, ā, ko te toenga o te ataata kāore, tērā pea kua kitea e koe te ataata tūturu e huna ana i roto i tētahi mea roa ake, ngoikore ake.

Me pēhea taku huri i te pānui pupuri hei ataata whai muri pai ake?

Pānuitia te ānau i te tuatahi anō he kaiwhakahe, kāore i muri iho me mahi kia kotahi tonu te huringa i te ataata whai muri, ka mātakitaki ai mehemea ka rerekē te ānau. Ko te mahanga ko te whakatika i ngā mea e rima i te wā kotahi me te kore e ako i tētahi mea, no te mea kāore e taea e te tūtohi o te wiki whai muri te kī mai ko tēhea te whakatika i whai take. Whiriwhiria te heketanga kino rawa atu, whakaingoatia te take i roto i ngā kupu ngāwari, i whakahoki kōrero ahau, i tū te whakataki, i kotiti te waenga, ka tuhituhi i te tuhinga whai muri kia karohia taua mea kotahi.

He tikanga whai hua: i mua i tō whakaputa, pānuitia tō ake tuhinga pēnei i tā te tūtohi e mahi ai. Kei hea te wāhi e tū ana te pūrākau? Kei hea koe e whakamārama ana i te whakaatu noa? Kei hea te wāhi i puritia e koe no te mea he uaua te hopu, ehara i te mea e tika ana tona noho? Mā te ānau pupuri kaimātakitaki e kimi aua wāhi i muri i te whakaputanga. Ko te ara iti ake te utu ko te kimi i mua atu.

Te wāhi ki a VidSeeds.ai

He taputapu a VidSeeds.ai mō te wā i mua i te tuku ake (pre-upload), nō reira ka mahi ia i mua i te tīmatanga o te ānau pupuri, kāore e taea e ia te pānui i tētahi tūtohi kāore anō kia tupu, ā, kāore hoki e kī pēnei ana. Ko tana mahi kē he awhina i ngā whakataunga pūrākau e hanga ana i te ānau i muri iho. Ka tātarihia te ataata tūturu, te kōrero, ngā whakaaturanga, te tikanga, ka tuhia te taitara, te whakaahuatanga, ngā tūtohu (tags), ngā ūpoko (chapters), me te pikitia iti mō YouTube, me TikTok, Instagram, Facebook, LinkedIn, me X hoki mehemea ka whakaputa koe ki reira, i roto i ngā reo e 85. Māu katoa e arotake, e whakatika i mua i te whakaputanga tūturu.

Ko te wāhanga e pā ana ki te pānui pūrākau ko tana channel intelligence: honoa tō rārangi ataata (channel) ā, ka titiro ia ki ngā mea e mahi pai ana i roto i ō ataata, ngā tīmatanga, ngā kaupapa, ngā tauira i pupuri i te tangata, ka whakatū i ana tūtohinga ki runga i ō mahi tūturu, ehara i te tohutohu whānui noa iho. Ka taea e ia te awhina i a koe ki te kete i te pūrākau i runga i te pono, me te tohu i ngā wāhi e marere ai te tangata. Kāore e taea e ia te whakatika i tētahi pūrākau kāore he tangata e hiahia ana ki te whakarongo; kāore he taputapu e taea tērā. He kōwhiringa motuhake tēnei e tika ana kia whakatakotoria ki te taha o vidIQ me TubeBuddy, ā, ka taea e koe te tīmata noa me te 30 Seeds, kāore he kāri e hiahiatia ana.

Ngā Pātai Auau

Me pēhea taku whakamahi i te YouTube analytics ki te kōrero pūrākau pai ake?

Pānuitia te tūtohi pupuri kaimātakitaki (audience retention graph) hei mahere o ngā wāhi e hē ana tō pūrākau. Kimihia ngā tohu wā e marere ai ngā kaimātakitaki, whakatuwherahia aua wā tonu, ā, ka kitea e koe tētahi take pūrākau, he whakahoki kōrero, he kōrero pekapeka, he whakatakinga tōmuri, he matau rānei kāore i tutuki. Tapahia, kia tōtika rānei tērā i te ataata whai muri, whakarerekētia kia kotahi te mea i te wā kotahi, ka mātakitaki ai mehemea ka pai ake te ānau.

He aha te tikanga o te heketanga pari i te tīmatanga o te ataata?

Ko te heketanga pari i te 15–30 hēkona tuatahi e tohu ana i takahia tētahi oati e te tīmatanga, i hangaia tētahi tūmanako e te taitara me te pikitia iti engari he mea rerekē i tukuna i ngā hēkona tuatahi, i tū rānei te ataata ki tētahi whakataki i mua i te tīmatanga o te ihirangi tūturu. Me whakaaro ki te tīmatanga hei "cold open": tīmatahia te pūrākau, kaua e panuitia.

He aha te rerekētanga o te heketanga māmā me te pari i runga i te tūtohi pupuri?

He pai te heketanga māmā, ngāwari, ko te marere haere o ngā kaimātakitaki i te mutunga o tētahi pūrākau noa. Ko te pari he heketanga tata tonu te tōtika i tētahi tohu wā, e tohu ana ki tētahi whakaaturanga kotahi e hē ana: he kōrero pekapeka, he wāhanga mate, he wāhanga rānei i roa rawa te rere. Ko ngā pari te mea ngāwari rawa ki te whakatika no te mea ka whakaatu te tūtohi i te wā tonu hei tapahi.

Me aro nui ahau ki ngā pikinga pupuri kaimātakitaki?

Ae. Ko ngā pikinga ki runga, ngā wāhanga kanapa rānei i runga i te rārangi pupuri e tohu ana i ngā wā i hoki whakamuri ai te tangata ki te mātakitaki anō, ko tō rauemi kaha rawa atu tērā. Me ako pēnei i ngā heketanga, no te mea e kī ana ki a koe he aha te mea hei hanga ake, ā, i ētahi wā ka whakaatu i te ataata pai ake, tōtika ake e huna ana i roto i tētahi mea roa ake.