CTR: Isithembiso Osenzayo (Futhi Usigcine)

I-CTR, click-through rate, iyipesenti nje yabantu ababone isithonjana sakho (thumbnail) nesihloko (title) base benquma uku-clika. Ku-YouTube, amavidiyo amaningi agcina phakathi kuka-2% no-10%; i-CTR engaphezu kuka-6% ilungile kakhulu eziteshini eziningi. Kodwa inani akuyona into esemqoka. Isihloko sakho nesithonjana sakho kuyisithembiso, futhi i-CTR ikala ukuthi bangaki abantu abasikholelile. Gcina isithembiso futhi isiteshi sakho sizokhula. Siphule, uzokhula ngevidiyo eyodwa kuphela.

Ngafunda lokhu ngendlela ebuhlungu. Ekuqaleni ngangibhala isihloko esizwakala kahle kakhulu kodwa esingahlangene neze nevidiyo, ngibuke ama-clicks engena, ngemuva kwalokho ngibuke wonke umuntu ehamba ngemuva kwemizuzwana engamashumi amabili. I-CTR yayibukeka kahle kakhulu ku-Studio. Isiteshi sasisifa kancane kancane. Ngakho-ke ake ngikuchazele ukuthi isihloko nesithonjana kwenza ini ngempela, nokuthi kungani ukwethembeka kuyikhona okukhokhayo.

Yini i-click-through rate enhle ku-YouTube?

Eziteshini eziningi, i-CTR ephakathi kuka-4% no-6% inhle, kanti noma yini engaphezu kuka-6–8% inamandla. Kodwa "okuhle" kuncike ngokuphelele ekutheni ividiyo iboniswa kuphi. Isithonjana esiboniswa kubabhalisile bakho abathembekile sizothola ama-clicks amaningi kunesithonjana esifanayo esiboniswa abantu abangakwazi ku-home feed, ngakho-ke ungalinganisi izibalo zakho nomunye umdali okwenye i-niche, noma ngisho namavidiyo akho ezindaweni ezahlukene. Qhathanisa ividiyo namavidiyo akho ayishumi agcinile, bese ubuka indlela izinto ezihamba ngayo.

Into eyodwa le nombolo engeke ikutshele yona iyodwa: ukuthi i-click belithembekile yini. I-CTR engu-6% esihlokweni esiletha lokho esikuthembisile ibiza kakhulu kune-CTR engu-12% esihlokweni esinamanga, ngoba u-YouTube akagcini nje ku-click.

Kungani i-CTR iyodwa ingeke isikhulise isiteshi sakho

I-CTR ephezulu yenza ukuthi ividiyo yakho iboniswe. I-retention (ukugcinwa kwababukeli) inquma ukuthi izoqhubeka yini nokuboniswa. Lawa ngamasango amabili ahlukene, futhi kufanele uwadlule womabili.

Cabanga ngawo wonke ama-clicks njengokuthengiselana okuncane. Umbukeli ukhokha ngokunaka kwakhe. Wena uletha, ezokuzijabulisa, impendulo, noma indaba. Uma uletha lokho okuthembisile, maningi amathuba okuba be-clike ividiyo yakho elandelayo; ungenise imali (deposit). Uma uba-clickbaiter, ukhiphe imali (withdrawal), futhi enkulu kakhulu. Kwenze kabili bazoyeka ukubhalisa (unsubscribe). Okubi nakakhulu, u-YouTube ubabuka lapho behamba masinyane, akufunde njengokuthi "bekungesikho lokhu ababekufuna," bese eyeka ukuncoma (recommend) leyo vidiyo.

Ngakho-ke isibalo esibaluleke ngempela akuyona "i-CTR ephezulu." Yilokhu:

• I-CTR ephezulu + i-retention ephansi yindlela isiteshi esifa ngayo, uqhubeka nokuthenga ama-clicks ongeke ukwazi ukuyigcina.
• I-CTR ephezulu + i-retention ephezulu yindlela ividiyo ekhula ngayo kakhulu, abantu baya-clika futhi basale, futhi u-YouTube uyayiphushela kubantu abaningi abenza okufanayo.

Isihloko esithembisa ngokweqile asigcini nje ngokudumaza ababukeli. Sibulala isignali eyodwa ebaluleke kakhulu, i-retention, enquma ukuthi amavidiyo akho amahle azothola elinye ithuba lesibili.

Ubhala kanjani isihloko nesithonjana esithola i-click ngokwethembeka?

Wenza isithembiso esicacile ngokwanele ukuba sikholeke, bese uyasigcina. Izinto ezintathu zenza isithembiso sibe ngenzo yokufaneleka uku-clikwa, futhi akukho noyedwa kubo odinga ukuqamba amanga.

Igebe elicacile okufanele livalwe. Abantu baya-clika ukuze bazi okuthile, isazi sezomnotho u-George Loewenstein sakubiza ngokuthi "igebe lemininingwane" (information gap): sizwa ukulunywa okuncane lapho siqaphela ukuthi kukhona esingakwazi, futhi uku-clika kuyakuqeda lokho kulunywa. Isihloko esithi "Camera Review" asinagebe. Esithi "The Camera That Made Me Quit Canon" sinalo, kungani, kanjani, iyiphi ikhamera?, futhi ividiyo ingayiphendula ngempela leyo mibuzo. Iqhinga liwukuthi lelo gebe kufanele libe ngokoqobo. Uma ividiyo ingalivali, usuke uba-baitele (clickbait).

Ukucacisa ngqo (Specificity). Izithembiso ezingacacile zifundeka njengamanga; lezo ezicacile zifundeka njengeqiniso. "Yenza imali ngokushesha" kuzwakala njengomkhonyovu. "How I made $342 in two hours reselling thrift finds" kuzwakala njengomuntu okwenze ngempela lokho. Izibalo, amagama, nemininingwane ebambekayo yikhona okuhlukanisa isithembiso ekukhangiseni.

Imizwa efanele. Abantu banquma ngemizwa bese bezithethelela ngomqondo, ngakho-ke imizwa ebusweni besithonjana (thumbnail) kufanele ihambisane nevidiyo, ingabi nje ukumamatheka okujwayelekile. Uma ividiyo imayelana nenhlekelele ecishe yenzeka, ubuso kufanele bubukeke njengomuntu ocishe wehlelwa yinhlekelele. Imizwa engahambisani iyisithembiso eseqile ngokwaso, idala okulindelwe okuqukethwe okungeke kuhlangabezane nako.

Futhi umkhawulo osebenzayo abadali abaningi abawukhohlwayo: u-YouTube ubonisa izithonjana eziningi cishe ngosayizi wesitembu seposi ocingweni, lapho ukubuka okuningi kwenzeka khona. Uma umbhalo wakho wesithonjana weqa amagama amathathu noma amane, usuke ungafundeki kakade. Indawo eyodwa ecacile egxilwe kuyo, ukugqama okuphezulu (high contrast), namagama ambalwa athembekile.

Lapho i-VidSeeds.ai ingena khona

Isizathu esenza ukuthi i-clickbait ihehe ukuthi ukubhala isihloko esithembekile futhi esi-clickayo kunzima, futhi ukwenza lokho ukhathele, ekugcineni kokuhlela (editing). Yilelo gebe i-VidSeeds.ai eyakhelwe ukulivala. Ihlaziya ividiyo yangempela ngaphambi kokuba uyilayishe (upload), inkulumo, izigcawu, nencazelo, bese ibhala izihloko, incazelo (description), ama-tags, izahluko (chapters), nesithonjana okusekelwe kulokho okukuvidiyo ngempela, kulungiselelwa u-YouTube futhi, uma ushicilela lapho nawe, TikTok, Instagram, Facebook, LinkedIn, kanye ne-X, ngezilimi ezingama-85. Ama-thumbnail frames ewaphakamisayo athathwe kuvidiyo yakho uqobo, ngakho-ke ubuso nesikhathi kungokoqobo, akulingisiwe. Ubuyekeza futhi uhlele yonke into ngaphambi kokuba kushicilelwe noma yini, akukho okushicilelwayo ngaphando kwemvume yakho.

Into engeke iyenze ukusungula i-hook ividiyo yakho engeke ikwazi ukuyisekela. Yilokhu kanye okubalulekile: isithembiso okuqukethwe okungasigcina yisona sodwa esifanele ukwenziwa. Kuyindlela ezimele esikhundleni se-vidIQ ne-TubeBuddy, umehluko wukuthi ifunda ividiyo uqobo lwayo kuqala. Ungaqala mahhala ngama-Seeds angama-50, akukho khadi elidingekayo.

Imibuzo Evame Ukubuzwa

Yini i-CTR enhle ku-YouTube?

Eziteshini eziningi, u-4–6% unempilo kanti ngaphezu kuka-6–8% unamandla, kodwa kuncike endaweni eboniswa kuyo, amavidiyo aboniswa kubabhalisile athola ama-clicks amaningi kunalawo aboniswa abantu abangaziwa ku-home feed. Qhathanisa ividiyo namavidiyo akho ayishumi agcinile kunokuba uqhathanise nabanye abadali, futhi ubuke indlela izinto ezihamba ngayo kunokubuka inombolo eyodwa nje.

Ingabe i-CTR ephezulu iyasiza ekubeni ividiyo yami ibe phezulu (rank)?

I-CTR ephezulu yenza ukuthi ividiyo yakho iboniswe kubantu abaningi, kodwa ayiyigcini lapho. U-YouTube ubuka okwenzeka ngemuva kwe-click, ngakho-ke uma ababukeli behamba masinyane, i-CTR enhle kakhulu ngeke iyisindise ividiyo, futhi ingase iyilimaze. I-CTR ne-retention ngamasango amabili ahlukene, futhi kufanele uwadlule womabili.

Ingabe i-clickbait iyasiza ukuthola ama-clicks engeziwe?

Cha. Izihloko ezidukisayo zinyusa i-CTR kodwa zibulale i-retention, futhi ukuhamba kwababukeli masinyane kutshela u-YouTube ukuthi ividiyo idumaze abantu, ngakho-ke uyayeka ukuyincoma. Futhi ulahlekelwa ukwethenjwa ngababukeli obakhohlisile, okungenzeka bangaphinde baku-clike futhi. Ukwethula ividiyo ngendlela ethembekile eletha lokho okuthembisiwe kuhlula i-clickbait ngaso sonke isikhathi.

Ngisenza kanjani isihloko sibe nelukuluku ngaphandle kokuqamba amanga?

Vula igebe langempela ividiyo elivalayo ngempela, umbuzo othize, isimangalo esimangalisayo, noma inombolo ebambekayo ongayisekela. Isihloko esithi "The Camera That Made Me Quit Canon" sishoshoza ilukuluku futhi sithembekile uma ividiyo ichaza lokho ngempela. Ukuhlola kulula: uma umuntu e-clika, ingabe ividiyo izoletha lokho isihloko esikushilo?

Yibuphi ubude bombhalo wesithonjana obufanele?

Amagama amathathu noma amane kakhulu. U-YouTube ubonisa izithonjana cishe ngosayizi wesitembu seposi kumakhalekhukhwini, ngakho-ke umbhalo omude uba ungafundeki. Sebenzisa indawo eyodwa ecacile egxilwe kuyo, ukugqama okuphezulu, bese uvumela isihloko sibe nemininingwane isithonjana esingeke sikwazi ukuyiphatha.