Indlela Yokufunda I-YouTube Analytics: Amamethrikhi Abaluleke Ngempela

Yimaphi amamethrikhi we-YouTube abaluleke ngempela?

I-YouTube Studio ikukhombisa amamethrikhi angaphezu kwama-50, futhi iningi lawo liyisiphithiphithi nje. Izinombolo ezine yizo ezithwala indaba yangempela: i-click-through rate (ingabe abantu bachofozile), isilinganiso sesikhathi sokubuka (ingabe bahlalile), ukugcinwa kwezibukeli (lapho bahambe khona), kanye nesikhathi sokubuka (ingabe usithole isikhathi esingakanani sokubukwa sisonke). Funda lezo ezine ndawonye futhi uvame ukuchaza ukuthi kungani ividiyo ikhulile noma ingakhulanga. Konke okunye kuyininginingi nje elisekelayo.

Ngesikhathi ngivula i-Studio kahle okokuqala ngqa, ngaskrola imizuzu engamashumi amabili kodwa angizange ngifunde lutho. Ama-impressions, i-swipe-away rate, ukuchofozwa kwe-end screen, i-card teaser CTR, konke lokho kuyiqiniso, kodwa akukho okungitshela ukuthi ngenzeni ngokulandelayo. Iqhinga akukona ukubuka izinombolo eziningi. Ukubuka lezo ezimbalwa ezihamba ndawonye, nokwazi ukuthi eyodwa yazo ihleba ini ngezinkanyezi ezazana nazo.

Ngakho-ke ake ngikuhambise kulezi ezine ezibalulekile, ukuthi yiluphi uhla olujwayelekile lwenombolo ngayinye, nomthetho owodwa ozihlanganisa ndawonye. Bese siba nokunye ukufunda okuthuthukile lapho ufuna ukugubha kakhulu.

Ingabe i-CTR noma isikhathi sokubuka okubaluleke kakhulu?

Akukho neyodwa ewina yodwa, isho okuthile kuphela uma zihlangene. I-CTR ikutshela ukuthi ingabe ukupakishwa kwakho kuthola ukuchofozwa yini; isikhathi sokubuka sikutshela ukuthi ingabe ividiyo ibikufanele yini lokho. I-CTR ephezulu enokugcinwa kwezibukeli okuphansi iyinhlanganisela embi kakhulu ku-YouTube, ngoba kusho ukuthi abantu bachofozile base bebaleka, futhi i-algorithm ikufunda lokho njengesithembiso esiphambene. Izoyeka kancane ukukhombisa leyo vidiyo.

Nansi imithetho engingayibhala njenge-tattoo kuwo wonke umdali omusha: i-CTR engu-5% enokugcinwa kwezibukeli okungu-70% ishaya i-CTR engu-15% enokugcinwa kwezibukeli okungu-25% ngaso sonke isikhathi. Ividiyo yokuqala ithola isikhathi sokubuka esiningi sisonke nge-impression ngayinye futhi itshela i-YouTube ukuthi isiphakamiso besisihle. Eyesibili iyisibonakaliso se-clickbait, futhi i-algorithm isivele iyazi kahle indlela yokuyibona.

Ngakho-ke hlola i-CTR ukuze ubone ukuthi i-thumbnail nesihloko sakho kwenza yini umsebenzi wako. Hlola ukugcinwa kwezibukeli ukuze ubone ukuthi ividiyo isigcinile yini isithembiso. Ungagubhi eyodwa ngaphandle kokubheka enye.

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

Eziteshini eziningi, i-CTR ephakathi kuka-4% no-6% isesimweni esihle, kanti noma yini engaphezu kuka-8% inamandla. Iziteshi ezintsha zivame ukuhlala ku-2–4% kuze kube yilapho izibukeli zifudumala, futhi lokho kujwayelekile, i-thumbnail ekhonjiswa abantu abangakwazi ekhaya (home feed) ezohlala ithola ukuchofozwa okuncane kune-thumbnail efanayo ekhonjiswa ababhalisile bakho (subscribers).

Uzoyithola ngaphansi kwe-Studio → Analytics → Reach, ibhalwe ngokuthi "Impressions click-through rate." Ifomula imane nje iwukuchofoza okuhlukaniswe ngama-impressions: uma abantu abayi-1,000 babone i-thumbnail yakho kwathi abangama-50 bayichofoza, lokho kuyi-CTR engu-5%.

I-CTR ephansi cishe ngaso sonke isikhathi isho ukuthi ukupakishwa, i-thumbnail kanye nesihloko, kudinga ukulungiswa, hhayi ividiyo uqobo lwayo. Ngaphambi kokuba uqophe kabusha noma yini, zama i-thumbnail ecacile (amagama ambalwa, isihloko esisodwa esifundekayo) nesihloko esisho inzuzo yangempela. I-YouTube ikhombisa ama-thumbnail amaningi cishe ngosayizi wesitembu seposi ocingweni, ngakho-ke uma umbhalo wakho we-thumbnail udlula amagama amathathu noma amane, ulahleka ngaphambi kokuba noma ubani awufunde.

Yini isilinganiso esihle sesikhathi sokubuka?

Isilinganiso esihle sesikhathi sokubuka (average view duration) sincike ekutheni ividiyo inde kangakanani, ngakho-ke iphesenti libaluleke kakhulu kunemizuzu nje elula. Njengomgomo onzima: gcina u-60–70% wevidiyo engaphansi kwemizuzu emi-5, u-50–60% wevidiyo yemizuzu emi-5 kuya kwengama-15, kanye no-40–50% wanoma yini edlula imizuzu engama-15. Lapho ividiyo iba yinde, yilapho iphesenti ongalilindela liba liphansi khona, lokho kuyizibalo nje, hhayi ukuhluleka.

Isilinganiso sesikhathi sokubuka sitholakala ngaphansi kwe-Analytics → Engagement. Uma ividiyo yemizuzu eyi-10 ikhombisa isilinganiso sesikhathi sokubuka esingu-5:30, lokho kungu-55%, okuqinile kulelo banga lobude.

Lapho inombolo iphansi, imbangela cishe ngaso sonke isikhathi ingenye yezinto ezintathu: imizuzwana eyi-15 yokuqala ebuthaka, ingxenye emaphakathi ehamba kancane, noma isihloko esithembise okuthile ividiyo engakuletheli. Igrafu yokugcinwa kwezibukeli ikutshela ukuthi iyiphi, ngakho-ke hlola lokho ngaphambi kokuba uqagele.

Ingabe igrafu yokugcinwa kwezibukeli ingitshelani?

Igrafu yokugcinwa kwezibukeli ikhombisa iphesenti lezibukeli ezisabukele njalo ngomzuzwana wevidiyo, futhi iyisikrini esisodwa esiwusizo kakhulu ku-Studio. Iguqula "abantu bayahamba" ikwenze "abantu bayahamba lapha", okungumehluko phakathi kokukhathazeka nokulungisa.

Yifunde kusukela kwesobunxele kuya kwesokudla. Ukwehla okuncane emizuzwaneni eyi-15 yokuqala kujwayelekile, lindela ukulahlekelwa ngu-10–15% njengoba abantu benquma ukuthi bayahlala yini. Ngemva kwalokho ufuna ukwehla okumnene, okungaguquki, hhayi iwa.

Izimo ezintathu zikutshela iningi lalokho okudingayo:

Ukwehla okubukhali emizuzwaneni engama-30 yokuqala kusho ukuthi isiyenge (hook) sibuthaka noma isihloko ne-thumbnail kudayise ngokweqile. Ukuchofoza bekuthembekile ngenombolo kodwa kungathembekile esithembisweni.

Ukwehla okungazelelwe esikhathini esithile esiqondile kuyisipho, hamba uyobuka lowo mzuzu ngqo. Ngokuvamile kuba yisigaba esisicefe, isingeniso eside, noma ukuphambuka esihlokweni. Kusike ngokuzayo, noma ekuqaleni kokuhlela uma ividiyo ingakashicilelwa.

Ama-spike aluhlaza asho ukuthi abantu babuyisele emuva baphinde babuka lelo qephu. Lokho okuqukethwe kwakho okungcono kakhulu, ithiphu, ukudalulwa, noma ukuhleka. Yenza okuningi kwanoma yini eyayiyikho lokho.

Esiteshini sami, isifundo esicace kakhulu sivame ukuvela kumavidiyo amabili acishe afane ngesihloko: enye igcine ukugcinwa kwezibukeli okungaba ngu-60%, enye yehla yaze yafika ku-30%. Umahluko kwakuyisingeniso. Ividiyo egcine abantu iphendule umbuzo wesihloko emizuzwaneni eyishumi yokuqala; leyo engakwenzanga lokho yenze izibukeli zalinda imizuzu emibili ukuze zithole umphumela, futhi igrafu ikhombise kahle ukuthi bayeke kuphi ukulinda.

Kungani isikhathi sokubuka kuyinombolo eyintandokazi ye-YouTube?

Isikhathi sokubuka (watch time) yisikhathi sisonke semizuzu wonke umuntu asichithe ebuka okuqukethwe kwakho, futhi i-YouTube ikunakekela kakhulu kunokubukwa (views) ngoba kuhambisana ngqo nalokho i-YouTube ekudayisayo: ukunaka. Isikhathi sokubuka esiningi kusho ukuthi i-YouTube ithola imali eningi, ngakho-ke iphromotha amavidiyo akhiqiza lokho.

Uthola isikhathi sokubuka ngezindlela ezimbili ezithembekile. Eyokuqala ukugcinwa kwezibukeli, gcina izibukeli eziningi isikhathi eside. Eyesibili umthamo, amavidiyo amaningi, nezinhlu zokudlalayo (playlists) ezidlala ngokuzenzakalelayo elandelayo ukuze isibukeli sibuke amavidiyo amathathu ngokulandelana esikhundleni sokuhamba ngemva kweyodwa. Ividiyo yemizuzu eyi-10 egcinwe ku-50% ikunika imizuzu emi-5 ngokubukwa ngakunye; ukugcinwa okufanayo kuvidiyo yemizuzu engama-20 ikunika eyi-10. Lokho kuheha abantu ukuba bakhulise amavidiyo ukuze abe mabe, okubuyela emuva kube kubi, ngoba ukukhulisa amavidiyo ngaphandle kwesizathu kwehlisa ukugcinwa kwezibukeli, kanti ukugcinwa kwezibukeli yikho okondla isikhathi sokubuka kwasekuqaleni.

Yenza ividiyo ibe yinde inqobo nje uma inokuthile engakusho, hhayi umzuzwana owodwa ngaphezulu. Bese wenza elandelayo.

Kufanele ngempela ukubukwa kwami kuvele kuphi?

Ayikho inhlanganisela eyodwa efanele yethrafikhi, kodwa isiteshi esivuthiwe esiphile kahle sivame ukufika cishe ku-40% wamavidiyo aphakanyisiwe (suggested videos), 25% we-browse (home feed), 20% wokusesha (search), 10% wangaphandle (external), kanye no-5% wezinhlu zokudlalayo (playlists). Uzothola lokhu kuhlukaniswa ngaphansi kwe-Analytics → Reach → Traffic sources, futhi iyindlela esheshayo yokuxilonga ukuthi ukukhula kubambeke kuphi.

Umthombo ngamunye ukhomba ekulungisweni okuhlukile. Ithrafikhi ephansi yokusesha isho ukuthi izihloko zakho, izincazelo, nama-tag akuhambisani nalokho abantu abakubhalayo, leyo inkinga ye-SEO, futhi iyona ongayilawula kakhulu ngaphambi kokuba ulayishe. Ithrafikhi ephansi yamavidiyo aphakanyisiwe ivame ukusho ukuthi ukugcinwa kwezibukeli nokuzibandakanya akunamandla anele okuba i-algorithm ithembe ividiyo eduze kwezinye. Ithrafikhi ephansi ye-browse ikhomba ekungaguquguquki kokulayisha nama-thumbnail angakumisi ukuskrola. Ithrafikhi ephansi yangaphandle imane isho ukuthi awabelani ngevidiyo kwenye indawo.

Uma ulungisa eyodwa kuphela, lungisa ukusesha, ngoba yikhona ongakuthonya ngaphambi kokuba ividiyo ibe bukhoma.

Yini izinga elihle lokuguqula ababhalisile?

Izinga elihle lokuguqula ababhalisile (subscriber conversion rate) lingu-0.5% kuya ku-2% wokubukwa esiteshini esikhulayo, elikhuphukela ku-2–5% uma abantu sebekwazi lokho isiteshi sakho esikulethela kona ngokuthembeka. Iziteshi ezintsha zivame ukuhlala ngaphansi kuka-0.5%, futhi lokho kukhuphuka njengoba inani lakho liyacaca. Ungakubona lokhu ngevidiyo ngayinye ngaphansi kwe-Analytics → Content → khetha ividiyo → Subscribers.

Ukuguqulwa okukhulu okuphansi ngokuvamile akusho ukuthi ividiyo ibiyimbi, kuvame ukusho ukuthi abantu bayijabulele le vidiyo kodwa bebengazi ukuthi bazotholani uma bebhalisa. Ukulungiswa kuwukucacisa, hhayi ukunxusa okukhulu kokuthi "bhalisa": isiteshi esenza into eyodwa kahle ngokucacile siguqula ababukeli babe ngababhalisile ngaphandle kokunxusa.

Futhi khumbula iqiniso elithule lapha, ababhalisile abayi-1,000 ababuka konke ukulayisha kwakho babaluleke kakhulu kunabayizi-10,000 abangaphinde babuye, ngoba i-YouTube ibala ukubukwa, hhayi inombolo yabalandeli.

Ukufunda i-Shorts analytics, esebenza ngendlela ehlukile

I-Shorts ayidlali ngemithetho efanayo, ngakho-ke ungayahluleli ngezilinganiso zamafomu amade. Izinombolo ezimbili ezibalulekile yi-swipe-away rate (ukuthi abantu bayidlula ngokushesha okungakanani) kanye nephesenti lesilinganiso sokubuka (ukuthi babuka okungakanani kulokho okuzungezayo). Ku-Short yemizuzwana engama-20 kuya kwengama-30, ufuna iningi lezibukeli lidlule imizuzwana emi-3 yokuqala kanye nephesenti lesilinganiso sokubuka elingaphezu kuka-80%, i-Shorts iyazungeza (loops), ngakho-ke enamandla ingadlula u-100%.

Umsebenzi othembekile we-Short akuvamile ukuba yi-Short uqobo lwayo. Iyimnyango. Landelela ukuthi bangaki ababukeli be-Shorts abachofoza ukuze baye kumavidiyo akho amafomu amade noma babhalise, ngoba lokho kuguquka kuyimbuyiselo yangempela, hhayi isibalo sokubukwa ku-Short.

Ukubuyekeza kwamasonto onke kwemizuzu engama-20 okufanele ngempela ukwenziwa

Awudingi ukuhlala ku-Studio. Ukubuyekeza okufushane, okuphindaphindwayo kwamasonto onke kushaya amahora okuskrola ngokukhathazeka. Nansi leyo engiyenzayo, futhi ithatha imizuzu engaba ngamashumi amabili:

Vula izinsuku ezingu-7 ezidlule bese uqhathanisa ukubukwa, isikhathi sokubuka, nababhalisile nesonto elidlule, ufuna noma yini ehambe kakhulu, phezulu noma phansi. Bese uvula ividiyo yakho engcono kakhulu yeviki bese ubuza ukuthi yini eyenze yasebenza: i-CTR, isimo sokugcinwa kwezibukeli, noma isihloko. Vula embi kakhulu bese ubuza okufanayo ngokuhlanekezela. Bheka imithombo yethrafikhi ukuze ubone ukuthi ukubukwa kuvele kuphi. Bese ukhetha ushintsho olulodwa ngqo ozoluhlola ngesonto elizayo, i-thumbnail entsha, isingeniso esiqinile, iphethini yesihloko ehlukile, futhi kube yinye kuphela, ukuze izinombolo zesonto elizayo zikutshele ngempela ukuthi isebenzile yini.

Ukushintsha izinto ezinhlanu ngesikhathi esisodwa akukufundisi lutho. Ukushintsha into eyodwa kukufundisa okuthile njalo ngesonto, futhi lezo zinto ziyahlangana.

Indlela i-VidSeeds.ai engena ngayo kulokhu

I-VidSeeds.ai iyithuluzi lokuthuthukisa ngaphambi kokulayisha (pre-upload optimization tool), ngakho-ke umsebenzi wayo omkhulu wenzeka ngaphambi kokuba ividiyo ibe bukhoma, hhayi kudeshibhodi ye-analytics ngemva kwalokho. Ihlaziya ividiyo uqobo lwayo, inkulumo, izigcawu, nencazelo, bese ibhala izihloko, izincazelo, ama-tag, izahluko, ne-thumbnail ye-YouTube, TikTok, Instagram, Facebook, LinkedIn, kanye ne-X ngezilimi ezingama-85, futhi ubuyekeza konke lokho ngaphambi kokuba noma yini ishicilelwe.

Lapho ithinta khona i-analytics kusohlangothini lwe-channel-intelligence: xhuma isiteshi sakho futhi ifunda lokho osekuvele kusebenza kuwo wonke amavidiyo akho bese iveza lezo phethini, ukuze imethadatha nemibono yevidiyo elandelayo eyiphakamisayo isekelwe ekusebenzeni kwakho kwangempela esikhundleni sezeluleko ezijwayelekile. Ngeke ithathe indawo yezinombolo ezine ezingenhla, kufanele usazifundela wena, kodwa iyakusiza ukuba uthathe isinyathelo kulokho ezikutshela kona lapho sekuyisikhathi sokwenza ividiyo elandelayo. Ungaqala mahhala ngama-Seed angama-50 ngaphandle kwekhadi, futhi iyindlela ehlukile ezimele okufanele uyibeke eduze kwe-vidIQ ne-TubeBuddy lapho ukhetha amathuluzi.

Lokho engeke ikwenze ukulungisa ividiyo okungekho muntu ofuna ukuyibuka. I-Analytics, nanoma yiliphi ithuluzi, lingasiza kuphela abantu abafanele ukuthola ividiyo esivele iyinhle.

Imibuzo Evame Ukubuzwa

Yimuphi umethrikhi we-YouTube umuntu osaqala okufanele agxile kuwo kuqala?

Isilinganiso sesikhathi sokubuka negrafu yokugcinwa kwezibukeli. Ngaphambi kokuba ube nokubukwa okwanele kokuba i-CTR ithembeke, ukugcinwa kwezibukeli kukutshela ukuthi ingabe ividiyo yakho iyabagcina ngempela abantu, futhi ukulungisa isiyenge (hook) nejubane lokuqukethwe kuwushintsho oluthuthukisa cishe konke okunye okulandelayo.

Yini i-CTR enhle ku-YouTube?

Eziteshini eziningi, u-4–6% usesimweni esihle kanti ngaphezu kuka-8% unamandla. Iziteshi ezintsha zivame ukuba ku-2–4% kuze kube yilapho izibukeli zazo zifudumala. Hlala ufunda i-CTR eduze kokugcinwa kwezibukeli, ngoba i-CTR ephezulu enokugcinwa kwezibukeli okuphansi ikhombisa i-clickbait futhi yenza ividiyo icindezelwe.

Kungani ukubukwa kwami kuphezulu kodwa isikhathi sami sokubuka siphansi?

Abantu bayachofoza kodwa abahlali. Hlola igrafu yokugcinwa kwezibukeli: ukwehla okubukhali ekuqaleni kusho isiyenge esibuthaka noma isihloko ne-thumbnail okuthembise ngokweqile. Ukubukwa okuphezulu nesikhathi sokubuka esiphansi kutshela i-YouTube ukuthi isiphakamiso besingakufanele, ngakho-ke iyayeka ukukhuthaza leyo vidiyo.

Kufanele ngiyihlole kangaki i-YouTube Analytics?

Kanye ngesonto kwanele cishe kuwo wonke amajenali. Ukubuyekeza kwemizuzu engama-20, qhathanisa isonto, funda ividiyo yakho engcono kakhulu nembi kakhulu, bheka imithombo yethrafikhi, khetha ushintsho olulodwa ongaluhlola, kushaya ukuhlola nsuku zonke, okuletha kakhulu ukukhathazeka, hhayi ukuqonda.

Yini izinga elihle lokuguqula ababhalisile?

Cishe u-0.5–2% wokubukwa esiteshini esikhulayo, okhuphukela ku-2–5% uma inani lesiteshi sakho selicacile. Ukuguquka okuphansi ngokuvamile kusho ukuthi ababukeli bayithandile ividiyo eyodwa kodwa bebengazi ukuthi ukbhalisa kuzobanika ini, lungisa ukucaciseleka kwalokho okwenziwa isiteshi sakho, hhayi umthamo wokunxusa kwakho kokubhalisa.