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Video Success Metrics

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Digital Marketing - Study Notes:

What is audience development?

Audience development is the process of growing and keeping an audience, having the right strategy to connect to your audience, and keeping them coming back for more of your content. 

Video is one of the most powerful tools you can use to build an online audience. It’s important that the content you produce reaches the right people. There are now 500 hours of video being uploaded to YouTube every minute, which means viewers can easily get lost in a sea of content. So it makes sense to do everything you can to connect potential viewers with your video content. 

You can target your content to key audiences across different channels by sharing content across various social media platforms, and via email and website embeds. 

Watch time

Watch time is the YouTube algorithm for suggesting videos that lead to a longer overall viewing session over those that receive more clicks. It is the amount of time in aggregate that your viewers are watching your videos. 

Watch time is one of the most important metrics for video promotion and discovery on YouTube. Indeed, it is the number one metric that YouTube uses to suggest videos to viewers. This means that videos that lead to longer watch times get recommended more. 

So bear in mind that the amount of time viewers are watching your videos for – the total number of minutes or hours – is the main metric that YouTube prioritizes.

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Alison Battisby

Alison is a Social Media Consultant with Avocado Social, she is a Facebook and Instagram accredited social media expert and founded Avocado Social in 2014 having worked in the social media industry since 2008. Alison has worked with a wide range of brands including Estee Lauder, Tesco, and Pringles. Alison has traveled the world training companies including the BBC, Etsy, Canon, and Cambridge University Press. She offers social media strategy, training, and consultancy at Avocado Social across platforms including Facebook, Instagram, YouTube, LinkedIn and TikTok. 

ABOUT THIS DIGITAL MARKETING MODULE

Social Video Strategy
Alison Battisby
Skills Expert

In this module, Alison Battisby focuses on how to implement an effective social video strategy, and takes you through the different social video content formats you can use. You will then be provided with the tools and knowledge you need to build an audience for your videos, and use YouTube ads and other social video platforms in your campaigns. Alison concludes by explaining how you can use video analytics to measure the performance of your social video campaigns on both YouTube and TikTok.