YouTube outlined a few new analytics options it currently has in development, and is considering in the future, as part of its broader effort to help creators maximize their performance on the platform.
Monetization has become a bigger focus for YouTube lately as it helps fend off competition from TikTok – because although TikTok is the trending app at the moment, it currently doesn’t provide comparative monetization processes, which means that creators, especially big stars, can make a lot more money by posting on YouTube instead.
YouTube hopes that by emphasizing this and providing more analytics tools to its users, it will eventually see more of them focus more on its app, moving away from TikTok, which could help it. maintain its position as a key web video platform.
The first new analytics offering aims to provide more specific insights into how your content is performing in each stream – i.e. your main channel, live stream, shorts, etc.
“We want to give you an overview of the different formats – for example, how much you download and how much you livestream – tell you about the views for each format, tell you about the audience overlap between those different formats, and then let you dive into each format individually, so you can see the right analytics, whether for regular videos, short films, or live streams.
As you can see in these sample screens, the new format would provide separate tabs for each element, which will provide more perspective on how each generates views and what your audience interacts with. This could help you formulate a more effective content strategy, while emphasizing the comparative value of each format in your approach.
Additionally, YouTube is also looking to better highlight your channel’s revenue breakdown by content format, so you can see how much money you’re making from each item.
YouTube analytics update
The big advantage here would be that YouTube would be able to better highlight the benefits of posting on its app, as opposed to TikTok, with results very likely to show that creators can make a lot more money from downloads and longer flows.
Essentially the data, for most people, will show that while short clips can be great for engagement, expanding your approach to different formats will make you more money, and see that spelled out in clear divisions like this will be valuable for planning and promotional purposes. The data will also highlight memberships, Super Chat, and possibly e-commerce listings and other items.
Finally, YouTube is also developing new insights to help creators come up with better and more resonant content ideas.
“We recently launched an experience for some of you where you can see the popularity of certain search terms, and whether or not they are ‘content gaps’. We want to expand on that and help you with things like “hey, what topics are trending on YouTube?”. or which videos are gaining popularity with your audience, all with the idea of how can we help you expand your audience or find new topics for your existing audience.
YouTube began testing this with a small group of users in November with the “content gaps” list highlighting terms that aren’t currently served by directly aligned videos.
So, for example, in this test, you can see, using “chromebook” as a keyword query, that it’s the most common Chromebook-related searches that don’t have a directly correlated YouTube video, which could highlight new opportunities for your approach.
YouTube Content Gaps
It ‘s similar to Google’s Search Console and Google Trends allowing you to better understand what’s driving your YouTube channel traffic and how you can optimize your content efforts to align with search trends.
YouTube notes that these are currently in testing and there’s no guarantee they’ll see a full rollout. But those are the areas it’s looking to expand, which again points to its broader push to put more pressure on TikTok, using its established monetization systems as a key lure to win over more creators.
Will it work and become a bigger threat to TikTok’s rise?
Already, there are rumors among TikTok creators surrounding its flawed payment models. Unless TikTok can make big changes, this could well become a major concern in the future.