YouTubeアナリティクスを使って、動画の成果を確認しよう
YouTubeアナリティクスでは、YouTubeにアップした動画の成果や最新の統計情報を確認することが出来ます。アップした動画のユーザー層やトラフィックソース、総再生時間を確認することが出来るので、動画がどれくらいの効果を発揮しているのかの確認を行い、成果の把握を行いましょう。
動画活用におけるKPI（指標）は再生回数、完視聴率、コンバージョン数（率）など、会社によって様々ですが、YouTubeアナリティクスやGoogleアナリティクスのツールを分析することによって、動画の成果を把握することが出来ます。
そもそもYouTubeアナリティクスで何が出来るのか？
①自社の視聴者について把握できる
性別や年代など、自社のリリースした動画を見ているユーザー層を把握できます。自社のターゲット層と異なっている場合は、サムネイル画像や文言などの変更で、より自社のターゲットに近付けることが出来ます。
②視聴者の再生場所や離脱場所を把握できる
下記のグラフで下降している箇所は、ユーザーが早送りしたか、再生をやめた箇所、上昇している箇所は、ユーザーが巻き戻して視聴している箇所になります。下記のグラフを見ると動画再生から約10秒で視聴者が急降下しています。
まず、ここから考えられる事は、動画のスタート段階でもう少し興味を持って頂けるような構成にしないといけない事でしょう。全体では約9分の動画ですが、2分以上見た方はほぼ最後まで見て頂けるのも分かります。と言うことは、改善点は再生開始10秒と再生開始から1分までの構成やタイトル等の改善だということがPDCAを回すポイントだと理解できます。これを把握するだけでも、YouTubeアナリティクスの活用としては大きなポイントになります。
③トラフィックソースの確認が出来る
動画再生までの経路を把握することが出来ます。外部サイトからの流入や関連動画から流入、YouTube検索からの流入を把握することが出来て、改善ポイントを洗い出すことが出来ます。特にYouTube内からの直接の流入を増やすには、キャッチーなサムネイルやタイトルを変更したりするなど、アイディアが必要になります。
また平均視聴時間や平均再生率を確認すると、動画がそれなりに情報発信を行っており、自社のアピールに繋がっている事を把握出来るのも、動画活用のモチベーションの1つになるでしょう。
YouTubeアナリティクスのまとめ
まずはYouTubeアナリティクスで確認できる3つのポイントについてまとめました。YouTubeを活用した動画マーケティングを始めたばかりの方（Plan→Do）は、この3つのポイントを1つの指標にして、再生状況を確認してみてください。この3つのポイントだけでも改善点が幾つか見えてくるはずです。そして改善点を把握（Check）したら、修正（Action）を行い、さらにPDCAサイクルを回していくことになります。
LPのコンテンツの1つとして、動画をセールス目的、商品説明を目的として行う場合には、GoogleアナリティクスのABテストとの併用で、コンバージョン率などに影響を及ぼしているのかも確認する事が出来ます。
まずはYouTubeアナリティクスで出来ることを把握して、動画マーケティングをスタートしてみましょう。
4年間経営した会社を倒産後、再度起業したインターネット広告代理店（エックスラボ）を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。
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