Vidcon 2018 Presentation by Gwen Miller, VP Content Strategy, Kin on how to find your own best practices on YouTube.

1. How to Find Your Own
Best Practices
GWEN MILLER
VP, Content Strategy

2. Gut vs Data

3. Your Audience
Doesn’t Owe You
Their Eyeballs

4. Serving Your
Audience is NOT
selling Out

5. Know Thy
Audience

6. Data is not a four
letter word

7. Never pick just
one data point

8. Unless you’re
just learning

9. The Setup

10. Spreadsheet is
DEFINITELY not
a four letter word

11. 4.She shops at:
4. Target
5. Macy’s
6. Walmart
7. Kohl’s
8. Just Fab
9. Victoria’s Secret
10. Dress Lily
The Two Basic Spreadsheets
1. Video Level
2. Channel Level

12. 4.She shops at:
4. Target
5. Macy’s
6. Walmart
7. Kohl’s
8. Just Fab
9. Victoria’s Secret
10. Dress Lily
The First Rule
1.To compare data, all data must must
be pulled with the same length of time.

13. 4.She shops at:
4. Target
5. Macy’s
6. Walmart
7. Kohl’s
8. Just Fab
9. Victoria’s Secret
10. Dress Lily

14. 4.She shops at:
4. Target
5. Macy’s
6. Walmart
7. Kohl’s
8. Just Fab
9. Victoria’s Secret
10. Dress Lily
The Two Basic Spreadsheets
1. Video Level (First 7 Days)
2. Channel Level (Month over Month)

15. Month Total Followers Growth Subscribed Views Growth Unsubscribed Views Growth
Jan 88,000 102,000 250,000
Feb 94,000 7% 93,000 -9% 275,000 10%
Super Simple Spreadsheets
Month
Subscribed
Views Vs Avg
Unsubscribed
Views Vs Avg Engagements Vs Avg
Video #1 55,000 15% 102,000 5% 6,600 -15%
Video #2 75,000 -15% 93,000 -5% 9,000 15%
AVERAGE 65,000 97,500 7,800
Channel Level
Video Level

16. (Video Level)
The Viewing Life
Cycle

17. Where did they
encounter your
video?

18. 4.She shops at:
4. Target
5. Macy’s
6. Walmart
7. Kohl’s
8. Just Fab
9. Victoria’s Secret
10. Dress Lily
Traffic Sources
• Suggested Videos
• Home Page
• Search
• Subscription Feed
• External

19. 4.She shops at:
4. Target
5. Macy’s
6. Walmart
7. Kohl’s
8. Just Fab
9. Victoria’s Secret
10. Dress Lily
Traffic Sources
• Suggested Videos
• Home Page
• Search
• Subscription Feed
• External
Algorithm Views

20. Subscribers vs. Unsubscribers

21. Did They Click?

22. 4.She shops at:
4. Target
5. Macy’s
6. Walmart
7. Kohl’s
8. Just Fab
9. Victoria’s Secret
10. Dress Lily
New Data!!!
• Impressions
• CTR

23. How many times your video thumbnail was shown to
viewers. Does not include external sites.
Impressions

24. Impressions

25. Views per impressions shown. This measures how often
viewers watched a video after seeing an impression.
Impressions Click-Through-Rate

26. Impressions

27. Traffic Sources CTR

28. Traffic Sources CTR

29. Traffic Sources CTR

30. Did They View
the Video?

31. Views

32. Subscribers vs. Unsubscribers

33. How many of a video’s views came from your subscribers.
Subscribed Views

34. How many of a video’s views came from people who were
not subscribed to your channel at the time of viewing.
Unsubscribed Views

35. 1.To satisfy your current audience
2. To get a new audience
Two Goals

36. 1.To get a new audience
2.To satisfy your current audience
Two Goals

37. 1.To satisfy your current audience
2. To get a new audience
Two Goals

38. When did they
leave?

41. Graph which shows whether the % of
audience still watching at any given
second in a video is above or below
platform average for videos of a similar
length.
Relative Retention

43. Did they engage?

44. Total Engagement
Total Comments + Total Likes
+ Total Dislikes + Total Shares

45. Engagement Rate
Total Comments + Total Likes
+ Total Dislikes + Total Shares
Total Views

46. 1.Where did they find the video?
A.Traffic Sources Tab
2. Did they click?
A.Watchtime/Traffic Sources Tab
3. Did they view the video?
A.Watchtime/Traffic Sources Tab
4. When did they leave?
A.Retention Tab
5. Did they engage?
A.Likes/Dislikes, Comments, Sharing Tabs
Viewing Life Cycle Cheat Sheet

47. What am I comparing to?
Channel Average
Month
Subscribed
Views Vs Avg
Unsubscribed
Views Vs Avg Engagements Vs Avg
Video #1 55,000 15% 102,000 5% 6,600 -15%
Video #2 75,000 -15% 93,000 -5% 9,000 15%
AVERAGE 65,000 97,500 7,800

48. Channel Level
Health
Basics

49. 1. Followers
2. Monthly Views
3. Monthly Engagements
Track Total

50. 1. Followers
2. Monthly Views
A. Subscribed vs. Unsubscribed
B. Library Views vs. New Video Views
3. Monthly Engagements
Track Total

51. Views on Videos uploaded that month.
New Video Views

52. Create a Video Group

53. Views on videos uploaded prior to that month.
Library Views

54. How to Calculate Library Views
Total Views – New Upload Views

55. 1. Followers Growth Rate
2. Monthly Views Growth Rate
A. Subscribed vs Unsubscribed
B. Library Views vs. New Video Views
3. Monthly Engagements Growth Rate
Growth Rate

56. Month Total Followers Growth Subscribed Views Growth Unsubscribed Views Growth
Jan 88,000 102,000 250,000
Feb 94,000 7% 93,000 -9% 275,000 10%
Super Simple Spreadsheets
Channel Level

57. Total subscribers from end of this month, compared to the
total subscribers at the end of last month.
Subscriber Growth Rate
(Current Subs – Past Subs)
Past Subs

58. Total views from this month compared to the total views
from last month.
Views Growth Rate
(Current Views – Past Views)
Past Views

59. Total Engagement from this month compared to the total
Engagement from last month.
Engagement Growth Rate
(Current Engagement – Past Engagement)
Past Engagement

60. Month Total Followers Growth Subscribed Views Growth Unsubscribed Views Growth
Jan 88,000 102,000 250,000
Feb 94,000 7% 93,000 -9% 275,000 10%
Super Simple Spreadsheets
Channel Level

61. How good a channel is at converting unsubscribed views
into subscribers.
Conversion Rate
Subscribers Gained
Unsubscribed Views

66. Subscribers Gained
Unsubscribed Views
=
Conversion Rate

67. 1.Followers
A. Channel Page
2. Views
A. Unsubscribed vs Subscribed
1. Watchtime Tab
B. Library vs. New Upload
Views
1. Create video group
3. Engagements
A. Interaction Reports
4. Conversion Rate
A. Subscribers Tab
B. Watchtime Tab
Channel Level Cheat Sheet

68. Email: Vidcon Preso Please
To: BestPractices@kincommunity.com