Sunday, September 6, 2020

YouTube Dislike decoded and Important Parameters in YouTube Digital Marketing

YouTube Success Mantra & Digital Marketing Lessons from the movie trailer - Sadak 2: The most disliked Youtube video

YouTube is the world's second-biggest search engine after Google and if you are a digital marketer then YouTube should definitely be a part of your digital marketing success plan.

Before we dig into important Youtube parameters that lead to success on YouTube lets briefly look into Sadak-2 trailers current stats (as on 01st September 2020 11:22 AM) which is right now one of the most disliked videos on YouTube (in terms of ratio). 

Dislikes - 12.91 Million

Likes - 715K

Likes to Dislikes Ration - 94.75%

Currently, in terms of dislikes, its worlds second-most disliked video. The number 1 is YouTube rewind 2018 with 18.29 Million dislikes

Let's take a dig on the most important parameters that leads to the success of a YouTube video.



1. Audience Retention i.e Average View Duration. It is the average of minutes viewed by all the visitors under-considered time frame. It is calculated by dividing the total watch time of your video with the total number of video plays, including replays. It can be used as a measure to see how engaged are your viewers. If your video is less engaging viewers will close it early or bounce to another video hence your average view duration would be less.


2. Percentage View Duration It is the average of the percentage of your video viewed under-considered time frame example a week, month etc as selected in YouTube interface. A 60% percentage view can be considered good and anything above will be a positive signal in YouTube's algorithm and you can gain good views. High-quality content can even go beyond 100% as re-views of certain parts or of the entire video is considered. This is one big reason why it is suggested to keep YouTube video short under 7 minutes as most audience will drop watching a video beyond it unless its highly engaging. This could result in a drop in percentage view and may impact your video's performance.


3. Impressions - Click-Through Rate: Click Through Rate is the ratio of the number of times a user clicks on the impression. Say a video thumbnail is displayed 100 times to different users. And if it gets 10 clicks out of all 100 impressions via these users then click-through rate is 10 percentage. So its the ratio of clicks to impressions.


4. Comments: Comments are verbal expressions, reactions expressing an opinion on your video. YouTube algorithm do not not differentiate comments apart from being spams. Comments are presented in Top Comments and Newest First hierarchy. Comments also have like and dislike options which other users can rate. The one with the highest likes are shown first by default. YouTube channel owner can pin his own comment at the top. In terms of YouTube SEO it is highly recommended to post a comment and pin it. It could be engaging like requesting opinion (recommended) or simply "Thanks for watching" and so on.


5. Video Engagements i.e Likes, Shares, Comments and Dislikes


If you are from India, the chances are very high that you have seen the most disliked YouTube movie trailer i.e Sadak 2 Movie trailer. Now even though its a most disliked YouTube movie trailer, it continued to be trending on number 1 on YouTube for over a week.

  • The very first thing that comes to digital marketers is how it managed to get so many views and trending on number 1 despite the fact that it got highest dislikes in terms of both numbers and percentage ratio?
  •  Well, this brings us on a conclusion that only one parameter cannot lead to the success or failure of a YouTube video.

So what constituted to the success of the video?

The answer is the average view duration. Though most of us disliked to it as it was from Mahesh Bhatt's who is linked to controversies with Sushant Singh Rajput (SSR's) death. Most of us had watched full video trailer resulting in high video average view duration or overall good percentage view. It also got a good response and coverage on all social media handles as people requested each other to dislike it and hence the traffic and views and good social signals in terms of YouTube Algorithm.

Also, many of us searched for this video to dislike it and clicked on it leading to good CTR for the video both on the YouTube search page and on trending pages sending positive signals to YouTube Algorithm. 

People started commenting on the video leading to a very good amount of comments that was another positive signal for YouTube. 

Video Engagements - It got very good video engagements counting both likes and dislikes. Hence an overall good amount of video engagements.


Now the question arises, Do dislikes affect YouTube videos?

We can conclude satisfactorily that dislike alone does not have any impact on your video visibility. As the world's most disliked video "YouTube Rewind" has already crossed 20 crores + views (200 Million Views)

Digital marketing learnings from Sadak-2 YouTube trailer

The key learning is Dislikes are not always bad. YouTube is not limiting a video reach just by dislikes. The most important parameters impacting a video reach on YouTube are Average View Duration, Total Duration, Click Through Rate (CTR), Video Engagements. Average or Percentage View Duration can be considered as the most important factor in a YouTube video success. 

What is Audience retention in terms of YouTube?

It is the percentage view of your video on YouTube. Say your video is of 10 minutes and average view of your video is of 6 minutes. Then your audience retention rate is 60% i.e Average percentage Viewed. YouTube also considers the percentage of video re-viewed or skipped. Say a user re-views a portion of the video again then that portion will see a spike and your audience retention rate will increase. If users are skipping a portion of your video then that portion would see a downfall. So audience retention rate on YouTube would differ than that of average view duration based on a portion of video rewatched or skipped. 

You can use YouTube Analytics to figure out what portion of your video is skipped or re-watched to figure out what people loved the most or was not that interesting part of the video.

YouTube also provides Relative Audience Retention that compares the performance of your video with similar videos of the same length. 

Below screenshot is from one of my YouTube video's performance.
YouTube Audience Retention Rate

What is YouTube Marketing?

YouTube Marketing is an overall activity done around production and promotion of a video on the YouTube platform. To make a video successful on video every aspect need to be considered from ideation to production to delivery and post video optimizations. Before production, one needs to consider how to present the video and ensuring that people do not drop watching the video early. So it must be engaging throughout the video and especially first 25% of video content should be very catchy and engaging. Video backgrounds, video quality are also very important parameters. Before creating a video it is important to consider the possible audience it will cater to and what they like and do not like. How your video would be found on YouTube and what would be the possible searches where your video should appear. Based on these researched a video must be produced, video title and description and tags should be worked out accordingly. It is equally important to consider how people would engage with the video and the video must have a section that incites people to leave genuine comments, feedbacks, like the video and share it. YouTube Marketing is an overall activity around a YouTube channel and video production and not just a post video production activity that involves updating titles, tags and descriptions popularly known as YouTube SEO.

YouTube Dislike ratio and its impact on digital marketing

Though one should consider a YouTube dislike ratio as its an important signal about peoples taste but it is not everything in a video's success. The average Like/Dislike ratio is 90%; this means that for every 9 likes, there is 1 dislike. 

Most disliked YouTube Videos

Interestingly, the most disliked video on YouTube is from the YouTube itself titled - "YouTube Rewind 2018: Everyone Controls Rewind" which was uploaded on YouTube dated Dec 6, 2018. It has 18.29 Million dislikes and dislikes ratio is 86.34%. 
Second Most disliked video is "Sadak-2 Official Trailer" followed by "Baby" by Justin Bieber 

Important parameters for YouTube marketing

1. Audience Retention (Ex. 35% people watched your video till the end) or Average View Duration (Ex. 6 minutes of a 10-minute video) or Average Percentage video views (Ex. 60%) is the most important parameter to consider followed by Impressions Click-Through Rate, Video Engagements that includes, Likes, Dislikes, Comments and Shares.

YouTube video success factors

Quality Content, Engaging Content and representation, Proper presentation, Optimized for YouTube Searches (YouTube SEO), Proper Audience targeting. Every business has a unique audience targeting and every channel has its own type of audience so it must be well optimized for the same.

What is YouTube average view duration?

Average view duration is the average of minutes viewed by all the visitors under-considered time frame. It is calculated by dividing the total watch time of your video with the total number of video plays, including replays. It can be used as a measure to see how engaged are your viewers. If your video is less engaging viewers will close it early or bounce to another video hence your average view duration would be less.

What is YouTube Percentage View Duration?

It is the average of the percentage of your video viewed under-considered time frame example a week, month etc as selected in YouTube interface. A 60% percentage view can be considered good and anything above will be a positive signal in YouTube's algorithm and you can gain good views. High-quality content can even go beyond 100% as re-views of certain parts or of the entire video is considered. This is one big reason why it is suggested to keep YouTube video short under 7 minutes as most audience will drop watching a video beyond it unless its highly engaging. This could result in a drop in percentage view and may impact your video's performance.

What is YouTube video impressions?

An Impression is the count of the total number of times a video thumbnail is displayed on the screen of the viewer for a duration longer than 1 second and in at least 50% of the viewable screen.


What is the Click-Through Rate?

Click Through Rate is the ratio of the number of times a user clicks on the impression. Say a video thumbnail is displayed 100 times to different users. And if it gets 10 clicks out of all 100 impressions via these users then click-through rate is 10 percentage. So its the ratio of clicks to impressions.

What is YouTube Video Engagement?

YouTube engagement is counted when a user takes action on your video. May it be like, dislike, share, comment or click on subscribe/unsubscribe button. All these are part of the engagement. The comment is considered to be one of the most important parameters in engagement for the video to succeed. The higher the comments (positive or negative) the higher are the chances of a video to go viral. Yes, even negative comments can contribute to growth as in was the case with Sadak-2 youtube movie trailer.

What is youtube like to dislike ratio?

It is the ratio of likes you get on a video. Say you get 9 likes and 1 dislike in a video then your ratio is 90%. i.e you got 90% likes and 10% dislikes on your video. The average like/dislike ratio on YouTube is 90%.

Regards,
Navneet Singh Chauhan.

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