06 — Analyse / 06.01

Understanding your analytics

Analytics should answer one question:

7 principles4 min read

What should we do differently in the next video?

The objective is not to look backwards and decide whether a video was good or bad. It is to understand what happened, identify patterns and use those findings to improve the next content bank.

On this page / 7

01Look at retention first
02Identify your outliers
03Study shares and saves
04Use comments as content research
05Look at followers and profile visits
06Diagnose underperforming content
07Look for patterns across multiple videos

Look at retention first

Retention helps you understand where attention was lost.

If viewers leave immediately, the problem is usually near the beginning. Look at:

The hook
The first visual
How quickly you get to the point
Whether the subject is immediately clear

If viewers stay through the opening but leave later, the hook probably worked. The problem may instead be:

Slow pacing
Too much explanation
Repetition
Not enough visual change
The answer becoming obvious too early
The story drifting away from the original hook

00:03Leave here: the hook, the first visual, how fast you get to the point.

MIDDLELeave here: the pacing, the explanation, the repetition, the lack of visual change.

Action point

If viewers leave early, improve the opening. If they leave halfway through, improve the structure and pacing. If retention remains strong, reuse that structure with another aviation topic.

Identify your outliers

Pay close attention when a video performs significantly better than your usual content. Do not simply celebrate the views and move on. Ask what changed.

Was it:

The topic
The aircraft
The hook
The person on camera
The format
The story
The access
The title

For example, if Gulfstream versus Bombardier videos repeatedly outperform standard aircraft tours, the lesson may be that your audience responds strongly to comparisons.

Action point

Take the strongest element from the video and test it again. Create another comparison. Use the same hook structure on another topic. Use the same person on camera. Test another aircraft using the same format. The goal is to discover whether the success can be repeated.

Study shares and saves

Shares and saves show that the content created value beyond simply being watched.

A high number of shares often means:

“Someone else needs to see this.”

A high number of saves often means:

“I want to come back to this.”

For example: An unusual aircraft feature may generate shares. A guide explaining what to check before purchasing an aircraft may generate saves.

Action point

If something gets shared heavily, create more surprising or conversation worthy angles around that subject. If something gets saved heavily, create more useful educational content around it. Do not abandon a strong subject after one video. Build around it.

Use comments as content research

Do not simply count comments. Read them.

Look for:

01Repeated questions
02Disagreements
03Misconceptions
04Requests for comparisons
05Aircraft people repeatedly mention
06Subjects people want explained further

If you publish a Gulfstream versus Bombardier comparison and the comments repeatedly ask about Dassault Falcon, your audience has already given you another idea.

Action point

Save repeated questions. Turn strong comments into videos. Use disagreements as discussion topics. Look for themes that could become recurring content series.

Look at followers and profile visits

Some videos get attention. Other videos make people want to know more about you. That difference matters.

You may find that cinematic aircraft content generates the largest reach while educational aviation videos generate more followers and profile visits. One attracts attention. The other builds the audience.

Action point

Identify which topics and formats repeatedly generate followers and profile visits. Create more of them. Do not judge the value of a video purely by total views.

Diagnose underperforming content

When a video performs badly, do not immediately assume the idea was bad. Work through the video in order.

Ask:

Did the idea give people a reason to care?
Was the hook strong enough?
Did the opening visual support the hook?
Did we get to the point quickly?
Did the middle maintain interest?
Were there enough visual changes?
Did we reveal the answer too early?
Did the ending deliver the promised payoff?
Was the title and cover strong enough?

Action point

Identify the most likely weakness. Change that element in the next video. Do not change everything at once or you will not know what actually made the difference.

Look for patterns across multiple videos

One result is not enough to completely change your strategy. Look across multiple videos.

Do aircraft comparisons repeatedly outperform tours?
Do founder stories hold attention longer?
Do Q&A videos generate more saves?
Does one person consistently perform better on camera?
Do videos filmed inside aircraft outperform office based content?
Do certain manufacturers create significantly more interest?

This is where analytics becomes genuinely useful. You stop reacting to individual videos and start understanding your audience.

The rule

Do not use analytics to decide whether a video was simply successful or unsuccessful.

Use analytics to understand why it performed the way it did and what that teaches you about what to create next.

Got the rule?