The dirty truth of credit union YouTube video views exposed

by CU GROW

by: Jonathan Lay

A few months back, there was an industry publication highlighting the successful results of a financial institution’s YouTube video series. In the article, a key metric mentioned was the total number of views the series generated.

But why are views seen as the metric for success? That’s something we explored in the article 5 Ways to Measure the Success of Your Bank or Credit Union Online Videos.

Now out of blatant curiosity, I wanted to take a closer look at the financial institution’s YouTube channel, especially when comparing these metrics to both the research we’ve compiled on this subject of video KPIs as well as the results from the videos we produce.

But upon a bit closer inspection of these metrics, something seemed wrong. Something felt out of place. Something was not right.

An Honest Assessment

Now before getting started, I feel that it is important to note that we are not personally attacking anyone in this article. In fact, I applaud the efforts of this financial institution trying to create specific content for a targeted audience.


We just believe it is important to educate credit union executives about the dirty truth of YouTube views and other bloated social media analytics.

This is an unbiased analytical approach to evaluate the number of video views from the financial institution’s campaign and how this was achieved.

 

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