Remember that it's all about the viewer—from seeing your thumbnail and title and wanting to click (impressions, CTR), to wanting to finish your video (AVD/APV, Watch time) and watch more (Watch time, AVPV). It's about always trying to learn and improve by analyzing and adjusting.

If your CTR is low but your Impressions are high, don't change anything yet. Let your content simmer, and see what it does. But if your CTR is low and your Impressions are average or below, it's time to adjust in real time. You need to change a thumbnail or title now. I recommend switching out your thumbnail first because it's what grabs viewers'

When you upload a video, you need to track the most important metrics by traffic source. The most important metrics are: Click‐through rate (CTR) Impressions Average view duration (AVD) Average percent viewed (APV) Watch time and views Average views per viewer (AVPV)

Certain content is good at gaining new subscribers, other content is good at retaining subscribers, and some content is good for both subscribers and nonsubscribers. Figure out which kind of content you're dealing with and who it's geared toward to know which tweak to make when it underperforms.

you have to analyze and adjust; analyze and adjust. In theory, this means you have to improve your content. In practice, it means you look at the data in your YouTube analytics and see what is going on and what you actually can do about it. You have to assess your progress. This is true for every single YouTube channel, no matter how big or small

We offered to do a “one‐for‐one” collaboration, meaning we would make two videos: one on their channel that we would produce instead of them, and one on ours. At the time, Brooklyn and Bailey had 300,000 subs and Studio C had 20,000. By the time we were ready to launch our campaign, Brooklyn and Bailey were already nearing a million subs.

I would rather spend money on 100 relevant channels to push organically rather than throw money around randomly. This is how you get dedicated people to engage with your content.

To figure out an audience, I like to look where they congregate both when they're online and when they're not. I also want to know what content and products they connect with. This helps me know what will be relevant to get our content out to more people. I also want to know what the client's endgame is: when a client has a goal to make a sale,

Some creators don't optimize with cards and endscreens, which I think is crazy. Why wouldn't you want to give your viewer more ways to watch more of your content? However, don't make the mistake of putting a card in the first third of the video because you don't want the viewer bouncing too soon and ruining your AVD. In your cards and endscreens,