YouTube has introduced new analytics options for Creator Studio. These provide more information on your audience based on search activity and engagement activity as well as how they interact with different topics on YouTube.

It’s not new. The Search Insights tool, which was first announced in late 2013 and released its first phase in April, gave advertisers more information about what data users are searching for on the app. YouTube is adding more data to assist creators in identifying additional trends.

Two new elements. The Search Insights tool now has two elements.

Watch Interest. This is the first element that has been added.

“Currently, Search Insights for desktop shows only what viewers are searching for. But now, we’re adding Watch Activity for a topic. Creators can now view top, rising, or recent videos in a topic to get a feel for what’s hot.

Advertisers and creators can now get a better understanding of the actual engagement trends on YouTube clips by using searches, what people are viewing, and “how they move between video to video based upon recommendations.”

YouTube also provides new insights into your audience’s watch activity based upon a topic. This data will show you related elements of interest for a topic.

Personal insights. A second element is personalized insights that are based on your audience’s unique interests or saves. YouTube wants to provide additional engagement data that can be used to aid in planning and also show interest in other niches.

Watch the announcement. View the announcement from Creator Insider.

Why we care. Data insights can be a great way for advertisers to plan and strategize campaigns around their audience. Verifiable data gives users more information to help them make informed decisions about what they are promoting, who is engaging and what topics they are interested in.

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