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Is it a good idea to put end screens in your YouTube videos? It’s… complicated.
Here’s a demonstration of one of my favorite kinds of end screen: https:// www.youtube.com/watch?v=8c4xyenI78Q
Check out my YouTube program Project 24! https://channelmakers.com/go
My thumbnail guide includes why I made the program (and what’s in it): https:// www.youtube.com/watch?v=NfieDyZq0D8
I use vidIQ on my channel: https://vidiq.com/channelmakers
This is why I use vidIQ: https:// www.youtube.com/watch?v=1gKpLNGRVlc
Chapters:
0:00 Why Are End Screens Dangerous?
0:45 What’s Been Happening (Behind the Scenes)
2:00 3 End Screen Types
2:24 Which Type is Best?
2:51 What the Data Tells Us
3:23 Something I Realized
4:09 What We Should be Asking
5:19 The Biggest Problem with End Screens
5:54 The Rarest Type of End Screen
6:51 Will this Work for All Channels?
7:57 The Best Way to Do End Screens
Got something to share with me (feedback or an interesting YouTube find)? Go here: https://airtable.com/shre0hEysXMEeEz9g
#growonyoutube #youtubeendscreens
Legal Notice: Channel Makers is a product of Income School LLC. The “Channel Makers” name and O logo mark are trademarks of Income School LLC. Income School LLC is a limited liability company headquartered in Idaho, USA. Results mentioned not typical. No business is guaranteed to succeed, in fact, most new businesses will fail. It takes hard work, skill, and time for a new business to grow. The name “Project 24” is not a guarantee of success in 24 months, but refers to those who have a goal of creating an online business in 24 months. Some will succeed, others will not—just like any business.
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bet you never thought you’d be watching
a video about youtube end screens and
yet
here you are howdy howdy everyone nate
here end screens are those things that
appear at the very end of a youtube
video giving you the option to either
subscribe or watch other videos on that
creator’s channel the first question is
why do youtube end screens even matter
well from a youtube algorithm standpoint
average view duration meaning the amount
of time that people watch a video
matters so because it’s an indicator of
how how satisfied a viewer is in
watching a video so in a lot of cases
when an end screen pops up people will
click away or they’ll leave the video
because they feel like it’s the end of
the video and viewer behavior is heading
towards uh what’s next you know what
what’s the next interesting thing i can
consume on youtube so if many people are
leaving at the end of a video before the
video is over it’s not as good it turns
out that a lot of you wanted to know how
to effectively use youtube end screens
and let me tell you i have been doing
research a lot of research and they are
really tricky to get right so let me
tell you what i’ve been doing behind the
scenes first of all a few weeks ago i
asked you for your videos that you
wanted to have reviewed by me because
they performed really well or they
weren’t doing very well and within that
data i ask you for screenshots of the
key moments of audience retention metric
which shows the drop-off rate at the end
of the video so i had that point on
hundreds of videos and then i also went
through and selected several large
youtubers channels and took their most
recent 10 videos and looked at what kind
of end screens they had now i don’t have
the data on the back end of how their
retention was on each of those videos i
don’t have it but i wanted to see what
kind of end screen they were doing so
channels like mark rober mr breest nikki
tutorials dream woodworking art scotty
kilmer what’s up moms so i took all of
these data points to try to find some
answers for you on how to most
effectively use youtube end screens and
this is kind of fun it feels like the og
nate is back here spitting facts busting
myths doing ridiculous amounts of
research
so let me show you some of what i found
here as i was looking through all of
these data points i realized that end
screens could be categorized into a few
different kinds i would categorize them
as none meaning there’s no end screen
put into the video a non-interrupt
meaning that the video just continued on
and the end screen elements showed up
but there was no indication that that
was the end of the video and a dedicated
end screen meaning that the video
elements showed up and it was purposely
put there with some background music you
know integrating watch this video next
or similar now with all of this data i
know the question burning in your mind
right now is well which one is best nate
well let me show you but first of all i
would love it if you would boop the like
button on this video so it can spread to
more people i appreciate it thank you so
with your data i went through and i
randomly selected several of the videos
and categorized them according to the
end screen type non-interrupt dedicated
or none and it was a pretty interesting
distribution a pretty even balance
between the non-interrupt and the
dedicated and then a few just didn’t
have end screens on them now when i look
at the average percentage viewed on them
i would say there’s not really a
statistically significant difference
between them on the dedicated it was
about the average of this data set it
was about 42 percent in the
non-interrupt it was about 39 that also
includes when i went through and i
looked at every single one of your
analytics here to look at the drop at
the end i categorized it according to
the flow of the end screen meaning was
it a drop off was it a gradual or was it
almost flat meaning not a lot of people
were leaving at the end of the video and
for the most part it was not really
surprising to me most of them were
drop-offs with a few occasional graduals
and a few almost flat i realized a few
things first of all that there isn’t
necessarily a single best end screen
element type meaning a video a playlist
subscribe but also without seeing a
statistically significant response to
any of these whether a non-interrupt
versus a dedicated will get you a better
retention or not i also can’t say one of
those is definitely better than the
other which got me to thinking what is
the real question here really guys is it
which end screen elements or which type
of end screen is best not necessarily
because also when i look at the data
from the big youtubers uh there was a
pretty broad distribution nine of the
videos i looked at were none 20 of them
were non-interrupt and 39 of them were
dedicated end screens and this varied
across channel to channel with several
channels doing every single type of end
screen so i realized when i was looking
at this the real question isn’t that
it’s how do i improve the end of my
video because when you really look at it
really i mean think about it an end
screen what is the purpose of an end
screen it’s to lead people to other
content on your channel it’s to make
your audience enjoy more of what you
have whether that’s subscribing or
watching another video or a playlist
that is the real purpose so the real
question was how do i get better at that
and in fact if i show you on my channel
if i go to the analytics then screen
element type it’s a pretty good
distribution
out of almost a hundred thousand end
screen elements shown
about seven and a half thousand elements
clicks now the majority of those are
videos because i don’t put these other
elements as much and out of all of those
about eight percent are clicking now
speaking to this point of why are end
screens even valuable that is eight
percent more views than i would have had
if i didn’t put any end screen so i look
at that and i think the first question
is it even valuable to use an end screen
yes it is because that is eight percent
more views than i would have gotten and
when you add that up over a lot of views
that gets really big really fast but the
biggest problem is that people leave
before the video is over so we have this
issue we have we’re reducing our average
view duration uh if our end screen isn’t
very good if we’re reducing the average
view duration on the video which is an
indicator to the algorithm it’s not
doing as well it’s not as popular of a
video the satisfaction isn’t as high
that’s the one issue and then the other
issue is what if people aren’t even
clicking on those end screen element
types or tapping on them if they’re on
mobile so we got these two things and
that got me realizing guys what if there
was a way to have the benefits of people
clicking without the detriment of people
leaving the video and that brought me to
the fourth type of end screen the most
rare type of end screen on youtube that
i saw of all the data that i collected
that this is the one i do not see
nearly at all and that is a directed end
screen so a directed end screen is where
you combine the value of the
non-interrupt meaning they don’t even
know the end of the video is coming
until the very last moment with the
value of inviting them to another video
or pointing them in another direction on
your channel it is amazing and nobody is
doing it in fact if i look at the data i
went through and i classified these
directed end screens only two out of the
large youtubers videos that i looked at
were doing it and out of all the videos
that i reviewed from you guys only three
of the ones that i randomly selected
were this directed end screen type also
so how do you do a directed end screen
type nate you ask well watch till the
end of this video because i’m going to
show you
but first i wanted to answer a few of
the biggest questions that i know are
just coming up for you guys right now
the first is will the directed end
screen type work for any type of video
and yes i’ve i thought through several
scenarios and yes in almost every
scenario it will work because let’s say
for example i’m doing a gaming video you
might be tempted to just do a dedicated
end screen here’s what’s next what if
for example you were doing a minecraft
youtube channel and you had a video the
video you were watching the audience was
watching was hey i survived 100 days in
minecraft what if you have another one
the end you said hey this was my
survived 100 days of minecraft i
actually have another one where i
survived 150 days in minecraft hardcore
or if you’re doing more of a vloggy
style channel and let’s say it’s about
your pets and it’s all about your golden
retriever and you have this really funny
thing you’re trying to feed the golden
retriever a new diet and they’re just
not taking it and then at the end of the
video you say something like hey i can’t
think of a golden retriever name
uh
hey
moe
hey moe the golden retriever
and then at the end you do something
like hey moe the going retriever is
there another video that you think
people should watch and then have them
point to another video and say yeah this
is the one’s great because in this one i
feed him all his favorite foods for his
birthday the next question i wanted to
address is should i put an end screen on
youtube shorts my answer is don’t even
worry about it because the majority of
views on youtube shorts come from the
short shelf and the end screen doesn’t
even show up there and the end screen if
they’re watching on regular youtube
often the end screen covers up so much
of the video you’re actually distracting
from the short so there’s actually one
more way to do youtube end screens that
i didn’t even mention in this video and
it’s one of my favorites i demonstrate
it in this video so you’ll want to go
watch that video next see now you gotta
go watch that video
and nate out