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What is the average CTR for linkouts at the end of a youtube video?
Hi there, and thank you for your request for the average CTR for linkouts at the end of a YouTube video.
The short answer is that average CTR for YouTube links go from 0.13% to 4.37% in general. However, CTR for links at the end of a video may be lower since 63.94% of total users watch a video to the end.
In terms of specific CTA's performance, buttons result in 45% boost in clicks, whereas personalized messages increase conversion by 42%. Colors are also important - orange CTAs increase conversion in over 30%, whereas red CTAs does so in over 20%.
I elaborate on my findings below.
AVERAGE CTR FOR CTA IN YOUTUBE VIDEOS
According to Google's benchmarks, displayed on Rich Media Gallery, CTR on videos in the US reaches an average 0.13% rate - though YouTube is usually mentioned as having a much higher CTR than other social media platforms.
CTR on YouTube varies deeply depending on position of the ad or link, the company behind, and even the specific campaign or individual video. Distilled studied several videos across the platform in 2014, and came up with several estimations which can still be applied today, listed below:
- Links in advertising overlays, and any or all of the already listed methods have 0.97% of views referred as traffic
Overall, the average percentage of referred traffic was 0.72%. The highest rate was for REI, at 4.37%.
AVERAGE VIDEO COMPLETION RATE
Google's benchmarks marks the US's video completion rate at 63.94% - meaning that a little over 60% of people who start watching a video will finish it.
However, as noted by Wistia, the completion rate varies significantly depending on the length of each specific video. Videos of up to two minutes usually see 70% of their audience stay until the end, and starts going down from there.
As the video reaches five minutes, the percentage of viewers who watch through goes down to 60%, and down to almost 50% for seven to 12-minute videos. From there the rate drops slowly, until the rate for 20-minute videos goes down to 47%.
BREAKDOWN OF CTR PER CTA
Not all CTA were created equal - and several companies have noticed differences in CTR and conversion depending on the type and location of their CTA.
For example, CreateDebate saw a 45% boost in clicks when it turned its CTA to buttons. SAP noticed that having orange buttons increased their conversion rate by 32.5%, whereas Performable pointed out that using red boosted their conversion rate by 21%. Herlzberg Diamonds saw their CTR increase by 26% when they added an arrow icon to their buttons.
In terms of position, Kissmetrics estimates that a CTA inside a video (as opposed to beside it on a sidebar) increases CTR by 380%. Personalizing CTAs to the viewer, on the other hand, boosts conversion by 42%.
To wrap up, average CTR for YouTube links go from 0.13% to 4.37% in general - though the actual rate can be highly variable depending on the specifics of each company, campaign and video.
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