YouTube is bad news for those who believe in free choice. YouTube’s algorithm is responsible for 70% of the content that people watch.
70 percent! This is a staggering amount of influence. Each minute, the 2.5 billion Youtube users watch 694,000 video minutes. The platform’s recommendation engine is the main reason for these views.
It’s not surprising that marketers, creators, and influencers are all obsessed with the Youtube algorithm. How does the algorithm work? What makes it tick? How can we use this formula to our advantage?
In this blog, we will cover all the information you have been wanting to know about Youtube’s algorithm.
Download the free 30-day plan for growing your YouTube channel fast. This daily workbook will help you track your progress and kickstart the growth of your YouTube channel. After one month, you will see real results. YouTube Algorithm: A brief History
What is the YouTube Algorithm? Let’s take a look at how YouTube’s Algorithm evolved over the years to answer this question. How it works now.
2005 – 2011: Optimizing clicks and views
According to Jawed Karim, the founder of YouTube (also known as Me at the Zoo’s star), YouTube was created in 2005 for the purpose of crowdsourcing video from Janet Jackson and Justin Timberlake’s infamous Superbowl performance. According to Jawed Karim (a.k.a. the star of Me at the Zoo), YouTube began in 2005 as a way for people to share videos of Janet Jackson’s and Justin Timberlake’s infamous Superbowl performance. It’s no surprise that YouTube’s algorithm began by recommending videos with the highest number of views or clicks.
This led to an increased number of misleading titles and thumbnails. clickbait). The user experience dropped as people felt tricked, annoyed, or unsatisfied by videos.
Watch time optimization for 2012
YouTube updated its recommendation system in 2012 to include the time spent watching videos. The system also took into account the time spent on YouTube as a whole. People watch videos for longer when they find them valuable and interesting. So goes the theory.
This change to reward watching time was a game-changer. Mark Bergan, the author of Like, Comment, Subscribe: Inside YouTube’s Chaotic Rise to World Domination, said that [watch time] had a direct impact. Early YouTubers were mainly making TikTok Videos…but watch time has created gaming, beauty videos, alt-right Podcasts…all these verticals that we now associate YouTube with.”
Accounts which were previously big performers (like videos on eHow or MysteryGuitarMan), dropped almost immediately.
YouTube’s algorithm update led some creators, in an attempt to increase the likelihood that viewers will watch their videos to the end, to reduce their video length. Some creators made their videos longer to increase the overall watch time. YouTube did not comment on these tactics, but maintained its party line that if you make videos people want to watch, the algorithm will reward it.
As anyone who has spent time online knows, however, that time spent does not always equal quality time spent. YouTube has changed its strategy again.
2015-2016: Optimizing customer satisfaction
YouTube began surveying users in 2015 to measure viewer satisfaction. It prioritizes direct response metrics such as Shares, Dislikes, and Not interested (and of course the particularly brutal “not-interested” button).
YouTube published a whitepaper in 2016 that described some of the inner-workings of its AI, Deep Neural Networks For YouTube Recommendations.
The algorithm was now much more personalized. The goal was not to just find videos that many people had watched before, but to find videos that each viewer wanted to watch.
In 2018, YouTube’s Chief Product Officer stated on a panel, that 70% of the time spent on YouTube was spent watching videos recommended by the algorithm.
Demonetization and brand safety, as of 2016
YouTube’s popularity and size have led to an increase in content moderation problems. What the algorithm recommends is a hot topic, not only for advertisers and creators but also for journalists and government officials.
YouTube is taking its responsibility seriously to promote a wide range of views while also reducing harmful misinformation. For example, algorithm changes implemented in early 2019 have reduced the consumption of borderline material by 70%. YouTube defines borderline as content that does not quite violate community guidelines, but is harmful or misinforming. Violative material is removed immediately.
Creators are concerned about accidentally violating the community guidelines, which are constantly changing. Or be punished by strikes, demonetization or worse.
Former CEO Susan Wojcicki stated that one of YouTube’s top priorities for 2021 is to increase transparency in community guidelines for content creators.
Brands and advertisers are also affected, as they don’t want to have their logo and name associated with white supremacists.
While American politicians continue to be concerned about the role social media algorithms play in society, they are also becoming more aware of this issue. YouTube and other platforms have been called to testify in Senate hearings about their algorithms. In early 2021, Democrats introduced the “Protecting Americans From Dangerous Algorithms Act.”
Let’s now talk about the things we know about this dangerous creature.
What is the YouTube algorithm in 2023?
YouTube’s algorithm will deliver personalized recommendations for each user in 2023. These recommendations are tailored according to the user’s interests and watching history, and weighted by factors such as video performance and quality.
YouTube’s algorithm considers the following factors when deciding which videos to recommend to a user:
What videos did they enjoy in the past. You’re likely to have found a video essay on the flags around the world, or a similar or commenting on it, interesting if you watched it or liked it. What topics or channels did they watch previously? Subscribe to the Food Network YouTube channel and the algorithm is likely to show you more cooking videos. YouTube may recommend “Monster Truck Repair 101” as a follow-up viewing if you watched “How to Change a Monster Truck Tire.” Most people who watch this also watch “How To Change a Monster truck Tire.”
This is why a Millennial mom who loves comedy and is a writer-designer has a homepage that looks like:
YouTube is a video-sharing site that wants to provide its users with relevant and high-quality videos. If you follow a recommendation to watch “The World’s 36 Most Stylish Cats”, and then find the video to be boring, low quality or strangely racist, it’s not a great experience.
How does YouTube decide if a particular video is worth recommending?
It’s not all about the content. YouTube’s algorithm does not evaluate the content of your video. Videos that praise YouTube’s greatness are not more likely to become viral than videos about how to make a beret to give to your hamster.
Our algorithm does not pay attention to videos, but to the viewers. YouTube says that instead of trying to create videos that will make an algorithm happy you should focus on creating videos that will make your viewers happy.
YouTube instead uses the following metrics to determine its recommendation algorithm.
Does anyone actually watch it? How long do people watch a video? YouTube’s algorithm uses both the average view percentage and the duration of the video to determine the ranking. Did viewers like it or not? The algorithm takes into account the number of views, engagement rates and results from post-watch surveys. YouTube’s algorithm is also affected by the time of day you watch videos and your language.
YouTube’s algorithm for determining the search results
YouTube uploads more than 500 hours of video content every minute. Without the YouTube algorithm, the search system would be utter chaos.
It’s not about bringing you the most popular video or the latest one for your search term. You’ll get the most relevant video.
It’s for this reason that two users who search the same term can see completely different results.
YouTube’s search engine prioritizes these elements:
User search and watch history – What have you watched or enjoyed in the past. This will affect which search results YouTube will consider helpful.
These factors can be combined in different ways depending on the place on YouTube where you receive recommendations.
YouTube offers three places to watch videos.
Home
You’ll see this when you visit YouTube or open the YouTube app. Each viewer gets a personalized experience. The recommendation engine chooses videos to be displayed on the Home screen…
Performance of videoWatch and the search history of the users
Suggested Videos
This is the list of videos that appears under “Up Next”: The algorithm suggests videos based on…
Viewer’s history of watching videos
Search Engine
Keywords play a major role in this. The algorithm will take into account personalized signals to customize the search results for each user. These signals include:
Performance and engagement of videos
What is YouTube’s shorts algorithm?
YouTube Shorts is a vertical video that can be created on a smartphone, and then uploaded to YouTube directly from the YouTube App, just like Stories. Shorts are watched by millions of YouTube users every day… don’t miss out on this format.
YouTube’s Vice President of Product Management, described Shorts as a “new short-form video experience” for creators and artist who want to create short, catchy videos with their mobile phone. He continued, “Shorts offers a way to express oneself in just 15 seconds”.
How do you make your Shorts known? Download the 30-day plan for free to help you grow your YouTube channel. It includes a daily challenge workbook that will assist in launching your Youtube channel and tracking your progress. After one month, you will see real results.
Shorts can be found on YouTube’s homepage, or by clicking on the Shorts tab in the app or website. The same recommendations are given to “long” YouTube video. (YouTube Classic?)
YouTube Shorts’ algorithm is based on the following factors:
Similar content: What are other Shorts that similar audiences enjoy watching? Watch time: Less of an issue than classic videos. Similar content: What other Shorts do similar audiences like to watch? Watch time: Less important than for classic videos.
You can schedule your YouTube videos, uh-longs, via the Hootsuite Dashboard, so that you have more time to create spontaneous YouTube Shorts.
Paige Cooper leads the Hootsuite YouTube Inbound team. She is the Hootsuite YouTube channel’s Hootsuite labs manager.
She says that the rise of vertical videos hasn’t altered the main algorithm, but YouTube Shorts have created a new opportunity for content creators. If you already have an Instagram Reels strategy or TikTok strategy in place, then publishing on YouTube Shorts is a no-brainer.
How to increase your organic YouTube reach
Remember that when you are working with the YouTube algorithms, the algorithm will follow the audience. These tips can help you increase your YouTube channel views if you have already created a YouTube marketing strategy.
Do your keyword research
No human being is sitting in the YouTube headquarters and rating your video.
The algorithm instead looks at the metadata to determine what the video is all about, how it relates to other videos and categories, and who would be interested in watching it.
You want to describe your video in a concise, accurate way that is similar to what people use when searching.
If you upload a funny video, for example, include “funny”, “comedy”, and the topic or subject in the title.
You can use free tools such as Google Adwords and SEMrush to conduct keyword research on YouTube, as it is both a search engine and a video platform. Learn more about social SEO!
You’ll want to include your keywords in four different places.
In the video’s file name (i.e., laparoscopic-appendectomy.mov)In the video’s title (using catchy natural language like “Real life step by step laparoscopic appendectomy”)In the YouTube video description (especially within the first two lines, above the fold)In the video’s script (and therefore in the video’s subtitles and closed captions–which means uploading an SRT file).
There’s only one place where you shouldn’t put your keyword:
Tags in the video. YouTube says tags are only a minor part of video discovery and that they’re most useful if you have a keyword or channel name that is frequently misspelled. (i.e., laporoscopic, lapparascopic, appendictomy, apendectomy, etc.) It could be harmful to your video if you add too many tags. YouTube has policies against spam, deceptive practice, and scams.
You can make it difficult for people not to click on your thumbnail
It is possible to be clickbait without being a clickbaity.
YouTube uses the term “appeal” to describe how videos entice a viewer to watch something new. YouTube doesn’t really care how your thumbnail looks, but it does keep track of the number of people who click through.
J.J. McCullough, a YouTuber, uses a consistent design for his thumbnails. They usually include his face, a short title, and captivating imagery.
Maximize your video’s appeal
Write a title that is intriguing and catchy. You want to click on it.
Here are some more ways to promote your YouTube Channel.
All your videos and your video will be watched by many people
Make it easy for viewers to continue watching your videos and remain within the ecosystem of your channel.
The end of Taskmaster’s episodes, for example, features a card with a link to more videos as well as a request to subscribe to the YouTube channel.
Use:
Cards: highlight other relevant videos within your videoEnd screens – end with a CTA for another video that is relevantPlaylists – of videos similar in topicSubscription watermarks
A video series can be a great tool to capitalize on recent viewership spikes. A scheduling tool such as Hootsuite makes it easy to plan your monthly interviews or factory tours in advance.
Views from other sources
Even if you don’t get views from YouTube, they can still help you determine your success. For example, YouTube ads, social media cross-promotion, or partnerships with brands and other channels can help you gain views and subscribers depending on your strategy.
On the Murphy Beds Canada site, for example, you can find a link in the Support section that opens a YouTube video.
The algorithm will not penalize your video if it receives a large amount of traffic off-site (e.g. a blog). It is crucial to note that click-through rates and video view duration can be affected when the majority of traffic comes from external sites or ads.
YouTube’s product team claims that the algorithm is only concerned with how videos perform in context. A video that is popular on the homepage can be seen by more people, regardless of its blog views.
A Pro Tip: Embedding a YouTube Video in your Blog or Website is good for your Google SEO and your video views on YouTube.
Comment and engage with other channels
You need to cultivate your relationship with your viewers in order to grow your audience. YouTube is appealing to many viewers because they feel closer to the creators.
Relationship-building with your viewers and other creators can build bridges that will help you all the way down the line. Hootsuite’s community engagement tools can help you stay on top of it.
Do not create clickbait
It’s a bad idea to get views just for the sake. You may have created the most attention-grabbing thumbnail and title combination ever, but viewers will soon realize that you are tricking them and bounce.
What did you gain from that?
YouTube’s algorithm will punish you for bait-and switch. You have also tarnished your brand image. Clickbait that is misleading or sensational will not impress the recommendation engine.
Create titles and thumbnails which accurately represent the content that viewers will see.
As YouTuber Alec Wilcock says: “The challenge is to make sure that your videos are valuable for your audience.” You cannot just wish for them to be valuable.
Cooper advises that viewers can spot fluff and filler from a distance, so don’t try to fake it. You will lose watch time. Cooper says, “It may sound cliche, but replace the word “algorithm” with “audience.” We’re not making videos for robots; we’re creating them for intelligent, discerning individuals who have other ways to spend time.
Watch the conversation
You can use your YouTube channel to jump on trending topics. It’s hard to create a clever video response or to weigh in on a topic if you don’t pay attention to the current events.
Hootsuite keyword search streams can be extremely helpful for social listening. Use a hashtag or industry term to stay up-to-date on conversations happening in your community.
For example, a charity that promotes literacy for children might keep an eye out on the trending topic of literacy or #volunteering.
Create compelling and relevant content to impress the YouTube algorithm.
Google Trends can also be a great way to stay in touch. You can solve a problem that people are trying to solve if you see it.
Hootsuite’s video on How To Share A 60-Second Instagram Reel To Your Instagram Story Without It Getting Chopped Up is a recent video that has done extremely well. Cooper says that the 78% retention rate was a result of their research into a solution to a problem. These videos are only good for a short time because Instagram is likely to update its app soon. She says, “I am already looking for our next hack.”
Evolution through experimentation
You can only find out what works by trying, trying, and again. You won’t find the secret to success without some experimentation…and probably a few mistakes (a.k.a. Learning opportunities along the way.
Mr. Beast did not become the richest YouTuber in the world overnight. He found out through trial and error that the more outrageous and wild his stunts, the higher his views and engagement. He’s now, um, curing blindness. It’s a great time to be alive.
Cooper says, “It is the small changes and course corrections over time that add up!” As a small channel it is obvious that the goal is to make a video go viral. As a small educational station, it is important to focus on valuable, practical videos that people want.
Hootsuite Labs has found two tactics that work: getting more specific. “Niching down” a subject (e.g. “Instagram Vs. TikTok For Business” instead of “Instagram Vs. TikTok”); and 2) Being the first video maker on a particular topic. Cooper says that both require knowing your audience, their problems, their interests, and the information they seek.
You can take heart from the fact if a video fails, it won’t affect your channel or other videos. If you’ve alienated your audience so much that they no longer want to see you, then you may not be able to get them to watch any more videos. YouTube’s team of product managers says that all your videos have the same chance to gain viewers.
Learn about your audience
You can’t impress your audience without knowing who they are. Understanding your audience and their behaviors is important.
You can use Hootsuite to get audience insights or you can go directly to YouTube and dig into your analytics.
Knowing their gender and age, as well as their location can inform your content strategy. You can also get a good idea of what to do by watching how people interact with videos. Engagement, watch time and other important social media metrics are all very useful.
Knowledge! Is! Power!
Post at the Best Time
YouTube’s algorithm does not directly base its suggestions on the time of day or what you post. The algorithm takes into account a video’s popularity and engagement. Posting your video on YouTube when your audience is online is a surefire way to increase views.
Use a scheduling tool to maximize your reach. Hootsuite’s scheduler, for example, gives you personalized recommendations on the best time to post for your audience. How it works is as follows:
Don’t just make long videos: make good videos
YouTube’s algorithm does reward watch time but it is all relative. YouTube says that its discovery system considers both absolute and relative time spent watching videos when determining audience engagement. We encourage you to follow suit. “In general, relative watch times are more important for shorter videos, and absolute watch times are more important for longer ones,” says YouTube.
Think less about the total length of your video, and instead focus on creating engaging content that will keep the viewer interested until the very end.
It doesn’t matter if your video is 60 minutes long or 6 minutes. If people are dropping off at 25%, it’s not good.
Tip: Use your audience retention metrics to determine how long you want your viewers to stay on your content. You can then adjust your content.
Cooper notes that you should always be learning about your audience. Every win or loss tells you what they value, which you can then apply to the next video.
If you are losing 50% of your audience within the first 30 second, then try reducing that content. If you have an average viewing time of two minutes, try making a video that is five minutes long. Each video is judged on its own merits. This means that every video has a chance to be successful… or not. (Sorry! )”
As you can see, mastering the YouTube algorithms is one of the best ways to give your YouTube channel all the attention it deserves. Check out our guide on how to thrive on YouTube. While you’re there, why not give our YouTube channel a like and subscribe to it?
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