Ever wondered how YouTube decides which videos to show to whom? It’s a question that’s top of mind for many creators. YouTube’s recommendation system isn’t about pushing videos out; it’s about pulling the right content for each viewer. Think of it as an automated word-of-mouth system. Here’s a breakdown of how it works and what you can do to make the most of it.
It’s All About the Viewer
YouTube prioritizes individual viewers. When someone opens the app, YouTube’s goal is to present them with content they’ll love. The system ranks videos specifically for that person, considering their past behavior and preferences. This is different from evaluating a video and trying to find an audience for it.
Example: You might love a video, while I might not be interested. The recommendation system considers these individual preferences.
Beyond the Average: Personalized Performance
While creators often focus on aggregate analytics (average view duration, click-through rate), the system dives deeper. It uses performance data as input but aims to predict what each viewer will enjoy.
Word-of-Mouth, Automated
Think about how you decide what movie to watch. You might ask friends for recommendations. YouTube’s system automates this process. It understands what viewers like you have watched and uses that information to suggest videos.
The Power of Resurgence
Videos can find new audiences over time. A video might initially appeal to one group, but become relevant again months later due to a trend, news event, or another creator featuring it. Nostalgia can also play a big role in a video’s resurfacing.
Time, Device, and Context Matter
The recommendation system considers the time of day and the device being used. You might see different results on your phone in the morning versus your TV at night. YouTube tries to learn if you prefer news in the morning and comedy in the evening, and tailors recommendations accordingly.
Forget the “One Number”
There’s no single metric to optimize for. Watch time might be more important on TV than on mobile, or for podcasts versus music videos. YouTube recognizes that different factors have varying importance in different contexts.
Satisfaction Matters More Than Just Engagement
YouTube values viewer satisfaction. The goal isn’t just to maximize engagement at all costs.
“…not all time spent with video is equally valued by our viewers…viewers want some videos to be a lot more efficient in getting to the point…”
YouTube actively seeks feedback through surveys within the product, collecting millions of responses. This data helps the system understand when creators deliver more value per minute. Likes, dislikes, and “not interested” feedback also contribute to this understanding. Prioritizing satisfaction leads to viewers returning to YouTube more often.
Focus on Improvement, Not Just Benchmarks
Instead of obsessing over absolute metrics like CTR or watch time, focus on how you can improve your performance. Comparing your metrics to others can be misleading because performance depends on who saw the video and how widely it was distributed.
The Bigger Picture: Views, Subscribers, and Goals
Take a step back and consider your overall goals as a creator. Are you focused on views, subscribers, selling merchandise, or something else? Keep your goals in mind when analyzing your data.
Example: Would you rather have a video with a 20% CTR and 10,000 views, or one with a 5% CTR and 100,000 views? The answer depends on your goals. Reaching a larger audience might be more valuable, even with a lower CTR.
Multilingual Audio: Reaching a Wider Audience
If you’re using multi-language audio tracks (dubs), make sure to:
- Translate titles and descriptions.
- Recognize the benefits of having a significant portion of your catalog available in a particular language. Aim for at least 80% of your popular content.
The Natural Flow of Views
Fluctuations in views are normal. A decline in views doesn’t mean your channel is dying. Audiences often binge on a channel and then move on, only to return later.
- Seasonality: Consider seasonal trends.
- External Dynamics: Be aware of how events impact views.
- Supply and Demand: Understand that increased competition can affect viewership.
Key Takeaways for Creators
- Focus on the viewer experience: Create content that resonates with individuals.
- Prioritize satisfaction: Deliver value and engage with your audience.
- Look at the big picture: Don’t get lost in the weeds of analytics.
- Adapt and evolve: Be willing to try new formats and topics.
- Be patient: Understand that fluctuations in views are normal.
By understanding how the YouTube recommendation system works, you can create content that resonates with viewers, build a loyal audience, and achieve your goals as a creator.