Once you know the ins and outs of the YouTube algorithm’s video selection process, you’re on the way to growing a base of loyal subscribers and creating recognition for your brand, which in turn, converts the platform’s 2.5 billion users into paying customers. Now the question remains, how does the YouTube algorithm work? How can I make my videos worth sharing and engaging?

The answer has evolved over the years—you can not use what worked in 2010 to what works this year. In this guide, we’ll explain what YouTube’s algorithm is, how it recommends videos, and how to make its discovery engine do your bidding.

Understanding the YouTube Algorithm

Much like other social media platforms, the YouTube algorithm is the platform’s secret sauce — it ensures you get precisely the content you want on the site. An algorithm is a set of scientific or mathematical rules used by platforms to determine what content a user most wants to see and in what order.

What is the YouTube Algorithm?

Most algorithms are designed to deliver the content you’re most likely to engage with based on previous content you’ve interacted with — and YouTube is no different. There are effectively three main ways for you to discover videos on the platform:

1. Recommended content (i.e., videos on your Home page and Suggested Videos).
2. Trending Videos.
3. YouTube’s search (the results you’ll see when you enter a specific search query).

Much like the Instagram algorithm, YouTube has different algorithms that govern these different modes of discovery. These algorithms are all impacted by different ‘signals’ that tell YouTube how valuable a video is and what content you want to see more of.

How the Algorithm Has Evolved Over Time

Initially set up as a video dating site, YouTube quickly pivoted to solve the general problem of sharing videos online. Over time, they solved the technical limitations of uploading videos. But with anyone being able to upload, a new problem arose: how do people find the good content?

Originally, YouTube had a person manually curating the homepage by watching and selecting videos. However, as uploads increased, this manual curation became unsustainable. Additionally, a universal, centralized homepage could only cater to one group of people.

YouTube then transitioned to a recommendation algorithm, dynamically understanding what you’re into and what a video is about through trial and error, using collective user behavior to sort videos.

Key Components of the Algorithm

Videos recommended by the Home page and Suggested Video algorithms are governed mainly by user behavior. According to YouTube, “We track what viewers watch, how long they watch, what they skip over, and more. This helps us figure out what kind of videos they like best and what we can recommend to them next.”

The selection of videos is based on:

• Performance: How well your video has interested and satisfied similar viewers, among other factors.
• Watch and search history: How often your audience watches a channel or topic and how many times we’ve already shown each video.

YouTube’s Trending feed is determined by popular videos or Shorts in your country, refreshing every 15 minutes. While more straightforward, the trending algorithm considers view count, view velocity, video age, and channel performance.

For search results, YouTube ranks videos based on how well the title, description, and content match the search query, as well as engagement metrics for that search.

Overall, the YouTube algorithm strives to surface the most relevant and engaging content for each individual user based on their unique interests and viewing patterns.

How the YouTube Algorithm Affects Content Discovery

The YouTube algorithm plays a pivotal role in determining how your content is discovered and recommended to viewers. Its impact can be observed in three primary areas:

Algorithm’s Impact on Search Results

When you search for a topic on YouTube, the algorithm curates the results based on several factors:

1. Relevance: It matches elements like the video title, tags, content, and description to your search query.
2. Engagement: Signals such as watch time, watch percentage, likes, comments, and shares influence the ranking.
3. Quality: The algorithm evaluates the channel’s authority and trustworthiness on the given topic to determine video quality.
4. User history: Your past search and watch history shape the results, as the algorithm aims to provide content tailored to your interests.

Influence on Recommended Videos

The algorithm’s recommendations are visible in two key sections:

1. Home Page: The videos displayed on your Home page are personalized based on the performance of the video and your watch and search history.
2. Suggested Videos: These videos, shown alongside the one you’re currently watching, are suggested based on the topic of the current video and your watch history.

Engagement Metrics and Direct Feedback

Engagement metrics like watch time, views, likes, dislikes, and shares significantly impact the algorithm’s recommendations. These signals indicate the content you enjoy, prompting the algorithm to suggest more similar videos.

Moreover, YouTube allows you to directly influence the algorithm through various options accessible by clicking the three vertical dots below a video. Actions like “Add to queue,” “Save to Watch later,” and “Share” reinforce your interest, leading the algorithm to recommend more content from that creator or similar channels.

Tips for Optimizing Your Content for the Algorithm

To optimize your content for the YouTube algorithm, focus on the following key areas:

Crafting SEO-Friendly Video Titles

Your video title plays a crucial role in helping viewers discover your content through search. Incorporate relevant keywords that accurately describe your video’s topic. Aim to place the primary keyword towards the beginning of the title while keeping it concise and attention-grabbing.

Writing Effective Video Descriptions

The video description is a valuable opportunity to provide context and additional information about your content. Utilize relevant keywords naturally throughout the description, but avoid keyword stuffing. The first few lines are particularly important, as they are visible before the “Show More” button. Consider including timestamps, calls-to-action, and links to related content or your channel.

Using Relevant Tags

Tags help YouTube’s algorithm understand the context and relevance of your video. Choose tags that are highly specific to your video’s topic, including long-tail keywords and variations. Conduct keyword research to identify popular and trending tags related to your content. While YouTube allows multiple tags, focus on quality over quantity and avoid using irrelevant or unrelated tags.

1. Rename your video file using a target keyword before uploading.
2. Insert your keyword naturally in the video title, aiming for the beginning.
3. Optimize your video description with relevant keywords, timestamps, and calls-to-action.
4. Tag your video with popular keywords that relate to your topic, including long-tail variations.
5. Categorize your video accurately to help viewers find it more easily.
6. Upload a custom thumbnail image that represents your video’s content.
7. Use an SRT file to add subtitles and closed captions, improving accessibility.
8. Add Cards and End Screens to increase engagement and channel viewership.
9. Include relevant hashtags to increase your video’s reach.
10. Create a playlist about your video’s general topic to keep viewers engaged.

By following these tips, you can effectively optimize your content for the YouTube algorithm, increasing the chances of your videos being discovered, recommended, and viewed by your target audience.

Advanced Strategies to Boost Visibility

Let’s take a look at some advanced strategies to boost visibility;

Creating Eye-catching Thumbnails

Creating eye-catching thumbnails is crucial for grabbing viewers’ attention and enticing them to click on your videos. A well-designed thumbnail should accurately represent the content of your video while also standing out in search results and recommendations. Here are some tips for creating compelling thumbnails:

1. Use high-quality visuals that are relevant to your video content.
2. Incorporate text overlays with the video title or a compelling hook to pique interest.
3. Experiment with contrasting colors and bold designs to make your thumbnail pop.
4. Maintain consistency with your channel’s branding by using similar fonts, colors, and styles across all thumbnails.
5. Consider including a human face or emotion to create a personal connection with viewers.

Organizing Content into Playlists

Organizing your videos into well-structured playlists can significantly improve content discovery and viewer engagement. Playlists not only keep viewers watching by automatically queuing up the next video, but they also help establish your channel as an authority on specific topics. Here’s how to leverage playlists effectively:

1. Group videos by topic or theme to create content hubs on your channel.
2. Optimize playlist titles and descriptions with relevant keywords for better search visibility.
3. Feature your best playlists prominently on your channel’s homepage to drive more views.
4. Encourage binge-watching by creating a narrative flow between videos within a playlist.
5. Use end screens to promote your playlists and encourage viewers to continue watching related content.

Utilizing Multi-Format Content

Adopting a multi-format content strategy can help you reach a wider audience and cater to different viewing preferences. By creating a mix of short-form (e.g., YouTube Shorts) and long-form videos, you can engage viewers at various stages of the viewer journey. Here are some benefits of a multi-format approach:

1. Short-form content can introduce your channel to new viewers and drive them to your long-form videos.
2. Repurposing existing long-form content into bite-sized Shorts can extend its shelf life and reach.
3. A diverse content offering caters to different viewer preferences and consumption habits.
4. Combining short and long-form content can maximize your channel’s discoverability and engagement across multiple platforms.

By implementing these advanced strategies, you can optimize your content for the YouTube algorithm, boosting visibility, engagement, and overall channel growth.

Conclusion

As we move forward, the importance of aligning content creation with the algorithm’s preferences cannot be overstated. The insights provided here aim to not only demystify the complexities of the YouTube algorithm but also to empower creators to tailor their content for maximum impact. Embracing the strategies discussed will lead to improved content discovery, fostering a deeper connection with audiences, and paving the way for continued growth and engagement on YouTube.