The YouTube Algorithm – An unpopular Truth
One of the biggest frustrations I see people having in this group is with the YouTube Algorithm. They are 110% certain that they aren’t getting any views because the algorithm is broken. Instead of spending time improving their content, they spend most of their time, trying to prove to themselves and everyone else – “The YouTube Algorithm is broken and not working as it should”. Or the classic – “The YouTube algorithm only pushes content from big YouTube Channels”.
Today I wanted to share with you what I’ve learned about the infamous and evil “Algorithm” and how it applies to your YouTube channel. Hopefully it helps give you clarity on the YouTube Algorithm and reframes your thinking when it comes to building a successful YouTube channel. I also hope it helps reduce the frustration and the burn out you may feel because your channel isn’t where you want it to be.
The YouTube Algorithm is an AI-powered recommendation system, which is designed to put the BEST and most engaging content in front of viewers on YouTube. It does this by analyzing large amounts of data that tracks the preferences and habits of viewers. The cool and frustrating thing about the algorithm is that it changes over time. For example, the algorithm used to favor subscriber counts, but it has recently shifted and prioritizes views. I am sure there are other tweaks and shifts that happen often, but this was the most noticeable change.
Here is where it gets frustrating, most new content creators are misled by random bits of information from “YouTube Experts” about how the algorithm works. And when their videos flop on YouTube, the only reason they can come up with is – “The Algorithm is not working correctly.”
The truth is, in order to understand how the algorithm works, you first have to accept one simple fact. An algorithm will always work in favor of a company’s policies, values and mission statement.
Now that we know this, let’s dive a little deeper. YouTube’s approach prioritizes the 4-Rs
- REMOVE content that violates its polices.
- REDUCE false news.
- RAISE UP authoritative sources for news and information.
- REWARD trusted creators.
In their creator videos, YouTube says – “YouTube’s recommendation system actually finds videos for viewers, rather than finding viewers for videos” - Put simply, YouTube prioritizes the VIEWER – not the CREATOR! Let me say it another way just for emphasis – Viewers want to see videos THEY WANT TO WATCH, not the videos YOU WANT TO MAKE.
Although the algorithm takes into account several factors when recommending content, it can be split into two main categories
• Viewer Personalization – This includes data about what videos users watch and which ones they ignore.
• Viewer Satisfaction – This measures the performance of a video based on metrics like longer watch time, video shares, likes, comments, subscribes and watch history.
Reading the comments and posts, it seems a lot of people don’t take into consideration the fact that; “The Algorithm” is a term that reflects the behavior and viewing habits of YOUR audience. It’s not some robot deciding if it should show your video to other people or not. It is also very important to remember, because YOUR audience loves YOUR videos, it doesn’t mean other people will.
How to win with the algorithm audience on YouTube.
1). Make the tough decision on how you want to use the YouTube Platform. It doesn’t matter what you decide to do, just always keep in mind each decision has different outcomes, and success is not guaranteed.
a. Do you view YouTube as a place to share your life/experiences and videos on YouTube. This is fine, but you need to remember all art, isn’t fine art. If your art isn’t appealing to the masses, you may get frustrated and burnt-out creating content for people who aren’t interested.
b. Do you view YouTube as a business and an opportunity to make money. This is also fine, but at this point you become a contracted "employee" of YouTube, and it is your responsibility to make sure you adopt their business model and align your content with YouTube’s expectations – Do this and you are more likely to succeed.
2). Understand the metrics and how/where YouTube places your content.
A. YouTube Search – YouTube is a search engine, and it prioritizes your content based on the following
i. Relevance – your videos should have appropriate keywords, titles, tags and descriptions.
ii. Engagement – your videos should have high watch time, likes, and comments.
iii. Quality – Your videos should have quality content, display expertise and trustworthiness.
B. YouTube Homepage – Here is where most viewers start their journey. Here a viewer can see video ads, relevant videos and shorts that a person may be interested in.
C. Recommended Videos – Videos are recommended to users based on their watch history, search history, channel subscriptions, country and time of day/month/year.
D. Trending Videos – Trending aims to share videos that appeal to a large audience. Think viral videos, new music videos or breaking news. – Things that instantly capture a viewer’s attention.
E. Subscriptions and Notifications – Videos are shown to people who have subscribed to your channel and/or are notified of your latest content.
Always remember to succeed at YouTube you have reframe your thinking and use logic and data to drive your decision making and content strategy. Don’t let misinformed “YouTube Experts” influence your decision making. In 2023 YouTube generated 31.5 billion dollars in revenue and reached 2.7 billion active users – How can they do this if their algorithm is broken?
It’s a tough pill to swallow, but greatness is only achieved by setting aside our egos. Stop worrying/arguing about the algorithm, and work on making small improvements and connecting with your audience. Bruce Lee once said – “It is like a finger pointing away to the moon. Don’t concentrate on the finger or you will miss all that heavenly glory.”
Disclaimer – I am not a YouTube expert, but I am an expert in the Information Technology field, and I use data and analytics to make data driven decisions and to craft and tell compelling stories.