If you’ve been trying to grow on YouTube, this post will decode the YouTube algorithm so that it makes sense for creators.
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For years, I did not understand the YouTube algorithm. I kept seeing advice like “Don’t create for computers – create for people!” but I wanted someone to tell me, “The system is programmed this way, so if you follow this format, you’ll succeed.”
But of course, that’s just not how social media works. However, I have finally understood what the YouTube algorithm wants from us! So today, we will be decoding the YouTube algorithm so that you can create videos that help you grow on YouTube in 2024.
Algorithms tend to be overwhelming, this post is going to change that.
As always, if you’d like to watch instead of read, click the video below.
The YouTube Algorithm ACTUALLY Explained
Starting with the basics, what has YouTUbe said about the algorithm (because the best place to start with any research is at the source)?
YouTube on the YouTube Algorithm:
“our algorithm doesn’t pay attention to videos, it pays attention to viewers. So, rather than trying to make videos that’ll make an algorithm happy, focus on making videos that make your viewers happy.”
Source: YouTube’s Creator page titled “Growing Your Channel”
This response is a pretty common theme that I found when researching this post. Every time YouTube is asked about its algorithm, they always bring the conversation back to “What does the viewer like?” Or “think about the audience.”
Feels like a cop-out, right?
What I was searching for was direct information about how the algorithm was coded.
So why are they always answering the question about the YouTube algorithm in this way?
How we ‘normally’ think about the YouTube algorithm
Most of us are used to looking at algorithms in a very specific way, where the top of the funnel is the piece of content that you post.
You upload a video, the algorithm analyzes that video and from there, it categorizes your video and pushes it out to users interested in that video or in the search results for that category.
But the YouTube algorithm is kind of flipped.
How we should be thinking about the YouTube algorithm
The top of the funnel for the YouTube algorithm is the Users themselves.
In other words, the audience. The YouTube algorithm studies each user and their behavior. They are constantly gauging what topics or videos any user might be interested in, and then YouTube pulls videos for the viewer.
When you upload content, it’s natural to think that you’re giving all of this information to YouTube so its algorithm can push it out to the right people (your ideal audience). But that’s not the case, YouTube does not push videos for creators.
It pulls videos for viewers.
The goal of the YouTube algorithm is to match each viewer to the videos that they’re most likely to watch and enjoy.
It’s all about the audience.
So with that in mind, how does YouTube determine which videos someone sees when they open YouTube?
First, let’s break down all of the information the algorithm looks at, and then we’ll talk about how you can apply that information to rank on Home, Seach, and Recommend.
What information does the YouTube algorithm look at?
Here’s the short answer directly from 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.”
Source: YouTube Creator Page
Of course, that answer wasn’t good enough for me. I needed to know more, and I found that the algorithm is studying a lot of different things at once.
In this video from YouTube, they explain that videos are ranked based on hundreds of signals. These signals can usually be divided into two categories:
- Viewer personalization
- Video performance
Since we know that YouTube prioritizes the viewers, let’s first take a look at ‘viewer personalization’.
Viewer Personalization
Viewer Personalization is based on signals about specific user preferences such as:
- What videos did choose to watch
- How often do they watch a channel or topic
- What did they search for?
- Does that user watch more Shorts or long-form videos?
And information that’s equally important is:
- What videos do they ignore or dismiss?
- And more…
When the YouTube algorithm has a good understanding of a user’s behavior and interests, it can build a Home page or Recommendation feed that matches those behaviors.
Video Performance
Video performance is how well a piece of content engages viewers when it is offered to them. For example:
- Do viewers choose to watch a video?
- Did they choose to ignore it or select ‘not interested’
- Now if a user DID choose to watch a video, how long did they watch for? How much of the video played? Did the viewer ultimately ENJOY the video?
This means the algorithm uses ‘Average view duration’ and ‘Average % viewed” as signals to inform ranking. However, it also uses likes, comments, and user survey responses.
How to Increase Your Average View Duration
Average view duration (or AVD) is the average amount of time viewers spend watching your video. YouTube ultimately wants people to stay on YouTube. So they’re going to recommend videos that keep people on YouTube for longer.
That’s what it boils down to.
What’s the easiest way to increase your AVD on YouTube? A little something called ‘B-roll’!
If you’re not familiar with the term, b-roll is supplemental footage that’s intercut within the main shot of a video. It’s additional videos that help visually support what you’re saying in your video. For an example of b-roll used in a video, watch this.
Your favorite YouTubers are probably using B-roll at some point in their videos!
Now, you can either film your B-roll or if you don’t have the time, you can use a stock media subscription service like Storyblocks.
I’ve been using Storyblocks since 2021 for all of the b-roll in my YouTube videos. They’re an unlimited library of diverse and high-quality media for a subscription cost. They have everything you need to create high-quality and engaging videos on YouTube with over a million 4K/HD clips, templates, music, sound effects, images, and more.
It’s an easy platform to use, and it will immediately uplevel your videos and your average view duration.
The best part is that it’s completely royalty-free which means peace of mind for creators.
To get started with unlimited stock media downloads at one set price, head to http://storyblocks.com/modernmillie.
Now, let’s take a look at what we’ve learned about the YouTube algorithm and apply it to your YouTube strategy. Starting with, how can you rank on Home?
How to Rank on ‘Home’ on YouTube
Home shows users a variety of videos: New uploads, videos watched by similar viewers, videos from subscriptions, and more.
YouTube shows videos on Home based on each users watch history and how well an individual video has engaged an audience.
In this YouTube video, YouTube said that to rank on Youtube ‘Home’, you should do these 3 things:
- Upload on a consistent basis
- Keep viewers engaged
- Keep making what works
Now, if you’re just getting started on YouTube or you don’t have a large audience yet, these action steps aren’t too helpful because how do you keep viewers engaged if you’re struggling to get viewers in the first place? How do you keep making what’s working when nothing is working?
My advice is this:
Don’t focus on Home in the very beginning. Instead, try to rank on Search & Discovery.
How to Rank on ‘Search and Discovery’ on YouTube
YouTube Search aims to show the most relevant videos to a user, based on what they have searched for. What did the user type into the search box? (This is sometimes called a ‘query’)
The results that YouTube shows here are not based on which video has the most views.
Instead, the videos are ranked on: how well the title, description, and video information match the query.
Then, they’ll analyze which videos have the best watch time and engagement to present the search results to the users.
In this YouTube video, YouTube said that there are 5 things you can do if your goal is to rank in YouTube’s search’:
- Use relevant search terms in both the title and description of your video
- Write full descriptions, they even went as far as to say 1-2 paragraphs
- Use Google Trends to see what people are currently searching for
- Pay attention to trending and seasonal topics
- Make sure your video is relevant to its title and thumbnail. If your title and thumbnail promise something and it loses the viewer’s attention, that’s going to hurt the performance of your video. BASICALLY, don’t use clickbait if it doesn’t make sense for that video
Once you start to gain some traction with Search & Discovery THEN you have more data so you’re able to master what’s working and increase your chances of showing up on YouTube Home.
How to Rank on ‘Suggested’ on YouTube
Lastly, how to rank on ‘Suggested’ on YouTube. ‘Suggested’ are videos YouTube recommends based on what viewers were watching beforehand (so it’s related to topics and past watch history).
In this YouTube video, YouTube said that there are 2 things that you can do if your goal is to rank in ‘Suggested’ on YouTube:
- Use a strong CTA (consider creating a series)
- Use playlists, links, cards, and end screens to suggest the next video
If you’re someone who is actively trying to grow your YouTube channel, read this post next where I teach you step by step what I would do if I have to start from 0 on YouTube. You can also sign up for the waitlist for my upcoming YouTube Course!
I’ll see you next time, follow your joy!
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