YouTube’s creator liaison recently sat down with the platform's growth and discovery lead to discuss their algorithm and its implications for creators and brand this year. The biggest takeaways?
Firstly, the algorithm still heavily relies on user engagement and watch time to determine the ranking of videos (i.e. the longer your viewers watch content, the better it fares in search results). So marketers should focus on audience satisfaction over algorithmic manipulation.
Secondly, optimizing your video's title, description, and tags can significantly improve its discoverability. Audience feedback and survey responses are also incredibly important in refining YouTube’s recommendation system.
Thirdly, correctly leveraging YouTube Analytics will help you gain valuable insights into viewer behavior and preferences, allowing you to refine your content strategy for better performance on the platform. And what about the future? "We have several areas of focus. We’re excited about emerging technology like large language models, which could improve recommendation quality. We’re also working on enabling seamless user journeys across various formats. Another challenge is to make the discovery experience more enjoyable for users. We’re exploring opportunities to make the interface more entertaining and less overwhelming.”
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