Looking to increase your brand’s YouTube video views?
After all, people around the world watch over 1 billion hours of YouTube content every day – In fact, according to the Wall Street Journal, Youtube is on pace to eclipse traditional television completely. And what guides which videos those users watch, you ask? The all mighty YouTube algorithm.
The algorithm is Youtube’s system that elects videos for viewers based on two main goals – finding the right video for each viewer, and enticing them to keep watching.
This most likely leads to your next question as a business owner: how do I get the YouTube algorithm to recommend my brand’s videos?
In this blog post, Hootsuite does a great job covering what exactly the algorithm is (and what it is not), reviews Youtube’s most recent updates, and shows just how intensely YouTube’s search and discovery systems work to get the most relevant videos in front billions of relevant eyes.
Interestingly enough, the blog explains that according to Youtube’s founder Jawed Karim, the reason that the algorithm became relevant in the world of video content is because of the notorious Superbowl video of Justin Timberlake and Janet Jackson in 2005. Yes, you know the one. The platform was originally used to crowdsource video content of the event, leading to millions of people coming across the videos as the algorithm was optimized solely for clicks and views.
This evolved in to a plethora of misleading titles and incorrect thumbnails used to attract users, aka clickbait. Once user experience suffered due to unsatisfied viewers who felt they were constantly being tricked, the algorithm was updated in 2012 to recommend videos based on watch time to account for quality control.
Then in 2015, Youtube added mini “surveys” in the form of shares, likes, and dislikes so viewers could directly give their opinions on different Youtube videos they came across. This made Youtube’s experience much more personal to the end user, as the algorithm served videos that an exact user would be interested in, as opposed to what others were interested in.
Fast forward to 2021 and the discovery system for Youtube’s algorithm refers to videos that are shown through the Youtube homepage, search, and suggested video feature. Although all are unique, what ultimately ends up affecting your brand’s video view count is a mix of personalization (a user’s watch history), performance (the video’s track record of success), and other external factors, like the audience or market.
That being said, the way to get more eyeballs on your Youtube video content is to post content that is relevant to your brand’s audience.
Relationships are stronger than ever across digital platforms and at the end of the day, users want quality. This is why the algorithm will always prioritize quality over quantity. Align your video content with your target audience and the rest of your marketing strategy so that you can lean into exactly who you’re trying to reach with strong content that they will enjoy.
Then, once a user watches one of your videos, keep them watching by posting videos similar to that topic. Also be sure to stay relevant in your industry by engaging with your audience and other brands or businesses in your industry.
One more tip is to represent your content correctly, meaning doing your research to make sure your video descriptions really encompass what your video is about. It also helps to have an enticing thumbnail image that your target audience will find captivating (and not misleading).
Remember, be good to your audience and they will be good to you!
Check out the full guide here when you get a chance!
Interested in improving your YouTube video reach more? Reach out to us to schedule a strategy call. We look forward to helping you enhance your video marketing strategy.