"How DOES The YouTube Algorithm Work?" — Creator Myths Busted!
Summary
TLDRIn diesem Video spricht Renee Richie mit Todd Opre, der das Wachstumsteam bei YouTube leitet. Todd erklärt, dass der YouTube-Algorithmus eher auf einzelne Videos als auf das durchschnittliche Channel-Leistung ausgerichtet ist. Er betont, dass es wichtig ist, das Publikum jedes Videos zu verstehen und dass YouTube Videos nicht an die Zuschauer pusht, sondern sie für die Zuschauer pullt. Er ermutigt Content-Creator, sich an die Bedürfnisse ihrer Zuschauer anzupassen und darauf hinzuarbeiten, ihre Videos besser zu optimieren, um bessere Ergebnisse zu erzielen.
Takeaways
- 🔍 YouTube's Algorithm focuses more on individual video performance rather than an average of a channel's performance.
- 🌟 Viral videos can change how the algorithm perceives a channel's audience, but creators should not delete such videos as they still find an audience.
- 📈 The algorithm evaluates each video on its own merit, not based on the channel's past performance.
- 🎥 YouTube does not push videos to viewers; instead, it pulls videos based on what the viewer is most likely to enjoy.
- 🕒 YouTube's recommendation engine is activated when a viewer opens the app or YouTube homepage, tailoring content to the individual's preferences.
- 🚀 Creators should not be discouraged by initial low performance; videos can gain traction over time.
- 📊 Real-time analytics are important, but creators should not solely focus on immediate viewer reactions.
- 🔄 YouTube's algorithm does not give up on videos; they can be rediscovered and recommended long after they are published.
- 📉 There is no 'penalty box' for channels; YouTube aims to avoid logic that misjudges a video's potential.
- 🔄 Creators should adapt and evolve their content strategy based on audience behavior and market trends.
Q & A
Was ist die Hauptaufgabe von Todd Opre bei YouTube?
-Todd Opre ist leitender Manager des Wachstums- und Entdeckungsteams bei YouTube.
Was passiert, wenn ein YouTuber plötzlich ein Video in einem neuen Format veröffentlicht und es viral wird?
-Wenn ein YouTuber ein Video in einem neuen Format veröffentlicht und es viral wird, wird das Algorithmus der Entdeckung eher einzelne Videos und nicht den Durchschnitt der Leistung eines Kanals berücksichtigen.
Sollte ein YouTuber Videos löschen, die plötzlich viel Aufmerksamkeit erhalten haben, um das Algorithmenbild des Kanals nicht zu verzerren?
-Nein, es wird empfohlen, solche Videos nicht zu löschen, da es eine Zielgruppe gibt, die an diesem anderen Inhalt interessiert ist.
Wie geht das YouTube-Algorithmus vor, wenn ein Video nicht so gut abschneidet wie erwartet?
-Das YouTube-Algorithmus konzentriert sich auf das Potenzial jedes einzelnen Videos und nicht auf den Kanal als Ganzes. Es gibt keine 'Strafbox' für Kanäle, die eine Weile keine gute Leistung zeigen.
Wie sieht die Interaktion zwischen YouTube-Schöfern und dem Algorithmus aus?
-YouTube 'zieht' Videos für Zuschauer, anstatt sie 'zu pushen'. Das Empfehlungssystem wird erst aktiviert, wenn ein Viewer auf YouTube aufruft und dann die besten Videos für diesen Viewer ermittelt.
Sollten YouTube-Schöfer ihre Inhalte an die Zuschauer anpassen, wenn sie ihre Vorlieben ändern?
-Ja, es ist wichtig, dass Schöffer ihre Inhalte an die Veränderungen der Vorlieben ihrer Zuschauer anpassen, um auf neue Trends und Bedürfnisse einzugehen.
Wie können YouTube-Schöfer ihre Leistung verbessern, wenn ihre Videos nicht so gut abschneiden als erwartet?
-Sie können ihre Thumbnails verbessern, um den Wert des Videos besser zu vermitteln, oder ihre Titel optimieren, um die Zuschauer besser anzusprechen.
Welche Faktoren beeinflussen die Sichtbarkeit eines Videos auf YouTube?
-Die Sichtbarkeit eines Videos wird beeinflusst durch die Interaktion des Videos mit Zuschauern, die Verpackung des Videos (z.B. Thumbnail und Titel) und die historischen Daten, sofern sie prädiktiv für die Leistung des Videos sind.
Wie können YouTube-Schöfer ihre Strategie ändern, um auf neue Trends und Bedürfnisse ihrer Zuschauer einzugehen?
-Sie können ihre Zielgruppe analysieren, welche Kanäle sie auch ansehen, und dann ihre Inhalte entsprechend anpassen, um auf neue Bedürfnisse oder unerfüllte Bedürfnisse einzugehen.
Was ist der Unterschied zwischen 'Shorts' und langen Formatvideos auf YouTube?
-Shorts sind kurze, schnelle Videos, die auf der Anfrage der Zuschauer basieren, die effizientere und unterhaltsame Inhalte bevorzugen. Langformate bieten tiefergehende Geschichten und können auch weiterhin erfolgreich sein, wenn sie den Bedürfnissen der Zielgruppe entsprechen.
Warum erhalten einige ähnliche Videos unterschiedliche Ansichten?
-Verschiedene Ansichten können aufgrund von Faktoren wie der Zielgruppe, der Verpackung des Videos, der Inhaltsqualität und der Interaktion des Videos mit den Zuschauern entstehen.
Outlines
📈 Algorithmus und Videoentdeckung bei YouTube
In diesem Abschnitt spricht Renee Richie mit Todd Opre, der das Wachstum und die Entdeckung von YouTube leitet. Todd erklärt, dass der Algorithmus mehr auf einzelne Videos als auf die Durchschnittsleistung eines Kanals ausgerichtet ist. Er betont, dass es wichtig ist, das Publikum jedes Videos zu verstehen und nicht die falschen Videos an die falschen Zuschauer zu senden. Todd rät auch nicht, Videos zu löschen, da dies oportunidades für das Publikum bedeutet. Er erklärt, dass YouTube-Videos nicht von YouTube, sondern von den Zuschauern gezogen werden und dass der Algorithmus nicht auf Kanal-basierte Penalties setzt, sondern lediglich versucht, jedes Video an das Publikum zu bringen, das daran interessiert ist.
🎥 Anpassung an die Veränderungen im YouTube-Ökosystem
In diesem Abschnitt erläutert Todd, wie YouTube-Schöpfer ihre Inhalte an die Veränderungen im YouTube-Ökosystem anpassen sollten. Er erwähnt, dass YouTube-Kanäle nicht in 'Empfehlungsstrafen' fallen sollten, und dass es wichtig ist, nicht nur auf die Leistung einzelner Videos zu achten, sondern auch auf die langfristige Reichweite und das Potenzial von Videos. Todd betont die Bedeutung, auf das Verhalten des Publikums zu achten und sich an neuen Trends anzupassen, wie zum Beispiel dem Übergang von langen Formaten zu Shorts. Er ermutigt Schöpfer, ihre Zielgruppe zu verstehen und auf uns bediente Nachfrage einzugehen oder ihre Inhalte besser anzubieten, um an der zunehmenden Konkurrenz zu gewinnen.
🤔 Verständnis der Leistung von YouTube-Videos
In diesem letzten Abschnitt diskutieren Renee und Todd, wie YouTube-Schöpfer die Leistung ihrer Videos richtig verstehen sollten. Todd erklärt, dass es wichtig ist, nicht nur die Anzahl der Aufrufe zu betrachten, sondern auch die Reaktionen der Abonnenten auf neue Videos im Abonnement-Feed zu beobachten. Er führt an, dass Videos, die in diesem Feed schlecht abschneiden, oft auch bei den Abonnenten weniger beliebt sind. Todd empfiehlt auch, die durchschnittliche Ansichtsdauer zu betrachten, um das Engagement des Publikums zu verstehen. Er betont, dass es schwierig sein kann, den Erfolg von ähnlichen Videos zu verstehen, da die Vorlieben der Zuschauer sehr unterschiedlich sein können.
Mindmap
Keywords
💡Wachstum und Entdeckung
💡Algorithmus
💡Virales Video
💡Zuschauerengagement
💡Falsche Zuschauer
💡Video löschen
💡Videos drücken
💡Empfehlungsmotor
💡Algorithmus-Strafen
💡Content-Strategie
Highlights
The algorithm focuses more on individual videos than the overall performance of a channel.
Creators should not worry about their videos being shown to the wrong audience as the algorithm aims to match videos with their target viewers.
It's not necessary to delete videos that perform well in a different niche, as they can attract a subset of the audience interested in that content.
YouTube does not push videos; it pulls videos for viewers based on their interests and viewing history.
The recommendation engine is engaged at the moment a viewer appears on YouTube, aiming to find the best videos for that viewer.
Creators should not focus solely on real-time analytics as the success of a video is not always determined in the first 24 hours.
YouTube does not have a penalty box for channels; it aims to get every video out to the audience interested in it.
Creators should consider updating and trying new formats to follow the audience's changing preferences.
Creators should recognize the shift in attention from long form to short form content and adapt their content strategy accordingly.
Creators should analyze their audience tab to understand which other channels their audience is watching to identify unserved demand.
Supply and demand dynamics are relevant in the YouTube ecosystem, affecting views and content performance.
Creators should look at how subscribers react to their videos in the subscriptions feed for a more accurate measure of content performance.
Average view duration in the subscriptions feed can be a good indicator of content quality and packaging effectiveness.
Sometimes the success of similar content can be hard to measure and understand due to the subjective nature of viewer preferences.
Transcripts
so if you don't like this video are you
just going to not recommend it to
anybody uh it's not my decision hello
insiders I am Renee Richie your friendly
neighborhood Creator liaison and today
we are talking to Todd opre Todd what is
it that you do at YouTube so I lead the
growth and Discovery team so there's a
couple outliers that I often hear from
creators and one of them is they have a
channel they're doing a certain kind of
video and then they just decide to do
another kind of video and it takes off
it it blows up it becomes viral they get
so many views from it they start to
worry that it's going to distort how the
algorithm sees Their audience yeah so I
think it's important to understand that
for the most part the algorithm for
Discovery is focus more on individual
videos than like trying to come up with
some comprehensive average performance
of a channel similar to how you don't
want your videos to be shown to the
wrong viewers such that they won't
engage and it'll hurt your performance
we don't want to be showing the wrong
videos to the wrong viewers either and
so we try as much as possible to
understand that video's audience
obviously if there's high demand for
that topic yeah um and you choose not to
make videos on that topic more then
maybe you're you won't continue to have
that outside performance um that's
something you just need to decide um
based on what your interests are and and
what the audience interests are and find
the best match uh for you so I don't
need to go through and delete all those
videos no I wouldn't recommend deleting
those videos because there will be a
subset of that audience who will be
interested in your other content yeah
generally I wouldn't advise deleting
videos um because I think you're just
removing opportunities at that point
because I was afraid of this at first
too that if I do one bad video it begins
like the downward spiral of my channel
but it sounds like you're not going like
based on channel and the Creator but
more on those video by video basis yeah
if if your last video wasn't so great
and your next video is great we want to
we want to realize the potential of each
video yeah we wouldn't want the system
to just decide oh one bad video this
this channel is not able to create
anything because that's not the reality
next video could be the best video in
the history of YouTube it could one of
the other things that you said to me
that really really changed my
perspective on YouTube was that YouTube
does not push videos for creators
YouTube pulls videos for viewers could
you share that a lot of creators their
kind of uh interaction with YouTube is
they make a video and then they upload
it and and then out from the system they
get impressions and Views and things
like that so I think it's natural for
creators to think of like oh well I give
YouTube my video and then YouTube pushes
my video out to a bunch of people but
it's actually uh more the reverse so yes
you upload your video to YouTube but
what triggers a viewers seeing an
impression of your video isn't some you
know YouTube plan that says oh look
here's a new video from Renee I'm going
to I'm going to give this to 10,000
people and then see what happens that's
not how it work for T ISRO all the
videos yeah instead what happens is we
don't we don't calculate recommendations
until a viewer actually uh appears on
YouTube they open up the app or they
open up the YouTube homepage it's at
that moment that the recommendation
engine is engaged and the challenge that
the recommendation engine is given is
given this viewer who's coming to
YouTube from this type of device at this
time of day with this history of of
videos they've watched before what are
the best videos that we could show them
right now and so we are very centered on
that viewer and finding the best videos
for that viewer that also ties into
something else you told me which I
really loved and that is the algorithm
doesn't give up on video so creators
shouldn't give up on them either yeah I
see creators focusing so much often on
their real time Analytics imediate yeah
and I get it like you spend a lot of
effort to like make a video you wanted
to you know reach as many people as
possible and you're looking at it and
you know I'm always hearing from
creators talk about oh this video was a
nine out of 10 and yeah you know and
they're just kind of down about it what
I often try to say to creators to
reassure them is like how many times
have you seen where a video started out
as maybe a nine out of 10 nine out of
your last 10 but then you know a few
weeks later ended up being a 5 out of 10
or a four out of 10 so while I
understand the focus on wanting to get
the immediate uh excitement from the
audience when you upload it one of the
great things about YouTube is we don't
limit recommendations to just videos
that have been uploaded this week for
example and so over time there's always
going to be more opportunities for your
video to get you know connected again if
if there's like renewed interest or just
kind of a different Trend flows through
the ecosystem sure look at your early
dat data maybe uh if something's
underport forming to your expectations
consider whether you might package it
better the better thumbnail that conveys
the value of the video or better title
But realize that the ultimate success of
that video isn't always determined in
the first 24 hours there's this other
concept that creators have sometimes
about the algorithm being punitive like
your channel starts to get fewer views
or you take a break that suddenly you're
put in the recommendation Penalty Box so
to speak I'm sure that's something that
you hear often how do you address that
when creators bring it up we want to get
every video out to the audience that
would be most interested in it we don't
want to be putting in logic in the
recommendation system that that draws
the wrong conclusions about a video that
just came out and so we want to be led
by the audience and so we aim to not
overemphasize historical data if that
data isn't particularly predictive of
each video and so that's why we tend to
lean more on the per video you know
performance and feedback uh than try to
like come up with these like penalty
boxes for channels we don't want there
to be a a player in the Penalty Box when
they could have been scoring goals yeah
right and so uh so we really try not to
to add those sorts of rules and and
enable videos to freely find their
audiences I've heard you talk about the
algorithm follows the audience but do
creators have to think about that as
well like reinvention and updating and
trying new formats do creators have to
follow the audience as well yeah I think
that's really important I think shorts
is a interesting case study in this
space a lot of uh creators they may say
like oh well YouTube is pushing shorts
on viewers and YouTube wants shorts to
be more successful than long form that's
not why YouTube has focused on Shorts
YouTube is focused on shorts because
audiences have let us there they've told
us that they want more videos that are
more efficient and get to the point
faster they want more entertaining
participatory content and we see them
you know audience is voting with their
behavior of the apps they're using to
get that content and we feel obligated
to offer that to the audiences and we
want audiences that want shorts to be
able to find them but also if an
audience member is happy with long form
we want them you know to find that
easily as well so um that's an example
of you YouTube following the audience as
the competitive landscape changes as a
Creator I would recognize that there is
a lot of attention some of which is
shifting from long form to short form
some of which is new uh opportunities to
recognize that as part of their content
strategy and then within a format there
are also Dynamics there's there's you
know creators who might say hey you know
I've been doing this the same content
for a couple years now and it's not
performing as well anymore and sometimes
I'll look into you know work with them
and encourage them to look at their
audience Tab and see well what are some
other channels your audience is watching
and we'll find that oh there's a new
channel that came out in this that
that's also serving the audience and you
know that channel wasn't around two
years ago and and now you have to
recognize that there's a bit of supply
and demand going on and when there's you
know more Supply you know with the same
amount of demand you may get less views
and then you got to figure out well
where is there unserved demand that you
can maybe tap into um or where can you
do deliver better on the demand that you
started with if creators looked at their
content strategy similar to like any
small business or or business that's
trying to figure out well you know how
do I maximize my Revenue I I think about
things like market share and competition
and things like that so those Dynamics
are are very uh relevant in the YouTube
ecosystem as well I make a video and
then I see someone else has made a video
that to me feels really similar but they
get 10 times the views that I get or
maybe like the topic I see like gets
tons and tons of views but I'm not
getting them when you hear about those
kinds of things what are some things you
look at to understand performance one of
the things that I'll look at and
encourage creators to look at on their
videos is how did the uh viewers who saw
and impressions of the video in the
subscriptions feed react because that
feed it doesn't have any like special
recommendations algorithms it's pretty
much always the people going into the
subscriptions feed you could go into
traffic sources browse features and then
subscriptions and most of the time when
I do that um I find that videos that
underperform also underperform when
they're shown to subscribers in that in
that feed which suggests to me that it's
some issue with the content or the way
the content was packaged you could also
look at the the average V view duration
for that audience that subscriptions
feed offers a bit of a control over
other variables that can lead
click-through rates to for example go
down with a broader audience I think
sometimes too like when I look at those
videos I see that they're topically or
structurally the same but the feeling I
get from them are very different and
that's not always as easy to measure
yeah it's hard to measure and uh you
know viewers can be finicky and and
quirky and it's sometimes hard to uh to
understand why some things are
successful when similar things are not I
think this is something that's always
been the case with with media uh even
before YouTube DOD thank you so much if
you have any comments if you have any
questions please leave them down below
and then keep it real
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