You might not think of YouTube as an example of social media, at first glance. You are far less likely to link up with friends, families, and even customers on LinkedIn, than you are on social networks, such as Facebook or Instagram.
But at its heart, it’s a social network, where you share videos with other YouTubers. And like all such platforms, YouTube uses a complex algorithm to decide the position of videos in its recommendations and lists.
The aim of this article is to explain how the YouTube algorithm works and look at what 2024 has to offer.
How the YouTube Algorithm Works
Let’s dive into the details of how the YouTube algorithm functions in 2024 and what we know about its mechanisms for recommending videos.
YouTube’s recommendation system is highly personalized, meaning that each user receives a unique set of recommendations tailored to their behavior, interests, and viewing history. While the exact workings of the algorithm are kept confidential, there are clear insights into the main factors influencing its decisions.
What Does the YouTube Algorithm Consider?
- Past interactions with videos: The algorithm is built to reward videos that have successfully engaged the viewer in the past. If a user has watched, liked, or commented on certain types of content—whether it’s a deep-dive video essay or a light-hearted vlog—the algorithm takes this as a signal to recommend more of the same. For example, if you recently watched a 30-minute documentary on space exploration and engaged with it positively, expect more science or space-related videos in your recommendations.
- Channel and topic preferences: Another important factor is the user’s history with specific topics or channels. If a user subscribes to fitness channels or watches multiple videos on a certain niche topic like “minimalist living,” they’ll likely see more content along these lines in their recommendations.
- Videos that are often watched together: The algorithm also analyzes video pairings to determine what to recommend next. For example, if a majority of people who watch a “How to bake sourdough bread” video also tend to watch a “Bread shaping techniques” video, YouTube is likely to suggest the second video to you as well. This predictive pairing helps YouTube continuously keep the viewer engaged on the platform.
- Video performance metrics: It’s not just the viewer’s past behavior that shapes their recommendations, but also how well the video itself has performed across the platform. Engagement metrics such as likes, dislikes, comments, shares, and overall watch time are critical. The algorithm heavily weighs how much time people spend watching a video (view duration) and what percentage of the video they complete before moving on to something else.
- Regional context: YouTube personalizes recommendations based on the viewer’s regional context as well, factoring in elements like the time of day or the language they typically watch content. This ensures that recommendations are not just personalized, but also relevant to the viewer’s environment and habits.
The Aim of YouTube’s Algorithm
YouTube’s engineers describe the algorithm as one of the “largest scale and most sophisticated industrial recommendation systems in existence.”
Not all engineers are so polite about the algorithm, however. Guillaume Chaslot, a 36-year-old French computer programmer with a Ph.D. in artificial intelligence, was one of the engineers who created the algorithm. He became disillusioned during his three years working on the project. He told the Guardian, “YouTube is something that looks like reality, but it is distorted to make you spend more time online. The recommendation algorithm is not optimizing for what is truthful, or balanced, or healthy for democracy.”
Chaslot added that the algorithm never stays the same. It’s continually changing, placing different weightings on different signals. The engineers were responsible for experimenting with changes to the algorithm that would increase adverting revenues and the time that people spend watching videos. According to Chaslot, “Watch time was the priority. Everything else was considered a distraction.”
Ultimately, though, the system has two aims:
- to help viewers find the videos they want to watch
- to maximize long-term viewer engagement and satisfaction
The algorithm affects the six places you find video recommendations on YouTube:
- In search results
- In the recommended streams
- On the YouTube homepage
- In trending streams
- In channel subscriptions
- In notifications
How Does YouTube Assess Video Quality for Recommendations?
One common myth is that the YouTube algorithm directly evaluates the content quality of a video based on its subject matter. However, this isn’t the case. YouTube’s algorithm doesn't care about the content topic itself—whether it's a comedy skit or an instructional tutorial on knitting. Instead, it focuses on viewer engagement and satisfaction.
Note
YouTube has explicitly stated that the algorithm doesn’t prioritize videos based on their subject. What matters most is whether people are watching, engaging, and finding value in the content.
The focus is on audience satisfaction
Ultimately, the YouTube algorithm is designed to prioritize audience satisfaction, aiming to maximize long-term engagement and viewer retention. By keeping users watching content they enjoy, YouTube can recommend increasingly personalized videos, helping users discover both new and familiar content that suits their preferences.
The algorithm is constantly learning and refining its predictions to deliver the most satisfying experience for each user. The more YouTube understands your behavior, the better it can tailor its recommendations, which is why no two YouTube homepages look the same.
How YouTube Ranks Videos
Understanding how YouTube ranks videos is key for content creators who want to maximize their visibility. Here are the key ranking factors to be aware of:
1. Watch Time and Viewer Retention
Watch time remains one of the most significant metrics for YouTube rankings. This is the total time viewers spend watching your video. A higher watch time indicates that people are finding your content engaging and staying with it for longer periods, which signals to the YouTube algorithm that your video is valuable. Similarly, viewer retention, or the percentage of the video that viewers watch, plays an essential role in determining how long a video will be promoted.
For example, if two videos cover the same topic but one has viewers who consistently watch over 80% of the content, it will likely be ranked higher than a video where people drop off early. Viewer engagement throughout the video keeps it more likely to appear in recommendations and search results.
2. Click-Through Rate (CTR)
Another essential factor is the click-through rate (CTR), which measures how often people click on your video after seeing it in their feed or in search results. A higher CTR means that your video’s title and thumbnail are compelling and relevant, encouraging people to click and watch.
Crafting an eye-catching thumbnail and a clear, engaging title can significantly boost your CTR, leading to higher rankings.
You can use the following YouTube Thumbnail Makers to help you write eye-catching thumbnails.
3. Engagement Metrics
Engagement goes beyond just views. Likes, shares, comments, and even dislikes contribute to the ranking process. These signals help YouTube assess whether a video is resonating with its audience. Videos that spark conversation, generate likes, and get shared across social media platforms are more likely to rank higher and be recommended to other users.
Creators should encourage viewers to interact with their videos through call-to-actions, like asking for comments, shares, and likes. This interaction feeds into YouTube’s algorithm, signaling that your content is not only being watched but also actively engaging your audience.
4. Keyword Optimization
While engagement and watch time are crucial, SEO (search engine optimization) also plays a vital role in YouTube’s ranking algorithm. Properly optimizing your video’s title, tags, and descriptions with relevant keywords helps YouTube understand what your video is about. This, in turn, helps YouTube match your content to users searching for similar topics.
It’s important to research and use relevant keywords that your audience is likely to search for. The description should be clear and informative, while the tags should include specific and related keywords that boost discoverability.
5. Consistency in Uploading Content
Consistency is another key factor that can impact rankings. Channels that upload videos regularly tend to be favored by the algorithm as they provide fresh content, keeping audiences engaged over time.
However, it’s not just about frequent uploads, but maintaining a consistent schedule that aligns with audience expectations. This keeps your channel active and increases the likelihood of your videos being recommended.
A content calendar can help you plan your content ahead. We have a guide on that: "17 Content Calendar Ideas to Fill Up Your Publishing Schedule."
6. External Traffic Sources
Driving traffic from outside YouTube—whether through social media, email marketing, or other channels—can also positively impact your rankings. The more diverse the sources of your views, the more YouTube sees your content as relevant and in demand.
Embedding videos on websites or promoting them across platforms provides valuable data for YouTube’s recommendation system, helping the algorithm make better decisions about who to show your content to next.
What To Do For Your Videos To Rank Better?
Ranking well on YouTube, considering all of the above, can still seem like an impossible task. It’s hard to figure out where to start or how long it will take to see results. To help, we’ve compiled a list of 10 easy-to-apply tips. These will help you approach YouTube mastery with a clearer understanding of what to do, why, and how to do it for the best results.
1. Improve Your Keyword Research
Keywords research is a given for any online content marketing. On YouTube, it helps the platform identify which videos are most aligned with a user’s interests. While not the ultimate indicator of whether your videos will be successful, having the right keywords is the first step in the right direction.
Before we get into how to find keywords, let’s define what keywords on YouTube are.
What Are Keywords on YouTube?
Keywords are any terms that appear in the titles, descriptions, or transcripts of videos. There is a difference between a keyword and a keyword phrase. A keyword is a single word, where a keyword phrase is more specific and includes several words along with the root term you’re interested in.
For example, “diet” is a keyword and can be a root term. “Best weight loss diet for 2024” is a keyword phrase. Phrases offer more targeted clicks than broader terms, helping more of the right people find and watch your stuff.
How do you identify the right keywords?
There are various methods (paid and free) you can use. Here are 3 great free options to work with:
1. YouTube’s search bar
Head to YouTube’s search bar and enter a term you’re interested in. YouTube will present a list of terms that people are searching for using its autocomplete feature. These terms are all related to your root term, and can also be used as ideas for future videos.
2. View Page Source
This method may seem a little technical but it’s super simple. On your desktop computer, load a video that’s using a term or terms you’re interested in ranking for. Next, right-click on the page and click on view source. This will show the HTML code of the YouTube page. On a Windows computer, use the Control + F keys, or the Command + F keys on a Mac. Enter the word “keywords” and hit the enter key. You’ll see all the terms a video is using to rank on YouTube.
3. TubeBuddy
TubeBuddy is a browser extension that helps you optimize YouTube videos. It offers free and paid plans. The great news is that while the free plan offers limited information, you don’t need to spend money to find keywords people are using in search.
TubeBuddy’s free plan will show:
- An Overall Score appears in two formats. The first tab will show a Weighted score in the second Unweighted. Weighted scores account for your channel and videos, and how they compare to other content on YouTube. Free plans only show an Unweighted score and this accounts for general information on a term and has nothing to do with your content. It Is a rate out of a hundred. The higher the rating, the more likely it is that the term you’re interested in has a healthy amount of searches and not too much competition.
- Score Analysis is a look at the search volume, competition, optimization strength, videos that rank for the term, and the number of monthly searches the term receives.
What you want to pay attention to is the number of searches a video gets. In our example, "diet" receives an estimated 2.6 million monthly searches. While a broad keyword, you can tell that tons of people are diet-conscious. It's also worth knowing that while you can use YouTube’s search bar, it doesn’t show an estimate of search volume, and that makes TubeBuddy more appealing.
With an understanding of how in-demand a keyword or keyword phrase is, you’re on your way to producing optimized content. You’ll be able to create videos and use terms to optimize titles, and descriptions, and even include them in your script to help rank your videos higher on YouTube.
If you’re interested in more tools, two worth checking out are Semrush’s Keyword Tool and Keyword Tool Dominator.
2. Optimize Video Titles
With a good idea of the words to use, it’s time to think about how to use them to create titles that attract clicks. Seasoned copywriters know that the most effective titles contain four key elements. You don’t need to apply all four to produce winning and clickable titles, but you must have at least three.
And when you use at least three of the four elements along with your keyword term/phrase, you’ll have a powerful and attractive title that pulls viewers in. Here are the four elements effective titles include:
Urgency
A sense of urgency acts as a trigger for a deep-seated psychological need. That need is to not miss out. FOMO is real, and when you stress the importance of action right now viewers will want to take action RIGHT NOW.
Fred Lam uses the word “Now” alongside the words “To Make Money” to capture attention in search.
Source: youtube.com
Useful
“What’s in it for me?” is a phrase smart creators ask themselves when developing new ideas. It’s not about what the creator stands to gain but more about your audience. What value will they receive by choosing to watch your video?
When you create titles that communicate clear value, they set off light bulbs in the minds of your viewers. Viewers automatically appreciate that their clicks aren’t going to result in a waste of time or being fed useless information.
Unique
Uniqueness is all about originality. That may sound hard to accomplish today with as many channels as there are on YouTube, but it is still possible and easier than you think. To produce unique titles, think about your personal approach and what makes your brand special.
You may be one of 1000 creators in the cosmetics and beauty industry, but a simple distinction can make you stand out. You could carve out a niche that’s all about creating videos on how to apply makeup in under 3 minutes. You could also create different looks, and these distinctions make your channel and content unique. All you need do is highlight that uniqueness in your title.
Learn With Seb is a channel dedicated to no-nonsense tutorials on creating online content. This title is unique because it includes the number 22 -- and many creators may not have realized Canva had that many useful tips and tricks -- and, because of the use of capital letters that stand out.
Source: youtube.com
Ultra-Specific
Specificity is a powerful tool for addressing your audience’s needs. It helps people zero in on the results they are after. And when you consider how many competitor channels there are on YouTube, seeing a video with a specific title that speaks to a viewer is more likely to get the all-important click. You can incorporate specificity by mentioning details, and preferably topics covered in your videos.
Unbox Warehouse is specific by calling out the product by brand and model name.
Source: youtube.com
Pro Tip
Make Your Thumbnails and Titles Play Off of Each Other
Thumbnails are the first visual experience of your videos for viewers. They have the power to attract clicks if designed correctly. One tip you’ll learn more about below is to include text in your thumbnails. When you do, ensure that it entices your viewers, creating a little curiosity about the content of your video. If you can pull this off, your titles and thumbnails will be hard to miss.
To make our thumbnail for our video about Linktree pop, we added text to it. Note how we didn’t give away the goods, but still created intrigue for anyone considering the tool.
3. Create Compelling Descriptions
YouTube video descriptions are write-ups about the content of your videos. They include key information that helps viewers understand what your videos are about, making it easier for them to choose whether to watch your videos.
Creating descriptions isn’t hard, just share what your video includes. There’s a lot of information about what makes for a good description today, and to extract what really matters, we’ll return to our important question, “What’s in it for me?” If you were looking for a video on a specific topic and chose to read a description, what would you want to know about the video?
See how easy that was?
Here’s a look at a description we created for a video on the best social media scheduling tools. It’s comprehensive because the topic is broad. To help viewers find what they need, we also included timestamps for quick reference and listed the tools covered in the video.
4. Transcribe Your Videos
When you transcribe a video, all words spoken are converted into text. This may sound like overkill, but it’s a smart way to get into YouTube’s good books. YouTube has long been rumored to be able to use audio as a means for assigning rankings. In fact, whenever you upload a video, YouTube has an auto-transcribe feature. While it doesn’t do a perfect job, it’s still helpful (more on this below).
Why should you create a transcript or subtitles for your videos? First, it makes the YouTube experience more accessible for the auditory impaired. Secondly, research has shown that as much as 69% of people watch videos without sound. This means that not including polished closed captions could make your videos less than desirable, and lose you more viewers over time.
How do you transcribe your videos?
There are two ways to add transcriptions/subtitles/captions to your videos.
- When Uploading a Video
Look for the Add Subtitles section and click on the Add button. This approach involves more work than the second because you’re going to have to type up every word included in your video. If you have time, go for it. If not, check out option 2.
- Once Your Video is Uploaded
YouTube usually automatically converts your audio into text. To see your transcripts, go to the Subtitles tab (left-hand menu in YouTube’s Creator Studio), or by accessing subtitles from a specific video.
YouTube’s auto-transcribe feature can take up to 12 hours to create subtitles for a new video, so be sure to check for yours about a day after upload. If your video automatically received subtitles, you’ll have the option to edit your subtitles by clicking on Duplicate and Edit. If you don’t see the Duplicate and Edit option, click on Add under the Subtitles column.
You’ll be able to choose the language your video is in and then add subtitles and proceed to edit them.
All of this is possible in Creator Studio, and if you want, you can download your transcript file and repurpose it for other content you can create.
5. Create Custom Thumbnails
Custom thumbnails offer a more unique experience for your audience and they are easy to create. But don’t just screenshot any part of your video and slap some text on an image. That won’t look interesting or drive as much engagement as possible. Instead, follow these 5 steps to produce captivating thumbnails.
Capture an Action-Driven Still Image From Your Video
Use a screenshot that alludes to action. This way, your audience will want to find out what your video is all about and what happens next.
Jason Swenk chose this thumbnail to illustrate action. It shows Jason explaining how to grow your agency.
Source: youtube.com
Use a Human Face Expressing Emotion
Emotion is infectious and to attract viewers, you need to include some in your video thumbnails. Creating thumbnails that show emotion isn’t just a “good idea”, research shows that emotions like sadness and anger drew over 3 million views, where joy and humor were responsible for 1.5 million views.
PewDiePie is no stranger to theatrics and this thumbnail and view count show just how effective emotions can be.
Source: youtube.com
Pique Curiosity
Curiosity is an almost magical emotion and you can stir it in the minds of your viewers with the right thumbnail design. How? Leave a little room for imagination. Blur or black-out an object in your thumbnail, use text with ellipses, ask an open question, or use an image where the subject is looking beyond the frame at something surprising.
Joe Rogen focusing on something outside of the frame of the image is enough to make viewers want to know more.
Source: youtube.com
Add Color Contrast
YouTube’s colors are white, gray, and black, and that makes standing out really easy. But you’ve got to be smart about the colors you use. They have to agree with each other. For the uninitiated, the best tool for the job is a basic color wheel.
Source: hgtv.com
What is the color wheel? It’s a circle that includes various colors and illustrates the relationship between them. To find complementary colors, combine colors close to each other on the wheel. For stronger contrasts, pair colors on opposite ends of the color wheel.
Brand Your Videos
Branding is a quintessential practice in the marketing world. The right branding helps cultivate much-needed recognition for your channel and from your audience -- something that can turn more first-time viewers into subscribers and regulars.
To build your brand’s recognition, include your logo on your thumbnail. There is no hard and fast rule about where it must appear, just as long as it is evident. That said, make it less of the star and more of a supporting act. People aren’t scrolling through YouTube to see your logo, they want interesting videos.
Source: youtube.com
If you’re looking for a tool to create awesome thumbnails with, we recommend Canva. Here’s a helpful tutorial from Podia:
6. Use Pattern Interrupts
If you find that fewer people watch more of your videos, you have a watch time issue. And that’s a big deal. Watch time is one of the more weighted metrics YouTube uses to rank content. To improve your video watch time, you have to make your videos more appealing not just at the start but throughout.
Pattern interrupts are the perfect solution. A pattern interrupt is a new idea that, when introduced, surprises your audience. It makes them stop in their tracks and pay attention to understand what they are watching.
Pattern interrupts are part of the neurolinguistic programming field of study. They’re so effective because they appeal to how the human mind works. When we’re faced with new and surprising information, our minds can’t help but try to make sense of it. And they have been proven wildly successful. When Buffer wanted to grow their YouTube presence, it used pattern interrupts and saw 61% growth in just 30 days.
While pattern interrupts may sound hard to implement in your videos, they're not. They can take many forms. For example, you could interrupt a viewer’s thought pattern by introducing a graphic to your video to better explain a concept, or adding B-roll footage. Another easy application is by transitioning from a full shot to a close-up shot. This shift forces viewers to adjust their focus, making them “reset” their minds and stay tuned in.
Marques uses a very quick yet effective pattern interrupt. In all of a second, he switches between a full shot and b-roll to keep viewers glued to their screens.
7. Include Calls to Action
Calls to action are a basic but often overlooked component for all forms of content. They help generate results by getting viewers to take action. Calls to action are inserted at the end of your videos and can be used in different ways.
For example, if you’re trying to grow your channel, you need more subscribers and video views. At the end of each video, ask people to like, share, and subscribe. You can also reference other related or worthwhile videos you’ve produced for people to watch. While simple, these asks can help you gain the traction you need on YouTube. And when more people watch more of your content, YouTube’s algorithm is more likely to rank more of your videos.
Notice how Nate points to a relevant video at the end of his. Easy stuff.
8. Promote, Promote, Promote
Promotion isn’t a practice many YouTubers subscribe to, and regrettably, it’s also a reason why much of their work goes unnoticed. Promotion is vital. When you think about your creation cycle and how much effort you put into producing a video, wouldn’t you want to give your hard work the best chance at reaching the widest possible audience?
Getting more eyes to your videos is a matter of sharing them with as many people as possible. Here are 3 ways to get that done:
- Cross-pollinate on social media: Share your videos on all your social accounts. From Facebook, Instagram, and TikTok Stories, to in-feed posts, and be sure to add a URL to your bio or link-in bio app.
- Email subscribers: If you have a mailing list, and we hope you do, use it to share new videos every time you publish one. Just sending an email with a link helps keep your list engaged and drives traffic you would otherwise have missed out on. Also, while you’re at it, ask your subscribers to like and share your new video. It’s a simple ask but it makes a world of difference.
- Add videos to your website: Adding your videos to your site gives you a better chance of driving more traffic to your channel. Add them as blog posts where you create a short write-up or summary, or include them in other blog posts where you cover a topic that your video is about.
9. Engage Your Audience
You may have started your YouTube channel for a variety of reasons, but it’s more of a brand and business than you think. YouTube is a publishing platform. When people tune into your videos, you replace television or any other competing form of entertainment or edutainment. And as a brand and business, you have to think about longevity. For your channel to thrive, you have to embrace your audience. You must engage them.
Engaging your audience establishes a personal connection between them and you. You form relationships and accessibility adds a special dimension to your brand, making it more real and appealing. And when people find something appealing, they are more likely to return for more of it.
How should you engage with your audience? Ask and answer questions and comment on comments. Make no mistake. This is work. Here are 3 quick tips on how to make it easy to manage engagement:
- Dedicate time over the first three days after a new video is published to go through comments. After that, check comments once every 2 to 3 days.
- Answer all questions. Be sure to reply to all questions. These are people reaching out for help. If you ignore them, they will ignore your future work, and that’s not going to help your case for YouTube dominance.
- Always keep it positive. Trolls and haters are everywhere, but when they show up, don’t let them ruin your mood. A smart way to deal with online hate is to expect it. Not everyone is going to love your stuff. You’ll also often find that people will rally to protect you and your brand when trolls try and cause upset. And if you want to, you can ban trolls from your channel.
10. Pay Attention to Your Analytics
YouTube analytics are a gold mine of information. There are tons of indicators that fall under four main categories. These are Reach, Engagement, Audience, and Revenue. Together, they give you a closer look at your video performance and can show where you need to dedicate more time to improve your content and results.
If you want to know more about each indicator, read this article on YouTube analytics basics. It is packed with tons of value.
Dominate YouTube
There’s a lot to absorb in this blog post, and we’ll be the first to admit that it’s enough to almost put you off the idea of building a YouTube channel. But it is possible to create a wildly successful brand on YouTube, so don’t shy away from the challenge.
If we had to sum up all of this great advice into a few impactful words, we’ll leave you with a simple guiding principle that when applied to each video you create, will make it easier to produce amazing content. Here it is… deliver value to your audience and you will prosper.
To dominate YouTube, also, it would work to know the Best Times to Publish YouTube Videos.
Frequently Asked Questions
How long does it take for the YouTube algorithm to work?
The YouTube algorithm relies on video owners to tell the platform what the video is about. This is through keywords and YouTube tags in the video. The first 48 hours to 72 hours is critical for the success of your video.
How do I get my YouTube video to hit an algorithm?
How do you beat the YouTube algorithm and get more views?
- Build compelling content
- Use captivating thumbnails
- Ask viewers to subscribe
- Create playlists for related content
- Use end cards
- Add watermarks
- Make sure to promote videos on other social channels
Can you beat YouTube algorithm?
Beating the YouTube algorithm is difficult. It is, of course, possible when you build your own YouTube channel. You need to regularly churn out content for many years.
Does YouTube prioritize specific content topics in its algorithm?
No, YouTube’s algorithm does not prioritize videos based on their subject matter. Instead, it focuses on engagement and viewer satisfaction, meaning that videos with higher watch time, interactions, and positive feedback are more likely to be recommended.
How does YouTube rank videos in search results?
YouTube ranks videos based on various factors such as watch time, click-through rate (CTR), engagement metrics (likes, comments, shares), keyword optimization, and consistency in uploading content. Videos that perform well in these areas are more likely to rank higher.
What is the most important metric for YouTube video ranking?
Watch time is one of the most important metrics for YouTube video ranking. It refers to the total amount of time viewers spend watching your video, and videos with higher watch times are seen as more engaging by the algorithm.
Does YouTube’s algorithm change frequently?
Yes, YouTube’s algorithm is constantly evolving. It regularly undergoes changes to improve the accuracy of its recommendations and to keep viewers engaged for longer periods. Engineers continuously experiment with different weightings on signals such as watch time, engagement, and video performance.
How does YouTube personalize recommendations based on regional context?
YouTube personalizes recommendations by considering factors like the viewer's time zone, location, and preferred language. This ensures that content suggestions are relevant to the viewer’s environment, making them more likely to engage with the video.
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