With the beginning of the year 2017, YouTube had came up with a set of new algorithms for calculating and presenting videos to viewers, enforcing many favorite video creators to protest against the changes. They claim that these changes are damaging YouTubers everywhere.
YouTube’s new algorithms are the result of a shift in the viewing habits of its users. And it is custom for YouTube to reinvent itself with the change in taste and preference of its users. Because of this changes YouTube’s greatest stars such as Pewdiepie and JackSepticEye said that the new algorithms are killing their channels. They claim that they have already started losing subscribers randomly from their channel.
Despite the hatred and complaints this new algorithm receives, it’s actually going to benefit new YouTube users. If you are new to YouTube and want to use YouTube for promotional purpose, then you need to understand the alteration done on YouTube.
Here, in this article,we are going to walk you through what YouTube algorithm means for your video. These changes won’t affect when your video uploaded to YouTube. However, it will affect how it appears in the search result and ultimately, how many times they’re watched.
What was the scenario earlier?
Earlier YouTube ranked its video higher based upon the number of views a receives.
And now the present scenario:
‘Watch time’ now has become the primary ranking factor for determining what videos are displayed to the viewers.
Longer videos compared to the shorter video gets a higher ranking. Now shorter videos inspite of having quality contents losing viewers fast. Watch time isn’t a good and reliable factor for promoting certain videos.
Another issue is the trending tabs, which appears to be insignificant following the update. Whereas, it previously showcased recent viral videos and future videos on the home page, it now shows those videos based on popular TV shows.
What does it mean for a marketer?
YouTube’s new algorithm wants viewers to stay longer on YouTube. By this we mean, longer your video and the longer people stay watching it, the better. The trouble here is to keep viewers’ attention intact till the end of the video. To do this, content of the video should be compelling and valuable. Here remains the challenge for the marketers to create a compelling content which is better than ever before.
The Future of Short videos:
Based on the new algorithm YouTube unfortunately is not favoring short audio-visual content, regardless of how many viewers watched that video. It is hard to stand for a video having 30 seconds duration against the long duration video having a time duration of 2 min.
In many situations, 30-second videos are still compelling; we are not suggesting you to stop creating short videos. Short videos are not redundant. Post your 30-second video with longer versions that will maintain the viewer attention stuck till the end of the video. Keep in mind that the only way to keep viewers watching longer is with great content.
Experiment with your content and see the result. Try to upload few longer version and see how they are performing. Even in the shorter version of video try to push the engagement of video by asking people to like the video and leave comments.
The best way to figure out what is working best for your video is to play around with the content and see what happens.
Just because popular YouTubers are calling out the new algorithm and complaining about the loosing subscribers doesn’t mean the algorithm is wrong. YouTube is a flawed system that needs to be changed, but when it’s used correctly, success can still be found.
As long as renowned YouTubers blame the platform for changing the rules, small video producers can grow subscribers for their channel by using good tags and understanding the how to use the system.