The YouTube algorithm selects videos for viewers with two goals in mind: finding the right video for each viewer, and enticing them to keep watching.
When we talk about “the algorithm,” we’re talking about three related but slightly different selection or discovery systems:
- one that selects videos for the YouTube homepage;
- one that ranks results for any given search; and
- one that selects suggested videos for viewers to watch next.
YouTube says that in 2022, homepage and suggested videos are usually the top sources of traffic for most channels. Except for explainer or instructional videos (i.e., “how to tune up a bicycle”), which often see the most traffic from search, instead.
How YouTube determines the algorithm
Which ranking signals does YouTube use to decide which videos to show to people?
Each traffic source is slightly different. But ultimately, what affects your video’s view count is a mix of:
- personalization (the viewer’s history and preferences)
- performance (the video’s success)
- external factors (the overall audience or market)
How YouTube determines its homepage algorithm
Every time a person opens their YouTube app or types in youtube.com, the YouTube algorithm offers up a diverse array of videos that it thinks that person might like to watch.
Videos get selected for the homepage based on two types of ranking signals:
- Performance: YouTube measures performance with metrics like click-through rate, average view duration, average percentage viewed, likes, dislikes, and viewer surveys. Essentially, after you upload a video the algorithm shows it to a few users on the homepage, and if it appeals to, engages, and satisfies those viewers (i.e., they click on it, watch it all the way through, like it, share it, etc.) then it gets offered to more and more viewers on their homepages.
- Personalization: However, YouTube is not a trending tab. Personalization means that YouTube offers videos to people that it thinks are relevant to their interests based on their past behavior, a.k.a. watch history. If a user likes certain topics or watches a lot of a particular channel, more of the same will be offered up. This factor is also sensitive to changes in behavior over time as a person’s interests and affinities rise and fade.
How do you get your video to rank near the top of search?
- Keywords: Youtube’s search algorithm relies on the keywords you use in your video’s metadata to decide what your video is about. So if you want your video to show up when people search for videos about laparoscopic surgery, you probably want to include those two words. (We have plenty more keyword advice below, so keep reading.)
- Performance: After the algorithm has decided what your video is, it will test that hypothesis by showing it to people in search results. That’s when performance (click-through rate, watch time, likes, survey feedback, etc.) becomes important. If your video appeals to and satisfies people looking for your keywords, it will be shown to even more people, and climb up the SERPs.
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