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YouTube Provides New Overview of How its Video Recommendation Systems Work

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youtube provides new overview of how its video recommendation systems work

YouTube has published a handy new overview of how its recommendation system works, in order to help creators build an audience on the platform, and reach more viewers with their clips.

The overview is presented by Rachel Alves, a product manager for discovery at YouTube. Alves has shared various insights into how the platform’s recommendation systems work, and she notes that this presentation, in particular, is usually used at conferences and the like to help people understand the systems that influence how videos are distributed.

As noted by Alves

“You don’t need to be an expert in algorithms of analytics to be successful on YouTube.”

Alves begins with an overview of the core aims of YouTube’s recommendation systems.

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YouTube video recommendations guide

The key aim, as noted here, is to keep users coming back, by ensuring that they have a good experience on the platform.

“So we really maximize long-term satisfaction, so viewers keep coming back to YouTube.”

That, of course, is what you would expect, by Alves does note that YouTube has changed what it optimizes for over time.

“If we go back to 2011, what we optimized for was clicks and views […] but that’s not that great of a metric, because it may indirectly incentivize clickbait-y or sensational titles or thumbnails that get people in to watch a video, but doesn’t make them very satisfied or happy.”

YouTube video recommendations guide

Alves says that a lot of the feedback that YouTube got in the early days of its algorithmically-defined feed was that people’s home feeds were being filled with “sensational or off-putting videos”, so it switched focus to watch time as a key metric instead in 2012.

“How much time somebody spends watching a video or channel is much more indicative of the quality of the content, because if you spend more time watching something, it’s more likely that you’re going to be interested in it.”

However, Alves says that watch time isn’t a perfect metric either, because while you may spend more time watching something, that doesn’t necessarily mean that you’ll end up feeling good about that time spent afterwards.

Because of this, YouTube has since been seeking to better define “quality or value” watch time, optimizing more towards user satisfaction.

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YouTube does this through:

  • User surveys, helping to optimize for what people like and enjoy (Alves says they send out millions of user surveys every month)
  • Prioritizing authoritative content from recognized, established outlets, especially for news content
  • Reducing the spread of ‘borderline violative content’

So the focus is both on user satisfaction, and ensuring that people feel good about their experience on the platform, while also maintaining responsibility over what gets amplified through its recommendations.

YouTube has, of course, faced various challenges on this front, with the platform regularly coming under scrutiny for amplifying controversial content, including misinformation, conspiracy theories and politically divisive material. There’s no perfect solution for such, but YouTube’s seeking to keep these considerations in mind as it goes about refining its approach to what videos it recommends to users.

In terms of surveys, as noted, YouTube sends out millions of surveys to viewers every month, gathering feedback on a wide range of video uploads.

YouTube video recommendations guide

Alves says that they don’t share this information with creators at the moment, because they often don’t have enough feedback on each individual clip to provide useful feedback, but they can use the info to better inform their algorithms and systems. 

“We are looking at adding more satisfaction data, and externalizing it to creators, so it is something we’re working on.”

And yes – as you may probably expect, in addition to direct feedback via survey prompts, YouTube also uses signals like:

  • When people tap/click on the ‘Not interested’ option in the individual video menu  
  • Likes and dislikes on clips
  • Shares of clips
YouTube video recommendations guide

Like other social platforms, these actions are important in defining video reach through YouTube’s recommendation surfaces (i.e. the Home page and ‘Suggested’ listings). As much as YouTube does want to lean on more in-depth user feedback to determine whether a video provides viewers with a good experience, these lesser, more immediate response metrics do also play a part in determining your performance.

Alves also notes that the Home page and ‘Suggested’ listings actually use different algorithms – so the idea that there’s one central YouTube algorithm is not correct.

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“The Home page offers up a broad array of videos when you visit youtube.com, and it uses similar signals as ‘Suggested’, but they are designed to do slightly different things.”

Given this, Alves notes that creators often want to know how they can optimize for each element – to which Alves says ‘you can’t’.

“You can’t optimize for a traffic source, you can only optimize for people or viewers.”

With this in mind, Alves says that creators looking to maximize views from the home page should try to consider their content from the perspective of somebody who’s been recommended their content, due to their interest in similar clips, but may not yet be familiar with their specific channel.

A reference to an in-joke with your audience may work in ‘Suggested’, as these are more aligned to each specific video clip, but in the home feed, you want to consider more general appeal, and what will make newer viewers, with a related interest, click.

YouTube video recommendations guide

As you can see here, Alves also notes that posting consistently can help to keep your videos coming up in relevant user home feeds, alerting them to your latest if they’ve already watched some of your other clips.

In the ‘Suggested’ feed, Alves says that these highlighted clips are designed to guide viewers on what to watch next after the video they’re currently watching.

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YouTube video recommendations guide

That means the suggested feed is more specifically aligned with the current clip.

In some ways, you can consider the two surfaces as ‘top of funnel’, or viewers of a more general, yet related interest, with the Home recommendations, then ‘middle of funnel’ with ‘Suggested’, as these viewers have already shown specific interest in your content, by tapping through, and now the recommendations are more closely aligned to that.

Alves says that the most effective tactic she’s seen creators used to maximize their appearances in people’s ‘Suggested’ listings is to develop a video series, or create topically related videos that lead on from one another.

Alves also recommends using a consistent title and thumbnail style.

“You can imagine when a viewer is looking at everything that they could choose to watch next, there are a lot of options there, and if you have really strong, identifiable branding, that’s consistent, it’s really easy to pick out which videos are from your channel, and it just makes that decision all the quicker for viewers.”

Alves also notes that CTA buttons to ‘Watch more’, as well as playlists and end screens are also effective tools in encouraging viewers to keep watching your content.

Alves’ key lesson through this overview is that YouTube’s algorithm is designed to “find videos for viewers, not viewers for videos”.

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“Sometimes creators have a perception that the recommendation system pushes out or promotes videos to viewers, when in reality, the system is designed to work the opposite way, where a viewer visits youtibe.com, and then a recommendation system pulls in and then ranks the best candidate for that viewer, depending on the page that they’re on.”

So if you come to the Home page, YouTube will try to show you the content you’ll stick around to watch, based on personalized recommendations (i.e. past history, location, trending, etc.), while if you click through to a specific video, the ‘Suggested’ content will largely be defined by that specific clip. YouTube’s system is not designed to amplify specific clips or creators, as such, but instead, its entire aim is to align with the interests of the individual.

Which seems like a logical process, but it’s also an important point of clarity in this context. 

In essence, what you want to be doing is creating content that appeals to your target audience, then building consistently around themes and topics to keep your viewers coming back, while also maintaining branding elements to strengthen those connections. Part of that will come through research, and understanding what works in your niche, but mapping out a strategic approach, and sticking to that process, is also key to building a YouTube audience over time.

There are some valuable pointers here, which could help in your platform planning – and given YouTube serves over 2 billion monthly active users, and is seeing significant growth in viewing on TV sets, it should be at least a consideration in every marketing plan.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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