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⏰ Timecodes ⏰
0:00 Is the YouTube Algorithm Against Small Channels
0:58 Insight #1
03:18 Insight #2
6:05 Insight #3
18:36 Insight #4
22:05 Insight #5
25:44 Insight #6

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About:
In this video, Sean shares how to get views on your small youtube channel for beginners.

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=================== text video ====================

is the youtube algorithm against small

channels is it still possible to grow on

youtube with all of these large channels

that seem to be getting

all of the views and ultimately going

into 2022 is it too late to start

youtube and in this video we’re actually

going to be talking about six specific

insights from a youtube employee in fact

the product manager at youtube shared

these at a conference recently that are

going to kind of surprise you and peel

back the curtain about what’s really

happening with the youtube

algorithm you got to just press record

recently at a conference vid summit

shout out to derral eves todd bupre the

product manager at youtube shared a very

powerful session and revealed six

insights that you’re going to want to

know that really answer the question is

there still opportunity to grow on

youtube right now here’s number one

over 600 million

different videos are recommended every

day

on the youtube home page

by the way if you’re studying your

analytics that’s your browse features

and

up next which is suggested videos when

you’re studying your youtube traffic

okay so why does this answer the

question is the youtube algorithm

against small channels is it too late to

start youtube

this is coming straight from data from

youtube and they’re saying this

over the next 24 hours

600 million

different videos are showing up on

people’s home pages now

you can imagine large channels have a

couple videos that are being spread like

mr beast might be showing up on a lot of

home pages you know with a lot of

different videos he’s made maybe and

maybe your favorite in fact tell me in

the comments who’s your favorite

youtuber or big youtube channel or

whatever size

but the crazy thing here is even if we

cut that number in half

that could be representative of 300

million different creators unique

creators that are getting a chance a

shot to show up on the youtube homepage

or to be recommended off of after

somebody else’s video this stat alone i

hope was worth your time for coming to

coffee with kennel today smash like if

you’re pumped about the opportunity on

youtube

and and so i want to encourage you don’t

see the limitations see the

possibilities what todd was trying to

say was that there is so much

opportunity on youtube and the algorithm

is trying to find videos to satisfy

viewers and every and a new day new

opportunities like every new day is a

new opportunity

for you to get one video out

recommended

and remember you’re always one video

away from changing your life your

business your youtube channel now if

you’re new to the youtube algorithm

remember that each youtube viewer is

getting unique personalized

recommendations

like the youtube homepage isn’t just

some

uh billboard of the most popular youtube

videos and as we go throughout this

training you’re going to be seeing uh

that there’s actually a lot of

opportunity the more you niche down and

really understand what kind of content

you’re creating for you to get

discovered so that’s just a fact this is

this is facts from the inside of youtube

from a youtube employee that 600 million

different videos are recommended every

day here’s number two the 7x rule

if a hundred viewers watched last week

700 potential viewers see your

thumbnails this week

let me know how many views are you

getting on your channel per week the way

you can see that is you go into your

youtube analytics and it’ll tell you in

the last 28 days or rather in the last

month how many views did you get in the

last month

you know you could cut that you can

actually go and select last seven days

so you could see

uh

how many views did you get in the last

week

and here’s what todd was revealing now i

added the 7x rule he didn’t call it a

rule and it might change over time but

this is what it is this is brand new hot

off the presses fresh info for you

if you got a hundred views in the last

seven days

the next seven days the youtube

algorithm

is going to show

your videos to 700 people

seven times whatever your views were

last week

how do they show your videos

on the home page in suggested videos and

up next

they’re going to be showing the title

and the thumbnail it’s if you read this

it’s potential viewers you go well i got

100 views i didn’t get 700 and i’m not

saying you’re going to get 700 views the

next week

i’m saying

you’re

going to have the potential

if youtube says man if people are

consuming your content this week we want

to see and test your content with new

wider audiences and so the 7x rule is a

massive opportunity telling us that it’s

not too late to start going into 2022

that there’s if you’re starting from

scratch

sure how do you get those first views

well subscribe to this channel because

we have all kinds of content to help you

start from zero but as soon as you’re

getting views

you have a chance to be showing up and

being recommended next week showing up

on the homepage this is real data and

here’s how they illustrated it here’s a

screenshot of his presentation at

vidsummit

it shows you that this group of people

on the left here 100 viewers last week

700 potential viewers will see your

thumbnail the following week

i also just want to encourage you if

you’re feeling discouraged on youtube

don’t quit

if you’re getting some momentum now keep

going and remember that small tweaks

lead to giant peaks remember that get

one percent better with every video

because

as you improve your content youtube

builds momentum it’s like a snowball the

snowball gets bigger as more momentum

increases and as you keep putting out

quality content and improving your

content number three

here is the formula

for how the algorithm works directly

from a youtube employee

here we go

personalization

plus performance

plus external factors

equal

home page ranking

if you want to get recommended by

youtube you want to show up on you want

to have your video show up on the home

page you want

your content to reach more people

these are the factors well sean what

does that mean i’m glad you asked

so here’s

the slide where he showed this he said

personalization including your watch

history

performance including appeal engagement

and viewer satisfaction and external

factors like topic interest competition

and seasonality let’s break them down

so

this is a crazy uh quote from todd

history is the most influential factor

in what we recommend

that’s worth taking a breath and really

thinking about that

the most influential and i quote factor

of what videos are being recommended on

youtube

is a viewer’s

watch

history well sean what does that mean

for me i mean i’m trying to i got a new

i’m creating new content i’m trying to

make my own stuff and build my own brand

what it means is this we say it all the

time

the creator who understands the viewer

best wins

you should be creating content not in

some unique niche that nobody else is

doing because the watch history in some

obscure thing or just if your channel

has no niche and it’s just your random

thoughts

then how does youtube even know to

recommend you

but

if you’re creating tiny home content or

like home decor content or diy content

people are watching tiny home content or

home decor content or other types of

content like that on youtube right

and so their watch history is telling

youtube the kind of content they’re

interested in

so if you want to grow right now and

start a channel

what you want to do is you actually want

to be creating content in a proven

niche

you want to be creating content in

something that there actually is already

verified interest in

so look at the most influential factor

and this is what youtube is looking at

first they’re looking at what other

channels does the viewer watch what

other channels is the viewer subscribe

to

what other topics does the viewer watch

and what videos does the viewer watch

and once youtube starts to identify that

it’ll start recommending videos even if

they’re not

even if they don’t have a youtube

channel it’ll do this

you log into a fresh account or you log

into a fresh smart tv and you don’t even

log into youtube

youtube sees where you go once you

search for what you click on and the

youtube algorithm immediately gets to

work to recommend similar content

they’re like if they liked this they’ll

probably like this

so here’s my question to you what is if

they liked what what channels if they

liked what content and how does your

content relate

to that other content

are you making content related to

content that is proven on

youtube so personalization

think about this this is the first

factor in what youtube is recommending

it’s asking what other videos is the

viewer watching it’s asking what other

channels do they watch listen to this

it’s asking what videos do they skip

so a viewer scrolling over videos

it’s a form of engagement for you to be

on your phone and to pass over a video

youtube knows more about you not just

from what you actually watch but what

you don’t watch

you understand the viewer you’re trying

to reach to a greater degree when you

not only know what they like but you

know what they don’t like

and how long do they watch of course

view iteration

and then also when do they watch even to

the time of day todd was talking about

how you’ll get different recommendations

on your phone than you do on your smart

tv at night

and ultimately the youtube algorithm is

watching 80 billion signals over 80

billion right data points so it’s not

about knowing all of those little points

but it is about understanding number one

personalization this is almost

this is completely in your control

because it’s going to inform your whole

strategy but remember todd’s quote

history is the most influential factor

in what we recommend so it’s really

smart for you to make sure you pick the

right niche pick the right positioning

and you’re making the right video topics

secondly is performance

layered on top of that now if you want

your videos to rank and show up and you

want to beat the algorithm

then things like click through rate the

watch time of your video likes and

dislikes shares

not interested feedback people can

click on that little window and say i’m

not interested in a video like this and

youtube really pays attention to that

pre and post watch surveys

and more so there’s all these

performance data points these are some

of the biggest ones

and if you can improve these

both likes and dislikes that’s

engagement more watch time minutes

higher click through rate are people

clicking share is your video shareable

are people selecting not interested

you can’t necessarily control that but

that’s

how polarizing you are or how clear your

niche is or how clear your values or

your stance is even in the content idea

it just youtube then knows who to serve

that video to and maybe who not to pre

and post surveys we also don’t get to

see these surveys but here is a big

light bulb moment we’ll cover it a

little bit later as well

there’s something that’s more important

to watch time

at youtube and we say all the time

minutes matter most what it actually is

is viewer satisfaction and what todd

said was not all watch time is

considered equal

so what he’s saying is actually these

pre-surveys and these post surveys is

like okay you just spent 15 minutes

watching a video

are you satisfied and then there’s the

final one is external factors

which include things like potential

audience size

audience interest over time supply and

demand and seasonality and i’ll show you

we’ll go a little bit deeper on these

so sometimes if you’re frustrated or

you’re frustrated with how fast your

channel is growing it could be because

you don’t even have a large enough

potential audience size for your

ambition when it comes to youtube

it could be that you just started doing

gameplay

videos on a game that’s losing popular

popularity audience interest is changing

it also could be that there’s so much

competition in one area you need to

pivot a little bit because supply

is supply and demand there’s demand but

supply is over inflated in an area you

need to pivot to where supply and demand

is lower and then it also could just be

the time of year so let’s go deeper into

these

this is just an example he showed

saying

some

potential audience that some topics have

larger potential audiences than others

for example soccer football has 3.5

billion people that are interested in it

cricket the game has 2.5 billion and

golf has 450 million

now all of those are great niches

but it kind of gives you an idea that

the question you should ask is what is

the potential audience size

for my channel how big could my channel

be keep in mind audience interest will

change over time and i love this example

and what todd is doing using here is

he’s using google trends

if you haven’t used google trends before

it’s a great way to compare different

markets and popularity

so if you can see on screen here and i

realize these slides don’t look the best

but

what he did is he’s comparing fortnite

minecraft roblox and among us so it

doesn’t matter if you’re in gaming or

not you could do this excuse me in

health and you might compare vegan paleo

keto and you’re looking at different

terms maybe in your industry in your

niche and seeing how they’ve risen and

fall fallen and this is a five-year

window and notice some of the selections

he’s made this is in the past five years

worldwide and it’s youtube search that

he’s studying

so you see that fortnight only started

to rise once it was created it had to

actually start you see among us as in

the green as over underneath his arm it

had a steep spike and then it really has

become the least viewed

game in terms of trends and interest

you see roblox has been steady and it is

even climbing right now you see

minecraft has been has had ups and downs

but has been the most influential over

time and you also see fortnite’s going

down a little bit here’s the point

you’re wondering why are my views up or

down

and audience interest really matters and

if if your market

meaning if the interest of the audience

is declining then it would be shocking

for your channel to be growing

so if you really want to have a banger

or youtube channel

if you had

low competition but high audience and

market growth you know audience interest

is going up

there’s not a ton of people doing it um

you’re putting out quality content

you’re getting good performance but

there is interest and personalization

things are happening that would be if

you were just sitting thinking about

starting a new channel pivoting your

channel

or just thinking about what types of

topics the videos to make even if you

make one-off video that ties into

something like how could you tie in

squid game right now to like your con

three business lessons from squid game

or something like that just because

you’re you’re jumping on audience

interest this matters as well

next is supply and demand

so i’ll read from his slide and it says

this even if your video is performing

well compared with other videos on a

channel it may receive fewer impressions

if videos from other channels are

performing even better

so we have to acknowledge

that

you go sean i made a video about

something popular

but it’s just not really breaking

through well if

a hundred of the top biggest channels

also made the exact same video as you

then supply and demand wise it’s going

to be hard to break through that’s why

we spend so much time inside of video

ranking academy encouraging you to find

nuanced angles

and nuanced video topics

even if there’s smaller interest maybe

there’s lower demand

but there’s also like no supply

and this is how you start from scratch

that’s how you grow from zero

seasonality

this is super interesting look at the

bottom of the screen there

and look at how

back to school affects certain channels

you can see that the growth is kind of

the uh the viewership is kind of steady

and then all of a sudden it goes into

these dramatic spikes now of course that

the matter that depends on your

demographic your audience but as soon as

back to school hits

there’s peaks on the weekends valleys

during the week as people are maybe

spending less time on youtube or

students are spending less time on

youtube so it says many creators also

experience drops and views around

mid-august when their viewers go back to

school

now also it says recently we’ve seen

fluctuations in traffic related to

co-vid which dramatically changed

people’s viewing habits

and that’s actually good news

from the pandemic we’ve been going

through a lot more people are on youtube

a lot more people are watching youtube a

lot of people learn to watch youtube a

lot of baby boomers and gen x are

watching more youtube now and so

the punch line being though is the time

of year matters

a good test i learned from graham

steffen was this

if you’re an established creator and

maybe five to ten of your competitors or

collaborators

are all declining a little bit and you

can use software like vid iq to just go

to their stats and see they’re down 10

or 15 subscribers they’re down 10 or 15

views

if they’re all down

and you’re down as well channels that

are maybe in your similar channel

cluster

well

of course you never want to make excuses

you want to hustle and get results but

at least you have peace of mind that oh

it’s maybe back to school oh it’s maybe

some market change you know the market

is slow down the audience interest to

slow down but

if everyone in your channel cluster is

actually going up and you’re stagnant or

going down that’s a better indication

that you should check under the hood see

why your oil lights on and like shoot i

need to change the oil i need to pivot

what i’m doing tip number four are you

enjoying this content

maybe share this video with somebody if

you’re if you’re loving this i’m so

grateful that i got to learn this from

todd uh bupre uh the

product manager at youtube

and uh these insights are super powerful

and number four

it’s normal for viewers to discover

videos in different ways

this was one of my favorite moments

because here’s what’s happening in the

youtube

um

sphere lately right i don’t know who

else you maybe watch that educates on

youtube people talk that aren’t even

youtube educators about how they grew

their channel about the best way to grow

a channel and everyone has their

polarizing point of view or their their

opinions like

no you gotta make videos like mr beast

you gotta have

uh you gotta have a curiosity in the

title and you gotta have a crazy face in

the thumbnail and you gotta go after

search and recommend it

that’s true

if your channel style theme and topic

is like mr beast and it’s entertainment

based it’s kind of viral based

but

the truth is this there’s not one

tidy answer for every type of topic in

niche on youtube so some people

uh like to really put down youtube

search because honestly youtube search

is only about 15 of the traffic on

youtube youtube recommendations is about

75 of the traffic

but that’s but todd didn’t join any camp

oh on the youtube suggested camp i’m the

youtube search camp oh i’m i’m playlists

and whatever he said it depends on the

niche i had people coming up to me at

vidsummit and saying sean what like what

uh what traffic source should i go after

when it comes to growing my youtube

channel i said that’s the wrong first

question

i said

what is your overall goal

who is your audience what is your

business model what is it you’re trying

to build and what is the best strategy

based on your channel topic and niche it

is not one size fits all and that was

proven

when todd showed us this

it’s normal normal for viewers to

discover videos in different ways

so for example if you have an education

channel how to make french toast

then you’re probably going to have most

of your traffic from search

okay and then some will be from the home

page and some will be from suggested

so if you have an education channel

and this gets even richer later like

this gets crazier in terms of the power

of search

now if you if you make chill beats to

study to and maybe you’re making

copyright view music you might get 50 of

your views from playlists 30 from search

20 from suggested now if you do world

news today

trending topic trying to get on the

trending page topics hot click through

rate videos you’re going to get 80 of

use from home page you might just get oh

my gosh look at that headline and that

could be great for you but sometimes

those channels they have high highs and

low lows and their videos look like this

and they go up and down whereas how to

make french toast by the way if you rank

for that that french toast video is

probably going to be watched

four years from now six years from now

maybe 10 years from now and a lot of

times a search channel creates a stable

business model that is not as dependent

on viral hits and you’re only as good as

your last video number five and i got a

bonus tip number six for you in just a

second

the audience

is more important than the algorithm

is youtube’s algorithm against small

channels

listen the youtube algorithm doesn’t

even know you exist the youtube

algorithm

it’s not whether or not it’s for or

against you

the youtube algorithm is for the viewer

this is what it comes down to

of course

at some point your content or your

content does matter because your content

is being served to the viewer

but it’s a whole wrong mindset to say

the youtube algorithm is against me

that’s not even the conversation the

youtube algorithm is for

the viewer

the youtube algorithm is simply just

trying to put the audience first the

viewer first

listen to this quote

the goal of youtube’s recommendation

system

is to find videos for viewers

not

viewers for videos so here’s the goal of

the algorithm

goal the algorithm is to help each

viewer find videos they want to watch

it’s to maximize long-term viewer

satisfaction they want

they do want you to build a bond with an

audience and to people keep coming back

and watching your content

over or new videos you upload for

long-term satisfaction just like if you

fall in love are you are you team

seidfeld are you team friends

or are you team frazier that was a

little niche

uh because you think about it’s like a

long-term journey like i feel like i am

friends with jerry’s cycle you know what

i mean kramer is my my homeboy like i

would be surprised if he busts through

the door right now or maybe you’re a

chandler bing guy you know or maybe

you’re a ross and rachel i don’t know um

but ultimately when you think about a

show like that you think about

long-term bond and maximizing long-term

viewer satisfaction i’m not talking

about a long viewing session i’m talking

about people falling in love with

youtube itself the creators on youtube

itself that is what youtube’s after it’s

after like building up that

that satisfaction so they have people

coming back to the platform

youtube said this

viewer satisfaction todd said this

viewer satisfaction is actually more

important than watch time and everything

the algorithm does is viewer centric

that’s the goal of the algorithm and

this is kind of interesting because what

they showed us here was that back in

2011 this is a history of the algorithm

basically

was that back in 2011 it was about

clicks and views

but at that time it led to a lot of true

click bait because people would just

throw whatever in the thumbnail

they would throw whatever in the title

and just try to get some views but

satisfaction was super low because you

clicked on a video and you’re like that

was a trick

you lost trust you’re like annoyed you

lost some of your time

so then what they did is they fixed that

and they started to do watch time

so then they started seeing if someone

clicks and views it but they spend at

least a couple minutes on the video

they’ll be even more satisfied

but today look it went from clicks and

views to watch time to satisfaction

ask viewers what they like and optimize

for what they like and they’re talking

about surveys

and not all watch time is equal so

they’re saying this has been the

evolution of the algorithm saying now

man it’s about the viewer and i’m

telling you the more the creator who

understands the viewer best wins the

creator who if you understand the viewer

that would then also mean that you craft

your content to connect with the viewer

to serve the viewer to answer the

viewers questions to solve the viewer’s

problems to entertain the viewer then

you’re going to

trickle trigger the algorithm

and you’re going to see growth wider and

more impactful than you could ever

imagine number six

this is some icing on the cake friends

remember the value of evergreen content

now again

if you’ve hung out with think media for

very long you know that this this one

gets me excited

now

i am not trying to say that this

strategy fits every channel again if

you’re news based

the news you share today is maybe only

valuable for what three days seven days

but it’s not valuable a year from now

if you’re entertainment based or you

really react to trends squid game’s hot

at the time of recording this

but it’ll probably be somewhat forgotten

it’ll be a lot lower in three in a month

it’ll probably be somewhat forgotten

unless season two comes out in six

months or a year

but remember the value of evergreen

content and i was shocked with everyone

so obsessed with with suggested videos

and kind of going viral about how much

todd emphasized

the value of evergreen content

and he said this

for a lot of content the majority of

views are not coming in the first day

month

or even the first year

i hope that

sent chills through your body what

chills like sean why why are you trying

to give me chills on coffee with kennel

a lot of the content see this is a

mindset shift

are you creating quality content today

realizing that

the uh a lot of the content

may not even

um get a lot of views in the first

year

that’s the power of evergreen content

and the question there is you ask

what is the lifespan of this content now

here’s the thing obviously i am

passionate about search and i’m

passionate about evergreen content and

what does evergreen mean if you’re new

to the term it’s like an evergreen tree

if you grew up in seattle like me

there’s trees that are green through

summer spring winter fall that’s why

seasonality affects you less by the way

seasonality affects us less at think

media

we it’s like you we just have this

crazy amount of about a quarter million

views that come in every two days

because this is the strategy we’ve

applied

that’s also intentional

it’s also sustainable

and and i’m passionate because youtube

is not everything

my faith in my family is everything so

i’m trying to build a youtube channel

that actually serves and supports my

lifestyle not the other way around i

don’t live to serve youtube and a lot of

people fall into that trap and it’s

leading to burnout because they’re just

the algorithm is running their lives

the algorithm the dopamine drip from

trying to get another one or trying to

get that next hit to try to keep it

going so

a way to bring more stability into your

youtube strategy

is to think more evergreen and he

specifically todd was saying

how long

will this video be relevant when you

post a video will this video still be

interesting to viewers a year from now

or even multiple years from now

how widely appealing is this video and

will it be able to continue to be

searched and served to audiences

and in a future training

maybe i’ll pull up like 15 different

examples we were just joking with omar

on the think media team because we post

a lot of videos on think media that

sometimes we’re emotionally driven like

you we go crap it’s so it’s

underperforming oh the click-through

rate was terrible oh man it got the

views were so low i knew i hated that

thumbnail i knew that video was like oh

man i put so much work into that

and we were just studying one of omar’s

videos

that literally did not climb through our

typical performance into high

performance

for over a year over

365 days and now the video has like 80

000 views but it’s not stopping is a

video about best lenses for a sony

camera

and so all of a sudden todd’s words i

really start to be like man that is so

true

for a lot of content the majority of

views are not coming in the first day

month or even year this is a it’s funny

the tension between between the two

strategies because for a lot of content

that is viral based and like recommended

based the majority of the views are

coming in the first week you’re trying

to get a banger and i’m all for the

bangers you’re trying to get the boom

views coming in you know uh

click-through rate’s so crazy youtube’s

selling you views are up 4x youtube’s

views are up 8x more power to you

i think you should try to do both but

it’s really nice

to have a baseline of videos on your

channel that um get views 24 7 365 and

let me actually show you and i’ll

illustrate this with uh the youtube

short that just went viral on think

media

and this is kind of crazy because it’s

so shocking of what a a quote-unquote

banger can do

so here’s

it’s clear to see when the banger was

and it actually makes our typical daily

performance seem really

average and discouraging but think about

this here’s here’s how think media works

daily 110 000 views 109 000 views 114

000 views 106 000 views 103 000 views oh

up a little bit you know 137 000 views

and then nolan made a short and after

about 30 days the short went viral boom

a million views in a day october 12th

now it’s so fascinating and we’ll report

back on this

is we have to wait to see if money comes

from the short fund

um shorts don’t earn a ton of

monetization not that that’s the whole

point but just something to consider

it did lead to like 7 000 new

subscribers which would be the high

impact of it but then look at look at

this climb imagine if your emotions were

tied to this i’m on top of the world

boom i am the worst person in the whole

world crash just and and that crash

though but think about this back to just

a hundred and ten thousand views a day

and that’s a lot of freaking traffic

so ultimately the one two punch of the

youtube algorithm are you making

evergreen search-based content that

brings stability uh and sustainability

to your youtube strategy to your

business and then thank god for the

opportunity to have a viral breakout

video

and and think about the impact that that

video

makes a lot

of content for a lot of content the

majority of views don’t come in the

first day month or even year so as we

land the plane

you got to stay committed to the vision

you got to keep putting in the work you

got to be willing to put out excellent

quality content today that you actually

have faith in because you go shoot

i i’m i’m making i’m crafting this video

i’m crafting it so it holds viewers

attention so that it’s pleasing to watch

so i’m trimming the fluff so that it

gets to the point so that it answers the

question so that it solves the pain

point for the viewer

and

i’m putting it out there in the world

and then i’m getting to work again and

i’m going to do it week after week after

week because i might not start really

reaping the rewards of this thing until

52 weeks from now

and then i’m really not gonna start

reaping the rewards from this thing

maybe for even two to three years but

then all of a sudden

i have this like whoa i’m getting like a

thousand views a day

dang i’m getting like 10 000 views a day

wow i didn’t know that that one video i

did because not every video will break

out like that but i didn’t know that one

video i did is gonna do so well my gosh

but now it’s like these videos are

working without me even working friend

that’s the power of youtube

that is the power

of putting out strategic evergreen

content that gets views 24 7 365 whether

you actually post new videos or not

because you’ve built up a powerful

library of content did you see

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