Derral Eves - The YouTube Formula

Other things the AI looks for in this feature include the “rabbit hole” type and the “watch something else” type. Rabbit hole explains itself pretty well. It's the type of videos that are similar in one way or another that keeps the viewer following a specific path. These include:

Videos from the same channel

Videos and channels that are similar to the one playing

Videos that other people watched after watching the current video

The watch something else type (also self‐explanatory) exists because viewers eventually tire of watching videos with similarities, and they need something entirely different if they are going to stick around. This isn't a random selection; it's still a personalized recommendation based on their past behavior. This recommendation comes when the AI has a stored history of what that viewer has watched over time.

I like to call this the geo‐specific water cooler. A common misconception is that “trending” is synonymous with “popular,” but it's not. Trending topics are broad topics that people are talking about right now all across the Internet. It is what's currently happening in the news, on social media, websites, blogs, and elsewhere. By “geo‐specific” I mean that even the Internet has geographical regions, both in location and in authority. Websites with more authority than others will have topics that trend better because YouTube knows more eyes will be on them, so it pulls those topics into their own Trending section. They realize it's what people are seeing elsewhere so they're more likely to click on that topic when they are on YouTube as well. By location, groups that live in the same area often are interested in the same things. For example, something that would trend well in LA likely would fall flat in the Midwest.

When someone subscribes to your channel they can be notified by YouTube when you upload a new video, but only if that subscriber has also clicked on the bell button. The notification comes through on the subscriber's YouTube app or via email.

Another straightforward feature is the Search. Users type in a keyword or phrase as a query to find what they want to watch. The Search feature displays videos related to that query. The algorithm narrows down the results based on the metadata and the video generated by the creator, and it also looks closely at past data from people searching similar queries, and how they responded to those videos. A lot of people think they just need to do SEO to make their video go to the top, but there is a “freshness” feature that will pull new videos into these results. Take a look at what's trending and create content with the right connecting metadata. Know especially what's trending in your niche. If your video performs well, the algorithm keeps it in the Search results, but if it doesn't, it drops it.

You have just learned a lot about YouTube's history and its inner workings … congratulations! You've done some good digging. But do you find yourself musing, “Okay, great, but what does all of this mean for my content ?”

I often come across creators with good intentions and lofty goals, but they aren't seeing the results they want to see, and they blame YouTube for it. If I can get anything from these first chapters to stick in your head it is this: Don't blame YouTube, blame your content . I know this sounds harsh—like I just called your baby ugly—but try to take a step back and look at it objectively. Maybe your baby really is ugly. If you can swallow the hard pill that maybe your content is to blame instead of the Big Bad Algorithm, you'll be ready to learn the YouTube Formula. If you won't consider that you might be doing something wrong, then nothing I say will help you, and you might as well close the book.

Now that you understand the inner workings of the algorithm a little better, you can move through the rest of this book ready to implement systems and strategies that work with the algorithm instead of being subject to intimidation or ignorance of it. YouTube's objective is simple: engagement and satisfaction with viewers. At the end of the day, it's all about creating good content. The purpose of this book is to teach you the formula to align yourself with YouTube's goals, and to be able to analyze how your content performs so you can adjust to achieve viewer satisfaction. You'll be ready to arm yourself with the tools you need to dig in and plant the right seeds in your content garden.

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