YouTube tells creators:
“Our algorithm doesn’t pay attention to videos; it pays attention to viewers. So, rather than trying to make videos that’ll make an algorithm happy, focus on making videos that make your viewers happy.”
YouTube’s advice to creators can seem contradictory at first glance:
- YouTube says: “Our algorithm doesn’t pay attention to videos; it pays attention to viewers. So, focus on making videos that make your viewers happy.”
- But also recommends: “Optimize your videos with thumbnails, titles, descriptions, info cards, end screens, and playlists to help viewers find your content easily.”
How can creators reconcile these two perspectives? Let’s explore how YouTube SEO has evolved and uncover strategies to thrive in 2024.
Why YouTube SEO Has Changed
Many viewers now discover videos through YouTube’s Home page and Shorts tab rather than search. While traditional SEO elements like metadata remain relevant, algorithms prioritize user engagement and personalization. As YouTube says: “The goal is to get people to watch videos they enjoy so they come back regularly.”
To succeed, creators must “unlearn” outdated SEO tactics and adopt a customer-centric approach that answers these five critical questions:
- Who are your target audiences?
- What video content do they seek?
- In which channels do they discover videos?
- From whom do they prefer to consume content?
- What effects do your videos achieve?
1. Understanding Your Target Audience
For years, YouTube was underappreciated in social media marketing. However, the Pew Research Center’s Social Media Fact Sheet (November 2024) reveals YouTube’s dominance:
- 85% of U.S. adults use YouTube—more than Facebook (70%), Instagram (50%), or TikTok (33%).
- 93% of Americans aged 18-29 use YouTube compared to 76% on Instagram and 59% on TikTok.
Globally, YouTube has 2.5 billion monthly active users across 100+ countries and 80+ languages. This makes understanding your audience’s intent—not just demographics—essential. As Google’s Lisa Gevelber notes: “Understanding consumer intent is more powerful than relying on demographics.”
Focus on affinity segments and interests to better connect with viewers.
2. What Video Content Does Your Audience Seek?
People turn to YouTube for various reasons, including:
- Learning something new.
- Entertainment and relaxation.
- Staying updated on trends.
- Making purchasing decisions (68% of users have done so).
Popular Content Types:
- Comedy and music.
- Instructional “how-to” videos.
- Entertainment and pop culture.
- Short-form videos (“Shorts”), which dominate engagement.
The Rise of YouTube Shorts
Since their 2021 global rollout, Shorts have exploded in popularity:
- 2 billion monthly users.
- 70 billion daily views.
- 82.3% of U.S. YouTube views in the past year were Shorts.
Creators should embrace Shorts while continuing to produce long-form and live-stream content. Shorts are particularly suited for global audiences due to their shareable, language-agnostic nature.
3. Where Do Audiences Discover Your Content?
YouTube’s algorithms vary by feature. For example:
- Search Algorithm: Prioritizes relevance and engagement.
- Recommendation System: Focuses on personalized suggestions based on past behavior.
- Home Page: Combines subscriptions, trending content, and viewer history.
Creators should optimize for discovery across these channels:
- Home Page: Use engaging thumbnails and titles to appeal to new and returning viewers.
- Shorts Tab: Design quick, captivating content to maximize visibility.
- Search Results: Include relevant keywords in titles, descriptions, and tags.
- Playlists: Group related videos to encourage binge-watching.
4. From Whom Do Viewers Prefer Content?
Viewers gravitate toward creators and brands they trust. The average Short generates 56,500 views and 2,200 engagements, with influencers outperforming brands in engagement metrics.
Collaborations and Community Building
If creating consistent, engaging content is challenging, consider:
- Collaborations: Partner with influencers or other creators to expand reach.
- AI Tools: Use platforms like SparkToro to identify audience interests and optimize your content strategy.
5. Measuring Success: What Effect Do Your Videos Have?
Traditional metrics like “views” are less meaningful today. Focus on business outcomes, such as:
- Website traffic.
- Leads and sales.
- Brand loyalty and customer retention.
Key Insights:
- YouTube counts a view after 30 seconds of watch time.
- Instagram and TikTok count views at 3 seconds or less. This makes YouTube’s “views” more substantial.
- Adopt campaign objectives like awareness, consideration, and conversions to align with business goals.
Embracing a Customer-Centric Approach
Customer-centricity puts the audience at the core of your strategy. It involves:
- Anticipating viewers’ needs and preferences.
- Delivering content that meets their expectations.
This approach answers an updated set of five questions:
Who: Audience Research
Tools like SparkToro help you understand audience intent and behaviors better than traditional keyword research. For instance:
- Visit Orlando: Viewers search for “best restaurants in Orlando” and “things to do besides theme parks.”
- John Lewis & Partners: Searches include “Christmas gifts” and “flight jacket women’s.”
Discovers What: Content Optimization
Use AI tools like DAIVID to analyze emotional and brand impact, ensuring your videos resonate and drive engagement.
In Which Channel: Programming Strategy
Adopt a multidimensional strategy to leverage YouTube’s features:
- Help Content: Optimize Shorts for discoverability using descriptive titles and captions.
- Hub Content: Maintain a consistent posting schedule to build audience loyalty.
- Hero Content: Create high-quality, long-form videos for major launches.
