For those who want to use YouTube as a means to market their own content, it is important to take a step back and understand into detail how YouTube ranks its video searches.
Keywords, number of subscribers to the channels and number of views are important measures, but they have lost relevance after other factors were incorporated to YouTube's ranking algorithm. In addition to these three factors, five other are worth of attention: CTR, ADV, video length, comments and resolution.
- Number of views: although not the main factor, number of views is considered for YouTube rankings.
- Subscriber count: a channel's subscriber size has a moderate impact on video rankings. But subscription driven videos have a higher ranking.
- Click Through Rate (CTR): the platform shows videos on one person's home screen based on how many times other users clicked on the same videos and found them useful. Title, description and thumbnail impact CTR directly.
- Average Duration View (ADV): videos that have high CTR not necessarily have a high ADV. The ADV assess the success of the videos based on how long people watched it. If the majority of people click on a video but does not watch it until the end, its content might not be relevant.
- Video length: YouTube focuses on longer videos, in order to increase the amount of time people spend on the platform.
- Comments: the more comments a video has, the more engaging it is considered.
- Resolution: higher resolutions help videos rank higher. Besides being easier on the eyes and, therefore, more likely to be watched in full, an HD video give more credibility to the video, since the publisher was willing to invest more in the content production.
Anyone who is interested in producing video content for YouTube should invest time to boost these characteristics on their channel.
Source: https://marketingtechnews.net/news/2020/oct/08/understanding-the-eight-metrics-youtubes-algorithm-uses-to-rank-videos/
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