Since the birth of YouTube, the inner workings of its algorithm have always been a mystery to content creators. Many people spend hours trying to find the magic formula that will maximize their video performance and maybe even turn them into an overnight hit.
The good news is: over the years, YouTube engineers and product managers have released a lot of information to clarify things. These insights help explain their goals and how YouTube thinks when designing a platform that provides both knowledge and entertainment for users seeking to learn and be entertained.
In this article, we’ll share the basic principles behind how the YouTube algorithm works, plus some practical tips you can start using today to move your videos closer to that “go viral” status.
Fansgurus is an online social media marketing platform that covers Facebook, Instagram, Twitter, Pinterest, YouTube, Tiktok, Telegram, Shopee and many other overseas social platforms. It provides follower growth, likes, shares, comments, views, live streaming concurrent viewers, and website traffic services. Try it quickly: https://fansgurus.com/ref/jcofx
What is the YouTube algorithm?
At its core, the YouTube algorithm is a set of AI-powered rules and data. It runs in the background constantly, collecting billions of data points and then using the rules created by engineers to decide which videos to show to which users.
The basic purpose of the algorithm is to try to guess what a YouTube user is looking for when they type a query into the search bar, and which videos they are most likely to want to watch next.
It does this by looking at data points such as the video itself, comments, text metadata (like the video description), and how different users use the platform and interact with the content. Then it ranks YouTube videos to maximize both relevance and viewer satisfaction.
How does the YouTube algorithm work in 2024?
The YouTube algorithm has gone through major changes since it first launched. In the early days, YouTube relied heavily on what users clicked on to decide what to recommend. However, this led to a flood of clickbait titles, which had a negative effect on how viewers felt about the platform.
Since 2015, YouTube has been optimizing for viewer satisfaction. It does this by surveying users in real time while they consume content, collecting satisfaction data, and using this information to guide its recommendation engine.
But how does YouTube decide which content best satisfies user needs? Here are some factors to consider:
Click-through rate (how likely a user is to click a video after seeing it),
total watch time (the total time users spend watching a specific video or channel),
how many videos a user watches from a specific channel,
a user’s search history,
how recent a user’s watch history is,
demographics and location,
likes, dislikes and shares (used to measure engagement with a given video),
“Not interested” clicks (YouTube tracks when users click the “Not interested” button on a video),
survey feedback (YouTube sends out millions of surveys each month asking for feedback on specific videos).
Of all these factors, only the last three can be directly influenced by content creators. The rest depend on external conditions they cannot fully control.
How does YouTube rank videos in the algorithm?
On YouTube, there are two main places where you see recommended videos: the YouTube Home feed and the “Suggested”/recommended video feed. Here’s how YouTube ranks videos in each space.
Home
When you open the YouTube website or app, you land on the Home page. Here, YouTube tries to show you the most relevant and personalized recommendations to keep you on the app as long as possible.
Home recommendations are based on:
Video performance: how similar viewers respond to the video;
Personalization: your specific watch habits and viewing history.
At this point, YouTube still doesn’t know exactly why you opened the app this time, so it mainly relies on what it already knows about the types of videos you’ve watched in the past.
Suggested videos
This section appears in the right-hand sidebar, next to the video you’re currently watching. The algorithm looks at your watch history during the session and suggests videos based on what it thinks you’re most likely to watch next.
Criteria for suggested videos include:
videos that are often watched together,
videos on similar topics,
videos you’ve watched in the past.
Because YouTube understands what you’re currently interested in, these suggestions are tailored to your current session rather than being generic. This helps YouTube creators get their videos in front of the right audience and improves their chances of going viral.
10 ways to increase your impact on YouTube
Now that you understand the basics of how the algorithm works, let’s look at how to use it to your advantage and drive more action on your channel.
1. Create videos that encourage engagement
Want to make viral videos? Start by encouraging viewers to engage. Ask questions, invite feedback, or start challenges related to your content. When people feel involved, they’re more likely to share your video, which expands its reach.
You can ask questions like “What topic should we cover next?” or “Share your favorite tip in the comments.” You can also run challenges such as “Try this and tag us in your video!” These tactics help your audience feel more connected to your content.
Another tip: create videos that tackle hot topics or common questions in your niche. This can boost your visibility and help your content resonate with more viewers.
2. Stay consistent with your branding
Your channel should feel consistent: YouTube users should know what kind of content to expect when they see a “new video” notification from you. Bonus points if they can recognize your videos just from the thumbnail colors, fonts and imagery (we’ll talk more about this in the next tip).
Take 5-Minute Crafts as an example. You know exactly what you’re getting—it's right in the name. When you visit the channel, you see consistently bright, fun branding: bold colors and playful visuals. Most of their thumbnails are split into two or three columns, or use a symmetrical layout.
3. Use external sources to feed the recommendation engine
If you’ve just launched a new YouTube channel, the last thing you want to do is rely 100% on the recommendation engine.
That’s because YouTube recommendations are based heavily on how audiences have interacted with your videos in the past. If not enough people have watched your videos yet, YouTube has very little data to work with. So you need to actively promote your videos through other channels:
1. Collaborate with media outlets or other influencers
2. Send new videos to your email list
3. Promote your videos on other social media platforms
4. Launch a YouTube affiliate or partnership program
You should also pay attention to YouTube SEO and grow your subscriber base. YouTube uses repeat interactions and subscriptions to personalize recommendations, so improving these signals increases the chances that your current and future videos will be suggested based on users’ viewing habits.
4. Make your content worth watching
Because the algorithm closely tracks how long YouTube users watch your content, you need to keep them interested and coming back for more. Here are a few ways to encourage longer watch times:
1. Use cards and end screens to manually recommend your other videos.
2. Add clear calls to action in the video or its description.
3. Include short scenes or teasers from other videos to guide viewers toward more of your content.
You can also use cards to direct viewers deeper into your YouTube channel. In addition, consider enabling subtitles for all your videos so people can keep watching even when they can’t turn the sound on.
5. Design clickable thumbnails
Aside from the video title, the thumbnail is one of the biggest factors in getting users to click a YouTube video. Here are some ways to boost your click-through rate (CTR) and signal to YouTube that your content is engaging:
1. Zoom in on action shots or expressive faces.
2. Add short, easy-to-read text snippets that add context and spark curiosity.
3. Use consistent colors, fonts, imagery and even a logo to brand your thumbnails.
4. Try applying the “rule of thirds” in photography by placing the most important part of the image in the first or last third of the frame rather than dead center.
You can always look for inspiration from other sources, such as YouTube’s Trending tab or even streaming services like Netflix and Amazon Prime.
6. Optimize around a single keyword
“Keyword stuffing” is an outdated technique and is no longer useful in most cases. However, keywords still play a crucial role in the algorithm as it tries to understand user intent—what kind of content people are actually looking for when they type something into the search bar.
That’s why you should create every video around one primary keyword, plus up to three optional secondary keywords. If you’re not sure where to start, TubeBuddy is a great tool to help you choose keywords.
Start by typing a potential keyword into the search bar, then check TubeBuddy’s stats in the sidebar. Try a few similar keywords until you find one rated as “Very Good” or “Excellent.” If your content tends to rank well already, you may be able to ignore the “Competition” score.
Then add your main keyword to the video title, description and tags. At the bottom of the description, include a few hashtags to help YouTube categorize your content.
Optimizing your video around a focus keyword plus a few secondary ones can help you rank higher in YouTube search results. It also helps the algorithm better understand your content so it knows when to recommend your videos.
7. Know your competitors
As with any type of business, keeping a close eye on your competitors will greatly benefit you. Visit their YouTube channels and pay attention to:
1. The types of content they publish
2. Their most popular and most engaging videos
3. The branding elements they use
4. How they write titles and descriptions
5. The keywords they appear to be optimizing for
6. Any ongoing series or playlists they create
7. Audience engagement (measured in likes and comments)
Once you understand them, you’ll have a clearer picture of which strategies work for them and which ones still have room for improvement. That’s where you come in: take inspiration from what they’re doing—and then do it better.
8. Make YouTube Shorts
YouTube Shorts is the platform’s answer to TikTok and Instagram Reels. Shorts are vertical videos designed for mobile viewing and quick consumption.
Creators can use Shorts to connect with their audience and share concise, engaging clips. It’s a powerful new way to grab attention and expand your reach.
The YouTube Shorts algorithm uses several signals to decide which videos to recommend. Here are some key factors:
Creator history: the past performance of a creator’s content matters. Consistent, high-quality uploads can improve a creator’s standing in the algorithm.
User engagement: likes, comments, shares and watch time all play a role. The higher the engagement, the more exposure a video is likely to get.
Personalization: the algorithm reviews each user’s watch history and preferences to recommend relevant Shorts, helping viewers see more of what they like.
Content relevance: the algorithm also looks at content and metadata (titles, descriptions, tags) to match Shorts to user search queries and browsing patterns.
9. Encourage viewers to keep watching
Getting people to click on your video is one thing; keeping them watching is another challenge. Fortunately, you can improve watch time (and completion rate) by following these steps:
Start with a strong hook that grabs attention immediately.
Use a variety of shots and angles to keep things visually interesting。
Add captions or a transcript so people can watch without sound.
Check your analytics to see where viewers drop off and adjust your video length accordingly.
Insert “pattern breaks” or mini-segments in longer videos to recapture attention.
Finally, ask viewers to subscribe, watch another video, or turn on notifications.
10. Track the metrics that matter
It’s well known that YouTube doesn’t like misleading content—that is, Shorts and videos optimized purely for clicks instead of viewer satisfaction. The platform emphasizes that creators should focus on delivering value and use metrics like impressions, click-through rate, and watch time to evaluate performance.
You can find these priorities in the YouTube Analytics dashboard. You’ll see a set of organic reach metrics that show YouTube’s emphasis on CTR and watch time, including:
Impressions: how often your video thumbnails are shown on Home, in recommendations or in search results.
Impressions click-through rate (CTR): how often people watch your video after seeing its thumbnail.
Views from impressions: how many views came from people seeing your thumbnail on YouTube.
Traffic sources for impressions: where on YouTube your thumbnails are being shown to potential viewers.
Watch time from impressions: how long people watch your videos after clicking on them.
As the YouTube algorithm evolves
One of the biggest challenges content creators face is that the algorithm keeps changing. If you’re playing the long game, you’ll often discover that what worked yesterday doesn’t work nearly as well today.
The algorithm is constantly evolving to meet the needs and expectations of YouTube users—so as a creator, your first rule is to evolve with it. Stay informed about updates, learn from experts and peers, and adjust your strategy as needed. The more flexible and resourceful you are, the better positioned you’ll be to reach your goals.
YouTube algorithm FAQ
What is the YouTube algorithm?
The YouTube algorithm is a complex real-time feedback loop designed to help you discover videos that match your interests and maximize your satisfaction. It constantly analyzes how you behave on the platform to tailor video recommendations to you.
Who created the YouTube algorithm?
YouTube has a team of engineers and developers who are responsible for building the algorithm. They continuously update and refine it to ensure it follows YouTube’s rules for content discovery and audience engagement.
What triggers the YouTube algorithm?
A number of factors can trigger the YouTube algorithm, including watch time, user history, how relevant the content is to a user, and engagement signals such as likes, comments and shares.
How can I increase views on my YouTube videos?
You can increase your YouTube views by:
1. Creating high-quality, engaging content that resonates with your target audience
2. Using strategic, relevant keywords in your titles and descriptions
3. Interacting with your audience and building a loyal community
4. Maintaining a consistent upload schedule
5. Promoting your videos on other social media platforms