Issue#5: Youtube Algorithm explained

Hey , it's Jenn, your SaaS marketing ally.

 👇 Let's jump into Issue #5 of “Notes on Marketing ✍️”

Ever wondered why some videos become popular while others barely get any views?

What exactly happens when you hit publish, and how can you improve your video's performance?

Is your YouTube strategy simply tossing random demos into the abyss and crossing your fingers for leads?

If your SaaS YouTube channel feels more like a cluttered Google Drive where everyone on the team uploads whatever random video of the month, don't worry; we'll break down the YouTube algorithm and show you how to turn your channel into a lead-generating machine.

YouTube may be a grind, but the numbers don't lie.

Here's why it's worth it:

• Lead generation: 83% of SMBs using YouTube report gaining new customers, highlighting its effectiveness in attracting leads

• Brand awareness: 90% of users discover new companies or products on YouTube, indicating its potential to increase brand awareness

• Targeted advertising: YouTube ads allow you to target specific demographics and interests, ensuring your message reaches the right audience.

So, ditch the "throw it at the wall and see what sticks" approach and start crafting a winning YouTube strategy.

Your brand (and your bottom line) will thank you!

Understanding the Algorithm

• Seed audiences: When you publish a video, the YouTube algorithm shows it to a small group of users known as the "seed audience."

These users could be your subscribers or people interested in similar content.

And that’s why you shouldn't guilt-trip your friends and family into subscribing to your new channel: You'll end up with a “seed audience” who are about as interested in your content as Jagger (my cat) is in bathing. Nada. Zero.

In part 2 of this series, I’ll explain how to create a quality seed audience.

• Similar audience expansion: Based on how the seed audience interacts with your video (likes, comments, watch time, etc.), the algorithm determines the video's quality and relevance.

If the video performs well with the seed audience, YouTube expands its reach to similar users who might also be interested in your content.

Not all bad! Just focus on getting that seed audience right. 🎉

• Subscriber engagement: Your subscribers are vital in kickstarting the recommendation flywheel.

Their engagement with your videos—such as watching, liking, commenting, and sharing—sends positive signals to the algorithm, indicating that your content is valuable and engaging, increasing its reach.

Niche Down, Reach Up: The Power of Focus

You become the go-to expert in a niche by consistently delivering content tailored to your target audience's interests.

This strengthens your channel's authority, making YouTube more likely to recommend your videos to relevant viewers.

• Niche focus: Focusing on a niche is crucial for channel growth.

By consistently delivering content tailored to the interests of your target audience, you strengthen your channel's authority in that niche; that means YouTube's more likely to push your videos to people who are interested.

Staying niche-focused ensures your content resonates with your audience, ultimately driving channel growth.

YouTube Reach and The Holy Trinity: Search, Interest, and Popularity

So, what makes a video reach a big audience? It's all about three key factors:

1. Search Volume: How often people search for specific keywords related to your content. High search volume indicates potential viewers actively seeking what you offer.

2. Interest in a Topic: Search volume shows intent, but interest goes deeper.

Are people actively engaging with the topic?

Are there trending discussions or new developments?

High interest translates to a more receptive audience eager to consume your content.

3. Similarity to Popular Videos or People: 

YouTube loves connections.

If your video resembles popular content (thematic relevance, format, style) or features known creators, it increases the chances of appearing in recommendations, searches, and "watch next" sections.

Now, the magic happens when these three factors intersect:

- High Search Volume + High Interest: This is a golden opportunity! People actively seek content like yours, so create high-quality, engaging videos optimized for those keywords.

- High Interest + Similarity to Popular Content: Even without sky-high search volume, capitalize on trending topics and leverage popular formats or collaborations to tap into existing interest.

- High Search Volume + Similarity to Popular Content: This is double the power! Combine trending topics with popular formats or collaborations to ride the wave of existing audience interest and search intent.

Remember: Reach isn't just about numbers; it's about finding the right audience. Analyze your target demographic, their search behavior, and trending topics to create content that resonates and expands your reach effectively.

Bonus Tip: Utilize YouTube analytics to track your video performance and refine your strategy based on data.

I hope this makes you see YouTube differently and feel more confident you can influence cecertain results!

^{Here’s what’s coming in parts 2 and 3:}

^{Part 2: Creating a YouTube strategy}

^{Part 3: Optimizing videos and understanding analytics}

💥That wraps up today's content; I appreciate you reading this far.

👉 Is there a topic you’d like me to write about in the next issue? Hit reply!

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See you next Wednesday!