YouTube has shown that its algorithm is drastically different from Google’s, focusing more on viewer behavior than on thematic depth. While Google’s search engine rewards authority and content depth, YouTube prioritizes whether users enjoy and engage with the material presented. According to Todd Beaupré, YouTube’s product lead for growth and discovery, the platform seeks to understand not only what viewers do but also how they feel during their viewing time.
Retaining viewers is the ultimate goal
The SEO strategies that are effective for blogs do not translate well to YouTube. Many B2B professionals have tried to apply typical blog optimization tactics, such as keyword research and the use of metadata, but their effectiveness is limited on this social network. Instead, it is estimated that up to 90% of the most successful videos use custom thumbnails, which have a much greater impact on users’ click decisions than keywords or tags.
In addition, audience retention is a crucial factor. If a video loses most of its viewers in the first 15-30 seconds, it is very likely that it will not receive further recommendations, regardless of the quality of the content. This means that content creators must avoid long introductions or animations that may quickly bore the audience.
For B2B companies, it can be advantageous to treat YouTube as a media brand and build a relationship with viewers before asking them to take any action, such as visiting a website or downloading a document. By doing this, more credibility can be generated and greater long-term engagement can be fostered.
In summary, by adjusting the strategy towards a behavior-based approach, brands can leverage the potential of YouTube as an effective discovery engine in the B2B space.