The value of a good YouTube channel

A new section on YouTube called simply How YouTube Works has some interesting insights for users of the almost ubiquitous video site. From a marketing aspect, I homed in immediately on the section about search, looking for more insight as to how that works. With over 500 hours of video uploaded every minute, search is essential.

YouTube search focuses on a selection of signals:

  • Relevance – including how well the title, tags, description and video content match the search query;
  • Engagement – an obvious signifier of relevance, looking at the watch time of a particular video for a particular query to determine if the video is considered relevant to the query by other users;
  • Quality – rating channels that demonstrate expertise, authoritativeness and trustworthiness on a given topic; and
  • Search and watch history – personalising results on a per-user basis, so that they may appear differently to different people.

Not much to go on, but it does show the value of building up a good channel, something any business should be able to do.