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The first step of developing a successful YouTube strategy is choosing the right content types for your brand.
We follow the traditional funnel strategy—top, middle, and bottom—when thinking of content to create.
Top-of-the-funnel is where you bring awareness to your brand. Middle-of-funnel tries to build trust. Bottom-of-funnel seeks to inspire action.
To understand the YouTube Algorithm, you need to understand YouTube’s strategy. Ultimately, they want to keep people on the platform as long as possible—so they can show as many ads as possible.
As of November 2020, the two most important things are:
- If viewers click on your video when they see the thumbnail and title, how long do they watch the video?
- Do they watch more videos after watching your video?
The strategy, then, is to create content that:
- Your subscribers want to click on and watch.
- Will appeal to people similar to your subscribers.
The more content you create, the more data you acquire and changes you can make. If possible, create up to three videos a week and, at worst, create one video a month. If you can’t create a video a month, then you will inevitably fail on YouTube, and your resources are better spent elsewhere. The fewer videos you create, the higher quality each of those videos must be.
The two major metrics you need to look at are:
Click-through Rate (CTR), which tells you how engaging your thumbnail and title is.
Average View Duration (AVD), which tells you about the quality of your content.
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