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Why your brand really needs these 3 new YouTube features

These brand new YouTube features will keep you one step ahead of your competition

New Features YouTube Header
WRITTEN BY


Merel van Eijk
Growth Specialist

Team5pm
The YouTube Agency

merel@team5pm.com

YouTube has recently expanded with brand new features, including new analytics tools to grow your YouTube channel and more! These new features are crucial to make your own as a brand. Why. YouTube’s algorithm pushes creators who deploy these latest features. As an “early adopter”, brands do not only achieve maximum reach, but also stay one step ahead of their competition.

YOUR CHANNEL PERFORMS WELL OR WORSE? YOUTUBE TELLS YOU WHY!

When channel metrics significantly improve or deteriorate, YouTube now offers its own insight into the possible cause. YouTube looks at the number of uploads to the channel, how many ads have been deployed and how people found the videos. The latter can be through YouTube searches, the browse function (read: the homepage) or recommended videos, for example.

What does this mean for brands?
It is made easier to gain insight into why a YouTube channel is performing better or worse. With this information, you can quickly see what is already going well and what might be improved. Uploaded more than usual this month, due to a campaign? Then try to keep up this consistent upload schedule, when YouTube points this out as an explanation for the better performance on the channel.

YOUTUBE TELLS YOU WHICH VIDEOS BRING IN NEW VIEWERS

YouTube lets you know which videos bring in new viewers. New viewers, who will also return to your channel. In this new feature called “videos growing your audience” (read: videos that make you get more audience) you can see exactly which videos have achieved this. This is rated from ‘Very high’, ‘Medium’ to ‘Low’.

Want to know more about these valuable new, returning viewers? Then click on “view more. You will now get a comprehensive spread chart, showing all recently uploaded videos and their performance. Ranked by the amount of new, returning viewers. So these are viewers who have never watched a video from this channel before and came back to watch more after seeing that particular video.

What does this mean for brands?
With this feature, it is clear at a glance which videos are attracting new audiences and thus allowing the channel to grow. By means of a brief analysis, the trick is to find a common thread and use this information to produce new content. Think of: a specific presenter, the theme, the topic or the topicality of the video.

THE RIGHT SUBTITLES: MORE IMPORTANT THAN EVER

On mobile display this was already visible for a while, but also on desktop videos now start to play automatically when the cursor moves over them. Not only the video starts playing, but also the (automatically generated) subtitles. This ensures that the video can already be followed without having clicked on it. At least, if subtitles have been added. No sound is played.

What does this mean for brands?
Because videos on the homepage automatically play with subtitles on desktop, subtitles are more important than ever. Not only does it contribute to the findability and usability of a video, but it also increases the Click-Through-Rate! Why? Because these potential viewers can already follow the videos before they have clicked on them. This makes it more likely that they will click on the video and then finish watching it. So it is all the more important that the subtitles are added as SRT files and are correct!

WANT TO FIND OUT MORE ON WHAT ROLE YOUTUBE CAN PLAY FOR A BRAND?

Want to find out more about YouTube and what role YouTube could play for a brand? Download our free Whitepaper YouTube for Brands!

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