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YouTube has recently expanded with brand new features, including new analytics tools to grow your YouTube channel and more! These new YouTube 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.
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.
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 YouTube 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 YouTube 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.
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) YouTube 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!
Did you like the insights I’ve shared? Great! We got plenty more YouTube features to update you about. For example, did you already get started with YouTube Shorts? Shorts are the vertical videos from up to 60 seconds that have been given their own prominent place on the platform.
Characterised by many as YouTube’s answer to the rising popularity of TikTok and Instagram Reels. The new YouTube feature has been labelled as the biggest opportunity for YouTube creators in years. Now that YouTube Shorts have been integrated in the Netherlands as well as internationally, we are taking this opportunity to dive deeper into this new feature.
➤ Which brands already use YouTube Shorts?
➤ What are some popular examples of creators who master Shorts?
➤ We offer practical tips, tricks and more.