The Think Media Podcast: Episode 362 – The YouTube Algorithm Explained (2025 Update)
Release Date: November 15, 2024
Host: Sean Cannell
Guest: Renee Richie, Head of Editorial at Tubeleson
Introduction and Overview
In Episode 362 of The Think Media Podcast, host Sean Cannell engages in an in-depth discussion with Renee Richie, the Head of Editorial at Tubeleson and a seasoned YouTube expert. The episode delves into the intricacies of the YouTube algorithm, demystifying how it functions in 2025. Sean and Renee explore key aspects such as impressions, views, traffic sources, channel authority, and strategic content creation, providing creators with actionable insights to optimize their YouTube presence.
Understanding the YouTube Algorithm
Audience-Focused Approach
Renee Richie emphasizes that the YouTube algorithm is fundamentally designed to serve the audience rather than push content from creators. She explains:
"Try not to think about the algorithm too much because the algorithm's job is to follow the audience."
(00:50)
This perspective shifts the focus from trying to game the system to understanding and catering to viewer preferences.
Impressions vs. Views
A crucial distinction discussed is between impressions and views. Sean Cannell asks, "What is an impression?" Renee clarifies:
"An impression is... whenever we show a thumbnail on the page and a viewer has the opportunity to look at that thumbnail and choose whether to click or not."
(03:13)
She further explains that impressions primarily occur through the browse tab, where thumbnails are presented to users as potential content to watch.
Traffic Sources Explained
Renee breaks down YouTube's various traffic sources, each contributing to how videos are discovered and viewed.
1. YouTube Search
Videos appear in search results based on relevance to user queries and personalized to individual viewing habits.
"YouTube search is... generates a ranked list of videos that YouTube believes best matches that query personalized to the user."
(05:17)
2. Browse Features
This includes the homepage and subscription feed, where thumbnails are displayed for users to browse and select content.
"Browse features is where there's sort of like a bunch of thumbnails on the page, and you can browse through them and click on the one that you want."
(06:53)
3. Suggested Videos
Located typically on the sidebar or below a video, suggested videos are recommendations based on what the viewer is currently watching.
"Suggested is, for example, the sidebar... YouTube is recommending next to what you're currently watching."
(07:37)
4. Other Traffic Sources
Includes notifications, related video links, playlists, and hashtags, each contributing marginally to overall views.
"Other traffic sources could include notifications, related video links, playlists, hashtag pages..."
(09:58)
Impact of Upload Frequency
Creators often grapple with how frequently to upload videos without cannibalizing the momentum of previous uploads. Renee provides a nuanced perspective:
"It depends a lot on the creator and their audience... if you upload videos close together, they can have an immediate impact on other videos."
(11:58)
She suggests that upload frequency should align with the channel's rhythm and audience expectations. For instance, daily uploads might suit a news channel but overwhelm viewers for channels producing in-depth, less frequent content.
Channel Authority and Its Influence
The concept of "channel authority" is discussed, questioning its legitimacy and impact on video performance. Renee responds:
"Audience can ascribe authority and that can manifest in different ways... like audiences can ascribe authority."
(26:02)
She explains that while authority can influence how audiences perceive and engage with content, it's ultimately the alignment with viewer interests and behavior that determines success.
Engagement Across Different Content Types
Cross-Promotion Between Long-Form and Shorts
The interplay between different content formats—long-form videos and Shorts—is explored. Renee highlights strategies to encourage viewers to engage with multiple content types:
"If they engage a lot with shorts, we can test recommending the long form videos as well."
(47:40)
She emphasizes the importance of intentional calls to action to guide viewers across various formats, enhancing overall channel engagement.
Maximizing Growth with Limited Content Production
For creators balancing YouTube with other commitments, Renee offers valuable advice:
"There is no one way to succeed... if you can spend that time watching your videos or researching how things work. So when you do make the videos that you can make you give yourself the best opportunity with each of those videos."
(52:38)
She underscores the importance of focusing on quality over quantity, ensuring that each video is optimized for maximum impact despite limited production frequency.
Importance of Categories and Metadata
Accurate categorization and metadata play a supportive role in video discoverability. Renee advises:
"Choose what's most accurate for you... especially if you're brand new and there's very little information about you. It does help YouTube initially understand it."
(54:41)
While not paramount, selecting appropriate categories and refining titles and thumbnails can aid the algorithm in effectively positioning content to the right audience.
Utilizing Hashtags Strategically
Hashtags can enhance a video's visibility within specific trends or topics. Renee explains their utility:
"It puts like an active link for that hashtag on a video... People looking specifically for that will stumble across you."
(59:33)
She advises using hashtags judiciously to align with broader trends where the potential audience outweighs the creator's existing viewership, thereby increasing impressions and discovery chances.
Conclusion and Final Thoughts
Sean Cannell and Renee Richie wrap up the episode by reinforcing the importance of understanding the YouTube algorithm as a tool designed to serve viewers. They encourage creators to focus on producing high-quality, engaging content, leveraging strategic insights into traffic sources, channel authority, and content formats. Renee emphasizes the never-ending opportunities on YouTube, asserting that channels aren't inherently "dead" as long as creators continue to adapt and innovate.
"The future is bright on YouTube... You can make those videos. And maybe that's not premiering at all anymore."
(58:45)
Sean concludes by appreciating Renee's expertise and insights, urging listeners to connect with her through various platforms for ongoing YouTube strategies and updates.
This comprehensive exploration of the YouTube algorithm equips creators with a deeper understanding of how to navigate and thrive within the platform's evolving landscape. By aligning content strategies with audience behavior and platform mechanics, creators can enhance their channels' visibility and growth potential in 2025 and beyond.