From the article you will learn:

  • why is it more profitable to promote in related videos than in search;
  • How YouTube ranks related videos
  • how to get traffic from related videos.

How do I make a video viewable? Many will answer: Promote in search. But this approach works well in highly specialized topics with a small audience. In other topics, promotion in related videos shows itself much better .

In order not to be unfounded, we suggest that you familiarize yourself with the statistics on videos from a real channel about Internet marketing. Please note that even in such a specific topic, which is not targeted at a wide range of users, 26% of views come from related videos, while YouTube searches are only 16%:

On channels with a wide audience, similar videos sometimes give up to 70-80% of the traffic.

Why is it worth promoting through related videos?

When promoting a video in the search, it is "sharpened" for a specific keyword. For example, you made a video for the query "How to choose the right pants length" and took first place in the search results:

But how many users will click on your video from search? If you look at the Wordstat statistics, the results are disappointing:

It is clear that the video can rank well for a number of other queries, but still the number of user hits from the search is limited. Similar videos are another matter. It is an almost inexhaustible source of traffic. So, if we open a video about the length of trousers, we will see videos about perfumery, shirts, jackets, etc. in the recommendations.

If YouTube considers your video to be worthy of a recommendation, it will start offering it to users interested not only in yours but also in related topics.

How does YouTube select related videos?

There are a lot of speculations about the algorithm for forming a list of similar videos. Some believe that the ranking is based on the number of subscribers and views, others - the duration of the video and optimization of titles for requests, still others - the number and content of tags, etc.

In fact, there is nothing secret here. Nothing depends on the format of the videos. For YouTube, only one criterion is important: whether viewers like a particular video .

To determine preferences, algorithms based on artificial intelligence are included in the work. On the one hand, the behavior of specific users on YouTube is taken into account, on the other, the popularity of a particular video is taken into account.

Your task is to make videos that will arouse the interest of viewers (that is, they will click on the icons, put likes or dislikes, watch them for a long time). You should not try to calculate a ranking formula, wind up followers and likes in the hope of taking high lines in the recommendations.

How to rank well in related videos?

We will not talk about the quality of the content. It is clear that if you shoot gray boredom in a vertical format with a shaking hand, then you should not expect a surge of interest (unless you have some kind of super-exclusive). Most of the topics are highly competitive, and your videos should be at least as good as others. Below are some tips to help you drive traffic from related videos.

1. Clinging headlines

It is by the title that users decide whether to watch the video or not. Make it intriguing, stand out from the rest, motivate you to start watching. However, do not mislead viewers - the title must match the content, otherwise the video will quickly close.

Unlike search optimization, the pure keyword does not need to be inserted into the title. The priority is attracting attention. Here are some examples of transforming a regular heading:

Meizu M6 Note Smartphone Review → Why I'll Never Buy Meizu M6 Note

How to cure protrusion of intervertebral discs → How I got rid of protrusion for 500 rubles and 3 months

How to optimize a site for Yandex → ​​Why Yandex loves TOP-10 sites

Don't repeat competitors' headlines. YouTube tries to diversify related videos, so it rarely includes videos with the same title. Stand out from others, but do not overdo it with creativity, so that the meaning does not get lost behind a bright title.

2. Unique video icons

The video thumbnail serves as an attention-grabbing element along with the title. With the help of a customized icon, you can open the veil of secrecy, create intrigue, interest, play on instincts.

When creating badges, as with titles, try not to duplicate the competition.

3. Focus on viewing time

When generating a list of recommendations, YouTube takes into account the average watch time of a video. Not to be confused with view percentage. So, if a 60-minute video is watched on average for 15 minutes (25%), then, other things being equal, it will receive priority over a 3-minute video that is watched for 2 minutes (67%).

But this does not mean that you should artificially tighten the rollers and make them longer. No one will watch a boring and long video. On the other hand, if you can saturate your video with interesting content for your audience, it will work a plus.

To increase viewing time, tell at the very beginning what awaits viewers, what questions will be revealed, promise a surprise at the end, etc. Be sure to maintain the dynamics of the video. If you feel like you're burning out, shoot it in several takes.

4. Serial content

Serial videos hit the audience well. Separate episodes form a complete picture, and if the viewer is interested in the topic, he will wait for the release of new videos. Serial videos often appear not only in recommendations to strangers, but also to their own videos, which serves as a factor in keeping viewers on the channel:

Whole playlists with serial clips may also be recommended:

When creating episodes, follow these tips:

  • include the title and / or episode number in each video before the title;
  • use a consistent style for video icons;
  • add a short description of the episode to each video;
  • create a playlist for each series cycle.

5. Involvement

The interest of users in the video is manifested not only by long-term viewing, but also by additional actions: shares, likes (dislikes), comments.

Your task is to stimulate user activity. Ask viewers to like it, ask a question and ask them to answer it in the comments, ask for advice, write a few comments "for seed." Remember to respond to comments on time and maintain interest in the discussion.

6. Video optimization

Despite the fact that videos are "sharpened" for promotion in recommendation lists, they still need to be optimized:

  • name the file uploaded to YouTube in accordance with the subject of the video;
  • compose a description for the video with the entry of key phrases, hashtags, links to useful resources;
  • compose video tags based on high- and medium-frequency queries of the semantic core;
  • add an end screen with a call to action.

Summing up

So, here's what is important to remember:

  • traffic when promoting in related videos is not limited by the frequency of the request, as is the case with promotion in search;
  • the main criterion for visibility in the recommendation feed is the viewer's interest in the video;
  • good ranking requires quality content, attractive video titles and icons, increased watch time, stimulated viewer activity and video optimization; series of content perform well.

Don't forget to promote your video. To do this, generate links to videos from blogs, forums and media, repost them on social networks. Collaboration with YouTube bloggers shows itself well. You can find channels in different topics, ready to place a mention or create a full overview of your channel, on the Webartex exchange.

To do this, it is enough to indicate the topic, audience coverage, acceptable price range and other parameters, select suitable sites and order placement. Webartex acts as a guarantor for bloggers to fulfill their obligations, so you do not bear risks, as in the case of contacting bloggers directly.