Why Content is Now King on YouTube: The Shift from Subscribers to Quality Videos

In the past, the number of subscribers was the key to success on YouTube. The platform's algorithm favored channels with higher subscriber counts, prioritising their content in recommendations. However, YouTube's strategy and algorithm have evolved, shifting its focus from subscribers to quality videos.

Today, content is king. YouTube's primary goal is to keep viewers engaged on its platform for as long as possible. To achieve this, it has shifted its focus from promoting channels with large subscriber bases to delivering content that aligns with viewers' interests. This change is not a barrier but a gateway, evident in the increased visibility of smaller channels on users' feeds. It's a new era of empowerment for small channel owners.

YouTube's recommendation system has become more sophisticated, using various metrics to gauge viewers' interests. These metrics include watch and search history, current subscriptions, satisfaction surveys, and more. As a result, small channels now have a better chance of being recommended to new viewers.

For small channel owners, this means one thing: consistency and relevance are key. To capture the algorithm's attention, creators must produce videos that clearly define their channel's niche and appeal to their target audience. Optimising video titles, tags, and descriptions is crucial for discoverability.

It's important to remember that while increased impressions can lead to more views, they don't guarantee them. Ultimately, viewers decide what they want to watch. For instance, Think Media experienced over 7 million impressions from May 1-28, but only 280k people clicked on their videos. This demonstrates that impressions represent opportunities rather than assured views.

The shift towards content-based recommendations offers a unique opportunity for small channels. By deciding on a niche and optimising content for discoverability, creators can increase their chances of attracting new viewers and growing their subscriber base. This is not just a change but a promise of potential growth and success. It's the perfect time to take your small channel seriously and focus on creating high-quality, engaging content that resonates with your audience.

A New Era on YouTube

YouTube is evolving, and with it, there are strategies that creators need to succeed. Subscribers need to be more relevant, replaced by new metrics and strategies to help new and established creators grow their channels. This article will explore the current state of YouTube, the best growth plan, and a case study of a creator who achieved rapid success.

The Current State of YouTube

Subscribers: A Vanity Metric

Subscribers once played a crucial role in a creator's success on YouTube. However, they have become more of a vanity metric. The platform's shift from a social graph to an interest graph means that your video's reach is determined more by its relevance to viewers' interests rather than the number of subscribers you have. This change opens up opportunities for new creators to get discovered more easily.

Algorithm Evolution

YouTube's algorithm now prioritises viewer behaviour over social connections. This means your recommended videos are based on your likes, searches, and watch history rather than the activities of your friends and followers. This shift aims to enhance the viewer experience by showing content that aligns more closely with their interests.

Four Proven Strategies for YouTube Growth

1. Learn from Video Outliers

One of the most effective ways to identify successful video topics is to study outliers—videos that perform significantly better than others on similar channels. Outliers indicate a strong demand for specific content. You can identify outliers manually by examining competitor channels or use tools like VidIQ, which streamline the process and provide insights on high-performing videos.

2. Trend Surfing

Trend surfing involves creating content around current events, famous personalities, and trending topics. The YouTube algorithm favours videos that tap into current interests, often promoting small creators alongside larger ones. To find trends, search your channel's topics on Google News and follow relevant industry newsletters and creators.

3. Master Video Packaging

Video packaging refers to the combination of your video's topic, title, and thumbnail. Adequate packaging is crucial for attracting clicks. To optimise video packaging:

- Choose compelling topics.

- Write titles that create curiosity and include relevant keywords.

- Design eye-catching thumbnails.

- Optimise your video descriptions and scripts.

Tools like VidIQ can help streamline this process by providing keyword insights, title suggestions, and thumbnail inspiration.

4. Develop a Core Theme and Clear Strategy

While trend surfing can quickly boost your channel, developing a core theme and clear strategy is essential for long-term success. This involves identifying your niche, understanding your target audience, and consistently producing content that aligns with your channel's overall direction.

Case Study: Just Dream Italy

Marco, a YouTube coaching program student, successfully grew his channel, Just Dream Italy, by strategically focusing on interest-based and search-based content. He reached 1,000 subscribers within nine days, and his channel was monetised in just 15 days. Marco's success stemmed from:

- Being well-prepared with a clear content strategy.

- Focusing on specific, searchable topics.

- Leveraging the interests of his target audience.

His first two videos, which highlighted a specific location in Italy and the process of buying a home there, were strategically designed to attract interest and searches related to those topics.

Ready to elevate your YouTube game?

At Lincolnshire Marketing, we specialise in crafting high-quality, engaging content that aligns with YouTube's latest algorithms. With our expert strategies and tailored approach, we'll help you:

• Identify trending topics and outliers to boost your reach.

• Optimise video packaging with compelling titles and thumbnails.

• Develop a clear, niche-focused strategy for sustained growth.

Check out this example:

We helped a client achieve over 4,300 views in just one filming session in 28 days! Imagine what we can do for you.

Let us help you create high-quality, engaging content that resonates with your audience and leverages YouTube's latest algorithms.