Sep 23 2024
YouTube Unveils 9 New Features At Made On YouTube 2024 via @sejournal, @gregjarboe

At the “Made on YouTube” event, which was held at Pier 57 on Sept. 18, 2024, CEO Neal Mohan, product executives, and top creators introduced nine new features and tools aimed at helping creators express their creativity, build communities, and grow their businesses.

Here is a quick overview of the announcements:

  • Veo for Dream Screen: Dream Screen, which allows creators to generate backgrounds in YouTube Shorts, will soon be enhanced with Google’s DeepMind technology, bringing more realistic backgrounds and standalone video clips.
  • Inspiration Tab: The upgraded Inspiration tab in YouTube Studio helps creators turn curated suggestions into full projects, with AI refining ideas, titles, and thumbnails to fit their style.
  • Communities: A new feature that allows creators to create spaces on their channel pages where both they and their fans can post art, share ideas, and engage with each other.
  • Community Hub: This new space in the YouTube Studio app helps creators engage more effectively with their audiences, with AI-powered suggestions for replies to comments.
  • Auto Dubbing: Soon to be available to more creators, auto dubbing will allow creators to add audio tracks in different languages, making their content more accessible globally.
  • Hype: A new way for viewers to support smaller creators by “hyping” their videos to help them appear on a weekly leaderboard, which increases visibility and audience reach.
  • YouTube Shopping: YouTube’s shopping program is expanding to creators in Indonesia, Thailand, and Vietnam, following its success in the U.S. and South Korea.
  • Gifts Powered by Jewels: This feature allows viewers to engage with live streams on vertical video formats, giving creators another way to earn revenue.
  • Big Screen Experience: Creators will soon be able to structure their content into seasons and episodes, improving the TV viewing experience. Additionally, autoplay features for channel pages will help engage viewers from the start.

For more details, you can read about the “Made On YouTube” event here and watch the New YouTube Features — Explained! video below.

In the video, YouTube’s Chief Product Officer, Johanna Voolich, says, “On YouTube, success isn’t one-size-fits-all.” It is as distinctive as the video platform’s talented creators and artists.

Whether it is about expressing yourself, building a community, or achieving financial independence, YouTube aims to provide lasting opportunities for creators to chart their own path to success.

Dream Screen With Google DeepMind’s Veo

The most eye-catching announcement at this week’s “Made on YouTube” event was Google DeepMind’s Veo.

Screenshot from blog.google, September 2024

Last year, YouTube launched Dream Screen, which allows creators to generate limitless backgrounds for YouTube Shorts.

While millions of creators are already using Dream Screen, YouTube announced its plans to integrate Google DeepMind’s advanced video-generating model, Veo, into YouTube Shorts later this year.

With Veo, creators will be able to produce even more immersive backgrounds.

For example, BookTubers could immerse themselves in the world of the classic novel, The Secret Garden, or a fashion designer could instantly bring creative and playful design ideas to life to present to their audience.

This means creators will soon be able to generate standalone six-second video clips for their YouTube Shorts using Veo.

For instance, if you are reviewing your footage and sense that something is needed to bring it all together, you can easily create a single clip that seamlessly integrates with the content you have already filmed.

These creations will include a SynthID watermark, along with a label that clearly informs viewers they were generated using AI.

Inspiration Tab Also Gets A Makeover

YouTube also unveiled an Inspiration Tab makeover.

Screenshot from blog.google, September 2024

As 20.4 million YouTube creators worldwide already know all too well, generating fresh ideas can be tough.

So, the Inspiration Tab in YouTube Studio is getting a makeover, creating a brainstorming buddy that is powered by generative AI.

It will assist in generating suggestions that you can develop into complete projects, including video ideas, titles, thumbnails, and outlines that align with your style.

Next year, YouTube will roll out a new shortcut that will take you directly to the Inspiration Tab from any source of inspiration, such as your top comments, other videos, or even your own content library.

Four New Features To Build Stronger Connections

YouTube understands that the bond between creators and their loyal fans is special. So, they introduced four new tools to build even stronger connections:

1. Communities

Creators can think of this feature as their own space on their channel to discuss videos, share fan art, and connect with others.

Communities are live on select channels, with wider access planned for early 2025.

2. Hype

A new feature to spotlight emerging creators. Fans can “hype” a video, boosting its chances of being discovered.

Hype has already been tested in Brazil, Türkiye, and Taiwan, and will soon roll out to other countries.

3. Auto Dubbing

YouTube’s automatic dubbing tool allows creators to generate translated audio tracks, making content accessible in multiple languages.

Soon, it will support even more languages, and they are testing a feature that will replicate tone and ambiance for a more natural listening experience.

4. Comments Tab

YouTube is reimagining the Comments tab in the YouTube Studio app, turning it into a “Community” hub for deeper engagement.

Responding to comments can be overwhelming for creators, so YouTube is introducing AI-powered suggestions to help creators craft responses faster, along with tools like community spotlights and audience metrics.

Three New Ways To Support The Creator Economy

YouTube’s creative ecosystem contributed more than $35 billion to the U.S. GDP in 2022, which supported over 390,000 full-time equivalent jobs in the country, according to a report by Oxford Economics.

“Today, YouTube is the only platform that shares revenue with creators at scale, across multiple formats. Our YouTube Partner Program pays out more than any other creator monetization platform, and we’ve paid $70 billion to creators, artists, and media companies over the last three years,” notes Voolich.

YouTube has also unveiled three new features to reinforce their support for the Creator Economy:

1. Jewels And Gifts

YouTube launched digital items designed to boost real-time fan interaction and provide a new way for creators to earn.

Initially, this will roll out in the U.S. for vertical livestreams, making it simpler for viewers to engage, show excitement, and participate actively, enhancing the live experience.

2. YouTube Shopping Expansion

YouTube Shopping now has over 250,000 creators! The affiliate program is available in the U.S. and South Korea, and YouTube is expanding to Indonesia through a partnership with Shopee.

Soon, YouTube will bring the program to Thailand and Vietnam, allowing more creators to promote products and grow their businesses globally.

3. Access To Living Rooms

Creators are increasingly creating content specifically for the big screen, with TV revenue growing over 30% year over year.

To support this, YouTube introduced features like organizing content into seasons and episodes, making it easier for viewers to follow their favorite shows.

Additionally, YouTube enhances the TV experience with immersive content from creators’ channels, better subscription management, and easier access to links in descriptions.

The Biggest Splash For YouTube Since Brandcast

The annual YouTube event did not fail to deliver. By unveiling nine new features at Made on YouTube 2024, the platform made its biggest splash since Brandcast back in May.

What does this mean for YouTube?

Creators are central to YouTube’s success. They are the ones who bring their ideas, stories, and visions to the platform. And they are uploading more than 500 hours of content to YouTube every minute.

What does this mean for brands and their agencies?

Well, creators have turned YouTube into the second-most visited website in the world, after Google Search.

As of September 2024, YouTube had more than 2.5 billion monthly users, who collectively watch more than 1 billion hours of videos every day. And YouTube Shorts is now averaging over 70 billion daily views from billions of monthly logged-in users.

So, brands and their agencies can reach potential customers while they’re searching, browsing, or watching YouTube videos.

At Brandcast back in May, YouTube unveiled new ad offerings, touted creator influence, and shared strong viewership metrics. At Made on YouTube this week, it announced a lot of new products and updated features that aim to give creators the opportunity to build engaging communities, drive sustainable businesses, and express creativity on their platform.

And as any fan of the movie Ghostbusters (1984) can tell you, that makes this “the biggest interdimensional cross rip since the Tunguska Blast of 1909.”

More resources:

Featured Image: YouTube CEO Neal Mohan speaks onstage at Made on YouTube at Pier 57 on September 18, 2024 in New York City. (Photo by Dave Kotinsky/Getty Images for Made on YouTube 2024)

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Jul 26 2024
Top 7 Most Emotionally Engaging Olympics Ads (P&G Campaigns Are Winning) via @sejournal, @gregjarboe

With the 2024 Olympic Games in Paris officially opening today, DAIVID used its advanced content testing platform to see which ads from the global sporting event have elicited the most intense positive emotions of all time.

Procter & Gamble (P&G) dominates DAIVID’s chart, with five of the top seven ads – including the top three positions.

So, the rest of the search and marketing community will want to figure out what the American multinational consumer goods corporation headquartered in Cincinnati, Ohio has understood for more than a dozen years.

1. P&G Thank You, Mom – Sochi 2014 Olympic Winter Games

A P&G 2014 Winter Olympics campaign honoring the crucial support mothers provide to athletes is the most emotionally engaging Olympic ad ever.

This accolade comes from DAIVID, a creative effectiveness platform, which found that the “Pick Them Back Up” campaign evoked the strongest positive emotions among viewers.

“P&G Thank You, Mom | Pick Them Back Up | Sochi 2014 Olympic Winter Games” led the chart with 59.6% of viewers responding with intense positive emotions. As the video’s description says, “For teaching us that falling only makes us stronger. For giving us the encouragement to try again. Thank you, Mom.”

2. P&G – Thank You, Mom – The Winter Olympics (2018)

Following the (emotional) success from 2014, Thank You, Mom – The Winter Olympics (2018) was close behind in second place with a score of 59.5%.

This video guides the viewer through moms supporting their kids with their dreams and through their circumstances – whether it be bias over color, religion, disability, or sexual orientation.

3. P&G ‘Thank You Mom’ Commercial: “Best Job” (London 2012 Olympics)

P&G’s ad from the London 2012 Olympics took third place, with 58.4% of viewers responding with intense positive emotions.

In this 2012 edition of Procter & Gamble’s ad campaign, supportive mothers take their children to practices and help the kids deal with setbacks on their way to becoming successful Olympic athletes.

4. National Lottery Funded Athletes – TV Extended Version

The UK’s National Lottery ad, ” National Lottery funded athletes – TV advert Extended Version,” took fourth place with a score of 56.9%.

It was inspired by the story of 800-meter runner Jenny Meadows’ mother and showcased how National Lottery funding supports British athletes in achieving their dreams.

5. P&G ‘Thank You, Mom’ Campaign Ad: Strong (Rio 2016 Olympics)

Another from P&G’s Thank You, Mom series for the Rio 2016 Olympics was placed fifth, with 55.9% of viewers responding with intense positive emotions.

In this two-minute commercial, P&G features supportive mothers helping their children persevere through difficult circumstances on their way to becoming Olympic champions.

The brand positions itself as the “Proud sponsor of Moms” and uses the tagline: “It takes someone strong to make someone strong. Thank you, Mom.”

6. We’re The Superhumans – Rio Paralympics 2016

Channel 4, a British free-to-air public broadcast television channel, took sixth place with its “Superhumans” trailer for the Rio Paralympics 2016. The 3-minute video ad got a score of 55.7%.

7. Procter & Gamble – Your Goodness Is Your Greatness

Your Goodness is Your Greatness from P&G took seventh place, with 55.5% of viewers responding with intense positive emotions.

Now, P&G was founded in 1837 by William Procter and James Gamble. Do you think this gave them a head start on the rest of the field?

DAIVID CEO’s Insights

In a press release, Ian Forrester, CEO and founder of DAIVID, said:

“When it comes to emotional Olympic campaigns, no brand has ever gone faster, higher or stronger than P&G.

The company’s incredible tributes to the role mums play in helping to put future Olympic champions on the path to Games glory really tug at the emotional heartstrings and are capable of turning even the most cynical viewers into emotional wrecks.

‘Pick Them Back Up’ is a worthy gold winner, generating some of the most intense feelings of positivity we’ve ever seen for an ad.”

He added, “It’s also great to see Channel 4’s sensational campaign, ‘We’re The Superhumans’ in the top 6. Generating incredibly intense feelings of inspiration, the ad has played a crucial role in putting the Paralympics firmly in the hearts and minds of viewers all around the world.”

What can I add?

I’ve known Forrester since September 2012, when he joined the Unruly Group as global insight lead. And I talked with him several times over the next six years about Unruly’s Viral Spiral charts, which showed which video ads were among the most shared.

So, I’ve learned that Forrester has the kind of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) that not only Google talks about, but skeptical journalists and bloggers value, too.

That’s why I’ve quoted him – along with other video gurus – in articles like “What’s The Alternative To Spending $7 Million On A Super Bowl Ad?” as well as “How To Make A Video Go Viral.”

And that’s why I’ve cited DAIVID’s critical data and strategic insights in articles like “The Best 5 Super Bowl Ads in 2024 (Brands That Got It Right)” as well as “39 Emotions Digital Marketers Can Use In Advertising.”

But if you want to figure out what P&G already understands, then it’s worth spending a few moments learning more about DAIVID’s methodology.

Check Out DAIVID’s Methodology

Based in London, DAIVID leverages technologies like facial coding, eye tracking, and computer vision to help advertisers enhance the emotional and business impact of their campaigns.

Their platform allows marketers to assess and improve ad effectiveness on a large scale using advanced data analysis methods.

DAIVID’s study of the most emotionally engaging Olympics ads utilized its Self-Serve solution, trained on millions of consumer data points, to predict the emotional reactions and attention levels ads would generate, along with their potential brand and business impacts.

The analysis involved 56 Olympic ads, excluding those from the current Paris Olympics.

Watch For Yourself To See Why These Videos Trigger Emotion

So, watch the seven ads above and see for yourself what kind of video content triggers intense positive emotions in viewers. You may see something that I might have missed.

But the next time you want to know if your ad creative is working, test it. I know, talking about testing social videos the way that Madison Avenue once tested TV commercials seems like pie in the sky.

But with AI as your co-pilot, making creative testing affordable, you can fix problems and identify solutions faster and easier than it could back in the old days.

Okay, this may not bring tears to your eyes – like “Pick Them Back Up” probably will – but it can help you catch up with P&G, which already has a 12-year head start.

More resources: 

Featured Image: Gorodenkoff/Shutterstock

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Jul 15 2024
20 Confirmed Facts About YouTube’s Algorithm via @sejournal, @MattGSouthern

Instead of counting the number of clicks or views a video gets, YouTube’s algorithms focus on ensuring viewers are happy with what they watch.

This article examines how YouTube’s algorithms work to help users find videos they like and keep them watching for longer.

We’ll explain how YouTube selects videos for different parts of its site, such as the home page and the “up next” suggestions.

We’ll also discuss what makes some videos appear more than others and how YouTube matches videos to each person’s interests.

By breaking this down, we hope to help marketers and YouTubers understand how to work better with YouTube’s system.

A summary of all facts is listed at the end.

Prioritizing Viewer Satisfaction

Early on, YouTube ranked videos based on watch time data, assuming longer view durations correlated with audience satisfaction.

However, they realized that total watch time alone was an incomplete measure, as viewers could still be left unsatisfied.

So, beginning in the early 2010s, YouTube prioritized viewer satisfaction metrics for ranking content across the site.

The algorithms consider signals like:

  • Survey responses directly asking viewers about their satisfaction with recommended videos.
  • Clicks on the “like,” “dislike,” or “not interested” buttons which indicate satisfaction.
  • Overall audience retention metrics like the percentage of videos viewed.
  • User behavior metrics, including what users have watched before (watch history) and what they watch after a video (watch next).

The recommendation algorithms continuously learn from user behavior patterns and explicit satisfaction inputs to identify the best videos to recommend.

How Videos Rank On The Homepage

The YouTube homepage curates and ranks a selection of videos a viewer will most likely watch.

The ranking factors include:

Performance Data

This covers metrics like click-through rates from impressions and average view duration. When shown on its homepages, YouTube uses these traditional viewer behavioral signals to gauge how compelling a video is for other viewers.

Personalized Relevance

Besides performance data, YouTube relies heavily on personalized relevance to customize the homepage feed for each viewer’s unique interests. This personalization is based on insights from their viewing history, subscriptions, and engagement patterns with specific topics or creators.

How YouTube Ranks Suggested Video Recommendations

The suggested videos column is designed to keep viewers engaged by identifying other videos relevant to what they’re currently watching and aligned with their interests.

The ranking factors include:

Video Co-Viewing

YouTube analyzes viewing patterns to understand which videos are frequently watched together or sequentially by the same audience segments. This allows them to recommend related content the viewer will likely watch next.

Topic/Category Matching

The algorithm looks for videos covering topics or categories similar to the video being watched currently to provide tightly relevant suggestions.

Personal Watch History

A viewer’s viewing patterns and history are a strong signal for suggesting videos they’ll likely want to watch again.

Channel Subscriptions

Videos from channels that viewers frequently watch and engage with are prioritized as suggestions to keep them connected to favored creators.

External Ranking Variables

YouTube has acknowledged the following external variables can impact video performance:

  • The overall popularity and competition level for different topics and content categories.
  • Shifting viewer behavior patterns and interest trends in what content they consume.
  • Seasonal effects can influence what types of videos people watch during different times of the year.

Being a small or emerging creator can also be a positive factor, as YouTube tries to get them discovered through recommendations.

The company says it closely monitors success rates for new creators and is working on further advancements like:

  • Leveraging advanced AI language models to better understand content topics and viewer interests.
  • Optimizing the discovery experience with improved layouts and content pathways to reduce “choice paralysis.”

Strategies For Creators

With viewer satisfaction as the overarching goal, this is how creators can maximize the potential of having their videos recommended:

  • Focus on creating content that drives high viewer satisfaction through strong audience retention, positive survey responses, likes/engagement, and low abandon rates.
  • Develop consistent series or sequel videos to increase chances of being suggested for related/sequence views.
  • Utilize playlists, end screens, and linked video prompts to connect your content for extended viewing sessions.
  • Explore creating content in newer formats, such as Shorts, live streams, or podcasts, that may align with changing viewer interests.
  • Monitor performance overall, specifically from your existing subscriber base as a baseline.
  • Don’t get discouraged by initial metrics. YouTube allows videos to continuously find relevant audience segments over time.
  • Pay attention to seasonality trends, competition, and evolving viewer interests, which can all impact recommendations.

In Summary – 20 Key Facts About YouTube’s Algorithm

  1. YouTube has multiple algorithms for different sections (homepage, suggested videos, search, etc.).
  2. The recommendation system powers the homepage and suggested video sections.
  3. The system pulls in videos that are relevant for each viewer.
  4. Maximizing viewer satisfaction is the top priority for rankings.
  5. YouTube uses survey responses, likes, dislikes, and “not interested” clicks to measure satisfaction.
  6. High audience retention percentages signal positive satisfaction.
  7. Homepage rankings combine performance data and personalized relevance.
  8. Performance is based on click-through rates and average view duration.
  9. Personalized relevance factors include watch history, interests, and subscriptions.
  10. Suggested videos prioritize content that is co-viewed by the same audiences.
  11. Videos from subscribed channels are prioritized for suggestions.
  12. Consistent series and sequential videos increase suggestions for related viewing.
  13. Playlists, end screens, and linked videos can extend viewing sessions.
  14. Creating engaging, satisfying content is the core strategy for recommendations.
  15. External factors like competition, trends, and seasonality impact recommendations.
  16. YouTube aims to help new/smaller creators get discovered through recommendations.
  17. AI language models are improving content understanding and personalization.
  18. YouTube optimizes the discovery experience to reduce “choice paralysis.”
  19. Videos can find audiences over time, even if initial metrics are discouraging.
  20. The algorithm focuses on delivering long-term, satisfying experiences for viewer retention.

Insight From Industry Experts

While putting together this article, I reached out to industry experts to ask about their take on YouTube’s algorithms and what’s currently working for them.

Greg Jarboe, the president and co-founder of SEO-PR and author of YouTube and Video Marketing, says:

“The goals of YouTube’s search and discovery system are twofold: to help viewers find the videos they want to watch, and to maximize long-term viewer engagement and satisfaction. So, to optimize your videos for discovery, you should write optimized titles, tags, and descriptions. This has been true since July 2011, when the YouTube Creator Playbook became available to the public for the first time.

However, YouTube changed its algorithm in October 2012 – replacing ‘view count’ with ‘watch time.’ That’s why you need to go beyond optimizing your video’s metadata. You also need to keep viewers watching with a variety of techniques. For starters, you need to create a compelling opening to your videos and then use effective editing techniques to maintain and build interest through the video.

There are other ranking factors, of course, but these are the two most important ones. I’ve used these video SEO best practices to help the Travel Magazine channel increase from just 1,510 to 8.7 million views. And these video SEO techniques help the SonoSite channel grow from 99,529 views to 22.7 million views.

The biggest recent trend is the advent of YouTube Shorts, which is discoverable on the YouTube homepage (in the new Shorts shelf), as well as across other parts of the app. For more details, read “Can YouTube Shorts Be Monetized? Spoiler Alert: Some Already Are!“

Brie E. Anderson, an SEO and digital marketing consultant, says:

“In my experience, there are a few things that are really critical when it comes to optimizing for YouTube, most of which won’t be much of a surprise. The first is obviously the keyword you choose to target. It’s really hard to beat out really large and high authority channels, much like it is on Google. That being said, using tools like TubeBuddy can help you get a sense of the keywords you can compete for.

Another big thing is focusing on the SERP for YouTube Search. Your thumbnail has to be attention-grabbing – this is honestly what we test the most and one of the most impactful tests we run. More times than not, you’re looking at a large face, and max four words. But the amount of contrast happening in the thumbnail and how well it explains the topic of the video is the main concern.

Also, adding the ‘chapters’ timestamps can be really helpful. YouTube actually shows these in the SERP, as mentioned in this article.

Lastly, providing your own .srt file with captions can really help YouTube understand what your video is about.

Aside from actual on-video optimizations, I usually encourage people to write blog posts and embed their videos or, at the very least, link to them. This just helps with indexing and building some authority. It also increases the chance that the video will help YOUR SITE rank (as opposed to YouTube).”

Sources: YouTube’s Creator Insider Channel (1, 2, 3, 4, 5, 6), How YouTube Works

More resources: 

Featured Image: Roman Samborskyi/Shutterstock

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Jun 17 2024
YouTube Tests Crowdsourced Annotations For Videos via @sejournal, @MattGSouthern

YouTube is piloting a new experimental feature allowing users to add contextual notes to videos to provide supplemental information.

The “Video Context Notes” feature, currently being tested on mobile in the United States for English language videos, allows invited contributors to write short annotations.

Screenshot from: blog.youtube.com, June 2024.

In its announcement, YouTube describes how it intends for people to use context notes:

“These notes could clarify when footage contains parody material, point out if a product review is outdated due to a newer version release, or confirm whether viral clips actually depict current events.”

Notes build on other YouTube efforts to present context alongside videos, such as information panels and disclosure labels for altered or synthetic media.

However, YouTube recognizes there’s potential for inaccurate or unsuitable notes during the experimental phase, stating:

“We anticipate there will be mistakes – notes that aren’t a great match for the video or potentially incorrect information. That’s part of how we’ll learn from the experiment.”

Availability

A limited number of YouTube channels in good standing will be invited to write and attach context notes to videos.

Viewers in the U.S. will be able to see and rate the helpfulness of these notes.

Third-party evaluators, the same contracted personnel who provide feedback on YouTube’s search and recommendation systems, will also assess the quality and accuracy of posted notes.

Their ratings and viewer input will be processed through a “bridging-based algorithm” to determine which notes get published broadly.

YouTube explains in the announcement:

“If many people who have rated notes differently in the past now rate the same note as helpful, then our system is more likely to show that note under a video.”

As the pilot progresses, YouTube plans to explore having contributors rate each other’s notes to further train the note-publishing system.

Why SEJ Cares

Letting users add context could add another layer of credibility to videos, such as confirming or debunking the presenter’s claims.

While there are bound to be some growing pains, if YouTube can get this new notes system right, it could raise the bar for transparency when it comes to video content across the web.

Featured Image: Queenmoonlite Studio/Shutterstock

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Jun 11 2024
YouTube Rolls Out Thumbnail A/B Testing To All Channels via @sejournal, @MattGSouthern

YouTube will launch a new “Thumbnail Test & Compare” feature for all channels over the next few weeks.

This tool allows you to upload and test up to three different thumbnails for each video to see which performs best.

How Thumbnail Testing Works

The ‘Thumbnail Test & Compare‘ feature lets you upload multiple thumbnail options when publishing a new YouTube video.

During the testing period, YouTube will randomly display the different thumbnails to some of the video’s viewers.

After collecting enough data, which takes around two weeks, YouTube analyzes which thumbnail generated the highest “watch time share” from viewers.

It will then designate one of three potential outcomes:

  • Winner: A clear winner outperforming the other options based on watch time. The winning thumbnail is automatically applied.
  • Preferred: One thumbnail likely performed better than others, but the results are less certain statistically.
  • None: No thumbnail emerged as a clear winner. The original uploaded thumbnail is kept.

You can manually select your preferred video thumbnail even if it isn’t the winning option.

For a full demonstration, see the video below:

YouTube Thumbnail Best Practices

As part of the demonstration, YouTube outlined best practices for designing and testing thumbnails.

YouTube suggests creators start by testing thumbnails on a limited number of older videos to get initial guidance. Then, apply any learnings to testing thumbnails for more recent videos.

For thumbnail design itself, YouTube offers these tips:

Balance & Focal Point

“Ensure your images are balanced with a focal point to direct viewers’ attention towards.”

High Contrast

“Utilize high contrast allowing your subject to stand out against the background in both Light and Dark mode.”

Facial Expressions

“If there’s a face in your thumbnail, consider emotion. Be expressive and consider how you want viewers to feel when seeing your thumbnail.”

Concise Text

“With text, remember that fewer words can be impactful while too much text can be difficult to process while scrolling.”

Depth & Blank Space

“When it comes to depth of field keep your background in mind and play with blank space.”

Rollout To All Eligible Channels

All channels can access the ‘Thumbnail Test & Compare’ feature in the YouTube Studio desktop application. To do so, the “Advanced features” setting must be enabled.

YouTube is gradually rolling this out over the next few weeks to all channels that have opted in and meet those requirements.

The company says it will provide updates on expanding availability, such as potential mobile app support, in the future.

Optimizing For Watch Time

In an FAQ addressing common questions, YouTube explains that thumbnails are judged solely based on their ability to drive watch time, not other metrics like click-through rates.

YouTube states

“We want to make sure that your thumbnail and content gets you the highest amount of viewer engagement, so we are optimizing for overall watch time share over other metrics.

We believe that this metric is the best way to guide your content strategy decisions & support your chances of success on the platform.”

Why SEJ Cares

The Thumbnail Test & Compare tool addresses a pain point by allowing true A/B testing. Previously, creators had to rely on best guesses or small-sample polls when selecting thumbnails for new videos.

By optimizing for watch time as the key success metric, YouTube is putting an emphasis on long-term viewer engagement over short-term clicks.

However, it’s understandable that some channels may also want data on how thumbnails impact initial impressions and click-through rates.

How This Can Help You

Smarter, higher-performing thumbnails could boost your content in YouTube’s recommendations and keep viewers watching more videos.

Video openers and thumbnails are the first make-or-break moments on YouTube, so having data-backed tools to perfect those first impressions could be a difference-maker.

Featured Image: Chayjitti Hongmanee/Shutterstock

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Jun 4 2024
How To Increase Website Traffic After The Google Update: 5 Blogger-Tested Tips via @sejournal, @getStay22

This post was sponsored by Stay22. The opinions expressed in this article are the sponsor’s own.

The latest Google update hit our partners – travel bloggers – hard. Despite the challenges presented by this update, we are amazed by their resilience.

Although we cannot influence Google, we can definitely take charge of the things within our reach.

Here are five travel blogger-tested ways to increase website traffic after the latest Google update.

Get the most out of each visitor. Check out our guide, Ten Tips for Maximizing Revenue for Travel Bloggers.

1. Use Pinterest As An Additional Search Engine

Many people think of Pinterest as a social media platform, but it functions much more as a search engine.

Pinterest’s tools make it a fantastic way to get visitors to your website.

How To Get Started With Pinterest

  1. Create a new business account or link/convert a personal account to gain access to business tools like Pinterest Business Hub and Pinterest Analytics, which allow you to monitor searches and keywords.
  2. Write a catchy bio for your profile. If you have niche keywords you use on your website, include them here.
  3. Claim your website, allowing you to track whenever someone shares your website content on Pinterest. Additionally, it will automatically include your Pinterest profile and a follow button so you can attract more visitors.

How To Use Pinterest Like A Pro

Pinterest is built around pictures, so having great visuals is critical. You want to make yours stand out on the page.

  1. When you travel, snap many pictures and pick the best ones later.
  2. Use design tools like Canva to add text, create interesting layouts, and add branding elements.
  3. Create boards to organize your content into categories, such as by destination or blog post type.
  4. Just like any other search engine, keyword research is necessary on Pinterest. Use business tools like Pinterest Trends, which lets you see keyword search volume and which pins are most popular for them.
  5. Use your selected keywords everywhere possible, including pin titles, pin descriptions, and board descriptions.
Screenshot from Pinterest Trends, June 2024

Before you start pinning, optimize your blog posts to maximize revenue to ensure every visitor counts. See how to do that in our guide Ten Tips for Maximizing Revenue for Travel Bloggers.

2. Keep Visitors Engaged With Email Marketing

Email marketing is important because you own it. Instagram could ban your account, Google can derank you, but your email list is always yours.

Use this strategy to build less volatile, consistent traffic instead of new traffic.

How To Get Started With Email Marketing

  1. Select an email marketing provider. Travel bloggers love MailerLite and MailChimp because they are low-cost and simple.
  2. Start collecting email addresses. Create a mailing list signup form with your website host and insert it at the end of posts to collect your readers’ information.

How To Use Email Marketing Like A Pro

  1. Create a lead magnet that entices readers to share their information in exchange for it. Popular lead magnets in the travel blogging community are travel guides, ebooks, and itineraries.
  2. The goal of email is to get your reader onto your site. Keep your emails short and include impressive pictures and a clear link to your website. Leave them wanting more so that they click through.
  3. Before sending an email directing traffic to one of your pages, ensure the page is set up to maximize revenue. See how in our guide, Ten Tips for Maximizing Revenue for Travel Bloggers.

“While SEO is often touted as the king of traffic, good email marketing is the absolute queen. We regularly see spikes in our web analytics when we email our audience, but those spikes aren’t just temporary. They help our users build habits. We simply wouldn’t have nearly the business we have today without activating our email list.”

Beth Stanos, Wanderful CEO & Founder

    3. Add Your Content To Flipboard To Grab More Website Visits

    Flipboard is an article curation website that lets users flip through articles from different publications, like magazines.

    How To Get Started With Flipboard

    1. Download the Flipboard app on mobile and create an account and profile.
    2. Create Flipboard magazines. These are topic categories that group your content (much like Pinterest boards).
    3. Add your blog posts to them from the magazine page on Flipboard or the Flipit Chrome bookmark.
    Screenshot taken from Flipboard, June 2024

    How To Use Flipboard Like A Pro

    1. Add your fresh blog posts to Flipboard right after publishing.
    2. Add relevant content to your magazines that isn’t your own. Engaging with other bloggers’ content and maintaining new content in your magazines helps your reach.
    3. Include your target keywords in your magazine descriptions, post captions, and profile.

    “Flipboard has become a major traffic source for all 3 of my websites. They have fantastic tools for creators, like storyboards, scheduling, and RSS feeds for magazines, making creating and sharing compelling content easy.”

    Amanda O’Brien, theboutiqueadventurer.com Founder

    4. Get Discovered With Short-Form Videos On Social Media

    Did you know 77% of travelers use social media when planning their trips? Get their eyes on your content with short-form videos on platforms like TikTok, Instagram, and YouTube shorts.

    These platforms have algorithms to serve your content to people who don’t follow you, making them ideal for readers to discover you.

    How To Get Started Making Videos

    1. Create your accounts on YouTube, Instagram, and TikTok.
    2. Download Capcut, a free mobile app for video editing. It’s better than the in-app editing functionality, with pre-installed templates and effects.
    3. Create a Linktree account or an alternative. All three platforms make it difficult for users to leave and visit your site, so a place where users can go for all your links is necessary.
    “PLACES ON EARTH WITH THE BLUEST WATER” by @thetravelshack, June 2024

    How To Make Short Video Content Like A Pro

    1. While traveling, keep video creation in the back of your mind. When you see eye-catching scenery or an interesting environment, be ready to capture it in video. Your video’s “wow” factor differentiates between a mediocre and a fantastic video.
    2. On Instagram, write detailed captions. On YouTube and TikTok, keep captions as brief as possible.
    3. Voice-over, on-screen text, and music are crucial to your engagement rate. You can add these with Capcut or in-app.
    4. Pick your video thumbnails carefully. Make sure they stand out in a grid of other videos.
    5. Finally, keep your short video short. The ideal length for a Reel is seven to eleven seconds, a TikTok 21 to 34 seconds, and a YouTube Short 25 to 35 seconds.

    “TikTok helped us to get our second blog on Mediavine. We shared detailed videos about “how to do something” and always included a call to action, directing viewers to our blog for more information. In recent years, we’ve had videos go viral while encouraging followers to visit the link in our bio. This has resulted in thousands of clicks to our websites.”

    Natasha Alden, theworldpursuit.com Co-Founder

    5. Expose Yourself To New Audiences With Guest Posting

    Having your writing published on another website gives you access to a whole new audience, making it an excellent strategy for attracting new readers.

    How To Start Guest Posting

    1. Find places that accept guest posts. Many publications have open submissions that you can submit to.
    2. If you see a site that has guest posts but no open submissions, find their contact information and send an inquiry email.
    3. Create a pitch by explaining your travel expertise and provide writing samples.

    How To Guest Post Like A Pro

    1. When creating your pitch, understand the site’s needs. What content gaps do they have? Focus your pitch there.
    2. Organic guest posting opportunities arise if you take the time to network. Meeting and developing friendships with travel bloggers is a great way to share audiences. You can network on social media, as well as in-person events like TBEX, TravelCon, and Traverse.
    3. Create a clear link back to your blog and include a catchy description so readers will be enticed to read more of your content.
    4. Strategize by monitoring the traffic of potential sites with tools like SEMRush and pick the best option.
    Screenshot from japan.travel, June 2024

    “Creating content for another publication to share as a standalone article allows you to share new expertise about a certain area. Whether through the article itself or subsequent social shares, a new audience gets exposure to you as a writer.”

    William Tang, goingawesomeplaces.com Founder

    See how William Tang made travel blogging his full-time job with the help of Stay22’s revenue-boosting tools. Read the case study.

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    Image Credits

    Featured Image: Image by Shutterstock. Used with permission.

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