Overview

This YouTube video by Nate, the creator of Channel Makers, explains how the YouTube algorithm works. He presents a visual representation of the algorithm, using three rings to represent the entirety of YouTube and the various topic sectors within it. He then explains how content creators, or "channel makers," position their channels within the algorithm and how the algorithm builds an audience profile for each channel.

Positioning within the Algorithm

Every channel on YouTube is positioned within the algorithm based on the topics covered within the channel. Channels can overlap multiple topics, but usually have a primary topic that they focus on. When creators are advised to "niche down" their channels, they are being advised to go further in and become more specialized within a specific topic sector.

Audience Profile

The YouTube algorithm builds an audience profile for each channel, based on both the topics of the content and the metadata (including the title and thumbnail) when a video is published. The algorithm tracks the performance of each video after it is published and uses that information to build the audience profile.

Targeting the Audience

When a creator publishes a video, they are targeting a specific area of the audience within YouTube. YouTube has a lot of information about the audience and can use that information to match the video with the audience that is most likely to engage with it. YouTube does not "push" videos out to an audience, but rather finds the audience that is most likely to engage with a video and brings them to the content.

The Importance of Audience Profile

Audience profile is a small portion of the entire audience on YouTube. The goal is to expand it by training the algorithm on the kind of audience you are targeting, and that you can produce good videos. Each piece of content you publish drains the algorithm in three ways:

1. it shares content on a topic where you're targeting,
2. it shows the algorithm the audience's reasons for watching your content,
3. and it shows how they like to consume your content.

Common Scenarios

The most common scenario is when a video does not do well, which can happen for a few reasons, such as targeting an area of YouTube that is not in line with your audience profile, or simply making a bad video. For many channels at the beginning, there is a "ghost town phase" where you are figuring out your audience and channel arc. Another common scenario is when you have a more established channel and your audience profile is bigger. If a video does not do well, it could be because you thought you were publishing within your audience lens, but you actually published a video outside of it.

Pivoting

If you keep getting indicators that you're targeting a certain area, but your videos keep doing well in another area, there is a question of whether or not you should pivot. The video suggests that it is important to map out where your channel is, and use that information to make decisions about pivoting or not. The video also suggests a tool that can be used to help map your channel and make decisions about your audience profile and targeting. The video encourages viewers to take action based on what they have learned about the YouTube algorithm and audience profiles.