How the YouTube Algorithm Works – And What It Means for Us as Creators
Over the years, we’ve often tried to guess how YouTube’s recommendation system actually works. What does the algorithm “like”? What does it favor? Now we finally got some clear answers directly from two key YouTube insiders: Renee, the YouTube Creator Liaison, and Todd, who leads the product team for Discovery and Growth.
The Algorithm Doesn’t Push – It Pulls
One of the biggest misconceptions they clarified is this: YouTube doesn’t “push” videos to viewers. Instead, it’s all about pulling the best content for each individual user. When someone opens the app, YouTube’s question isn’t “What videos do we want to promote?”, but “What video will make this person happy right now?”
The goal is to deliver the right content to the right person at the right time.
It’s Not Just About Averages
Many creators focus too much on metrics like average CTR or watch time. But YouTube doesn’t simply rank videos based on those averages. These stats are inputs, yes – but the system is trying to understand individual preferences. What do viewers like you enjoy? What makes them stay and feel satisfied?
In short, YouTube is essentially automating word-of-mouth.
Old Videos Can Come Back to Life
It’s not uncommon for a video to gain traction months after being uploaded — whether because of a news event, nostalgia, or a popular creator referencing it. The system is designed to detect these renewed contexts and resurface content to new audiences.
Context Matters: Time, Device, Habits
The algorithm also considers when and how people watch. Maybe you watch news on your phone in the morning, and comedy on your smart TV at night — YouTube picks up on patterns like these and adjusts accordingly.
What Really Matters? Viewer Satisfaction
One of YouTube’s biggest shifts is toward measuring satisfaction, not just clicks. Built-in surveys, likes, dislikes, “not interested” signals — these all give feedback on how valuable the content actually felt.
This satisfaction data feeds directly into the recommendation system.
Multilingual Content? Yes — But Strategically
If you want to grow internationally, YouTube supports multiple audio tracks per video. Make sure to translate your titles and descriptions, and try to cover 80% of your current watch time with dubbed versions. That’s the sweet spot where the system really starts recommending across languages.
Declines Are Normal – Don’t Panic
If your channel’s views go down, it’s completely normal. Trends fade, interest shifts, and audiences move around. Sometimes there’s too much content in a niche, or people are just watching something else. What matters is long-term momentum, adaptation, and staying in tune with your viewers.
Large Language Models Are Powering the Future
As of 2025, YouTube is leveraging large language models (LLMs) to improve recommendations. These AI systems understand content more deeply, going beyond keywords to emotions, style, and structure. Think of them as expert chefs — not just following recipes, but improvising with intent and skill.
Final Thought: Focus on Long-Term Value
Don’t get lost in the numbers. Think bigger. Build real relationships with your viewers, experiment, and focus on delivering value in every minute of your content.
