In a recent discussion, YouTube’s product lead for YouTube Shorts, Todd Sherman, shed light on the intricate workings of the Shorts algorithm and the platform’s future developments. The conversation, hosted by a creator liaison, provided insights into how the algorithm operates and the unique considerations it takes into account for short-form content.
Sherman highlighted that while the Shorts algorithm shares some similarities with the long-form algorithm, it primarily revolves around audience engagement. He emphasized that “the audience is the algorithm” for Shorts. Unlike long-form videos, where viewers often choose a video by tapping or clicking, Shorts viewers swipe through a feed, discovering content as they go.
Views in Shorts are distinct from mere impressions, as Sherman explained. The focus is on the viewer’s intent and meaningful engagement. A view indicates that the viewer deliberately watched the content, although it may not necessarily be their favorite. Factors like actions taken to watch, time spent on the video, and explicit engagement determine the view’s significance.
Thumbnail customization for Shorts was also discussed. Rather than allowing full customization, creators can select a frame from their video on both iOS and Android. This decision stems from the recognition that most viewers encounter Shorts through their feed, minimizing the visibility of thumbnails. Creators are encouraged to invest their efforts in crafting compelling content rather than overly emphasizing thumbnails.
The role of hashtags in Shorts was addressed. While not mandatory, Sherman suggested that hashtags can be meaningful, particularly in associating content with events or topics. However, the impact of hashtags can vary across different content verticals and creator strategies.
When it comes to timing and quantity, Sherman offered advice for creators. The algorithm does not prioritize specific times of the day for Shorts, and he cautioned against fixating on quantity. Instead, he emphasized that focusing on crafting better-quality videos and learning from each upload is more beneficial than sheer quantity.
In terms of community engagement, Sherman discussed the recent addition of a “Reply with the short” feature. This feature allows creators to engage with their audience by replying with a short video. This development bridges the gap between discovery-focused Shorts and fostering a sense of community and engagement among creators and viewers.
Looking ahead, Sherman expressed enthusiasm about the future of Shorts. He hinted at more interactivity and potential integration of AI to aid creators in achieving their goals. Sherman emphasized the excitement of building these products and catering to the evolving needs and preferences of creators and viewers alike.
Overall, the conversation provided valuable insights into the YouTube Shorts algorithm and offered a glimpse into the platform’s plans for enhancing interactivity and incorporating AI-driven features in the short-form content landscape.
