Success on YouTube starts with understanding one crucial element: the algorithm. Whether you're building on recent momentum or looking to break through a growth plateau, knowing how YouTube's recommendation system works can dramatically impact your channel's performance.
We've analyzed insights from top creators and YouTube's own updates to bring you seven proven rules for working with the algorithm. These aren't just theories—they're actionable strategies that can help you grow your audience and increase your reach.
- Shorts and channels have different algorithm rules.
- Authentic titles win
- Keywords still work when used right.
- YouTube boosts reach for new creators.
- YouTube’s thumbnail testing tool isn’t designed to focus on driving clicks
- Stick with one niche to grow your channel.
- Video length doesn’t matter (unless you’re monetized)
Let’s dig deeper into each rule to better understand what they mean for your YouTube content this year.
1. Shorts and channels have different algorithm rules
Since YouTube Shorts launched in 2020, there’s been a lot of debate and speculation around its algorithm. Initially, many creators assumed that YouTube applied the same rules to Shorts and Channel videos — but that is not the case.
In a Creator Insider chat, Todd Sherman, YouTube Shorts' Senior Director of Product, confirmed that Shorts run on a totally different algorithm. In his words:
“We approach these formats differently because they serve different purposes. With long-form content, people actively choose what they want to watch by clicking on specific videos. Shorts, on the other hand, is all about swiping through a feed and discovering content on the go. That’s why we measure them in different ways.”
Here’s how these two formats are ranked differently:
- Shorts prioritize views vs. swiped away metrics. The more people view your videos, the more your content shows up on their feeds. Similarly, if people swipe your video away, your content will appear less on their feeds.
- Channels prioritize impressions and click-through rates — how often people click on your videos when they appear on their page. The more clicks your videos get, the more YouTube will recommend your content to viewers.
Another important Shorts consideration is the Explore-Exploit rule: when you upload a new Short, the algorithm "explores" it by showing it to a small, random audience first. If the video performs well in the exploration phase (more views versus swipe aways), the algorithm shifts to "exploit" mode. It starts pushing the Short to larger audiences who are likely to enjoy it based on similar behavior patterns.
This sounds pretty straightforward, but do creators’ experiences align with it? Sebastian Garrido, Digital Marketing Manager at Vibe Adventures, says yes.
“In my experience, the YouTube algorithm does treat them differently. Shorts get more exposure and more "for-you-page" consideration, and Long-Form doesn't get that luxury. We’ve also received more views and engagements for Shorts — with a handful translating into subscribers.”
Robin Dimond, Marketing Leader and Founder of Fifth & Cor., shares a similar experience.
"YouTube Shorts’ algorithm focuses on quick engagement and ‘rewatchability,’ unlike YouTube’s long-form algorithm, which prioritizes search and session time. Shorts rely heavily on immediate interactions — views, likes, shares, and replays — and surfaces content through the Shorts feed rather than traditional recommendations. Your main focus should be capturing the attention of your audience and users in the first few seconds with visually engaging content."
Learn more: How to maximize your video views on YouTube.
2. Authentic titles win
Some creators try to beat the algorithm through blackhat tactics like stuffing their titles with keywords or using click-baits as titles. But these hacks end up hurting your content and channel in the long run.
YouTube's Terms of Service and Community Guidelines discourage manipulative tactics under policies related to Spam, Deceptive Practices, and Scams. Specifically, it prohibits using misleading metadata, including titles, descriptions, tags, and thumbnails that trick viewers into believing the content is something it is not — or trying to manipulate the algorithm for more views.
These tactics will likely lead to reduced watch time, which will hurt your video performance and channel — as Filip Dimitrijevski discovered while producing and managing YouTube content for his movie channel.
“At first, I used catchy names, but they did more harm than good for my channel. When people clicked on the movie and thought they were being tricked, not as many of them watched it, which hurt performance. Now, I always offer titles that are honest, creative, and right for the content. Over time, this makes people trust you and keeps them coming back. Headlines that aren't true might get a lot of clicks, but they'll make your channel look bad.”
In addition, YouTube might penalize your content and channel for black hat tactics. In some cases, it will remove your video and issues a warning. And if the violation persists, YouTube might suspend your channel or block your account.
Keywords still work … when used right
We’ve established that keyword stuffing isn’t a good move on YouTube. But that doesn’t mean keywords don’t work on the platform. It’s all about getting creative with how you use them.
For example, Ronan Walsh, Managing Director at Digital Trawler, uses relevant keywords as timestamps for lengthy videos like tutorials. That way, viewers can easily find and jump to the sections they care about, increasing overall engagement and watch time — two critical factors for the YouTube algorithm.
Another tip is to use keyword research tools to find what people are searching for on the platform. That’s how Chevie Publicover grew his channel to over 4,000 subscribers and 235,000 views from ONLY 15 videos. We’ll let Chevie tell you more.
“You can find exactly what people are searching for on YouTube using tools like VidIQ and Tubebuddy. These tools help you find low-competition keywords that have high search volume. Search those topics on YouTube and see the exact videos already ranking. Now you know exactly what you need to create to beat and take over the #1 spot.
This strategy has led my channel to get thousands of views each month without the need for constant uploads. It lets your videos keep working for you long after you post them. Pair it with affiliates, and you can make great side income many months later.”
4. YouTube boosts reach for new creators
When you create a new channel and start uploading videos, you’ll likely get a ton of views and impressions in the first few weeks. That’s because YouTube boosts video reach for new creators — think of it as a welcome gift.
Veteran YouTuber, Marcus Jones, pointed out that in 2023, YouTube seemed to roll out some sort of new channel boost in its algorithm similar to what TikTok has — and a bunch of new creators ended up getting hundreds of thousands of views because of it. This isn’t much of a surprise because YouTube has been doubling down on the competition with TikTok lately.
Either way, if you’ve been creating content on YouTube for a while and are noticing a tank in views and engagements, consider creating a new channel and posting your recent videos there — it might get the boost you’re looking for.
But remember, it only lasts for a while — you’ll need to explore other sustainable tactics for growth after the initial boost wears off. Check out Marcus’ video to learn more about YouTube’s visibility boost for new creators.
5. YouTube’s thumbnail testing tool doesn’t work the way you think it does
When YouTube launched its test-and-compare thumbnail feature in June 2024, creators were hyped. It felt like the magic tool everyone had been waiting for to finally crack the code on driving clicks.
But... not so much. The feature mainly focuses on watch time — not click-through rate — which is what most creators care about when it comes to thumbnails. After all, isn’t the whole point of a thumbnail to get people to click? Here’s how YouTube justifies the watch-time focus:
“Great thumbnails serve an important purpose beyond getting viewers to click. They help a viewer to understand what the video is about so that they don't waste their time clicking on the wrong videos.”
Here’s the catch: without solid CTR data, this tool leaves creators guessing. Sure, it might tell you how long people stick around after clicking, but it doesn’t show if your thumbnail is actually working to pull them in. So, if you rely on this feature alone, you’re not getting the complete picture of what drives engagement.
Regardless, thumbnails are still a big factor in your video's performance. Read our guide to YouTube thumbnails to learn the most current best practices.
6. Stick with one niche to grow your channel
This ties closely to the Explore-and-Exploit rule we talked about earlier. When you start a new channel and upload videos, YouTube initially tests your content with different audience groups to see who engages with it.
Once the algorithm identifies a pattern, it begins promoting future videos to the same group that previously engaged with your content — convinced it has found the right audience for your videos.
But if you suddenly switch niches, the algorithm will still push your new video to that same audience. Since the content isn’t relevant to them, they won’t engage. The algorithm then interprets this lack of engagement as a sign that your video isn’t good, which leads to less promotion, fewer views, and lower impressions overall.
This is why you need to choose a niche early and stick with it for sustained channel growth. If you decide to switch niches down the road, creating a separate channel and building an audience from scratch might be a good idea. This way, you won’t lose the hard work you’ve put in and can still benefit from the new channel boost.
“But I don’t know what niche to choose yet?” In that case, consider posting video content on other channels like TikTok or Instagram. Once you find what types of videos stick, you can transition to YouTube and become a creator in that niche from day one.
Here are a few questions to help you find the right niche:
- What topics are you passionate about or have expertise in?
- Who is your ideal audience, and what problems or interests do they have?
- What type of content can you create consistently while staying unique?
7. Video length doesn’t matter as much (unless you’re monetized)
There is a ton of advice on how long (or short) your YouTube videos should be. While this is definitely good info, Todd Sherman says there’s no “magic length” for YouTube content, especially Shorts.
“The thing to really think about here is: ‘What length do I need to tell my story?’ instead of trying to target an exact length. What we are trying to do as a platform is to make sure that videos of any length get the audience they deserve.”
That said, video length can still matter in some ways. For example, while it doesn’t directly impact the algorithm, it can affect user engagement. Think about it — how many people are going to click on a two-hour video or watch it till the end? Lower engagement like that can indirectly influence how your video performs because engagement metrics — like click-through rates and watch time — signal to the algorithm how well your content resonates with viewers, which impacts how widely it gets recommended.
Length also matters if your channel is monetized. Videos over 8 minutes let you include mid-roll ads, which can really boost your earnings. But for non-monetized creators, the focus should be on creating content that tells a great story, keeps your audience engaged, and gets your message across.
Ultimately, the audience is the algorithm.
As Todd Sherman says, don’t think “algorithm” — think “audience.” The core of YouTube’s approach is simple: all of its rules, features, and updates are designed to deliver the most valuable content to viewers. Whether it’s the way videos are recommended, how they’re ranked in search results, or how engagement metrics are evaluated, it all comes down to creating a great experience for the audience.
If you focus on understanding your viewers — what they want, what they enjoy, and what keeps them coming back — you’re already aligning with YouTube’s ultimate goal. Prioritize creating content that resonates with your audience, solves their problems, or entertains them, and everything else — the views, the subscribers, and even the algorithm — will naturally fall into place.
Check out more Loomly resources to help you grow on YouTube.
