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If you've ever tried to grow a YouTube channel or run YouTube ads, you've probably asked yourself: "How does YouTube's algorithm actually work?"

It's one of the most common questions I get from clients and audiences, and for good reason – understanding YouTube's recommendation system is critical for success on the platform.

That's why I was extremely excited to see a brand new insider interview with Todd Beaupré, YouTube's Senior Director of Growth & Discovery, where he reveals exactly how YouTube's recommendation system works in 2025 and what's changed with their algorithms.

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Here's a Sneak Peek at What's Inside This Email:

• The surprising way YouTube's algorithm actually works (it's not what most people think)

• Why you shouldn't obsess over CTR or watch time as standalone metrics

• How YouTube now uses AI and large language models in recommendations

• What to do if your channel views are dropping (and why that's often normal)

• The "new secret" to global channel growth with multi-language videos

Alright, let's Dive In...

How YouTube's Algorithm REALLY Works (From the Source)

I just watched an incredible interview with Todd Beaupré, YouTube's Senior Director of Growth & Discovery, where he reveals exactly how YouTube's recommendation system works.

Let me tell you, this is straight from the source - and some of what he shared completely contradicts what many YouTube "experts" have been teaching.

The #1 Misconception About YouTube's Algorithm

Here's the biggest revelation that surprised me: YouTube's algorithm isn't "pushing" your videos out to people.

I know, this contradicts what almost every YouTube guru claims. Todd explains that the system actually works in reverse:

This is a fundamental shift in how we should think about YouTube. Rather than YouTube promoting your video to an audience, the system is finding the perfect videos for each individual viewer.

Think of it as "automating word of mouth" - the algorithm is essentially trying to replicate what happens when friends recommend videos to each other, but at massive scale.

What This Means for Your YouTube Strategy

This shift in understanding has profound implications for your YouTube strategy:

1. Focus on serving specific viewers, not "gaming" the algorithm - Since YouTube is trying to find the right viewers for your content (not the other way around), focus on making videos that deeply resonate with your target audience.

2. Create videos for real people, not metrics - Ask yourself, "Would my ideal viewer love this video enough to recommend it to a friend?" rather than "How do I optimize for watch time?"

3. Context matters more than you think - YouTube recommends different content based on:

   • Time of day (morning vs. evening viewing habits)

   • Device type (mobile, desktop, TV)

   • Viewer history and preferences

This explains why the same video might perform extremely well with certain viewers and fall flat with others.

The Truth About YouTube Metrics (What REALLY Matters)

I've seen so many creators and marketers obsess over specific metrics like CTR (click-through rate) or watch time, believing there's some magic threshold to hit.

Todd put this myth to rest:

The Metrics That Actually Matter

Here's where it gets really interesting. According to Todd, YouTube is focused on a metric that's much harder to game: satisfaction.

For years, YouTube has been collecting viewer feedback through built-in surveys to understand not just what people watch, but how they feel about what they watched.

This means they're looking at signals like:

• Survey responses (direct feedback)

• "Not interested" clicks

• Likes/dislikes

• Whether a viewer returns to YouTube later

The goal isn't to maximize watch time today, but to build a long-term relationship with viewers – exactly what we want as marketers and creators.

The Benchmark Question (What Good Performance Actually Looks Like)

Here's a practical example Todd gave that blew my mind. He asked:

Obviously, the second option is better! But this illustrates how focusing on a single metric in isolation can be misleading.

The real question is: are you achieving your higher-level goals as a creator? Whether that's total views, subscriber growth, or conversions to your offers.

The New Secret to Global Channel Growth: Multi-Language Audio

One of the most exciting developments Todd discussed was how YouTube has evolved its recommendation system to support multiple language tracks.

If you're not familiar with this feature, YouTube now allows creators to upload different audio tracks (dubbing) for the same video, essentially making your content available in multiple languages.

Here's how to use this to dramatically scale your channel:

1. Add translated titles and descriptions - This helps the recommendation system understand your content is available in multiple languages.

2. Focus on dubbing your most popular content first - Aim to have at least 80% of your channel's watch time available in each target language.

3. Build a critical mass in a few languages - It's better to have 80% of your catalog in 2-3 languages than 20% in 10 languages.

I've seen clients implement this strategy and see incredible growth in international markets. YouTube's algorithm is now sophisticated enough to recommend your dubbed videos to viewers who speak those languages, opening up entirely new audiences.

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How to Handle Declining Views (What YouTube's Director Says)

If you've experienced declining views on your channel, you're not alone. This is one of the most common concerns I hear from clients and YouTube creators.

Todd had some incredibly reassuring insights on this topic:

Two Key Strategies When Views Drop

1. Look at longer timeframes - Don't just focus on the last 30 days. Zoom out to a year or more to spot seasonal patterns and longer trends.

2. Check Google Trends - Look at how often people are searching for topics related to your content. This gives you insight into demand fluctuations.

3. Analyze the subscription tab - This shows how your core audience is reacting to your content without any algorithm involvement. It provides a clean signal about your content quality.

Another important factor Todd mentioned is the supply-demand dynamic. Early in a trend, there might be high demand but low supply (few videos on the topic), leading to more views per video. As more creators jump on the trend, supply increases and views per video naturally decrease.

This doesn't mean your content is worse – it's just a natural market dynamic.

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The Future of YouTube's Algorithm: AI & Large Language Models

Perhaps the most fascinating revelation from Todd was how YouTube is integrating large language models (the technology behind ChatGPT and Claude) into their recommendation system.

Here's how this is changing recommendations:

Rather than simply categorizing a video as "Indian cooking," for example, the system can now understand:

• The specific ingredients in the dish

• Elements of the video style and presentation

• Emotions the creator is conveying

Todd used a brilliant analogy: The old system was like a cook following a recipe (fixed instructions), while the new AI-powered system is more like an expert chef who understands the fundamentals of cooking and can adapt on the fly.

This means YouTube can now make much more nuanced recommendations – connecting viewers with content that matches their interests in deeper, more meaningful ways.

Putting It All Together: Your YouTube Strategy for 2025

Based on these insights straight from YouTube's Senior Director of Growth & Discovery, here's how to position your channel or YouTube ad campaigns for maximum success:

1. Focus on viewer satisfaction, not just engagement - Create content that delivers genuine value to your audience, not just content designed to maximize watch time or clicks.

2. Think globally with multi-language tracks - If you're not already using YouTube's dubbing features, start now – especially if international growth is a goal.

3. Don't obsess over individual metrics - Look at the big picture and how your content is performing relative to your specific goals.

4. Create for humans, not algorithms - With YouTube's more sophisticated AI, attempts to "game" the system are less effective than ever. Focus on creating content people genuinely want to watch.

5. Analyze your data in context - Look at longer timeframes, consider external factors like seasonality, and use comparison tools like the subscription tab to get clearer insights.

Here’s the Full Video Interview:

Final Thoughts

Understanding how YouTube's recommendation system actually works – straight from the source – gives us an incredible advantage as marketers and creators.

The most exciting takeaway for me is that YouTube's evolving algorithm is increasingly aligned with what we actually want as creators: connecting our content with the people who will genuinely value it most.

As YouTube continues to integrate more advanced AI into their recommendations, the focus isn't on "tricking" the algorithm, but on creating valuable content that resonates deeply with your target audience.

And isn't that what great marketing is all about?

To Your Success,

• Aleric Heck | Founder & CEO of AdOutreach

P.S. If you're looking to implement these insights in your YouTube Ad strategy, I'd love to help. Book a complimentary YouTube Ads Strategy Call with my team, and we'll map out a custom plan to leverage these algorithm insights for your business.

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