YouTube SEO Guide: How to Get YouTube Search Engine Rankings for Your Videos

The Power of YouTube: Unleashing Its Potential

Understanding the Impact of YouTube SEO

YouTube SEO focuses on optimizing your channel’s page, playlists, metadata, description, and videos. When executed properly, it boosts metrics like your follower count, brand awareness, website visits, and revenue. Successful optimization of YouTube search trends can result in significant growth. Over the past three years, brands have seen a 50% increase in viewing time year-over-year when they leverage trends effectively.

Why YouTube? The Benefits and Reach

YouTube, the second most popular social network worldwide, offers businesses an unrivaled platform that promises enhanced visibility and reach. A study by YouTube Creators affirms that viewers watch over 4 billion hours of video content per month. Offering both scale and scope, YouTube can help businesses nurture a highly engaged, loyal audience, better integrate with social media content, and take advantage of the inherent benefits of higher search engine rankings. YouTube videos can have more organic reach than websites owing to the vast array of traffic sources through which users can discover your content. Whether it’s through YouTube searches, browse features, or suggested videos, the potential for exposure is immense.

Kick-start Your YouTube SEO Journey

The Role of Keyword Research in YouTube SEO

Keyword research is a cornerstone of YouTube SEO, essential to the process of content creation. Understanding searcher intent, determining relevant search terms, and discovering trending keywords in your industry equip you with the knowledge to optimize your videos effectively. Using tools like Google Keyword Planner, you can ascertain high-volume keywords with low competition.

Inputting these keywords in YouTube’s search bar and noting the suggested terms help identify the search patterns of your target audience. To further refine your keyword choice, key them into Google, and observe if videos appear at the top of the SERP page. These leading keywords can pave the path to higher monthly searches and increased YouTube rankings for your video content.

You must question the relevance of every keyword to your content, ensuring that it aligns with the searcher’s intent and their satisfaction level when they encounter your videos. Beyond user satisfaction, the selected keywords should also align with your business objectives and goals in terms of traffic generation and monetization.

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Identifying and Understanding Search Trends

Search trends play a critical role in YouTube SEO, serving as a springboard for your video content. By identifying and understanding these trends, you can tailor your content to match popular searches and anticipate the interests of your viewers. Google Trends is a beneficial tool that can aid this process, allowing you to explore and filter trending topics by region and time period. It also lets you compare different topics to gauge the most popular among them.

A powerful feature within Google Trends is its ability to filtrate data specifically for YouTube searches. This can give invaluable insight into the types of topics your potential audience is engaging with on YouTube and can form the foundation of your keyword research and content creation.

Remember, YouTube keyword usage may differ slightly from general Google searches, as the platform’s casual audience often uses more informal and specific terms. For example, users often search for ‘expert tips’ or ‘advice’ rather than ‘best practice’. Understanding these variances can greatly enhance your YouTube SEO efforts.

Editor’s note: Utilize this free YouTube Channel Performance dashboard to uncover which videos your audience enjoys the most. With features like watch time trends, top videos, like rate, comment rate, share rate, and more—all in a centralized, shareable view, this tool is essential for audience research.

Finally, not only should you identify the most popular keywords, but also the rising or ‘breakout’ keywords—these are new queries that had very little prior search traffic and provide an opportunity to capture a fresh audience. Understanding the language your audience uses can help you select keywords that align more closely with their search habits, potentially increasing your video’s visibility and ranking.

Optimizing Your Content for YouTube SEO

Crafting a Keyword-Rich Title For Your Videos

Creating a keyword-rich title is fundamental to ensuring your video is found by the right audience. Your title should be both intriguing and precise, offering viewers a clear indication of what can be expected from your video. Research conducted by Backlinko found that videos with an exact keyword match in the title have a slight ranking advantage, although it’s most effective when the keyword naturally fits into the title.

The title should be kept fairly short, ideally under 60 characters to avoid being cut off in search results. Avoid clickbait titles and use ALL-CAPS sparingly. Make sure your title precisely reflects the topic of your video, loading it with relevant keywords that you want to rank for. A well-crafted title is a strong call to action that prompts viewers to click on your video, driving higher engagement and visibility in both Google and YouTube search rankings.

For instance, a video title such as “How to Bake a Chocolate Cake – A Simple, 30-Minute Recipe” is a strong, keyword-rich title. It informs viewers what the video entails (baking a chocolate cake), and the solution it provides (a simple, fast recipe), and also incorporates effectively targeted keywords (how to bake, chocolate cake, 30-minute recipe). This form of titling, when used in correlation with high-quality content, is much more likely to rank well in YouTube’s search engine.

Note: Titles can be translated to target diverse linguistic audiences and further increase your video’s reach.

Writing Engaging, Searchable Descriptions

Crafting a description that is both engaging and searchable is paramount in effectively optimizing your YouTube SEO. Your video’s description gives YouTube’s algorithms the context of what the content is about, leading your video to the appropriate audience.

When formulating your description, ensure you follow these crucial steps:

  1. Be Keyword Conscious: Integral to optimizing your video is to include your target keywords in your description. YouTube displays the first 125 characters of your description, but it’s beneficial to aim closer to 250 words for full optimization. Ensure you put the key terms in the first couple of sentences to boost visibility and relevance.
  2. Maintain Uniqueness: Viewers should get unique information about the video from your description. Avoid copying and pasting the same text across multiple video descriptions or from your website.
  3. Incorporate Website or Social Media Links: Including links to your website or other social profiles can significantly increase your overall visibility and help direct traffic elsewhere.
  4. Add a Transcription: Including a video transcription can significantly improve your YouTube SEO. While YouTube offers automated transcription services, it is recommended to proofread them for accuracy or consider enlisting a professional service like TranscribeMe.

Remember, your video descriptions aren’t simply about catering to YouTube algorithms—they need to capture and retain the attention of your audience as well. Craft descriptions that are informative and relevant, but still compelling enough to encourage your viewers to hit play.

As seen with a successful video titled “Building an Online Business 101”, the description commences with a link to their website, followed by detailed paragraphs that incorporate the video’s title and main keywords in the very first sentence. This not only guides YouTube’s understanding of the video content but also successfully entices viewers. This optimization technique enriches user experience and garners a higher ranking in YouTube search results.

Tagging your Video Effectively

Tagging your videos is a crucial component of YouTube SEO as it helps categorize your content, allowing YouTube’s algorithm to understand what your video is about and whom it should be shown. Remember, the more relevant the tags, the better your chances are of reaching the right audience.

Here are some best practices for tagging your video for YouTube SEO:

  1. Use Relevant Tags: Start by including both general and specific tags relevant to your video content. For example, if your video is about baking a chocolate cake, you might include tags like “baking”, “chocolate cake”, and “dessert recipes”.
  2. Prioritize Tag Order: YouTube considers the first couple of tags in your video to be the most important. So make sure to put your focus keywords at the beginning.
  3. Avoid Tag Stuffing: While it might be tempting to include as many tags as possible, YouTube advises against this practice. Instead, aim for about 10-12 tags that most accurately describe your video content.
  4. Use Trending Keywords: Look at the trending topics in your field and include related tags to boost your video’s discoverability.
  5. Leverage Tools: Tools like VidIQ or TubeBuddy provide insights into the tags utilized by competing videos. Borrow common tags where applicable and tweak them to make them more relevant to your video.

Remember, the aim is not just to reach a wider audience but to reach a more relevant audience. Don’t mislabel your videos with popular, unrelated tags as it will lead to lower video engagement rates. Finally, ensure the tags, title, and description all include related keywords to depict a cohesive, clearer understanding of the video content.

With proper execution, tag optimization can facilitate greater discoverability, ensuring your video reaches the most relevant viewers and fetches maximum engagement.

Beyond Basic Optimizations: Advanced YouTube SEO Techniques

Importance of Transcripts and Closed Captions

Transcripts and closed captions act as meta descriptions for videos, enriching the user experience and enhancing your YouTube SEO. This text content is leveraged by search engine bots to decipher your video context, relevancy, and audience suitability, leading to improved search rankings for pertinent queries.

As stated by Gabriel Marguglio from Nextiny, having captions can significantly boost your YouTube SEO, even more so when they are custom-added and not just auto-generated. His sentiment is echoed by Tony Mastri from Marion, who reported a significant ranking improvement after he manually added closed captions to a video.

YouTube’s automatic captions often miss the mark, with an accuracy rate of only 70% – occasionally resulting in incomprehensible or even embarrassing translations. Google also penalizes automated, nonsensical gibberish, making it all the more essential to ensure accuracy in your video’s transcripts.

High-quality, correctly spelled, and grammatically accurate closed captions and transcripts offer a twin advantage: they satisfy SEO requirements and improve viewer engagement. Erica Stacey of Scout Digital Training suggests that accurate transcriptions not only bump up your SEO game but also increase video engagement, as some people prefer watching videos with sound turned off.

In conclusion, transcripts and closed captions offer an efficient and effective way to improve your YouTube SEO while ensuring a more inclusive and engaging experience for your audience. Therefore, they should never be overlooked in any comprehensive YouTube SEO strategy.

Using End Screens and Cards to Enhance Viewer Engagement

Viewers’ engagement and continuous viewing are high indicators of quality content for YouTube’s algorithms. Hence, YouTube rewards videos that generate prolonged user engagement, making the utilization of end screens and cards pivotal for enhancing viewer engagement and boosting SEO.

End Screens: End screens are interactive graphics that link to other videos, playlists, or channels and can be made to appear in the last 5-20 seconds of your video. They draw viewers to keep watching your content in a way that’s algorithm-friendly. However, having generic ones can actually send a bad signal to YouTube. It is beneficial to make your end screens point to other relevant content of yours. This should draw more viewer engagement and channel watch time, which are crucial for YouTube SEO.

Cards: Cards are interactive panels that you can set to appear at any point during your video. They can lead viewers to a specific URL (from a list of eligible sites) and show customized images, titles, and calls to action. While often underused, they should be implemented whenever you make reference to another one of your videos as they could provide more views and stronger signals to YouTube of your content quality.

Remember, the proper use of end screens and cards can help increase your content’s visibility, draw more traffic, and improve the number of subscribers. They should be creatively designed and compelling enough not to lose the viewer’s attention while not hinting that the video is coming to an end, so as to avoid immediate abandonment. On that note, consider creating an outro image/video within the last ~20 seconds of your videos displaying your end screen elements, thereby keeping your viewers engaged till the very end.

In the words of Tim Schmoyer, a renowned video consultant, the trick is to primarily make people stay till the video ends, subsequently ensuring no clues are given about the video ends, hence avoiding the viewer’s abandonment. He demonstrated through his analytics how saying “Thanks for watching” or “Let me know what you think” led to an immediate drop in viewership. Instead, continually delivering content with the end screens or cards visible is the best approach.

Therefore, by effectively using end screens and cards, you can retain your audience within your content ecosystem, gaining more views, better engagement, and positively influencing your YouTube SEO.

Increasing Watch Time: A Key Ranking Factor on YouTube

Watch time fundamentally influences YouTube’s ranking system. It indicates the total amount of time viewers spend watching your videos, and the greater this duration, the higher your content ranks in YouTube’s search results. YouTube aims to promote videos that captivate viewers, leading them to spend more time on the platform.

Here are some useful strategies to improve your video’s watch time:

  1. Post the Video at the Right Time for Your Audience: Understand when your audience is most active on YouTube. Although YouTube’s algorithm prioritizes watch time over publishing time, uploading a video when your target audience is active leads to a higher initial viewer turnout, further improving your watch time.
  2. Entice Viewers with a Promise: Building anticipation by promising something intriguing at the video’s end can hold viewers until the last moment.
  3. Create Suspense: Keeping your viewers interested throughout the video involves creating suspense or an emotional build-up that keeps them captivated.
  4. Inform About What to Expect: At the video’s beginning, highlight what the viewer can expect from the content, enticing them to stay until the end.
  5. Links in Video: Provide links in your video, so viewers have the option to watch more related content, thereby increasing your overall channel watch time.
  6. Harness the Power of Playlists: Playlists can lead viewers from one video to your next piece of content, automatically, hence improving your channel’s overall watch time.
  7. Pose a Question and Answer it at the End of the Video: This can make viewers stay till the end, as they await the answer.

By monitoring your watch time report in YouTube’s Creator Studio under Analytics, you can identify which videos are performing well and which ones need improvement. Similarly, tracking viewer comments, shares, click-through rates, likes, or dislikes can help adjust your strategy for improved watch time.

Utilizing these strategies, you can increase watch time, thereby improving your video ranking and your reach on YouTube.

Structuring Your Channel for Better Reach

Leveraging Playlist Functionality for Improved Navigation

Utilizing YouTube playlists is a strategic move in optimizing user experience and boosting your channel’s SEO. Arranging videos into distinct, categorized playlists builds a more navigable channel, making the process of finding and watching related content easier for viewers.

Playlists are an excellent method to generate a ‘snowball effect’ and help viewers seamlessly transition through your thematically related videos. They also increase the view count and often rank higher than standalone videos in search results, making them a secret weapon in your YouTube SEO armory.

Beyond aiding navigation, playlists essentially create a ‘playlist experience’, which can significantly extend viewers’ staying time on the platform. Marcus Krieg of WireBuzz emphasizes this aspect, urging content creators to think of their channel in terms of creating interconnected playlists rather than standalone videos.

Strategically sequenced videos within a playlist can engineer deeper connections between videos and intentionally guide viewers through a learning sequence. This practice elevates viewer engagement, resulting in added value and a stronger community on YouTube. One can witness this method’s effectiveness in channels such as the Breast Cancer School for Patients, which has sliced a lengthy topic into multiple sequenced videos within a playlist to guide viewers through their journey.

As Jarred Manzone of 9Sail suggests, playlists can be designed to guide viewers down the sales funnel. Starting with awareness videos about your product or service, followed by consideration content, and finally, decision-phase-focused videos. Curating this journey within a playlist bundles an informative and effective sales funnel, which simultaneously skyrockets your YouTube rankings.

To conclude, playlists are not just a collection of videos; they are narrative tools that guide users through your content, improve channel navigation, boost view count, and ultimately enhance your YouTube SEO performance. Therefore, strategically using playlists should be an integral part of any YouTube SEO strategy.

Improving Your Channel’s Page and Profile for SEO

Optimizing your channel’s page and profile is as crucial as optimizing your videos. A well-structured channel page can increase the visibility of your videos, bring more views, attract more subscribers, and result in better YouTube rankings.

In order to improve your channel’s page and profile, follow these best practices:

  1. Make Your Channel Look Attractive: Your channel’s look and feel should visually appeal to visitors. Select a suitable channel theme, use a high-quality channel icon, and design an engaging channel banner. For example, DailyJazza, an art channel, displays creative artwork on its channel banner instantly conveying the channel’s theme to new visitors.
  2. Craft a Descriptive Channel Bio: Your channel’s ‘about’ section should efficiently communicate what your channel offers. Use this space to include targeted keywords, the upload schedule, and social media links.
  3. Use Channel Keywords: Channel keywords help YouTube understand your channel’s focus areas and help users discover your channel. These keywords can be added in the ‘Advanced settings’ section of your channel.
  4. Add a Channel Trailer: A carefully crafted, engaging channel trailer can significantly increase subscriptions by providing visitors with an insight into what to expect from your channel.
  5. Organize Videos into Playlists: As discussed, the efficient organization of videos into playlists not only guides viewers through a series of related content but also provides multiple ranking opportunities.
  6. Customize Channel Layout: You can choose to feature a video for returning subscribers and another one for new visitors to give a brief idea about your channel content.

Taking time to optimize your channel’s page and profile is a worthwhile investment in your YouTube SEO strategy. It can result in more visibility, more subscribers, and better engagement. Remember that the channel page is the first impression potential subscribers get of you and your content, so make it as appealing and informative as possible.

Amplifying Your Visibility: Promoting Your Videos

Promoting Videos on Social Media: Strategies and Tips

Promoting your YouTube videos on social media platforms can significantly amplify your visibility. With the rise of video content across platforms like Facebook and Twitter, social media serves as a fertile ground for sharing and promoting YouTube videos.

Here are some strategies and tips to effectively promote your videos on social media:

1. Tailor Your Message for Each Platform: Each social platform has its own language and favored content format. Therefore, tailor your video promotional messages to meet the platform’s specific tone and audience preferences.

2. Utilize Video Previews: Platforms like Twitter and Facebook auto-play videos as users scroll past them. Use compelling thumbnails and captivating initial video moments to capture their attention and tempt them to click on your YouTube link.

3. Make Content Shareable: Encourage viewers to share your social media posts that include your YouTube video. The more your video is shared, the higher it will rank.

4. Cross-Promote on All Social Media Channels: Don’t limit your promotion to a single platform. Reach out to the audience on all social media platforms where you have a presence.

5. Engage with Your Audience: Respond to comments and messages related to your posted videos. Create polls, quizzes, and contests to make your promotion more interactive and engaging.

6. Collaborate and Share Influencer Videos: Collaborations can expose your videos to a larger audience. You can also share relevant influencer videos to grow your social media community.

7. Utilize Social Monitoring Tools: Tools like Awario, Mention, or Brandwatch can help you track the buzz your videos are creating on social media. By setting up an alert in these tools, you can analyze your social media presence and gain valuable insights into your video promotion strategies.

It’s important to remember that social media platforms are not solely for promoting your YouTube videos but also for building relationships with your viewers. A strong, engaged social media presence leads to a higher number of shares, and inevitably higher YouTube rankings for your videos.

Utilizing Email Marketing to Share Your Videos

Email marketing serves as an effective tool for sharing your YouTube videos with an already interested and invested audience: your email subscribers. Including your video in your email blast can result in a 200-300% increase in your click-through rate. Here are some ways to leverage email marketing to promote your YouTube videos:

  1. Embed Your Video in Your Email: One of the easiest and most direct ways to share your video is by directly embedding it in your email.
  2. Include a Video Thumbnail: If you’re unable to embed the video due to email platform limitations, you can include an image thumbnail of your video and link it directly to the video on YouTube.
  3. Share as a Video Post-update: When you upload a new video, send out an email to your subscribers notifying them about the update. You can also include links to your previous related videos.
  4. Add a Link in Your Email Signature: Consider adding a link to your most recent or most relevant video in your email signature. This ensures that everyone you email has an opportunity to view the video.
  5. Utilize Video in Your Email Newsletter: If you send out a regular newsletter, integrating videos can provide a more engaging and dynamic experience for your recipients.
  6. Inspire Action with a Clear CTA: Include a compelling Call-to-Action (CTA) with your video. This could be as simple as “Watch Now,” “Learn More,” or “Discover How.”

Remember, emails offer a more personal way to reach out to people, so ensure you are providing value and making the videos relevant to the recipient. Utilizing email marketing to share and promote your videos can put your content in front of a wider audience, attract new viewers to your channel, and ultimately boost your YouTube SEO.

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Harnessing the Power of Analytics in YouTube SEO

Analyzing Audience Retention Graphs for Content Improvement

Audience retention graphs are vital tools for YouTube SEO as they provide valuable insight into how viewers interact with your video content. The graph captures views for every second watched in the video, plotting a retention curve as percentages.

An audience retention graph can show you:

* Average view duration: This is the total watch time divided by the total number of video plays, including replays. It indicates the average length of time viewers spent watching your video.

* Percentage viewed: This is the average percentage of the video that your audience watches per view. It typically decreases over the course of the video, indicating parts where viewers stopped watching.

To analyze audience retention graphs, look for significant drop-off points or “bumps.” The bumps represent parts of your video that viewers watched more than once, indicating that they found that section of the video particularly engaging or decided to rewatch it because they may have missed something. On the other hand, sharp declines in the audience retention graph, or drop-off points, suggest that viewers found those parts of your video less engaging and decided to stop watching.

By gaining insights from these retention graphs, you can understand what type of content resonates best with your viewers. For example, if audience retention drops drastically during your video’s introductory section, it might indicate that your intro needs improvement.

The goal is to create a gradual slope in your audience retention graph, indicating that viewers remain engaged from start to finish.

Using these insights, you can tweak your future videos, focusing on creating more engaging content, reducing video length, improving your intros, or whatever else the data suggests. This data-driven approach to content creation can significantly boost your YouTube SEO and enhance viewers’ engagement with your content.

Gaining Insights from Engagement Reports

Engagement reports in YouTube’s analytics provide an in-depth understanding of how well your content resonates with your audience. These reports cover different metrics such as likes, dislikes, shares, comments, and subscriber count.

Some crucial reports include:

  1. Subscribers report: This shows how many subscribers you’ve gained or lost, providing insights into which videos are more successful in attracting and retaining subscribers.
  2. Average percentage viewed: This report shows how much of each video your viewers watch. A higher percentage indicates engaging content that is effectively holding the viewer’s attention.
  3. Reach report: It provides details on your videos’ overall performance, including traffic sources, impressions, and click-through rates (CTR). High CTR indicates that your video thumbnails and titles are compelling and optimized.
  4. Engagement report: Showcasing your top videos, playlists, and elements, this report is instrumental in comparing the optimization levels of your top-performing videos with those lagging.
  5. Audience report: This can help you uncover your viewers’ interests and watching habits. This information can guide your content creation strategy, helping you better target your audience.

Analyzing these metrics can highlight the areas of improvement paving the path to better user engagement. For instance, high CTR and low view duration could mean your thumbnail and title might be misleading. Conversely, low CTR and high view duration may suggest that your thumbnails aren’t catchy, or your videos are being recommended to a wider audience than your intended demographic.

By continuously analyzing these reports, you can gain a better understanding of your audience and improve your YouTube SEO. Ultimately, YouTube Analytics is a powerful tool to understand your performance and help you craft more effective, engaging content.

Note: Pairing YouTube Analytics with Google Analytics can provide even more comprehensive insights for improving your YouTube SEO.

Frequently Asked Questions about YouTube SEO

What Are Some Tools That Can Boost My YouTube SEO Efforts?

There’s a myriad of tools available to help amplify your YouTube SEO efforts. Here’s a selection of some featured tools:

  1. TubeBuddy: TubeBuddy is a highly recommended browser extension that integrates directly into YouTube. It provides practical functions like tag lists, tag rankings, suggested tags, and a keyword-exploring tool that can significantly improve your video SEO.
  2. VidIQ: VidIQ offers a range of tools to help optimize your videos, such as SEO scorecard, thumbnail comparison, keyword research tools, and even productivity tools like bulk descriptions.
  3. Keywords Everywhere: This extension for Chrome and Firefox shows search volume, cost per click, and competition data on 16 websites, including Google, YouTube, Amazon, and more.
  4. Vidooly: Vidooly’s YouTube video marketing suite provides insights into your audience, the best time to upload, collaboration opportunities, and competitor analysis.
  5. Canva: For creating eye-catching thumbnails and banners, Canva is a versatile and straightforward tool to consider.
  6. YTCockpit: For keyword analysis and tracking, YTCockpit offers a rich set of features with an easy-to-use interface.

By leveraging these tools, you can streamline a lot of time-consuming tasks, make more data-informed decisions, and significantly boost your channel’s performance on YouTube. Remember, however, that while these tools provide useful insights, they will not replace the effort needed to understand your audience, create engaging content, and interact with your community.

How Can I Improve My Video’s Organic Visibility on YouTube?

Boosting your video’s organic visibility on YouTube involves optimizing several aspects of your video content, including:

  1. Optimize Your Video Title: Create a compelling, keyword-rich title that accurately reflects your video’s content. Make it short yet descriptive, enticing users to click on your video.
  2. Improve Video Description: The video description should provide valuable information about the video and include relevant keywords. You can also include links to your website and social media platforms in the description for cross-promotion.
  3. Use Relevant Tags: Use a mix of broad and specific tags that are closely related to your video content. The tags should cover the main topics of your video or keywords you want to rank for.
  4. Add Closed Captions and Subtitles: Closed captions can improve YouTube SEO as they make the video accessible to a larger audience. This includes the hard of hearing, non-native speakers, or viewers who prefer to watch videos without sound.
  5. Engage with Your Audience: Engage with your viewers by responding to comments, asking for feedback, or encouraging them to like, share, or subscribe.
  6. Promote Your Videos on Other Platforms: Sharing your videos on social media platforms, blogs, email campaigns, or websites can direct more traffic to your video.
  7. Leverage Playlists: Playlists can increase your channel watch time, a significant ranking factor on YouTube. They can also appear separately in search results, providing additional visibility for your videos.
  8. Consistent Uploading: Maintaining a consistent uploading schedule can not only retain your existing subscribers but also attract new ones.

By combining the tactics laid out in this guide, you can significantly boost your video’s organic visibility and develop a stronger presence on YouTube. A succinct display of the above can be derived from The Futur, an education-based channel. It has adopted SEO best practices, resulting in an expressive growth of subscribers from 73.5k to over 1M in less than three years.

In sum, while YouTube SEO may seem overwhelming initially, planning your strategy and time to implement SEO best practices can significantly improve your videos’ organic visibility and engagement on YouTube.

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