Youtube has a new search algorithm update that changes the way user-generated video are competitively ranked.This update will certainly cause eCommerce managers, digital marketers and media managers to pay attention.
The ranking update will focus on the total "watch time" for a video--the amount of time a video is played. Ultimately the longer users watch a particular video will matter more than how many times people view it. Many marketers may find solice to this ranking challenge in user-generated video, as user-generated videos are more than informative typically. User-generated video content is often funny, which can provoke Youtube users to stay and watch longer. It seems apparent that the underlying intent of this ranking update is to measure a video’s impact and engagement.
Ultimately, quality may be a focus for user-generated video after all--"less clicking, more watching" using Google's words.
This will affect eCommerce marketers in a meaningful way, because, as many of us know, video testimonials and product demos or tours are impactful and can be influential on a buyer. User-generated video may become a much longer focus for eCommerce marketing, over self-published video.
A few tips for marketers and eCommerce website owners:
