Working with WordPress Learn team to improve YouTube performance

I’ve been exploring WordPress.org YouTube analytics this week.

One improvement we can make is to enhance the performance of Learn videos on YouTube. 👇

The stats below aren’t uncommon for Learn content on YouTube 😬👇

• 1.4% CTR rate – CTR on YouTube is a metric that measures how often viewers click on your video after seeing its thumbnail. We want to be shooting for 10%.
• 166 Views – How many times a video has been watched.

The Learn Content Challenge

When designing content for a Learning Pathway, it’s important to recognise that it may not always translate seamlessly to YouTube as a platform.

Here’s why:

Learning Pathways vs. YouTube Content

Structure and Progression
Learning Pathways are typically structured as a series of interconnected lessons that build upon each other, creating a cohesive learning experience

This sequential nature doesn’t always align with YouTube’s algorithm, which often prioritizes standalone, attention-grabbing content.

Engagement Differences
YouTube viewers tend to seek quick, entertaining content, while Learning Pathway participants are more committed to a structured learning journey

This fundamental difference in audience expectations can lead to mismatched content delivery.

Depth vs. Breadth
Learning Pathways often delve deep into topics, providing comprehensive understanding. YouTube, however, often favours broader, more superficial content to maintain viewer interest

This disparity can result in Learning Pathway content feeling too detailed or slow-paced for the average YouTube viewer.

The context of video content is very important for its success 👇

Content is king, but context is God.

Gary Vaynerchuk

The WordPress.org YouTube Channel Dilemma

The YouTube recommendation engine operates in a systematic way that significantly influences viewer engagement and channel success.

Here’s how it works:

1. Initial Viewing: When a viewer watches a video, the recommendation engine takes note of this interaction.
2. Subsequent Recommendations: YouTube then suggests another video from the same channel to the viewer. This is designed to keep viewers engaged with content they have already shown interest in.
3. Engagement Impact: If the viewer chooses not to watch this recommended video, the algorithm will reduce the frequency of recommendations from that channel in the future. This decline can adversely affect the channel’s subscriber growth, overall views, and engagement metrics.

Consequently, every piece of content uploaded to a channel plays a crucial role in its overall success.

The recommendation system is engineered to maximize viewer retention and satisfaction, making it essential for creators to consistently produce engaging content to maintain visibility within YouTube’s vast ecosystem.

The WordPress.org YouTube channel historically employed an automated feed from WordPress TV to YouTube that imported all Learn videos.

While this approach ensures comprehensive coverage, it has led to some unintended consequences:

1. Content Inconsistency: The channel hosts a large number of videos with varying engagement levels.
2. Low Engagement Metrics: Many Learn videos are experiencing minimal view counts and engagement.

The Impact

This situation potentially poses several challenges:

• Viewer Perception: Exposure to content not designed for YouTube may negatively impact how viewers perceive the channel.
• Reduced Growth: This will lead to slower subscription rates and decreased overall engagement.
• Diminished Exploration: Viewers may be less inclined to explore other videos on the channel, reducing retention and interest.

Potential Solutions

We have several options to address this issue:

1. Status Quo: Continue with the current approach, accepting slow channel growth.
2. Feed Termination: Discontinue the automated feed entirely.
3. Hybrid Approach: Find a middle ground by:

• Maintaining the feed
• Providing training to Learn Team to

This last option could potentially balance comprehensive event coverage with improved video quality and engagement.

Next steps…

I will be working with @jbossenger on one video that will take him through the entire process of creating content specifically for YouTube.

We’ll be focusing on the Create Block Theme plugin, and we plan to use this experience as a learning opportunity and template for future “Learn” videos.