[3/x] Like, Comment, Subscribe: Inside YouTube's Chaotic Rise to World Domination (YouTube. How did the most popular video hosting take over the world?) (Category Management)
Continuing the story of YouTube, which I started in first-post and second postLet's talk about the end of the second part of the book, which I dubbed "10x Growth."
13) Let's play. The shift from clicks to views led to the fall of some authors and the rise of others. At the same time, clickbait headlines were defeated, as they used to make sense because of click counting, but now they have become meaningless, as viewers immediately closed the video after the transition. One of the beneficiaries of the new algorithm was the authors of channels about the passage of games, since the viewing time of such channels was large. After the implementation of this algorithm, the guys also included monetization for most channels, without much checking them. (It'll shoot in the future.). 14) Easter eggs with a surprise A chapter about the emergence of children's YouTube channels, which were not originally planned on YouTube (Children were supposed to watch YouTube under adult supervision.). Popular channels were unpacking eggs with toys. An algorithm that focused on viewing time promoted these videos, as the kids watched them with great interest. As a result, there were a bunch of channels on such topics for children - in the book for such videos the metaphor of "toy porn for kids" is given. Google employees wanted to add metrics to evaluate the usefulness of videos in order to promote useful videos, but this was never done in part because of the mantra.
If you don’t know how to measure it, you’re just pretending it doesn’t exist. 15) Five families. In 2012-2013 Youtube struggled for a place in the sun. Google had its own domains on Chrome, Android, and when YouTube needed to be there, it led to big political battles that slowed its development. At the same time, the company bet on its social network Google+ and stuck it everywhere. At the time, you had to create a Google+ account for comments on YouTube, and a lot of other things. In parallel, the site was dominated by multi-channel networks, which pulled channels to themselves for a percentage, and YouTube itself has already made relatively convenient conditions for working with authors. And the business model of these omnichannel networks was beginning to fall apart. 16) Stay back. Algorithms have been increasingly successful, engaging large numbers of viewers and turning content creators into “slaves.” ~~lamp~~ The cameras, when they had to constantly create content, otherwise disappeared from the radar. At the same time, during the experiments, a way was found to show more advertising and increase the number of views - it turned out that it is better to show advertising not immediately, but after the viewer is drawn in. (minute 10 after-view). At the same time, radical figures appeared on the platform, who preached their pseudophilosophical teachings - due to the recommendations of algorithms, such "sages" easily found an audience for themselves. 17) Google mother The whole chapter is devoted Susan Vodzickiwhich 2014 She became the CEO of YouTube. This is a legendary figure at Google - she once rented out her garage to aspiring startups, Sergey Brin and Larry Page. Then she went to Google, was the first product manager for AdSense, and then helped buy YouTube, DoubleClick. Prior to being CEO at YouTube, she was a senior vice president in charge of advertising. By the time she came out on YouTube, she had 4 She had children and had the call sign “Mother Google”. After the release on YouTube, Susan did not make sudden changes and continued the policy of growth.
Continuation in the following posts.
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