Analyzing Viewer Behavior on Platforms like TikTok and YouTube Shorts for Better Content Strategy

It’s no secret that short-form video is one of the most popular forms of content online and on social, evidenced by the massive growth of TikTok and YouTube Shorts. Video already attains greater organic reach than visual or written content, and short-form video caters to the attention span of users bombarded with content.

However, creating content for these platforms that engage users is easier said than done. It requires careful planning and research, including understanding how viewers on TikTok and YouTube behave and what captures their attention.

Understanding Social Media Algorithms

If you want to maximize the chances that your video will be seen, you must understand how the algorithms work on YouTube and TikTok.

TikTok

TikTok’s algorithm relies on powerful content discovery to keep users engaged. Here are some specifics that influence the algorithm:

• Video completion rate: TikTok rewards videos that are watched to completion. If users watch your videos until the end most of the time, you’re more likely to see promotions.
• Watch time: The algorithm considers how much time users spend watching your video. Longer watch times increase your exposure.
• Engagement: Likes, comments, shares, and downloads all indicate that your video is engaging for users. The higher the engagement, the more likely its visibility will reach a larger audience.
• User profile: TikTok’s newsfeed is the “For You” page, which is tailored to individual users based on interests, behavior, and the other types of content they engage with. Understanding your target audience is crucial.
• Video information: Captions, hashtags, and video descriptions affect whether users choose to watch. Make sure the captions and hashtags are informative and relevant, helping both users and the algorithm understand what your content is about.
• Posting time: TikTok is a global platform, but you should post your videos according to the time zones of your target audience. It’s crucial to post when the users are active to improve the likelihood of your videos being seen.
• Cross-promotion: Sharing TikTok videos across all your social media platforms can drive traffic to your TikTok profile, boost your engagement, and show the algorithm that you capture users’ attention.

YouTube Shorts

YouTube Shorts is a relatively new feature, but its algorithm works similarly to the primary YouTube platform. Here are some aspects to consider:

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• Watch time: Like YouTube, Shorts values watch time and the number of users engaging with and watching your videos. The more attention you get, the more promotion YouTube provides.
• User engagement: The algorithm considers metrics like subscriptions, likes, comments, and shares. High metrics indicate high user engagement, showing the algorithm that your video has value to the audience.
• Click-through rate (CTR): The CTR is the percentage of viewers who click on a video after seeing it. Higher CTRs improve your video’s visibility.
• Consistency: Like any other platform, consistent content posting creates a rhythm so users know what to expect and look forward to. Posting regularly also ensures that more people see your content.
• Video metadata: Video metadata includes the titles, descriptions, and tags. Ensure your metadata is search-optimized and relevant to the video content and audience. Spamming your videos with popular but unrelated tags and keywords won’t do you any favors.
• Viewer feedback: If your video receives too much negative feedback, such as dislikes or reports, it can affect how often it’s shown in the feed.

Identifying Trends on TikTok and YouTube Shorts

You can use trends on TikTok and YouTube to develop content and put out videos on popular topics to gain a competitive edge. Here are some ways to discover emerging trends:

YouTube’s Trending Page

YouTube’s Trending Page is a dedicated page on YouTube that showcases the popular long-form and Shorts on the platform. YouTube relies on factors like video age, view count, and the growth of the views.

Trending content is divided into several categories, including Movies, Gaming, and Now, streamlining your process to identify trends that are relevant to your industry. Once you identify them, find high-performing videos from this list and analyze their thumbnails, titles, and descriptions. You could also check the comments under the video to understand how the audience feels about the video.

These insights can not only help you optimize your video but also inspire content ideas. The YouTube Trending page is updated every 15 minutes or so, giving you the most up-to-date information.

TikTok Creative Center

TikTok created a few options to help creators identify trends on the platform, including the Creative Center. It has a “Trends” section that offers videos from top TikTok creators and influencers, trending videos, and trending hashtags.

Another option is to look at the “Songs” tab, which has trending audio clips and songs that you can use in your videos. These are divided into popular and “breakout” audio, which catalogs the songs and audio clips that are on the rise – giving you an opportunity to get ahead of the trend.

Finally, the Creative Center has “Trend Perspectives,” which educates marketers on TikTok audience behaviors to help you predict how trends relevant to your industry may grow and evolve.

Google Trends

Google Trends is a free content ideation tool that catalogs the popularity of search queries for YouTube and other platforms. You simply enter a broad search term related to your industry, then check “YouTube Search” to get the data.

But don’t stop there. Once you have a list of search terms, scroll to the bottom of the page to see related queries, which will be categorized into “Rising” and “Top.” The Rising tab offers queries related to the search term that has gained significant search volume, while the Top tab will show the terms most frequently searched.

Using this data, you can create videos that tap into current trends or topics that are rising in popularity.

Competitor Research

Competitor research is a crucial part of any content strategy. The content your competitors are creating on YouTube Shorts can show what audiences want. While they may not be the most prominent trends, you can get inspiration for keyword searches and ideas for new content.

Tips for Engaging Content on TikTok and YouTube Shorts

No matter how much you stay ahead of trends, none of it matters if you don’t create engaging content. Videos that engage improve interaction, visibility, retention, and community on these platforms, driving your success.

Here are some tips to create videos users want to watch:

Know the Audience

Before you create any video content, you have to know who your audience is. Different audiences have different interests and pain points, and if you try to appeal to a broad audience, your messaging will fall flat.

Keep It Direct and Polished

While your videos don’t need to be Hollywood productions, they do need to be cohesive with your brand and consistent in style, tone, visual elements, and messaging. With short-form videos, you only have a short time to capture the audience’s attention, so use it wisely.

Along those lines, your videos also need to be high quality. These platforms’ audiences appreciate authenticity in videos, but that doesn’t mean they should be haphazard and poorly done. Focus on high resolution, clear, crisp audio, and smooth editing that makes your video more enjoyable to watch.

Be Creative

Short-form video platforms are visually driven. To enhance your storytelling, ensure you include captivating visual elements, such as animations, transitions, bright colors, and more, in your video (when appropriate).

Craft Attention-Grabbing Titles

Titles and descriptions are essential for getting users to view your video. Your title should be concise, attractive, and informative. The description offers an opportunity to provide more details, including compelling details that entice them to watch and tell them what they get from it.

Encourage Engagement

As mentioned, engagement is crucial to popular videos. Encourage your viewers to like, share, and comment on your videos by asking questions, prompting them to participate in a challenge, or asking them to leave an opinion in the comments.

Use Tried-and-True Content Types

Some content types are naturally engaging, such as:

• Tutorials and how-to videos with step-by-step instructions, such as DIY projects
• Behind-the-scenes content that offers a “peek behind the curtain” into your brand
• Challenges and duets that encourage collaboration and participation from users
• Quick tips or tricks related to your products or services
• Product demonstration videos to showcase the real-world value
• Inspirational content like customer success stories
• Industry trends or current events
• Humorous videos, if appropriate for your brand
• Educational content that teaches something new and relevant to your brand
• Testimonials and reviews that are authentic and honest

Tap Into Viewer Behavior for Viral Videos

YouTube Shorts and TikTok offer incredible opportunities to enhance your online presence and increase engagement. The key to successful content is not only following best practices but also understanding what motivates and entices audiences on these platforms. By tracking trends and following tips, you can plan your video content strategy to stand out.