While it will likely be some time before tons of people are watching YouTube on internet-connected TVs, more and more people are turning to the popular video platform to watch full length movies, documentaries and other pieces of long form content on their computers, mobile devices and tablets. The reason? Many people crave the same experience they get with traditional TV — the ability to flip it on, sit back and watch for an extended period of time without having to do much else (other than make some popcorn!). How can you tap into your viewers’ desires for a lean back experience? Create and update playlists on your channel!
As we discussed previously, YouTube has placed a larger emphasis on watch time and audience retention. The search and recommendation algorithms both reward videos and channels with higher watch time, and watch time also has an impact on ad CPMs, which can be affected by a number of factors. Playlists are a great way of extending viewing sessions and increasing your watch time. Pro tip: when promoting a video on your channel, always link to the video within a playlist. Odds are the viewer will stick around to watch more than one video.
Be sure to get creative with your playlists. Artist-specific playlists are great, but go above and beyond! Create them around sub-genres, creative themes and tentpole events. And don’t limit playlists to only videos on your channel. Use videos from other channels, too: fan videos, in-studio performances, live footage, etc. Playlists are also a great way of leveraging popular content on your channel (or someone else’s) to help drive views to your newer or less frequently viewed videos.
Be sure to update your playlists regularly and rotate them on your channel. They’re also a great way to keep your channel fresh and active, even if you’re not uploading new videos. It’s worth incorporating a playlist strategy into your YouTube planning and getting your viewers to watch for longer!
Having trouble with thinking of new content for your YouTube channel? Check out our post on Solving YouTube Writer’s Block!