1 00:00:04,980 --> 00:00:13,440 Let's talk about the second element of the loop and its impressions, it is arguably the most difficult 2 00:00:13,830 --> 00:00:17,370 element of the loop to control alongside probably with an algorithm. 3 00:00:17,370 --> 00:00:20,830 But we're going to talk about this in this structure just in a few minutes. 4 00:00:21,210 --> 00:00:23,520 So what are your impressions? 5 00:00:23,520 --> 00:00:29,730 So by this moment, you probably already know what is impressions, but the impressions are actually 6 00:00:29,730 --> 00:00:35,710 when someone sees your video on their feed timeline or just on YouTube. 7 00:00:36,180 --> 00:00:42,830 So these are impressions that just go through the impressions and its role in the growth cycle and let's 8 00:00:42,840 --> 00:00:44,500 discuss it in a different way. 9 00:00:44,910 --> 00:00:51,720 So, as you said, impressions are first audience interaction with your video probably should have added 10 00:00:51,960 --> 00:00:57,520 with your video the first time when our potential viewer will actually see the video. 11 00:00:58,290 --> 00:01:06,510 There are a lot of impressions that can be gathered with your video, but impressions will transform 12 00:01:06,510 --> 00:01:12,810 into views when a person actually will like the impression and go and click the video itself. 13 00:01:13,530 --> 00:01:20,700 And it is very difficult to control, but it is the first in audience interaction with your video and 14 00:01:20,700 --> 00:01:21,330 title. 15 00:01:21,570 --> 00:01:29,180 And stumbling thumbnails are only things that are visible for impressions, nothing else. 16 00:01:29,700 --> 00:01:31,460 So you don't see the video. 17 00:01:31,470 --> 00:01:36,870 Maybe you have a video preview playing because in the latest iteration of the YouTube, you have video 18 00:01:36,870 --> 00:01:38,120 preview playing. 19 00:01:38,280 --> 00:01:45,360 But yeah, in the majority of the cases, these are the only two things that people can see in their 20 00:01:45,360 --> 00:01:45,940 impressions. 21 00:01:46,230 --> 00:01:55,030 There is nothing else individual can see there and all impressions have their source. 22 00:01:55,500 --> 00:01:58,430 So you need to learn about the impressions sources as well. 23 00:01:58,440 --> 00:02:02,850 Where are you getting those impressions from? 24 00:02:03,130 --> 00:02:03,990 It's from research. 25 00:02:04,110 --> 00:02:06,270 Is from suggested is from recommended. 26 00:02:06,390 --> 00:02:08,940 You probably know what the these are if you don't. 27 00:02:08,940 --> 00:02:10,860 Well, you will probably. 28 00:02:10,860 --> 00:02:18,330 And you need to pay very close attention where these sources are and what those impressions are coming 29 00:02:18,330 --> 00:02:18,480 from. 30 00:02:18,480 --> 00:02:24,570 Because depending on a timing, which we're going to talk about in a few minutes, depending on the 31 00:02:24,570 --> 00:02:28,290 timing, the different impressions can come from different sources. 32 00:02:28,290 --> 00:02:34,050 For example, at one moment your search may skyrocket because people are actually looking for it. 33 00:02:34,320 --> 00:02:37,320 And for that reason, there's a growth cycle. 34 00:02:37,350 --> 00:02:43,350 The loop or algorithm I want to however you want to call it, will show your video more and you will 35 00:02:43,350 --> 00:02:45,030 get more impressions. 36 00:02:45,240 --> 00:02:51,000 And for that reason, if your start will be good, I mean the click through rate, meaning that ratio 37 00:02:51,000 --> 00:02:55,050 between how many impressions are seeing it, how many impressions are transformed into views. 38 00:02:55,410 --> 00:03:00,240 If your city is high enough, you are going to get more views as well. 39 00:03:00,660 --> 00:03:09,900 And depending on how people's interests change in time, you might get your video impressions in recommended 40 00:03:09,900 --> 00:03:12,930 higher number and recommended because people have changing interest. 41 00:03:13,350 --> 00:03:20,370 And depending on what other videos people are watching, your views, your impressions might come from 42 00:03:20,370 --> 00:03:21,500 the suggested as well. 43 00:03:21,510 --> 00:03:29,250 So it constantly changes, constantly in flux, depending on the viewer behavior as a whole on an entire 44 00:03:29,250 --> 00:03:29,720 YouTube. 45 00:03:29,730 --> 00:03:34,470 And before that we are talking about is the that you don't have direct control over it. 46 00:03:34,470 --> 00:03:41,040 This is probably the least controllable feature in the loop alongside the learning algorithm as well. 47 00:03:41,190 --> 00:03:43,490 You cannot control it. 48 00:03:43,500 --> 00:03:53,430 This is basically like a force of nature where you need to learn to avoid it or use it or however you 49 00:03:53,430 --> 00:03:55,870 want to use it for your own benefit. 50 00:03:56,160 --> 00:04:01,500 This is extremely important that you don't have direct control over it and people are just, oh, how 51 00:04:01,500 --> 00:04:02,430 can I get more impressions? 52 00:04:02,430 --> 00:04:04,170 How can I get impressions? 53 00:04:04,620 --> 00:04:12,300 In order to get more impressions, you need to get first more videos and you need to get more interactions 54 00:04:12,300 --> 00:04:13,050 with your videos. 55 00:04:13,320 --> 00:04:14,810 It's very counterproductive, right? 56 00:04:14,820 --> 00:04:17,700 In order to get more impressions, you need to get more impressions. 57 00:04:17,910 --> 00:04:24,600 So it's very difficult to control because it's it's a very self-fulfilling loop with the impressions 58 00:04:24,810 --> 00:04:26,400 and it's very difficult to control. 59 00:04:26,400 --> 00:04:34,830 And you need to forget about trying to control it, just make videos and make them good and focus on 60 00:04:34,830 --> 00:04:35,880 other parts. 61 00:04:36,030 --> 00:04:42,360 And impressions will grow as well because impressions are closely tied to the other part of the loop 62 00:04:42,600 --> 00:04:49,330 and feeds from every other part of the impressions are probably the only elements that are not only 63 00:04:49,350 --> 00:04:53,370 limited, but the most hungry element that feeds from everything else. 64 00:04:53,370 --> 00:04:55,740 Because more you should get more impressions. 65 00:04:55,740 --> 00:04:58,920 You'll get more each time you get from your views, more impressions. 66 00:04:58,920 --> 00:05:00,330 You'll get more subscribers. 67 00:05:00,330 --> 00:05:01,740 You get more impressions. 68 00:05:01,740 --> 00:05:04,320 You'll get more videos, you'll do more. 69 00:05:04,710 --> 00:05:10,260 You'll get more impressions, you'll get more impressions, you'll get so that's that's how weird impressions 70 00:05:10,470 --> 00:05:11,210 are acting. 71 00:05:11,220 --> 00:05:18,450 And I despite that, subscribers and algorithm are the main features of impressions as well, like for 72 00:05:18,630 --> 00:05:24,450 the videos, because impressions are TV and videos are probably very closely tied to each other and 73 00:05:24,450 --> 00:05:30,540 they are practically the same like different sides of the same coin. 74 00:05:31,600 --> 00:05:37,830 It's very difficult to explain, but let's think of think of them as separate things, but very closely 75 00:05:37,830 --> 00:05:38,810 related to things. 76 00:05:38,820 --> 00:05:44,460 I mean, the impressions and videos and subscribers and algorithms are main filters because your subscribers 77 00:05:44,460 --> 00:05:49,800 will be the first people who will see your video, meaning that there will be the first to get impressions 78 00:05:50,040 --> 00:05:51,060 from videos. 79 00:05:51,210 --> 00:05:55,380 And for that reason, there will be your main features for impressions. 80 00:05:55,590 --> 00:06:03,100 An algorithm is the second one because when people are searching for it, the algorithm decides which 81 00:06:03,350 --> 00:06:09,240 what impression to show higher or lower and as well for the recommended, depending on how people's 82 00:06:09,240 --> 00:06:14,970 behavior behavior will change, the algorithm is learning from the other people and what behavioral 83 00:06:14,970 --> 00:06:18,120 change algorithm will decide to show your video impressions. 84 00:06:18,300 --> 00:06:20,790 And for the same reason for the suggested. 85 00:06:20,790 --> 00:06:25,470 When people are watching, a different type of video algorithm will have to decide whether that video, 86 00:06:25,470 --> 00:06:30,030 that other video is similar to yours and show to show your video as well suggested, etc., etc.. 87 00:06:30,600 --> 00:06:36,780 And timing is a another factor as well, because timing is not a part of the loop. 88 00:06:37,650 --> 00:06:42,870 Still, timing is the deciding factor because the timing deciding factor for all elements of the loop. 89 00:06:43,200 --> 00:06:49,200 And for that reason, again, it's closely tied to an algorithm because the viewer's interest change 90 00:06:49,200 --> 00:06:50,130 with time. 91 00:06:50,460 --> 00:06:56,130 You people will search different things in time and people will watch different videos in time. 92 00:06:56,130 --> 00:06:59,340 And for that reason, timing is important as well. 93 00:06:59,340 --> 00:07:03,030 Just take a look at another how where the girls are starting to cycle. 94 00:07:03,210 --> 00:07:04,110 It's right here. 95 00:07:04,290 --> 00:07:11,670 And again, it feeds from every single element and every single element feed into impressions. 96 00:07:11,670 --> 00:07:12,510 That's why it's in the middle. 97 00:07:12,510 --> 00:07:13,840 It's practically have connection. 98 00:07:13,950 --> 00:07:16,710 Every single one of them has the connection with every every other part. 99 00:07:16,710 --> 00:07:21,450 Of course, maybe we use a different connection to the videos, but still it's like circle me. 100 00:07:21,720 --> 00:07:24,870 It's drawn pretty bad like I did in PowerPoint. 101 00:07:25,080 --> 00:07:31,500 But you can see that it goes like this, then comes back and then comes back and then comes back and 102 00:07:31,500 --> 00:07:32,900 just goes like this infinitely. 103 00:07:33,000 --> 00:07:37,470 And Impressions is in the middle of this, you want to get more impressions. 104 00:07:37,830 --> 00:07:43,620 And weirdly enough, this is the only thing alongside with an algorithm that you cannot directly control. 105 00:07:43,620 --> 00:07:46,650 Just pay close attention and watch how your impressions will go. 106 00:07:46,650 --> 00:07:50,700 And it will grow in time, of course, because you're going to get more and more views, more subscribers 107 00:07:50,700 --> 00:07:51,780 and impressions will increase. 108 00:07:52,200 --> 00:07:57,540 And just, I don't know, probably the only the best thing that you can do in order to increase impressions, 109 00:07:57,720 --> 00:07:59,430 make more videos. 110 00:08:00,090 --> 00:08:04,470 In the next lecture, we're going to talk about the next element of the growth cycle, which is viewers 111 00:08:04,680 --> 00:08:05,160 see their.