For years, content creators have debated what truly influences YouTube rankings.
Is it watch time?
Keywords?
The number of times you’ve appeased the algorithm gods with strategically placed hashtags?
A new study from video hosting platform Adilo, analyzing 1.6 million videos, has put some of these theories to rest.
And the biggest takeaway? Engagement trumps everything.
Forget the Algorithm – It’s About People
If you’ve been obsessing over metadata and keyword stuffing, you might want to rethink your strategy. The study found that videos with higher engagement (likes, comments, shares) consistently ranked better, with an average engagement rate of 2.65%, while the platform’s average hovers at a miserable 0.09%.
It makes sense. YouTube’s goal isn’t just to show “optimized” videos – it wants to keep people watching. Tim Schmoyer, founder of Video Creators, has long emphasized this point: “YouTube isn’t ranking videos, it’s ranking viewer satisfaction” (source).
That means if people are engaging, sharing, and sticking around, the algorithm takes notice.
For content marketers, bloggers, and funnel builders, the takeaway is clear: Engagement drives reach, and reach fuels conversions.
How Long Should Your Videos Be?
The study uncovered a sweet spot for video length – 8 to 9 minutes (536 seconds, to be exact). That’s just enough time to deliver value without losing your audience to the latest TikTok trend.
This lines up with what YouTube expert Matt Gielen observed: “Longer videos perform better… but only if they justify their length” (source). That means watch time still matters, but fluff doesn’t.
For content creators, this suggests a balance – go deep enough to be valuable, but don’t drag things out just to hit an arbitrary length.
Technical Optimization Still Counts
While engagement rules the rankings, technical details still play a role. The study found that top-ranking videos consistently checked a few key boxes:
- Custom thumbnails – 89% of high-ranking videos used one.
- Full transcripts and captions – 94% included them (SEO and accessibility win).
- Timestamps in descriptions – Used by 63%, making videos more user-friendly.
- External links – 78% linked out to another resource (hello, lead generation).
For bloggers, marketers, and funnel builders, the lesson is clear: Optimize, but don’t overthink it. A compelling thumbnail, structured descriptions, and clear CTAs (calls to action) go a long way in boosting both rankings and conversions.
Keywords Are Overrated – Context Wins
Here’s a surprising find: Only 6% of top-ranking videos had titles with exact-match keywords. Instead, 75% used related keywords that aligned with search intent.
This signals a shift – YouTube isn’t just scanning for keywords anymore, it’s looking at context and relevance. Neil Patel, digital marketing expert, summed it up well: “Intent is the new SEO. It’s not just about the words you use, but whether they solve the user’s problem” (source).
For content marketers, this is an opportunity.
Instead of forcing awkward keyword placements, focus on titles that spark curiosity and descriptions that provide real value.
The Long Game: Channel Authority Matters
One of the biggest takeaways from the study?
Your overall channel health plays a major role in rankings. High-ranking videos tend to come from channels with strong engagement, consistency, and audience loyalty.
This means that for new creators, ranking overnight is unlikely – but steady growth pays off. Think of it as compound interest for your content.
Final Thoughts: What This Means for Marketers
If you’re using YouTube as a traffic source for your blog, business, or funnel, this study reinforces what works:
- Prioritize engagement – Ask questions, create shareable content, and keep viewers watching.
- Find the right video length – Aim for 8-9 minutes, but only if the content supports it.
- Optimize wisely – Thumbnails, transcripts, timestamps, and links still matter.
- Forget exact-match keywords – Speak your audience’s language, not the algorithm’s.
- Be consistent – The real YouTube growth hack? Keep showing up.
The days of gaming the algorithm are fading.
In the end, YouTube rewards content that people actually want to watch– and for marketers, that’s a good thing.
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