VidCon 2025: YouTube experts decode the algorithm for you

YouTube kicked off VidCon 2025 with a panel breaking down how to engage with the platform's algorithm and busting myths on video engagement.

The discussion featured panelists Jenny Hoyos, a creator with 9+ million subscribers on YouTube, Rene Ritchie, creator liaison for YouTube, and Todd Beaupré, senior director of growth and discovery at YouTube.

Beaupré, who has a hand in designing YouTube's homepage, said the platform optimized for clicks in the early years, which they discovered was driving superficial engagement.

Now, the YouTube algorithm uses a system of collaborative filtering that takes everything it knows about a user — both short and long-term history — to rank videos that will appear on suggested feeds. In addition to user data, it pulls from users with similar watch histories to suggest new content. With this information, Beaupré says it's important for content creators to really understand their audience.

On the creator side, Hoyos said she thinks about a specific person when making content.

"I see people creating hooks that are very broad," Hoyos said. "If a viewer doesn’t feel like it’s for them, they’re not going to watch it."

Beaupré also broke the myth that all engagement is good engagement. He notes that dislikes on videos do matter and can affect a video's ranking.

Other important insights from the panel noted the increased viewing of YouTube on televisions. The site is adjusting the algorithm to suit these changes, focusing on grouping series and shows together, and recommending next episodes for serialized content. Beaupré said the rise of series like Chicken Shop Date and Hot Ones have shown the desire for users to consume show-like content on the platform.

Mashable will be live at the Anaheim Convention Center this week, covering VidCon 2025. Check back in the days ahead at Mashable.com, where we’ll be talking to your favorite creators, covering the latest trends, and sharing how creators are growing their followings, their influence, and making a living online.