How to Smoke up the Algorithm_1
as recommended by studies.
Content Advisory: This article/case contains a description and discussion of Tobacco, Drugs, Addiction, the Internet…
Actually no, it is not. Above is the title of a wildly popular video by Kurzgesagt —in a nutshell. This YouTube channel focuses on minimalistic animated educational content using flat and 3D design styles. It discusses scientific, technological, political, philosophical, and psychological subjects.
Then why do they release such a video?
The answer is obvious. This is an anti-smoking video with a counter-intuitive erratic title to get our attention, make us click, and spread awareness. Naturally, such titles are called click baits. However, it is not just the title it goes beyond.
The problem with smoking is that it's kind of amazing – this is an irresponsible thing to say – but if we’re going to talk about it we might as well do so honestly.
~The first 10 seconds of the video.
In a typical Kurzgesagt style, the narrator pushes the limit even more and makes a stand for tobacco sticks. Up to the 4-minute mark (almost half of the entire clip), he provides an in-depth, genuine analysis of the awesome part. Probably for the first time in the history of the internet, someone talks about the instant solution vs temporary problem dynamics, among so many real-world factors that make smoking a viable option. Heck, he even invites the viewers for a drag!
(And believe it or not, many did—The Best Worst Thing)
Meanwhile, the animations keep subtly changing, oddly suggestive, and gradually saddening, toward the 4-minute mark. The music follows the same suit. Through a smooth transition, we get into the nitty-gritty of nicotine, blood vessels, lungs, tissue scars, constrictions, heart muscles, skin changes, immune systems…We could go on like this, but this is getting old. The rest of the video continues in an ultra-descriptive, educational, and personal way to explain the entire process till the tragic end. It talks about the victims (not labeled junkies), addiction, factors surroundings it, caution, and all that we must know as general knowledge. It ends comprehensively at around 9 minutes. Not 12. The rests are sponsors and promotions, and although they are not as provocative as others, it is important to highlight that they are not part of the topic.
A great one! A must-watch! Although, don’t go streaming now…
The question here is not the overall impression but the targeted ones. Of course, this creative case study is for certain people. The title was a marvel in YouTube Analytics growth and reach. Suffice it to say people did watch it. This is the most-watched video on the channel in the last five months. Your Tattoo is INSIDE Your Immune System. Literally, ahead of it. At the time of release, it was on trending. Folks across the web were divided. Nonetheless, the traction kept spreading.
Discussion fuels the algorithm. Making catchy titles is the foundation of good content. Poke at a pain point, use power words, write descriptive language, use a YouTube title generator? These are the tools offered directly by masterclasses, with confidence and success. However, for educational content on such, the message is more likely to get sidestepped.
The average duration time on YouTube for a video is around 11-16 minutes. That includes all types of content, from short clips to songs; hours-long podcasts to days-long live streams. Educational content and explainer videos, often targeted toward the working class, typically fit around 10 minutes; while entertainment and informative videos are fast-paced and fit around 5 minutes for best results.
The video in question here inclines more towards the latter. This is a controversial statement. But we have to consider the retention rate, too. The average retention rate for such videos is often around 50-60% i.e. the 5-minute mark. These averages fluctuate based on content, audience preferences, and changes in platform algorithms or features.
The most important factor here is the nature of the target audience. Personally speaking, in 2024 specifically, any prejudice toward people with addiction or smoking habits is outright messed up. There can be more triggers than the current number of people (yes, billions).
Shame is known as a toxic feeling. But it can also be a force for good. Unfortunately, the demographics for the latter are widely unknown. The educational intent may not be as effective for a simple reason. The target audience did click on the awesome name and took the drag, but they may have never made it past the 5-minute mark. The persistent flurry of high-octane sciencey words, with deadly cute visuals made it like a doctor’s rant. The same shame speech they have politely received countless times under biased eyes.
And, the video kept doubling up the intensity with every passing minute. (Probably to make way for sponsors at the end.) There can be countless reasons for terminating the video: the feeling of betrayal by the title. Or for choosing a more appealing option i.e. going out to blow some more air. These are real scenarios and behaviors we see all the time. Not to mention, the timing of the release which subscribers (like me) would notice the intentional plug. It was way before World No Tobacco Day (May 31, 2024), and just after the release of the promo to become patron of the channel—What Makes Kurzgesagt So Special?
Personal note: This is not a negative take on the channel in any way. I love the videos they make and the knowledge they possess. Here, I am trying to highlight the saturation of content generated. Making videos is not going to solve the issues of such a large scale. It would likely inspire people to just make more videos and may have some understated side effects. Also, the tools mentioned above to write a catchy title were given by jasper.ai. Just a reminder they are also learning all the time.