‘Growth hacking’ is very much a Silicon Valley phrase: a term used to cover a range of tactics used by startups when they’re trying to build a big audience very fast, in their early years.
Yesterday at Music Ally’s Sandbox Summit conference in New York, Vevo’s business operations and strategy manager Greg Duffy applied the term to music: specifically to music videos.
Among the lessons he delivered: while YouTube’s algorithmic recommendations drive 74% of views for Vevo’s catalogue, it’s playlists (rather than individual ‘suggested videos’) which are the number one source of traffic.
Before explaining the implications of that, Duffy broke down YouTube’s algorithm into the key qualities that videos need.
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