# YouTube Exams Variable Notifications Frequency to Preserve Channel Engagement

YouTube’s testing a brand new means to assist channels preserve engagement with subscribers, and keep away from overwhelming their followers with too many notifications.

The issue, YouTube says, is that some customers swap on all notifications from a channel, however they both don’t need each replace, or they’re not as within the channel as they was. Which implies that pumping all your notifications to those customers can truly immediate them to unsubscribe in consequence.

As defined by YouTube:

“Viewers usually decide in to obtain “All” notifications from many channels. After they really feel overwhelmed or are not focused on a selected channel, as an alternative of updating their subscription and notifications to raised mirror their preferences, they merely flip off all notifications from the YouTube app solely. It’s widespread for customers to have turned on All notifications for a channel, solely to have turned off app-level notifications [Creators can see how this impacts their channel in the Audience tab].”

In an effort to keep away from this, YouTube’s attempting out a brand new notifications pipeline with a small subset of customers, which is able to scale back the quantity of notifications that it sends them.

If a subscriber has signed as much as obtain all of a channel’s notifications:

• Viewers who haven’t not too long ago engaged with a channel regardless of having been despatched latest push notifications won’t obtain push notifications within the experiment. Notifications will nonetheless be accessible by way of the notification inbox within the YouTube app.  Channels that add occasionally won’t have their notifications affected.
• Actively engaged viewers with push notifications enabled on their gadget will proceed to obtain them. (No change)

So slightly than preserve sending seemingly unengaged subscribers the identical quantity of notifications, which might immediate them to unsubscribe, YouTube’s going to restrict these prompts, within the hopes that they’ll stay engaged in their very own means.

“When viewers flip off all notifications from YouTube, all creators are unable to succeed in even their most engaged viewers exterior the app. The purpose of this experiment is to assist us discover methods to cut back this downside.”

So it’s mainly an effort to restrict avoidance from notifications, whereas sustaining channel engagement. And it may work, utilizing subscriber engagement as a proxy to find out what notifications to ship them, even when they don’t replace their notification settings.

It looks like a worthy experiment both means, and YouTube notes that it’s going to solely impression a small variety of channels initially.