Brands spend massive amounts of time and resources trying to understand audience behavior. But at its core, the decision of whether or not an audience clicks and watches is based on some simple psychological principles. This presentation from one of the top YouTube creators and strategists combines audience behavior data with behavioral psychology principles to explain the user journey on YouTube. The discussion starts with why viewers use a particular digital platform, then talks about what makes some videos more inherently clickable than others, what type of cues signal viewers to stay engaged with a piece of content, and ultimately psychological factors that drive them to take additional steps, from liking a video to following a creator to an off-platform landing page. Learn how leveraging the viewer's own psychology ultimately leads to a greater ability to program for the audience and more highly-engaged viewers on every video.