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YouTube Says That its TikTok-Like ‘Shorts’ Feature will be Expanded to US Users Next Month

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youtube says that its tiktok like shorts feature will be expanded to us users next month

YouTube has today confirmed that its TikTok-inspired ‘Shorts’ feed and camera option will soon be expanded to US users, after first launching in India last September.

The announcement was included in an update from YouTube’s chief product officer Neal Mohan, in the first of a new blog series that will provide more insight into the platform’s product development roadmap.

As explained by Mohan:

“Every year, increasing numbers of people come to YouTube to launch their own channel. But we know there’s still a huge amount of people who find the bar for creation too high. That’s why we’re working on Shorts, our new short-form video tool that lets creators and artists shoot snappy videos with nothing but their mobile phones.”

No mention of the fact that TikTok has been gaining huge traction, and had been blowing up in India before it was banned, and that YouTube wants to ensure that it maintains its hold on video connection. 

“Currently, Shorts is available in beta in India. Since the beginning of December, the number of Indian channels using Shorts creation tools has more than tripled, and the YouTube Shorts player is now receiving more than 3.5 billion daily views globally. In the coming weeks, we’ll begin expanding the beta to the US, unlocking our tools to even more creators so they can get started with Shorts.”

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That will make Shorts a much bigger consideration for YouTube creators

To be clear, YouTube users in any region can actually upload Shorts clips right now, by simply ensuring that their video is under 60 seconds in length and shot in vertical format. You then include the hashtag #Shorts within the title of your clip and it will be eligible to be featured in the dedicated Shorts feed in the app. 

But users in India have access to a more specific Shorts creation process, via the ‘Shorts Camera’, as you can see here.

Looks very TikTok-esque, right? That’s because it absolutely is – as noted, YouTube launched Shorts in India back in September, as it sought to fill the gap left by the banning of TikTok in the region, and gather up India’s 200 million TikTok users who had subsequently been left without a platform. 

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It’s straight-up replication, which has proven to be a valuable and effective tactic for the big platforms in quelling the growth of trending apps. And as noted, YouTube has the tools, it has the capacity to host its own TikTok-style feed. It’s little surprise to see it moving in that direction, in order to win more audience.

For creators and brands, that will mean that you need to pay attention to the growth of YouTube Shorts, and consider its place in your approach. YouTube has already provided a range of tips on how to create effective Shorts, and just this week, the platform also launched a new ‘Shorts Report‘ to highlight key trends and usage insights.

It may well be worth taking note, and factoring short clips into your broader YouTube process.

In addition to this, Mohan provided some previews of other elements under development, including new shopping features coming to YouTube:

“As consumer shopping habits increasingly shift to digital, we have an opportunity to meet the growing demand for e-commerce. We’re beta testing a new integrated shopping experience that allows viewers to tap into the credibility and knowledge of trusted creators to make informed purchases directly on YouTube. Keep an eye out for this to expand later in 2021.”

YouTube shopping

YouTube has been testing its product tags within video clips since last October, and is gradually evolving the tool to make more videos ‘shoppable’, which will open up more marketing opportunities.

In addition to this, Mohan also notes the coming automated addition of chapters in videos to improve navigation, a redesign of the YouTube VR app, additional control options for YouTube Music and YouTube Kids, and an expansion of its monetization tools for creators.

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You can read Mohan’s full blog post here

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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