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YouTube Reports that 1.5 Billion Users Now Engage with YouTube Shorts Content Each Month

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YouTube Reports that 1.5 Billion Users Now Engage with YouTube Shorts Content Each Month

It’s amazing to consider the impact that TikTok has had on the social media landscape, and media consumption habits more broadly – and not just within TikTok itself, but also via the various short form video offerings now available in other apps.

Case in point – today, YouTube has revealed some new stats on the rising popularity of YouTube Shorts, its own TikTok clone, which was initially designed to dilute differentiation between the two apps, and keep YouTube users from straying away to the trending platform.

As per YouTube:

“YouTube Shorts are now being watched by over 1.5 billion logged-in users every month.”

That is a huge amount, especially when you also consider that YouTube’s total monthly ‘logged in’ audience is 2 billion total users.

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That means that around 75% of YouTube users are engaging with Shorts in some form, which is a big vote of confidence in YouTube’s counter-offensive approach to fend off rising competition from TikTok. You can criticize the platform replication all you want, but the fact is it works, which is why every platform now seems to jump onto every significant trend that comes along in the space.

(Note: Some estimates suggest that YouTube’s monthly active user count, including those not logged in, is around 2.6 billion, but this has not been officially confirmed by YouTube itself)

The rising interest in Shorts has been further reinforced via new study, conducted by Inmar Intelligence, which found that 70% of web users now regularly watch short-form video.

Again, the influence of TikTok continues to amaze, with the platform picking up on the trend originally sparked by Vine, and amplifying it for the new generation.

So why didn’t Vine succeed in the same way?

Well, part of it is the platform, with TikTok’s smart algorithms being increasingly adept at feeding you more and more of the content that you like, based on your viewing habits. TikTok’s system is particularly good at adapting on the fly, which can easily see you lose hours scrolling through your ‘For You’ feed.

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At the same time, user consumption habits have also changed – so while Vine had a cult following of sorts, far more people have now adapted their media engagement habits, with short form video now becoming the ideal format for reduced attention spans.

Which is probably not a good thing. I know, from personal experimentation, that too much TikTok can make you more impatient when watching longer form content, like TV shows and movies.

For me, that turned me off the app to a degree, as I couldn’t enjoy movies in the same way – but for the next generation, this is how they now prefer their media inputs, with faster paced clips and snippets feeding into their more attuned perception and engagement.

That, again, underlines the value of replication in this respect, because for a video platform, ignoring this trend is simply not feasible, as your users are evolving, one way or another. You can either go with it, or watch them sail off to new pastures, with your engagement stats declining in-step.

And certainly, those that are leaning in are gleaning the benefits, with YouTube also reporting that creators that upload both Shorts and long-form content are now seeing better overall watch time and subscriber growth, relative to those only uploading long-form clips.

The data doesn’t lie, and it’s important for all content creators and marketers to consider these trends, which reflect the significant and sustained shift towards short-form video content.

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Again, it may not be a great thing that our collective attention spans are being eroded in this way. But they are, and you need to factor this into your planning, in order to maximize the performance of your efforts.

Shorts on YouTube, whether you like it or not, is now a major element in the app. Ignore it at your own promotional peril.

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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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