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New Campaign Utilizes Twitter’s Hidden Replies Feature to Underline Messaging

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Every time a new feature is launched on a social platform, it’s interesting to note the various ways that it’s used, and in particular, to note creative uses of such tools, which could help to prompt your thinking around your own campaigns and strategies.

This week, women’s aid group Solace has launched a new Twitter campaign which uses the platform’s recently launched hidden replies option to underline a key message around domestic violence.

The first tweet in Solace’s campaign includes an image of a regular looking couple.

As you can see, below the image there’s the new ‘Tap to view hidden replies’ prompt’, which the next tweet in the thread prompts users to do.

When tapped, another tweet is revealed, with a video that adds context to the story.

The process underlines the campaign’s key message that it’s not always easy to spot domestic abuse. The next tweet then provides a collection of assistance numbers and resources for people in need.

As noted, it’s an interesting use of the new option, and it highlights how each new feature can, potentially, be used in creative, engaging ways to enhance your messaging. It takes some thought, but there may be ways in which you can use additional updates and platform tools to help boost your central idea, reinforcing such through more interactive, interesting means.

Either way, it’s worth a thought – next time you see a new platform feature announced, it may be worth considering how it could potentially be used in alignment with your strategy.

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YouTube Rolls Out New, Separate Data Tabs for Videos, Shorts, Live-Streams and Posts

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YouTube Rolls Out New, Separate Data Tabs for Videos, Shorts, Live-Streams and Posts

With Shorts becoming a bigger consideration for YouTube creators, and live-streams also driving significant results, it’s now moving to provide more insight on the individual performance of each content type, with improved analytics options within YouTube Studio.

As you can see here, soon, the ‘Reach’ and ‘Engagement’ tabs in Studio will be replaced by a new ‘Content’ tab, which will then enable the display of separate data for videos, Shorts, live-streams and posts.

YouTube Studio content analytics update

Tapping into any of these sections will show you dedicated data for each, making it easier to track the performance of your various content types, which has been a top-requested feature at YouTube, particularly since the arrival of Shorts.

Short-form content is the trend of the moment, and on YouTube, Shorts are already driving 30 billion views per day. Which is impressive in itself, but channel managers also want to know what sort of traffic Shorts is generating for their content, and how it contributes to overall growth.

Now, that data will be readily available in the Studio app, while you’ll also still be able to view your content performance in aggregate on the ‘All’ tab.

YouTube Studio content analytics update

YouTube notes that all the previously available metrics will remain available in this new format, though they may have been moved around. For example, Traffic Sources, which was available in the Reach tab, is now listed in each individual content type display.

YouTube Studio content analytics update

For more advanced analytics, you’ll need to switch to ‘Advanced Mode’.

“For example on desktop go to the top right corner and click on the ‘Advanced Mode’ button and there you’ll be able to filter metrics by content type, so that you can, for example, see the watch time on your live streams as well.”

YouTube Studio content analytics update

It’s a handy update, that will make it easier to measure the individual performance of your various YouTube uploads, and with Shorts becoming a bigger part of the puzzle, that could be key to determining how much time and effort you dedicate to each different format.

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It’s worth noting, too, that the content tabs will only appear if you’ve uploaded that type of video. If you’ve never hosted a live-stream on YouTube, you won’t see a ‘Live’ tab, same with ‘Shorts’.

More data is always better, and these new dividers will provide great insight into how each element is helping to grow your YouTube channel.

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YouTube says the updated YouTube Studio Content tab is rolling out over the next few weeks for all creators on desktop, Android and iOS.

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