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New Report Looks at Creator Loyalty on YouTube, and What It Means for Marketers

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How important is creator loyalty on YouTube, and how can that impact your video marketing strategy?

There are two key considerations within this – for one, if you’re creating your own YouTube channel, and you’re mapping our your video content strategy, then understanding what makes viewers come back time and time again is obviously key to maximizing your performance.

And from a marketing perspective, creator loyalty can also help in guiding your ad placement and influencer marketing partnership options. If you know, for example, that fitness channels have higher returning viewer rates, that could make it a bigger consideration in your outreach, as you know that these creators are more likely to have established trusted connections with their viewers.

To provide more insight on this, the team from Tubular Labs recently analyzed the top 100 YouTube channels in a range of categories over two months (January and February 2021) to get an overview of return viewership, and which genres are seeing more creator loyalty.

Tubular Labs measured return viewership based on ‘the amount of viewers who watched consecutively across both months and who met a 30-second quality threshold’. That provides some new perspective on the channel categories, and specific channels, that are driving the most ongoing engagement. You can download the full report here, but in this post, we’ll take a look at some of the key findings.

First off, Tubular’s researchers found that gaming viewers are the most loyal on YouTube, with more than 50% of them returning to their favorite channels regularly.

Tubular Labs YouTube retention

As you can see here, other entertainment genres like ‘People & Blogs’, ‘Entertainment’ and ‘Sports’ also have high audience retention rates, while ‘Travel’, ‘Home & DIY’, and ‘Animals & Pets’ see lower viewer loyalty than average. 

Which makes some sense – people would be going to some of these channels based on one-off searches, while pets, for example, could see high view rates based on YouTube recommendations, but you may not necessarily want to see that content every day. But as noted, this is worth considering in your strategic approach, as it can help to provide a better understanding of where YouTube viewers are looking to engage regularly, and what types of creators are better at building a community.

And individual creators are also a significant consideration in this respect.

Tubular Labs YouTube retention

As per Tubular Labs:

“It’s no surprise top creators with the highest reach, who continually deliver great content to their audiences, compel viewers to come back time and time again. This means the better and more consistent your content strategy, the more likely you’ll attract advertisers along with loyal viewers. Some examples include gaming creator SSSniperWolf, who has audiences that are 2x as loyal as the average, while Inside Edition audiences are 72% above benchmark (vs. an average loyalty level for the total News genre).”

Worth noting, too, the high engagement for The Dodo, despite the lower general retention rates in the ‘Animals & Pets’ category. Tubular says that The Dodo ‘stands out for creating dependable content with repeating formats and series’, which is key for maximizing viewership. 

If you’re looking for notes on maximizing engagement, it could be worth taking some pointers from these channels and creators.

Lastly, Tubular Labs also looked at the retention rates for the top 1000 influencers on YouTube versus the top 1000 media channels, which showed that YouTube viewers have a clear preference for specific creators over brand outlets.

Tubular Labs YouTube retention

I mean, that’s likely not a huge surprise, but again, when considering your brand placement and influencer marketing opportunities, it is worth noting these trends, and how they define the next generation of media consumers.

Overall, there are some interesting points of note here, which may help to guide your YouTube strategies – or at the least, give you a better understanding of how YouTube influencers are driving the next phase of media engagement, particularly among younger viewers.

And they are indeed driving that next stage. YouTube recently reported that over 120 million people in the US are now streaming YouTube or YouTube TV onto their TV screens, which means that, gradually, YouTube is superseding traditional TV as the main media communications channel of choice, which will make it a much bigger consideration for all marketers over time.

Given this, it pays to know the latest trends and viewer habits, with a view to maximizing campaign reach in your key markets.

You can check out the full Tubular Labs ‘Value of Loyal Viewers’ report here.

Socialmediatoday.com

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Snap making changes to direct response advertising business

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Snap making changes to direct response advertising business

The company posted a net loss of $288.5 million, or 18 cents a share, including $34 million in charges from its workforce restructuring. That compared to a profit of $23 million, or one cent, a year earlier.

Snap ended the fourth quarter with 375 million daily users, a 17% increase. In the first three months of the year, the company estimates 382 million to 384 million people will use its platform daily.

Snap has become a bellwether for other digital advertising companies. Last year, it was the first to raise concerns about the slowdown in marketer spending online and to fire a significant number of employees—20% of its workforce—to cut costs in the face of falling revenue.

The company has spent the last two quarters refocusing the organization, cutting projects that don’t contribute to user and revenue growth.

In the first quarter, Snap expects the environment to “remain challenging as we expect the headwinds we have faced over the past year to persist.”

Investors will get additional information about the state of the digital ad market when Meta and Alphabet report earnings later this week.

—Bloomberg News

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Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions

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Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions

After reinstating thousands of previously suspended accounts, as part of new chief Elon Musk’s ‘amnesty’ initiative, Twitter has now outlined how it will be enforcing its rules from now on, which includes less restrictive measures for some violations.

As explained by Twitter:

“We have been proactively reinstating previously suspended accounts […] We did not reinstate accounts that engaged in illegal activity, threats of harm or violence, large-scale spam and platform manipulation, or when there was no recent appeal to have the account reinstated. Going forward, we will take less severe actions, such as limiting the reach of policy-violating Tweets or asking you to remove Tweets before you can continue using your account.”

This is in line with Musk’s previously stated ‘freedom of speech, not freedom of reach’ approach, which will see Twitter leaning more towards leaving content active in the app, but reducing its impact algorithmically, if it breaks any rules.

Which means a lot of tweets that would have previously been deemed violative will now remain in the app, and while Musk notes that no ads will be displayed against such content, that could be difficult to enforce, given the way the tweet timeline functions.

But it does align with Musk’s free speech approach, and reduces the onus on Twitter, to some degree, in moderating speech. It will still need to assess each instance, case-by-case, but users themselves will be less aware of penalties – though Musk has also flagged adding more notifications and explainers to outline any reach penalties as well.

“Account suspension will be reserved for severe or ongoing, repeat violations of our policies. Severe violations include but are not limited to: engaging in illegal content or activity, inciting or threatening violence or harm, privacy violations, platform manipulation or spam, and engaging in targeted harassment of our users.

Which still means that a lot of content that these users had been suspended for previously would still result in suspension now, and it leaves a lot up to Twitter management in allocating severity of impact in certain actions.

How do you definitively measure threats of violence or harm, for example? Former President Donald Trump was sanctioned under this policy, but many, including Musk, were critical of Twitter’s decision to do so, given that Trump is an elected representative.

In other nations, too, Twitter has been pressured to remove tweets under these policies, and it’ll be interesting to see how Twitter 2.0 handles such, given its stated more lax approach to moderation, despite its rules remaining largely the same.

Already, questions have been raised on this front – Twitter recently removed links to a BBC documentary that’s critical of the Indian Government, at the request of India’s PM. Twitter hasn’t offered any official explanation for the action, but with Musk also working with the Indian Government to secure partnerships for his other business, Tesla, questions have been raised as to how he will manage both impacts concurrently.

In essence, Twitter’s approach has changed when it chooses to do so, but the rules, as such, will effectively be governed by Musk himself. And as we’ve already seen, he will make drastic rules changes based on personal agendas and experience.

Twitter says that, starting February 1st, any previously suspended users will be able to appeal their suspension, and be evaluated under its new criteria for reinstatement.

It’s also targeting February for a launch of its new account penalties notifications.



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4 new social media features you need to know about this week

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New social media features to know this week


Social media never stands still. Every week there are new features — and it’s hard for the busy comms pro to stay up-to-date on it all.

We’ve got you covered.

Here’s what you need to know about this week.

LinkedIn

Social media sleuth Matt Navarra reported on Twitter that LinkedIn will soon make the newsletters you subscribe to through the site visible to other users.

This should aid newsletter discovery by adding in an element of social proof: if it’s good enough for this person I like and respect, it’s good enough for me. It also might be anopportunity to get your toe in the water with LinkedIn’s newsletter features.

Instagram

After admitting they went a little crazy on Reels and ignored their bread and butter of photographs, Instagram continues to refine its platform and algorithm. Although there were big changes over the last few weeks, these newer changes are subtler but still significant.

 

 

First, the animated avatars will be more prominent on profiles. Users can now choose to flip between the cartoony, waving avatar and their more traditional profile picture, rather than picking one or the other, TechCrunch reported, seemingly part of a push to incorporate metaverse-esque elements into the app.

Instagram also appears to have added an option to include a lead form on business profiles. We say “appears” because, as Social Media Today reports, the feature is not yet listed as an official feature, though it has rolled out broadly.

The feature will allow businesses to use standard forms or customize their own, including multiple choice questions or short answer.

Twitter

In the chaotic world of Twitter updates, this week is fairly staid — with a useful feature for advertisers.

The platform will roll out the ability to promote tweets among search results. As Twitter’s announcement points out, someone actively searching for a term could signal stronger intent than someone merely passively scrolling a feed.

Which of these new features are you most interested in? That LinkedIn newsletter tool could be great for spreading the word — and for discovering new reads.

Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.

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