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Snapchat’s Working on a New Option to Add Popular Music Clips to Your Snaps

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Snapchat’s working on a new way to share music within Snaps, which could be seen as another nod towards the rising popularity of TikTok, though there are some variances in application.

Snapchat music

As you can see in this sequence, the new option will enable users to add music to their snaps – pre or post capture. That could facilitate the type of lip-synching, dance clips that have been popularized by TikTok, so it probably is inspired by the app, but the feature has also been facilitated by Snapchat’s new deals with music publishers, which will enable it to include more music for use in the app.

Snapchat had been negotiating with music publishers over the last year on new deals to allow for music sharing within Snaps – while Facebook has also been working on new arrangements to ensure it could allow the use of official music clips. As such, Snap would have been planning this type of feature for some time, so it feels like it’s not entirely ‘inspired’ by TikTok. But then again, Snapchat’s also testing out a new, Tik-Tok-style, vertical feed format for Discover, so it’s clearly looking to riff on the app’s success either way.

Maybe, then, music clips will provide a bridge for Snapchat to welcome TikTok refugees across, amid talks of a possible ban on TikTok in the US. That ban looks less likely now, with the Trump administration allowing Microsoft to negotiate a potential buy-out of the app, but still, many TikTok creators will, at the least, be looking to diversify their presence in order to protect themselves from any further action. 

And maybe, with music clips, Snapchat will be a more logical destination.

When music clips are added to Snaps, viewers will be able to swipe up on the Snap to view album art, song title, and name of the artist. Viewers will also be able to listen to the full song on their favorite streaming platforms, providing a direct link back to the artists’ presence. 

And worth noting – Snapchat does already have a music sticker option, linked to Spotify, but this is a more advanced, direct connection option for music clips.

Snapchat will first launch the option in New Zealand and Australia this week, with a wider rollout planned for later in the year.

It could be an interesting addition to your Snap process – though it will be interesting to see if Snap’s Discover feed starts to resemble TikTok more as a result.

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YouTube Tests Improved Comment Removal Notifications, Updated Video Performance and Hashtag Insights

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YouTube Expands its 'Pre-Publish Checks' Tool to the Mobile App

YouTube’s looking to provide more context on content removals and violations, while it’s also experimenting with a new form of analytics on average video performance benchmarks, along with improved hashtag discovery, which could impact your planning and process.

First off, on policy violations – YouTube’s looking to provide more context on comment removals via an updated system that will link users through to the exact policy that they’ve violated when a comment is removed.

As explained by YouTube’s Conor Kavanagh:

“Many users have told us that they would like to know if and when their comment has been removed for violating one of our Community Guidelines. Additionally, we want to protect creators from a single user’s ability to negatively impact the community via comments, either on a single channel or multiple channels.”

The new comment removal notification aims to address this, by providing more context as to when a comment has been removed for violating the platform’s Community Guidelines.

In expansion of this, YouTube will also put some users into timeout if they keep breaking the rules. Literally:

If someone leaves multiple abusive comments, they may receive a temporary timeout which will block the ability to comment for up to 24 hours.”

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YouTube says that this will hopefully reduce the amount of abusive comments across the platform, while also adding more transparency to the process, in order to help people understand how they’ve broken the rules, which could also help to guide future behavior.

On a similar note, YouTube’s also expanding its test of timestamps in Community Guidelines policy violation notifications for publishers, which provide more specific details on when a violation has occurred in video clips.

Initially only available for violations of its ‘Harmful and Dangerous’ policy, YouTube’s now expanding these notifiers to violations related to ‘Child Safety’, ‘Suicide and Self-Harm’, and ‘Violent or Graphic’.

If you’re in the experiment, you’ll see these timestamps in YouTube Studio as well as over email if we believe a violation has occurred. We hope these timestamps are useful in understanding why your video violated our policies and we hope to expand to more policies over time.”

On another front, YouTube’s also testing a new analytics card in YouTube Studio which will show creators the typical amount of views they get on different formats, including VODs, Shorts, and live streams.

YouTube average video performance

As you can see in this example, the new data card will provide insight into the average amount of views you see in each format, based on your the last 10 uploads in each, which could provide more comparative context on performance.

Finally, YouTube’s also launched a test that aims to showcase more relevant hashtags on video clips.

“We’re launching an experiment to elevate the hashtags on a video’s watch page that we’ve found viewers are interested in, instead of just the first few added to the video’s description. Hashtags are still chosen by creators themselves – nothing is changing there – the goal of the experiment is simply to drive more engagement with hashtags while connecting viewers with content they will likely enjoy.”

So YouTube will be looking to highlight more relevant hashtags in video clips, as a means to better connect users to more video clips on the same topic.

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Which could put more emphasis on hashtag use – so it could be time to upgrade your hashtag research approach in line with the latest trending topics.

All of these updates are fairly minor, but they could impact your YouTube approach, and it’s worth considering the potential impacts in your process.

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