SOCIAL
YouTube Adds New Analytics Options to Provide More Context on Memberships, Revenue and More
YouTube has added a range of new analytics tools to help provide creators with more insight on the performance of their uploads, channel membership growth, specific revenue impacts, and more.
First up is new Members’ insights, which displays total and active members over your chosen time period.
Important to note that this is paying members via Channel Memberships, not channel subscribers, who follow your channel, but watch your videos for free. Channel memberships enable viewers to join your channel through monthly payments and get members-only perks “like badges, emoji, and other goods”.
As explained by YouTube:
“When creators come to us and talk to us about memberships, what they typically ask is ‘how do my memberships evolve over time?’, ‘which of my videos helped me win or lose more members than usual?’, and the third is ‘does it help if I remind my audience to become paying member?’”
This new graph will help to answer these questions, with more in-depth insight into membership activity.
You can also look up data on total, active, gained and lost members over time, which will provide further info on how your efforts to increase members are going, or how each of your uploads impacts your member count.
YouTube’s also making its ‘Other Channels Your Audience Watches’ and ‘Other Videos Your Audience Watches’ listings available on mobile. Both of these listings are currently available on desktop, but will now also be available in the ‘Audience’ tab on mobile as well.
It’s also making its video performance explanation more visible in Analytics on desktop.
As you can see here, channel managers will now see up front explanations about the presented data, which should provide more context to help manage your content.
YouTube is also adding more insights on revenue changes, highlighting potential shifts by viewer region.
As explained by YouTube:
“If revenue is going up, or down, because of the fact that the audience has shifted to a higher or lower CPM country, we’re calling this out.”
Variable tax laws and processes mean different impacts for YouTube revenue, and in order to provide more transparency around such impacts, YouTube is now looking to provide more specific data on regional impacts in your process.
And finally, YouTube has added a new post engagement metrics display, which shows votes and likes on the channel’s top posts over the last 28 days.
The new options are mostly tweaks, and refinements on the available tools, but they will help to provide more specific context on YouTube channel performance, and how you can angle your strategy to align with key shifts.
How you utilize each element in your approach will come down to your analysis of the numbers, and what you’re trying to achieve, but more data can only help in mapping out a better strategy to improve your video performance.
SOCIAL
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.
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.
SOCIAL
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.”Â
“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.
“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.
SOCIAL
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.
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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