SOCIAL
YouTube Announces Updated Monetization Guidelines, New Analytics Tools in the Mobile App
YouTube has announced an update to its Advertiser Friendly Guidelines which dictate what content is eligible for monetization in the app.
Creators have often expressed frustration at YouTube’s regulations on this front, and the various changes in policy and approach, as it can immediately cut them off from monetization opportunities if a video falls foul of the rules.
The guidelines essentially cover illegal and offensive content, but in terms of specific changes, YouTube is updating these elements:
- Adult content – Video thumbnails containing adult links, bad language and adult material will not be eligible for monetization.
- Violence – Content showing dead bodies without context, game violence directed at real people and ‘videos showing an implied moment of death’ will not be eligible for ad revenue. YouTube will also demonetize acts that are created ‘to intentionally shock and disgust’ within the context of violent acts.
- Harmful or dangerous acts – Dangerous acts or stunts featuring minors as participants or victims may not receive ad revenue. This is an important focus given the rise in child deaths as a result of participating in dangerous online challenges.
- Inappropriate language – YouTube says that all varieties of profanity will now treated equally, and will not be differentiated based on levels of severity – though YouTube does also note that it’s not treating words like ‘hell,’ and ‘damn’ as profanity anymore. Though this is a little weird: ‘Content where profanity is used AFTER the first 8 seconds may receive ad revenue. However, if profanity is used in the first 8 seconds of the video, then it will not monetize.’ Right.
- Drug-related content – In addition to the existing rules around the display and discussion of illegal drugs, drug use and/or mentions of drugs in gaming content will now also trigger de-monetization.
- Enabling dishonest behavior – This is a new guideline designed to tackle the rising spate of prank videos where people impersonate store employees. YouTube says that pretending to be a retail store employee without the property owner’s permission will now also trigger demonetization. Another aspect within this category is cheating in video games, with the use of hacking software in competitive e-sports now also against the rules.
As you can see, YouTube’s guidelines are evolving in line with shifting creator behaviors and activities – though some, at least to my reading, still seem a little confusing, and are likely to cause angst among some creators.
Like, the no profanity in the first 8 seconds one – that seems a little bizarre, but the idea is that if profanity isn’t the focus of the entire clip, then it’s more acceptable to ad partners.
Here’s an overview of YouTube’s ad guidelines around profanity.
Crystal clear, right? Anyway, that’s what the rules state.
On a separate front, YouTube has also announced that it’s rolling out a mobile version of Research in Analytics on the Studio mobile app, which will include additional features not available on the desktop version.
“Creators with early access to this mobile version will see insights like top searches on YouTube, content gaps, and watch activity for topics based on their audience’s interests. To start, the insights will be limited to activity from U.S.-based viewers.”
YouTube rolled out Search Insights on desktop back in April, and this expansion will bring the mobile version largely into line, along with, as YouTube notes, some additional analytics tools to help maximize 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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