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YouTube Expands Access to Audience Behavior Insights, Adds New Creative Tools for Community Posts

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YouTube Expands Access to Audience Behavior Insights, Adds New Creative Tools for Community Posts

Good news for YouTube creators, with the platform throwing smaller channels a bone, by expanding access to its ‘Other Videos Your Audience Watched’ data.

As it sounds, ‘Other Videos Your Audience Watched’, which YouTube first launched in 2020, provides insight into the viewing habits of your audience, by showing you a listing of the videos that they watched in addition to your content over the previous seven-day period. That could help to identify key trends, and hone your strategy around rising interests.

Up till now, the feature has only been available to channels that met certain traffic thresholds, but now, YouTube is lowering those parameters to give more creators access to the data.

As explained by YouTube:

“We’ve talked to creators and we’ve heard that it can be frustrating when some YouTube analytics features are unavailable due to insufficient data, and we’re happy to announce that we’re bringing the ‘Other videos your audience watched’ feature to more creators who may not have hit previous data thresholds.”

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It’s a handy measure of broader trends, which could better inform your strategy.

In addition to this, YouTube’s also looking to bring filtering by content type – Shorts, VOD or Live – to this feature as well. So, for those of you creating Shorts content in a specific niche, you may soon have more directly accessible insight into key trends in your category.

On another front, YouTube’s also testing some new elements for community posts, including text filters and stickers for your channel updates.

YouTube Posts update

Which makes it look a lot like every other posting option in every other social app – which makes sense, given that such elements lead to habitual behaviors and expectations from users about how they communicate their ideas and updates.

But there may also be some unique elements in there to try out with your subscribers, including colorful, YouTube-specific stickers which point to key features.

YouTube says that a group of randomly selected creators who have access to the ‘Community’ tab are now able to test these new tools on Android, with iOS coming soon.

Finally, YouTube’s also adding another way to boost Shorts engagement, with a new chip in the mobile app that will enable users to search within Shorts clips only.

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YouTube Search update

As you can see here, the new ‘Shorts’ chip in YouTube Search, which is now available on iOS and Android, will enable users to narrow down their search to Shorts specifically. And with 75% of YouTube users now engaging with Shorts, that could be a popular option for those searching for specific DIY or product clips, or just for that one clip that they want to show their friends, but can’t recall the account name.

Really, Shorts creators are probably the biggest beneficiaries of these new updates, with the added trend insight and search capacity providing new ways to utilize Shorts in your process.

And again, with short-form video being the trend of the moment, it should be a consideration for all YouTube creators – maybe not as the key focus, but as a supplemental channel to promote your main YouTube presence.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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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.

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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.

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Catering to specific audience boosts your business, says accountant turned coach

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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.” 

“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.

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“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.

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Instagram Tests Live-Stream Games to Enhance Engagement

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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.

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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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