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YouTube Expands Test of Product Tagging in Uploads, Providing Another Creator Monetization Option

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With all the major platforms now looking to integrate commerce options, YouTube’s expanding its test of third-party product tags, which enable chosen creators to tag products that are featured in their video clips, with the creator, at least at present, being paid by directly by YouTube for using these item highlights.

As you can see in this example, some creators are being prompted to tag products as shoppable items, without having to establish separate branded content deals for such.

“Viewers will be able to learn more about the products, and discover ways to purchase them without leaving YouTube.”

As reported by Business Insider, YouTube launched the first iteration of the program back in April, but more recently, it’s been inviting more creators into the fold. Over time, that’s expanding the amount of product tags within clips, which will help to raise awareness of the option, while it could also help to shift user behaviors around the process, and eventually, provide another pathway for monetization in the app.

It’s similar to Instagram’s product tagging process, which it also launched back in April, enabling creators to earn a commission from any direct sales generated as a result of their products tags.

Instagram product tags

Though as noted, YouTube’s system, at least right now, is not based on commission per sale, with YouTube instead playing a flat, monthly rate to creators for using the tool.

As per Business Insider:

“[One] creator was offered a minimum of $50 each month for using the feature, plus they could earn up to $0.08 each time a viewer clicked on a product tag and visited the product page. The cost-per-click rate YouTube is offering varies by creator and product based on a “number of factors,” the company told Insider, but declined to share more on the exact payment structure.”

Eventually, you would expect that YouTube would be looking to move to a direct affiliate program, with creators earning a cut from sales generated, establishing another ecosystem to facilitate monetization in the app, while also helping to expand its eCommerce push.

Though questions remain as to how much users actually want to shop in social apps, and how valuable such tags and in-stream buying options will be.

In-stream shopping has been a transformative trend in China, with some other Asian markets also taking to the more streamlined product display to purchase process. But thus far, western audiences haven’t been as quick to jump onto the trend, despite the overall rise in online shopping behavior.

Live-stream commerce is where most social apps are currently focused, with TikTok, Meta and YouTube all incorporating varying forms of live-stream shopping tools to align with impulsive shopping behaviors and modern engagement trends.

That could still become a thing, but the results thus far show that while consumers are researching products within social apps, they’re generally happy to purchase them on each company’s own website. Which could present a larger challenge here, in that it may reflect a distrust in the payment services offered within social apps, and in registering your bank details in connection with your in-app data.

I mean, when you consider the bad press around data sharing and privacy that’s been attached to Meta and TikTok in particular, that wouldn’t be surprising, while Chinese regulators have far more control over how such businesses operate in their region. That could be a key challenge for western platforms to overcome – or maybe, this is just a generational shift, and as younger consumers grow up, and have more spending capacity, in-stream shopping will become a more accepted, adopted behavior.

Either way, the jury’s currently out on the process, but what you can be sure of is that whatever one platform launches, the others will follow, as they all seek to offer the best revenue share deals for creators, in order to better align them to their apps.

If in-stream shopping catches on, TikTok could see big success with product tags and its Shop tools, as it has already in China, which is why Meta and YouTube have little choice but to offer the same, in case that happens, and they miss the boat on a key opportunity.

I don’t see it becoming a big thing right away, but you can expect in-stream buying to gain momentum over time, especially as more people have better, safer experiences in providing their payment details within each app.



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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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Twitter Tests Expanded Emoji Reaction Options in DMs

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Twitter Tests Expanded Emoji Reaction Options in DMs

Twitter’s looking to give users a broader set of emoji reactions for their DMs, while also, potentially, enabling personalization of your quick reactions display in the app.

As you can see in these mock-ups, shared by Twitter designer Andrea Conway, Twitter’s testing a new search option within the reaction pop-up in DMs which would enable you to use any other emoji as a reaction to a message.

An extension of this would also be the capacity to update the reactions that are immediately displayed to whatever you choose.

Twitter DM reactions

It’s not a game-changer by any means, but it could provide more ways to interact via DMs, and with more interactions switching to messaging, and more private exchanges, it could be a way for Twitter to better lean into this trend, and facilitate a broader array of response options in-stream.

Twitter’s working on a range of updates as it looks to drive more engagement and usage, including tweet view counts, updated Bookmarks, a new ‘For You’ algorithm, and more. Elon Musk has said that he can envision Twitter reaching a billion users per month by next year, but for that to happen, the platform needs to update its systems to show people more of what they like, and keep them coming back – which is what all of these smaller updates, ideally, build to in a broader approach.

But that’s a pretty steep hill to climb.

Last week, Twitter reported that it’s now up to 253 million daily active users, an increase on the 238 million that it reported in July last year. Daily and monthly active usage is not directly comparable, of course, but when Twitter was reporting monthly actives, its peak was around 330 million, back in 2019.

Twitter MAU chart

As noted in the chart, Twitter switched from reporting monthly active users to daily actives in 2019, but looking at the two measurements, it’s hard to imagine that Twitter’s monthly active usage is any more than 100m over its current DAU stats.

That means that Twitter has likely never reached more than 350 million active users – yet Musk believes that he can best that by close to 200% in a matter of months.

Seems unlikely – even at current growth rates since Musk took over at the app, Twitter would only be looking at around 500 million users, optimistically, by the end of 2024.

If it can maintain that. More recent insight from Twitter has suggested that user activity has declined since those early post-Musk purchase highs – but maybe, through a range of updates and tweaks, there could be a way for Musk and Co. to maximize usage growth, beyond what seems possible, based on the stats.

We’ll find out, and as it pushes for that next level, you can expect to see more updates and tweaks like this, with enhanced engagement in mind.  



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Tarte Influencer Marketing Criticized 01/31/2023

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Tarte Influencer Marketing Criticized 01/31/2023

With consumers obsessed over the price of a dozen eggs, could conspicuous consumption-driven influencer marketing falling out of favor? That is the question brands might be considering after the
backlash that cosmetics brand Tarte is receiving after a sponsored trip to Dubai. “Influencers were called out for appearing not …

Read the whole story at Marketing Brew »



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