SOCIAL
YouTube Launches 4K Plus and New Features for Sports Fans on YouTube TV
YouTube TV subscribers can now elevate their watching experience by adding on the new 4K Plus package, which includes 4K, downloads, unlimited streams, and more. YouTube hopes to excite sports fans with this upgrade, considering that some of the updates were inspired by frequent requests from the community.
YouTube Blog
YouTube saw 65% increase in watch time on TV screens of its sports videos (excluding live content) in 2020, which led to YouTube refreshing its Sports Platform – a hub for sports related news, statistics, and locally trending content. This summer, which is packed with major sports events, YouTube is seeking to elevate the live streaming experience of sports events as well.
As reported by YouTube:
“We’re excited to share more innovative features we’re bringing to YouTube TV – from new experiences to help you feel like you’re actually there, to navigation tools that help you quickly find your favorite events.”
The main hope for the 4K Plus package is to help people feel like they are actually present at the event. To aid that mission, YouTube is enabling 4K Plus subscribers to follow the action in 4K resolution, with unlimited number of streams, as well as 5.1 Dolby audio capabilities for all YouTube TV members – the last one being a direct answer to the highest request by users who wish to enhance their viewing experience with surround-sound audio. These additional features can help YouTube deliver a more theater-like experience, giving them a unique advantage over its competitors who are less focused on live event streaming.
YouTube TV has been a focus point for YouTube ever since it launched in 2017, and the reason for it is simple – over the last decade people have wanted more control over what, how, where, and when they watch video. In fact, in 2019, Google reported that YouTube was reaching more 18- to 49- year-olds than all cable networks combined as well as 86% of those who have either cut cable out of their lives or never even subscribed to begin with.
Now, YouTube wants to extend the level of control to its sports fans by enabling them to jump to the key moments while catching up on the live stream or watching the DVR recording later on, a feature already made available for news segments. YouTube is also adding a Medal count for event participants next to other relevant statistics, enabling viewers to get a better grasp on the overall performance of the countries going against each other. Users will also be able to search for any sport to add to their unlimited DVR space:
“Sports superfans can search for an entire league, just their favorite team, or record individual games or even tournaments. We’ve also recently added key plays directly to search on mobile, so if you want to find all the 3-pointers in your library, you can find them with one click.”
The updates are all about monetizing a passionate and active group of subscribers of YouTube TV. Most sports were paused or at least limited during the pandemic, leading people to revisit their favorite past events and building up a strong appetite for when live events would return. Sports fans are known for their passion, and now that their favorite events are returning with a fresh start, they become the perfect target audience for ads on TV as sports are rarely watched on smaller screens at home.
In fact, connected TV viewing rose in popularity during the pandemic as people sought for entertainment that enabled them to stay at home. This new pattern resulted in YouTube providing more tools for marketers who embraced the opportunity to run TV campaigns on lower budgets as well as adding ‘living room impressions’ to its analytics. This means brands and creators alike have an opportunity to reach more people and tailor their strategies to bring in more revenue.
4K Plus will be available for $19.99 a month, with first time subscribers who already have a YouTube TV account getting a free trial for 30-days and a special price of $9.99 a month for the first year.
Read the full details on the offer on YouTube Official Blog.
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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