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YouTube Launches Commercial Music Program for Creators, Expands Test of Disappearing Community Posts

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YouTube Tests Disappearing Community Posts, Expands Access to Membership Gifting

Just days after Meta announced that it’s launching a new Music Revenue Sharing program, which will enable creators to add licensed music into their content, YouTube has announced that it’s implementing the same, in a small early test pool.

As explained by YouTube:

We are starting to experiment with ways to grow creators’ music options for their content. This includes introducing the ability for creators to access our partners’ music while still being able to earn revenue on their videos. Right now we’re still building and testing with a limited set of creators, and will have more news to share in the coming months.”

Like Meta’s program, the initiative will see music rights holders take a cut of any revenue generated as a result of using their music within a creators’ clip. That could lead to some concerns with their music being attached to controversial content, though creators will be held to specific platform usage standards and requirements to qualify for the program.

Really, it’s not overly surprising to see YouTube implement a similar offering. If the music industry can establish a deal on one platform to generate more income, then it’s going to explore the same in every other app – which could mean that creators in all social apps will soon have a lot more options for the music that they can legally use in their content.

That could be a big improvement in the creative process, enabling more people to engage with viral music trends and shifts. It’s still early days, on YouTube in particular, but it could open up a lot more opportunities, which may also extend to brand use of commercial tracks at some point.

On another front, YouTube has also announced an expansion of its test of disappearing Community Posts on Android.

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As you can see here, with this new option, channel managers can create Community posts which disappear after 24 or 72 hours.

YouTube launched the initial test late last month, with more users now able to try it out.

“You can see if you’re in the experiment if an hourglass icon appears when you are creating a post – if you want to test it out, select the hourglass to choose when the post will expire. Once a post expires, it will show on your Community tab under the Archived filter (for only you to see).”

YouTube says that it’s now available to a small group of creators on Android – ‘though viewers on all devices will be able to see the expiring posts’.

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

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Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics

As it works to latch onto the short-form video trend, and negate the rising influence of TikTok, Meta has announced some new updates for Reels, across both Facebook and Instagram, including additional Reels insights, the expansion of the ‘Add Yours’ sticker, and ‘auto-created’ Reels clips. Yes, automatically created Reels videos.

Here’s how the new additions work.

The main addition is the expansion of the ‘Add Yours’ sticker from Stories to Reels, providing another way to prompt engagement from other users via Reels clips.

As you can see in these example images, you’ll now be able to post ‘Add Yours’ questions via Reels clips, while you’ll also be able to view all the various video responses to any prompt in each app.

It could be another way to spark engagement, and lean into the more interactive ethos of the short form video trend. Part of the appeal of TikTok is that it invites people in, with the participatory nature of the app essentially expanding meme engagement, by making it more accessible for users to add their own take.

Meta will be hoping that the ‘Add Yours’ sticker helps to facilitate the same, prompting more engagement with Reels clips.

Next up is auto-created Facebook Reels, which, as it sounds, will enable users to automatically convert their archived Stories into Reels clips.

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Reels updates

As you can see here, you’ll soon see a new ‘Create from Your Story Archive’ prompt in the Reels creation flow, which will then enable you to convert your Stories into Reels clips.

So it’s not exactly wholly automated Reels creation, as it’s just flipping your Stories clips into Reels as well. But it could provide another, simple way for users and brands to create Stories content, utilizing the video assets that they already have to link into the trend.

Worth noting that Meta also recently added a tool to convert your video assets into Reels within Creator Studio.

Meta’s also expanding access to its ‘Stars’ creator donations to Facebook Reels, which is now being opened up to all eligible creators.

Stars donations in Reels

Meta initially announced the coming expansion of Stars to Reels back in June, which will provide another critical monetization pathway for Reels creators. Short form video is not as directly monetizable as longer clips, where you can insert pre and mid-roll adds, so add-on elements like this are key to keeping creators posting, and fueling an ecosystem for such in its apps.

Stars on Reels will be available all creators that have maintained at least 1,000 followers over the last 60 days.

Meta’s also adding new Reels performance insights to Creator Studio, including Reach, Minutes Viewed, and Average Watch Time.

Reels updates

That’ll provide more perspective on what’s working, and what’s not, to help optimize your Reels approach – which could be especially valuable in the coming holiday push.

Lastly, Meta’s also expanding some Reels features that were previously only available in Instagram to Facebook as well.

Crossposting from Instagram to Facebook is now available to all Instagram users, while Meta’s also expanding its Remix option to Facebook Reels also.

Reels updates

As noted, Reels has become a key focus for Meta, as the short-form video trend continues to gain traction, and TikTok continues to rise as a potential competitor. By replicating TikTok’s main elements, Meta’s working to negate its key differentiation, which could ensure that more of its users don’t bother downloading a new app, and just stick with its platforms instead.’

Which, whether you agree with that approach or not, has proven effective. Reels content now makes up more than 20% of the time that people spend on Instagram, while video content, overall, makes up 50% of the time that people spend on Facebook.

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Meta additionally notes that it’s seen a more than 30% increase in engagement time with Reels across both Facebook and Instagram.

Meta doesn’t need to ‘beat’ TikTok as such (as much as it would like to), but it does need to dilute its significance if it can, and make it less appealing for users to have to start yet another new account, and re-build their friends list.

That’s why it’ll continue to replicate TikTok at every turn, because millions of people are currently not going to TikTok because of the presence of Reels in its apps.  

You can learn more about Meta’s new Reels updates here.

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