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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.

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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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

YouTube has added a new time targeting element to its Masthead Ads, which will enable brands to display their promotions in key times leading up to key events.

As explained by YouTube:

In a time of multiple screens and countless ways to stay entertained, it can be challenging to get your audience’s attention. But even with so much content available at any time, people are drawn to moments they can experience together: a new movie release, a big game, a product launch, a holiday. And these are key opportunities to connect with a brand. Marketers, you know this well: you center advertising campaigns around the tentpole moments most likely to inspire your audience, shift perceptions or influence a purchase decision.”

YouTube’s Cost-Per-Hour Masthead enables brands to own the most prominent placement in the app during the hour(s) leading up to, during or after priority moments.

For example:

“[During the recent World Cup], McDonald’s Brazil turned to the YouTube Cost-Per-Hour Masthead. Their strategy was savvy: reach anyone in Brazil who was watching YouTube an hour before the Brazil vs. Cameroon match and remind them to pick up McDonald’s before the game started. This perfectly timed execution delivered tens of millions of impressions at the very moment fans were preparing for the match.

It could be a good way to hook into key moments, and build momentum for your campaigns, while also establishing association with key events and subjects.

“Just a few weeks ago, Xiaomi, the leading smartphone manufacturer in India, prepared to launch their highly anticipated Redmi Note 12 series via YouTube livestream. To drive viewership, Xiaomi ran the Cost-Per-Hour Masthead during the event. Not only did this activation drive scaled awareness, it led to over 90,000 concurrent livestream views. The Redmi Note 12 went on to generate a record number of first-week sales, making it one of their most successful launches to date.

It’s an expansive, but potentially significant targeting option, which could hold appeal for big brands looking to make a big splash around major events and releases.

You can learn more about YouTube’s Cost-Per-Hour Masthead process here.

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'Astonishing' New Cognitive Research Shows Gaining Knowledge, Learning New Skills, and Achieving Mastery Comes Down to the Rule of 7

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'Astonishing' New Cognitive Research Shows Gaining Knowledge, Learning New Skills, and Achieving Mastery Comes Down to the Rule of 7

While talent matters, the good news is we all learn at basically the same rate–and can “learn anything we want.” Think you don’t have the talent for entrepreneurship? For leadership? For programming, for design… for whatever pursuit you may want to, um, pursue? According to HubSpot co-founder …

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

Are you a small business owner or marketing manager, just getting started on building your social media strategy? Need to learn the basics before launching your first social media campaign?

In this infographic, Sprout Social shares social media tips broken down as follows:

  • Who uses social media?
  • What does social media do for you?
  • Define your goals
  • Targeting your audience
  • Choosing a platform
  • Social media metrics

Check out the infographic below to learn more.

How to Successfully Use Social Media: A Small Business Guide for Beginners

Sprout Social

 

 

 

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