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YouTube Launches Updated Shorts Analytics, New Comparative Display for New and Returning Viewers

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YouTube Launches Updated Shorts Analytics, New Comparative Display for New and Returning Viewers

YouTube has rolled out some new tweaks and changes to help creators maximize their performance in the app, including updated Shorts analytics, new comparative audience tools in your performance stats, and updated resources for songwriters and musicians.

First off, on Shorts, the fastest-growing content format in the app. In order to help Shorts creators maximize the performance of their clips, YouTube is updating the design of Shorts analytics in its main app, which will bring it more into line with other Channel analytics tools.

As you can see in these examples, YouTube’s updating the visual display of its Shorts data, and including more specific insights up front, in order to help you get a quick snapshot of your Shorts performance.

The changes are more tweaks, but as noted, they’ll bring Shorts insights more into line with other elements of Analytics, and will help in managing your Shorts performance within your broader channel metrics.

YouTube’s also adding more advanced audience behavior data into YouTube Studio. Now, when you tap on the ‘See More’ prompt below the main chart in your ‘Analytics’ tab, you’ll be able to see ‘new’ and ‘returning’ viewer stats within the data listings, providing more specific notes on how different segments of your viewership are responding to your content.

YouTube analytics update

That will help you better understand how your audience is discovering your channel, and if they’re coming back for more.

These insights have always been available within your advanced Analytics stats, but the update brings it more upfront, which could help more Channel managers better understand viewer behavior.

You can read more about utilizing YouTube analytics here.

YouTube’s also updating its default badges for channel memberships.

YouTube Membership badges

As you can see here, now, if a Creator uses the default Channel memberships badge, it will appear as a star rather than an ‘S’ icon.

So stars instead of letters. Cool right?

Finally, YouTube has also updated its info listings for songwriters and artists.

YouTube musicians info

As you can see, YouTube’s songwriters’ mini-site is now presented in a new format, providing easy access to links and tools to help artists maximize their YouTube performance.

There’s also a listing of the top tracks in the app at any given time – globally or in your local market – which could also help in your strategic planning.

YouTube music listing

The updated format could help you access more relevant info for your approach – you can access the new songwriters’ mini-site here.

Overall, these changes are just tweaks, but they each provide a different level of utility for various creator segments.

Well, except for the Channel Membership badges – like, who cares if it’s a star or an ‘S’? Obviously, someone does, and for those people who find stars more appealing, this is a win.

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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

Looking to map out your content calendar for the year ahead?

This will help – Twitter has published its annual events calendar, which highlights all of the key dates and celebrations that you need to keep in mind in your planning.

The interactive calendar provides a solid overview of important dates, which could assist in your strategy. You can also filter the list by region, and by event type.

Twitter marketing calendar 2023

You can also download any specific listing, though the download itself is pretty basic – you don’t get, like, a pretty calendar template that you can stick on your wall or anything.

Twitter marketing calendar 2023

Twitter used to publish downloadable calendars, but switched to an online-only display a couple of years back. Which still includes all the same info, but isn’t as cool looking.

Either way, it may help in your process, as you map out your 2023 approach.

In addition to this, Twitter’s also published an overview of some of the major events that it’ll be looking to highlight in the app throughout the year, along with a pitch to advertisers, amid the more recent chaos at the app.

As per Twitter:

We’re moving more quickly than ever, and we’re still the place people turn to see and talk about what’s happening. A great example is the recent FIFA Men’s World Cup. We saw a whopping 147B impressions of event-related content on the platform, up nearly +30% from 2018. We also generated 7.1B views on World Cup video1, with everything from memes to nail-biter outcomes to history being made.”

There’s also this:

Not only is Twitter alive with content and conversation around big moments, but we are also growing. We saw global mDAU acceleration in Q4 to 253.1M, driven by an average sign-up rate of more than 1 million new daily users across Q42.”

That’s the first official usage stat Twitter has shared since Elon Musk took over at the app, and is a significant jump on the 238 million mDAU that Twitter reported in Q2 last year, its last market update before the sale went through.

It’ll be interesting to see if that usage level holds, as Twitter works through its latest changes and updates.

You can check out Twitter’s 2023 marketing calendar here.



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‘Stop the hate’ online, UN chief pleads on Holocaust Day

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A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day

A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day – Copyright AFP Michal Cizek

The UN secretary-general warned of social media’s role in spreading violent extremism around the globe as he marked Holocaust Remembrance Day on Friday, urging policy makers to help stop online hate.

Antonio Guterres said parts of the internet were turning into “toxic waste dumps for hate and vicious lies” that were driving “extremism from the margins to the mainstream.”

“Today, I am issuing an urgent appeal to everyone with influence across the information ecosystem,” Guterres said at a commemoration ceremony at the United Nations. “Stop the hate. Set up guardrails. And enforce them.”

He accused social media platforms and advertisers of profiting off the spread of hateful content.

“By using algorithms that amplify hate to keep users glued to their screens, social media platforms are complicit,” added Guterres. “And so are the advertisers subsidizing this business model.”

Guterres drew parallels with the rise of Nazism in 1930s Germany, when people didn’t pay attention or protest.

“Today, we can hear echoes of those same siren songs to hate. From an economic crisis that is breeding discontent to populist demagogues using the crisis to seduce voters to runaway misinformation, paranoid conspiracy theories and unchecked hate speech.”

He lamented the rise of anti-Semitism, which he said also reflects a rise of all kinds of hate.

“And what is true for anti-Semitism is true for other forms of hate. Racism. Anti-Muslim bigotry. Xenophobia. Homophobia. Misogyny”

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Weird of the Week

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Weird of the Week

What happened when six doctors swallowed Lego heads for science, and the results of Santa’s DNA test. Plus, is Dolly Parton really recording an album with Slipknot?

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