Like all social platforms, YouTube has seen a significant rise in usage in 2020, with the COVID-19 lockdowns pushing more people to find alternate entertainment sources to their usual, in person social events.
But YouTube is also a little different in that its focus is video content, as opposed to social elements. So while you can comment and engage on YouTube clips, making it, technically, a social media platform, the majority of user attention is on the content itself. Which actually makes YouTube more like traditional TV – and it’s becoming more and more like a regular TV alternative over time.
Indeed, these days, kids don’t watch regular TV – their favorite programs are created by YouTube celebrities, who focus on increasingly niche elements and appeal to more specific audiences. More adults, too, are now watching YouTube in preference to regular channels – in fact, YouTube says that watch time of YouTube content on TV screens jumped 80% year over year.
The benefit of that, for marketers, is that as more people switch over to YouTube, more businesses can run TV-like promotions, at a fraction of the cost of a traditional broadcast campaign, and with a might higher degree of targeting. Done well, that can be hugely effective – and this week, YouTube has added some new elements to help further hone your YouTube ad campaigns, including advanced data insights and new category targeting.
First up, on targeting – to give marketers more options in where they place their YouTube ads, YouTube’s adding dynamic lineups, which segment videos based on their content, with YouTube’s machine learning systems now able to better determine what each video is about.
As explained by YouTube:
“Advanced contextual targeting is the next generation of content targeting on YouTube. It uses Google’s machine learning to better understand each channel on YouTube, including analysis of video imagery, sound, speech and text. This allows us to create lineups that are scalable across content based on specific topics, cultural moments or popularity.”
That provides even more targeting options – so instead of targeting broad-reaching categories like “home” or “lifestyle”, dynamic lineups enables you to hone in further, on say “home and garden” or “home improvement” instead.
“This means better access to customers with unique interests and needs-all with the brand suitability controls that are most important for your business.”
That could make it easier to get your message in front of more receptive, responsive audiences, and as Google’s systems evolve, that targeting will only improve, enabling more focus – which ideally means spending less to reach the right audience segments.
YouTube’s also expanding its data partnership with Nielsen to help marketers in more regions reach the right audiences.
Late last year, YouTube announced that had integrated Nielsen TV data into its Reach Planner, which enables marketers to get a broader view of audience trends, and plan against TV demographics. Essentially, this provides more oversight as to where your target markets are watching, facilitating better planning and placement for your campaigns.
And now, YouTube will add Nielsen’s Total Ad Ratings for advertisers in the UK and Italy, in addition to the US.
YouTube says that the additional data insight has already helped many brands maximize their campaigns:
“PepsiCo Beverages, turned to YouTube to drive scale and extend reach of Pepsi’s “Gift it Forward” Holiday campaign. The campaign did not disappoint – YouTube drove new brand buyers during the holiday season to the unique audience we wanted to reach.”
In addition to this, parent company Google is also adding new options for programmatic deals in Display & Video 360 campaigns, while it’s also extended its similar audience functionality to the same, for more advanced video advertisers.
As noted, these new tools could help further hone in your YouTube ad campaigns, and reach the right audience for lower cost.
Meta’s Developing and ‘Ethical Framework’ for the Use of Virtual Influencers
With the rise of digital avatars, and indeed, fully digital characters that have evolved into genuine social media influencers in their own right, online platforms now have an obligation to establish clear markers as to what’s real and what’s not, and how such creations can be used in their apps.
The coming metaverse shift will further complicate this, with the rise of virtual depictions blurring the lines of what will be allowed, in terms of representation. But with many virtual influencers already operating, Meta is now working to establish ethical boundaries on their application.
As explained by Meta:
“From synthesized versions of real people to wholly invented “virtual influencers” (VIs), synthetic media is a rising phenomenon. Meta platforms are home to more than 200 VIs, with 30 verified VI accounts hosted on Instagram. These VIs boast huge follower counts, collaborate with some of the world’s biggest brands, fundraise for organizations like the WHO, and champion social causes like Black Lives Matter.”
At first glance, you wouldn’t necessarily realize that this is not an actual person, which makes such characters a great vehicle for brand and product promotions, as they can be utilized 24/7, and can be placed into any environment. But that also leads to concerns about body image perception, deepfakes, and other forms of misuse through false or unclear representation.
Deepfakes, in particular, may be problematic, with Meta citing this campaign, with English football star David Beckham, as an example of how new technologies are evolving to expand the use of language, as one element, for varying purpose.
The well-known ‘DeepTomCruise’ account on TikTok is another example of just how far these technologies have come, and it’s not hard to imagine a scenario where they could be used to, say, show a politician saying or doing something that he or she actually didn’t, which could have significant real world impacts.
Which is why Meta is working with developers and experts to establish clearer boundaries on such use – because while there is potential for harm, there are also beneficial uses for such depictions.
“Imagine personalized video messages that address individual followers by name. Or celebrity brand ambassadors appearing as salespeople at local car dealerships. A famous athlete would make a great tutor for a kid who loves sports but hates algebra.”
Such use cases will increasingly become the norm as VR and AR technologies are developed, with these platforms placing digital characters front and center, and establishing new norms for digital connection.
It would be better to know what’s real and what’s not, and as such, Meta needs clear regulations to remove dishonest depictions, and enforce transparency over VI use.
But then again, much of what you see on Instagram these days is not real, with filters and editing tools altering people’s appearance well beyond what’s normal, or realistic. That can also have damaging consequences, and while Meta’s looking to implement rules on VI use, there’s arguably a case for similar transparency in editing tools applied to posted videos and images as well.
That’s a more complex element, particularly as such tools also enable people to feel more comfortable in posting, which no doubt increases their in-app activity. Would Meta be willing to put more focus on this element if it could risk impacting user engagement? The data on the impact of Instagram on people’s mental health are pretty clear, with comparison being a key concern.
Should that also come under the same umbrella of increased digital transparency?
It’s seemingly not included in the initial framework as yet, but at some stage, this is another element that should be examined, especially given the harmful effects that social media usage can have on young women.
But however you look at it, this is no doubt a rising element of concern, and it’s important for Meta to build guardrails and rules around the use of virtual influencers in their apps.
You can read more about Meta’s approach to virtual influencers here.
Meta Publishes New Guide to the Various Security and Control Options in its Apps
Meta has published a new set of safety tips for journalists to help them protect themselves in the evolving online connection space, which, for the most part, also apply to all users more broadly, providing a comprehensive overview of the various tools and processes that it has in place to help people avoid unwanted attention online.
The 32-page guide is available in 21 different languages, and provides detailed overviews of Meta’s systems and profile options for protection and security, with specific sections covering Facebook, Instagram and WhatsApp.
The guide begins with the basics, including password protections and enabling two-factor authentication.
It also outlines tips for Page managers in securing their business profiles, while there are also notes on what to do if you’ve been hacked, advice for protection on Messenger and guidance on bullying and harassment.
For Instagram, there are also general security tips, along with notes on its comment moderation tools.
While for WhatsApp, there are explainers on how to delete messages, how to remove messages from group chats, and details on platform-specific data options.
There are also links to various additional resource guides and tools for more context, providing in-depth breakdowns of when and how to action the various options.
It’s a handy guide, and while there are some journalist-specific elements included, most of the tips do apply to any user, so it could well be a valuable resource for anyone looking to get a better handle on your various privacy tools and options.
Definitely worth knowing either way – you can download the full guide here.
Twitter bans account linked to Iran leader over video threatening Trump
Iran’s supreme leader Ayatollah Ali Khamenei meets with relatives of slain commander Qasem Soleimani ahead of the second anniverary of his death in a US drone strike in Iraq – Copyright POOL/AFP/File Tom Brenner
Twitter said Saturday it had permanently suspended an account linked to Iran’s supreme leader that posted a video calling for revenge for a top general’s assassination against former US president Donald Trump.
“The account referenced has been permanently suspended for violating our ban evasion policy,” a Twitter spokesperson told AFP.
The account, @KhameneiSite, this week posted an animated video showing an unmanned aircraft targeting Trump, who ordered a drone strike in Baghdad two years ago that killed top Iranian commander General Qassem Soleimani.
Supreme leader Ayatollah Ali Khamenei’s main accounts in various languages remain active. Last year, another similar account was suspended by Twitter over a post also appearing to reference revenge against Trump.
The recent video, titled “Revenge is Definite”, was also posted on Khamenei’s official website.
According to Twitter, the company’s top priority is keeping people safe and protecting the health of the conversation on the platform.
The social media giant says it has clear policies around abusive behavior and will take action when violations are identified.
As head of the Quds Force, the foreign operations arm of Iran’s Revolutionary Guards, Soleimani was the architect of its strategy in the Middle East.
He and his Iraqi lieutenant were killed by a US drone strike outside Baghdad airport on January 3, 2020.
Khamenei has repeatedly promised to avenge his death.
On January 3, the second anniversary of the strike, the supreme leader and ultraconservative President Ebrahim Raisi once again threatened the US with revenge.
Trump’s supporters regularly denounce the banning of the Republican billionaire from Twitter, underscoring that accounts of several leaders considered authoritarian by the United States are allowed to post on the platform.
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