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YouTube Partners with Ed Sheeran in New Promotion for YouTube Shorts

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While social platforms facilitate the creation of new influencers, with huge followings in their own right, there’s still a lot to be said for the lure of classic rock stars and movie heroes to help bring in audiences and spark interest in social apps.

YouTube is leaning into that this week, by partnering with musician Ed Sheeran to host previews of his latest songs exclusively in YouTube Shorts clips.

The initiative will see YouTube Shorts users get access to 14 new Ed Sheeran tracks ahead of their official release (on October 29th), while Shorts users will also be able to create their own #SheeranShorts takes for every track.

Which will no doubt bring a lot of Ed Sheeran fans to Shorts, and spark more interest in the option. YouTube notes that Sheeran is one of the top 10 most-subscribed-to artists on the platform (at 49.1m subscribers), and the expanded campaign seems like a good way to help maximize interest in YouTube’s TikTok-like option – which, ideally, will also help it keep users from switching across to TikTok instead.

Interestingly, TikTok is also using celebrities in its latest promo campaign, with The Rock and Heidi Montag taking part in its ‘Discover My World’ push.

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Again, there’s a lot to be said for the lure of big name stars, and while building a sustainable, beneficial creator ecosystem is also key to platform growth, these new campaigns will no doubt hold appeal with the millions of respective fans of these high profile users.

Will that help to boost interest in YouTube Shorts over the longer term? It’s hard to say whether Shorts has a place on YouTube specifically, but YouTube says that Shorts is already generating 6.5 billion daily views, and growing quickly in several markets.

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Maybe that will ensure that YouTube maintains its lead as the key online video platform of choice, while the platform’s advanced monetization structure for creators will also ensure that it’s well-positioned to capitalize on the new wave of creators that are seeking to maximize their revenue potential.

TikTok, too, is developing its own incentive programs, geared around eCommerce, but right now, YouTube is the leading platform for earnings, and could remain that way for some time.

That, YouTube will be hoping, is where it can beat out TikTok, by providing a more complete monetization pathway for creators. And if it can provide a viable TikTok alternative in Shorts, by building its audience, that could also add to the platform’s ongoing appeal.

Socialmediatoday.com

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SOCIAL

LinkedIn Adds New Features for Company Pages, Including Post Templates and Link Stickers

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LinkedIn has outlined its latest batch of updates for Company Pages, most of which had already been previewed in some capacity, but are now being rolled out on a broader basis.

First off, LinkedIn’s making its new post templates available to all company pages.

LinkedIn post templates

As you can see in these examples, LinkedIn’s post templates, as they sound, provide a range of visual enhancements for your LinkedIn updates, which could help to make them stand out in feeds.

LinkedIn originally launched post templates for individual users last month, but now, it’s making them available for Company Page updates as well.

As per LinkedIn:

Create engaging, actionable LinkedIn content easier than ever with customizable templates, available directly in the LinkedIn app, with no third-party tools required.”

I mean, I don’t know that these types of posts really fit with LinkedIn’s professional approach. But then again, as many have noted, LinkedIn is increasingly becoming more like Facebook anyway, with more personal posts and updates that are less focused on professional aspects.

And that seems to be working – LinkedIn’s parent company Microsoft keeps reporting ‘record levels of engagement’ in the app every quarter, so maybe this is actually a good, valuable addition.

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We’ll see how people feel about it when every other LinkedIn ‘thinkfluencer’ is posting using these templates. You can access post templates in the mobile app by tapping the ‘use template’ option in the post composer menu.

As an addition to this, LinkedIn’s also making its new link stickers available for Company Pages too, which could help to drive more direct response to your updates.

LinkedIn link sticker

On another front, LinkedIn will also now enable all Company Pages to pin comments beneath their brand posts.

LinkedIn Pinned Comments

The rollout for this feature also started last month, with some users seeing the option to pin comments in the app.

That could be a good way to spark more focused engagement, and highlight top fans, while you could also use this to simply boost interactions by pinning the comment with the most engagement at the top of the reply chain.  

As a reminder, LinkedIn Company Pages can also pin an update for similar purpose.

Finally, LinkedIn has also added a new Our featured commitments’ section for Company Pages, where brands will be able to showcase their most important values.

“Increasingly in today’s market, job seekers are evaluating potential employers based on their values. They’re interested in knowing where companies stand on issues that are important to them, such as DEI, work-life balance, sustainability, etc. To provide greater insight and connections, LinkedIn is enabling employers to highlight these commitments on their LinkedIn company page to define their talent brand and values.” 

Brands will be able to include up to five commitments in their featured commitments section, while you’ll also be able to host content that demonstrates the same, all of which will be displayed in a sub-panel in the ‘About’ section of your Page.

These are some potentially handy updates, with the link stickers and pinned comments standing out as likely the most valuable additions for LinkedIn page managers.

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Post templates I’m not as sold on, especially for brands – but then again, there may be ways to use these templates to improve the presentation of your posts, and maybe, that’ll increase overall engagement.

You can read about all of LinkedIn’s latest company page updates here.

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