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YouTube Says That an Increasing Number of Viewers are Watching Videos at Faster Playback Speeds

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YouTube Says That an Increasing Number of Viewers are Watching Videos at Faster Playback Speeds

Do you ever watch YouTube videos at faster than normal speed?

It turns out, a lot of people do, with YouTube reporting that users ‘save an average of over 900 years of video time per day’ because they’re watching videos at faster speeds.

As explained by YouTube:

YouTube currently supports watching at 0.25x, 0.5x, 0.75x, Normal (the default), 1.25x, 1.5x, 1.75x, and 2x. As you can imagine, most people watch on the default speed, but we found that when people use this feature, the vast majority of the time they choose to watch a little bit faster – in fact, this feature was used to speed up content more than 85% of the time.”

YouTube says that 1.5x speed is the most commonly used alternative, followed by 2x as a close second and 1.25x at third.

“And for the perfectionists who like custom speeds, 1.1x was the most used speed. Just a little faster, but not too much.”

YouTube also notes that playback speeds get faster, in general, throughout the day.

In the morning, starting at 6am, playback speeds weren’t used as often, but users started to dabble with faster speeds as their day progressed. There was a slight dip in usage around dinnertime, between 7pm and 8pm, before picking up again later in the evening. Looking at usage of 1.5x speed, users watching videos on 1.5x started spiking between 9pm and 1am in their respective time zones.”

That makes sense. In our always-on, always-connected environment, people are constantly consuming media content, with rarely a gap in time where there’s not some form of media feeding into your ears, eyes or both.

The constant flood of material has already led to an evolution in the way that we consume such, with people getting more used to being able to skip ahead, while video content is also getting shorter and short, in alignment with audience attention spans.

In this context, faster playback options also fit in, with people trying to watch and react to more and more things all of the time, and speeding up that process can facilitate even more cramming, and align with evolving trends.

It may seem a little strange to consider that so many people are watching video playback with chipmunk-esque voices, but basically, no one has time to wait anymore – because in most cases they don’t have to. Which is an important consideration for brands.

I mean, you can’t create content with playback speed variability in mind, as such, but there could be some creative ways to mess with playback speeds to better lean into this behavioral shift.

Maybe speed up sections in your own presentation, or slow down elements to catch listener/viewer attention. You could also consider creative formats that lean into variable speeds, like stop motion, which could change in-line with different speed selections.

There’s not a heap you can do, directly, which can better align with this, but it is worth considering how short people’s attention spans now are, and how they’ll look to skip ahead and skim and move through content that doesn’t grab them straight away.

In other words, you need to be more aware than ever of the dangers of boring content. What’s interesting to you may not be as engaging to your audience, and it may be worth running your content through with your kids or other youngsters to see if/when they get bored with your presentation.

Some of that, of course, will be related to the topic, but the better you can get at assessing where the lulls are in your campaigns, the more you can lean into these behavioral shifts.

It’s an interesting point of note either way. You can read YouTube’s full playback speed overview here.

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Twitter Experiments with Reply Filters, Timeline Controls, and the Capacity to Search Your Tweet Likes

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Twitter Experiments with Reply Filters, Timeline Controls, and the Capacity to Search Your Tweet Likes

Amid the various large-scale changes at Twitter, the platform is also working on some smaller tweaks and updates, which may or may not ever get released, but could provide valuable functionality for many users.

First off, Twitter’s testing the ability to search through your Likes, so you can find out who, specifically, has liked your tweets.

That could help you glean more context when reaching out to someone, or just another way to understand who’s responding to your tweets.

And it could be particularly valuable as a research tool for marketers in understanding their audience and who they’re reaching with their tweets.

Twitter’s also testing a new way to filter your replies, which could be handy if you get a lot of responses to a tweet.

Tweet reply sorting

I mean, I’m not sure how many people are getting so many replies to their tweets that they need a filtering option, but for those that are, this could be a simple way to ensure you’re staying up on the most relevant responses and responders, to better manage your engagement.

Finally, Twitter’s also experimenting with new timeline settings, which would provide more control over your timeline and pinned lists.

Twitter timeline controls

Note also, in the middle screen, that Twitter’s developing an option that would enable you to hide your tweet view counts, which would provide another way to manage your activity in the app.

As noted, all of these are in test mode, with Twitter engineer Andrea Conway posting them for public opinion, before exploring further development. But they could be handy, and while they’re not game-changers as such (which may mean they get less priority), smaller tweaks and updates like this could be significant for certain users, and could make it easier to manage your tweet activity.

We’ll keep you updated on any progress.



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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

A fed-up accountant has spoken of his “disappointment” after his Facebook page was taken down AGAIN. Last July, we told how Suleiman Krayem feared …

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Twitter Tests New Quick Boost Option for Tweets

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Twitter Tests New Quick Boost Option for Tweets

Here’s the difficult thing with Twitter no longer having a comms department – now, there’s nowhere to go to confirm info about the app’s latest updates and features, and where each is available, etc.

Case in point – this week, Twitter appears to have launched a new in-stream boost option for tweets, which provides a quick and easy way to promote your tweet without having to launch a full ad campaign.

As you can see in these screenshots, posted by Jonah Manzano (and shared by Matt Navarra), the new boost option would be available direct from a tweet. You’d simply tap through, select a budget, and you would be able to boost your tweet then and there.

Which seems to be new, but also seems familiar.

It’s sort of like Twitter’s Quick Promote option, but an even more streamlined version, with new visuals and a new UI for boosting a tweet direct from the details screen.

Tweet boost

So it does seem like a new addition – but again, with no one at Twitter to ask, it’s hard to confirm detail about the option.

But from what we can tell, this is a new Twitter ad process, which could provide another way to set an objective, a budget, and basic targeting parameters to reach a broader audience in the app.

Which could be good, depending on performance, and there may well be some tweets that you just want to quickly boost and push out to more people, without launching a full campaign.

It could also be a good way for Twitter to bring in a few more ad dollars, and it could be worth experimenting with to see what result you get, based on the simplified launch process.

If it’s available to you. We’d ask Twitter where this is being made available, but we can’t. So maybe you’ll see it in the app, maybe not.

Thus is the enigma of Twitter 2.0.



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