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YouTube Shares New Insight into How to Use Shorts to Boost Your Channel Performance

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YouTube Shares New Insight into How to Use Shorts to Boost Your Channel Performance

YouTube has provided some new answers to key questions about Shorts, its rapidly growing short-form content option, which is now being viewed by over 1.5 billion YouTube users every month.

Tagging onto the rise of TikTok, which has compressed audience attention spans even more than ever, Shorts provides another way for YouTube creators to maximize their audience appeal and reach, which can then help to grow their overall YouTube presence.

In this new overview, YouTube product manager Pierce Vollucci, answers some of the most common questions that creators ask about Shorts, which could help you develop your own Shorts strategy.

The first question relates to the impact that creating Shorts can have on your regular uploads, and whether uploading Shorts might hurt overall performance.

Vollucci explains that, based on YouTube’s analysis, channels that create both Shorts and long-form video are performing better, overall, than those that aren’t investing time into Shorts.    

The channels that made Shorts actually seem to be growing faster. We anticipate that audience demand for short-form content is here to stay. This is a format that’s becoming increasingly popular, and the very reason we’ve been investing so much in more mobile-first creation tools and Shorts Discovery.”

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Of course, that’s probably the answer that you’d expect from YouTube, which wants to capitalize on short-form content however it can. But it does also make sense. As more people engage with short-form content, those clips can act as an ad, of sorts, for your main channel, which can then help you reach more users.

And with YouTube also expanding the presence of Shorts in the app, that means more opportunity to get your channel and content in front of more people.

Vollucci also discusses Shorts strategy, and how creators should look to get started with Shorts clips

“As a creator, you should think about which formats to use and how, and that’s about experimentation. Viewers love entertaining content, and that’s what’s going to get recommended. But, different viewers have different preferences, and different creators are more or less skilled at different formats. Try a bunch of different things, and make more of what works.”

In other words, it’s worth trying things out and seeing what sticks with your audience, and also what you’re better at making in your process.

Another question relates to the growth of Shorts, and whether concentrating on Short clips will then see your longer form content suffer in recommendations as a result.

Vollucci explains that the viewers that are watching Shorts aren’t always the same viewers watching longer form content.

“For context, when we first launched Shorts, we included all those Shorts videos in viewers’ watch history. So when viewers were going back out of Shorts, they started getting recommendations of really short videos which our system had learned from their watch history. At this time, this actually led to a lot of viewer complaints, as many people didn’t want a lot of Shorts videos in their homepage. For this reason, we separate Shorts and long-form watch history. So when someone discovers a new channel via Shorts, we’re not currently using that to inform what longer videos are recommended to them outside of the Shorts experience.”

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That’s pretty interesting insight – YouTube’s Shorts and long-form content recommendations are now split, so they don’t influence each other, which could be an important element in maximizing the reach and resonance of both for different audiences and different usage trends.

Vollucci also answers a question about the Shorts algorithm, and how many Shorts uploads it needs to be able to best understand and rank your Shorts content.

Vollucci says that every Short is given a chance to succeed, ‘no matter the channel or the number of videos on the channel’.

“Performance of a Short is dictated by whether or not people are choosing to watch and not skip a video in the Shorts feed. That audience engagement is often built over time, as opposed to happening instantaneously.”

So there’s no direct correlation between the number of Shorts uploads and how the algorithm displays your content to viewers. But the more you publish, the better you’ll be able to understand audience trends, and connect with different elements, in different ways.

Some valuable insight for YouTube creators, and those looking to get into Shorts – which, as noted, is currently the fastest growing video format in the app, and could present significant opportunities for your strategy.

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Snapchat Shares New Data on the Importance of Brands Supporting Inclusion and Social Causes

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Snapchat Shares New Data on the Importance of Brands Supporting Inclusion and Social Causes

Snapchat has published some new insights into how its users view inclusion and diversity, as well as how brands support social movements, in various ways.

To glean insight into this, Snapchat conducted a survey of over 5,000 users from the US, Canada, the UK, Germany, France, Norway, Netherlands, Sweden and Australia, providing a wide breadth of perspectives on how its audience is looking to interact around social issues and movements.

And the results are likely as you would expect, given the young skew of the app – Snapchat users are increasingly inclusive, and are more open to brands that align with their worldview on key issues.

According to Snap’s data, some 75% of Snapchatters would use the word ‘inclusive’ to describe themselves and their friends, while 90% would use the word ‘kind’.

I mean, self-attribution could be different to actual reality, as I assume most people would consider themselves to be relatively kind and inclusive. But even so, Snap’s further insights reinforce this ethos, and the importance of inclusion in their approach.

As per Snap:

“Snapchatters embrace all aspects of who they are, like the causes they care about, the music they love, and the content they create and share online. 8 in 10 say ‘It’s important for me to be true to myself,’ and Pride Month is a time to celebrate their freedom to do so.”

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Now, I had to double-check this a couple of times to ensure I wasn’t experiencing a glitch in the Matrix, but Pride Month was in June, and the new survey data was released today. I’m not sure why there’s such a focus on Pride Month given the timing, but the findings are relevant regardless, and could assist in your Snap planning.

Which may well be important, because the data also shows that nearly half of Snapchatters agree that all brands should reflect representation and inclusion.

“Over half of Snapchatters do research to tell if a brand cares about inclusion. In addition to checking to see if a brand has diverse and inclusive content, nearly 1 in 3 Snapchatters will read a brand’s mission statement and values. Likewise, many Snapchatters will look at the brand’s leadership to ensure the brand’s values are represented at an organizational level.

Snapchat inclusion survey

As has been highlighted in various Gen Z surveys and studies, the younger generation takes a much more socially conscious approach to the brands that they deal with, and it’s important for marketers to recognize this within their Snap marketing approach.

The data also shows that 64% of Snapchatters are interested in supporting brands that celebrate inclusion and diversity, while 35% said that they’re more likely to purchase products and services from brands they consider inclusive.

There’s also this:

“More than a quarter of Snapchatters said they would take action on a social issue, including doing further research, making a donation, or participating in an event if prompted by a brand.

So it’s not just the branding benefit of connecting with relevant social causes, and aligning with the perspective of your target market, but it can also help to encourage more activity and adoption of the same causes as a result of your promotions.

These are some interesting notes, which once again underline the brand value of being more upfront in regards to the causes and movements you align with, and promoting that up front, as opposed to keeping it to yourself in fear of turning some people away.

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Younger consumers want to know that they’re supporting businesses that support the same things they do, which can also help to broaden awareness, maximize inclusion and evolve perspectives.

Some important notes – you can read Snap’s full study here.

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