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YouTube Taps into the Popularity of BTS to Boost its New ‘Shorts’ Option

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youtube taps into the popularity of bts to boost its new shorts option

After rolling out the next stage of its TikTok-esque ‘Shorts’ feature last week, which sees the beta version of the option now available in all regions, and making Shorts available to all US users last month, YouTube is now looking to take Shorts to the next level, as it seeks to fend off rising competition from TikTok on the short-form video front.

Today, YouTube has announced its first exclusive Shorts dance challenge, which will be tied into the launch of the new track by K-pop sensation BTS.

As per YouTube:

“Starting this Friday, anyone from across the globe can create a 15-second YouTube Short right from the YouTube mobile app, replicating the core dance moves from the “Permission to Dance” music video. The dance moves for this challenge are the “International Sign” gestures that the septet was seen doing in the music video, bearing the meaning “Joy,” “Dance” and “Peace”. 

Between July 23rd and August 14th, YouTube is inviting BTS fans to post their own version of the dance moves to Shorts, with BTS then selecting some of their favorite Shorts to be included in an official compilation video. Users need to include the hashtags #PermissiontoDance and #Shorts for their creations to be considered.

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Linking into BTS is a smart move by YouTube as it seeks to raise awareness of Shorts, and boost adoption with younger users.

Over the past 12 months, BTS’ videos have seen over 10 billion views on the platform, as the band continues to gain momentum, while BTS is also one of the top 5 most-viewed artists on YouTube this year.

“With 54 million subscribers on its Official Artist Channel, they are the third most-subscribed artist on YouTube. BTS has joined YouTube’s coveted billion views club on three different occasions with its hits DNA, Boy With Luv, and most recently Dynamite.”

That popularity will no doubt see more people giving this Shorts tie-in a shot, and if they subsequently have a good experience, and gain traction with their Shorts clips, that could help YouTube boost Shorts adoption, and steal some audience away from TikTok.

Which is a rising area of concern for both YouTube and Facebook collectively. TikTok has remained at the top of the app download charts for 18 months straight, and its traction with younger audiences has it well-positioned to become a key app for social media connection moving forward.

Which will see it become a bigger consideration for marketers, stealing ad dollars away from the incumbents, while also, potentially, making it a more important app in the lives of more users moving forward.

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We all know what happened when the youth switched from MySpace to Facebook, and Facebook is keen to avoid becoming past-tense, which is why both platforms are pushing to combat TikTok’s rise in any way that they can.

YouTube’s connection with BTS may be the best idea yet on this front, and while it likely won’t see Shorts steal a heap of TikTok’s thunder, it will increase awareness of the tool, and give it a better shot at winning out.

And if YouTube can also highlight its reach and monetization benefits to creators, that could end up delivering a bigger blow to TikTok, in the longer term.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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