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YouTube Tests New Shorts Logo, Provides Tips on How to Get Videos Featured in Shorts Feed

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YouTube is working on the next iteration of Shorts, its TikTok-like short video feed, with a new icon for the function now being tested in the Android app.

YouTube Shorts icon

You can see the new Shorts icon beneath the main YouTube logo, alongside the categories listing for Shorts clips. 

The icon was spotted in testing by Android researcher @WFBrother (and shared by Matt Navarra), and could point to the next stage for the function, which may also be part of a broader roll-out of the platform’s short video feed.

YouTube officially announced the launch of Shorts in India late last month, where it’s looking to fill the gap left by the removal of TikTok in the region. 

YouTube Shorts

As you can see here, where the option is available, Shorts clips are made discoverable on the front page of the YouTube app, via what YouTube’s calling the ‘Shorts Shelf’, a side-scrolling display of clips in the main feed. Indian creators also have access to the Shorts Camera, via the + icon on the bottom bar, which includes additional quick editing functions like speed controls, timers, and options to add music to your clips.  

But even if you’re not in India, and you’re not able to access the dedicated Shorts Camera function, you can still have your content featured within the Shorts row in the app – while YouTube’s also testing a new section in other regions which will highlight “videos created from the Shorts camera, as well as any vertical video up to 60 seconds” that’s been uploaded to the platform.

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As explained by YouTube

“You can still make your video eligible for the Shorts shelf and feed, all you need to do is make sure that it’s 60 seconds or under, and shot in the vertical format.”

YouTube’s Creator Insider channel has also provided some additional tips on how creators can maximize their Shorts, which could help boost exposure for their content.

  • Adding the hashtag #Shorts to the title of your short video clips will increase your chances of appearing on the Shorts shelf
  • Creators should keep their short clips “highly visual and highly accessible”. Because people who see your Shorts might not be channel subscribers, creators should also avoid using any inside jokes, while you also shouldn’t spend too much time on ‘creating memes or titles, just make sure that you’re getting your message out there, keep it short and keep it sweet.’
  • YouTube also notes that your shorts video clip will also be available as standard YouTube videos as well, so creators need to consider whether the content fits into their regular programming schedule, and where it might fit into your broader channel content

There’s no word yet on when YouTube will look to launch Shorts in all regions, but given the ongoing development, you can expect to see it coming some time soon – I would predict before Christmas in order to maximize usage over the holiday period.

Whether it ends up being a valuable tool for you will largely come down to how you use it, but with potential for exposure on the front page, it could be worth considering within your YouTube approach.

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At present, it looks as though you’ll need 10k subscribers to get access to the Shorts Camera, when it does become available, while YouTube says it’s looking at a broader roll out ‘in the coming months’. 

Socialmediatoday.com

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Snapchat Publishes New Report into the Importance of Privacy Tools in Facilitating Online Sharing

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Snapchat Publishes New Report into the Importance of Privacy Tools in Facilitating Online Sharing


Snapchat has published a new report which provides some deeper insight into the importance of online privacy, and the key concerns that users have in regards to the content that they share online.

The report, based on a survey of over 13,500 people in 11 markets, uncovers some valuable considerations for both platforms and marketers, and reinforces the logic behind some of the latest social app developments, in regards to increased user control, encryption, and more. It also sheds light on how such controls – or the lack of them – can influence people’s behavior online.

It’s an interesting overview – you can download Snap’s full, 28-page report here, but in this post, we’ll take a look at some of the key points.

First off, Snap notes that both Snapchatters and non-Snap users are concerned about online privacy, with 81% of respondents noting that online privacy is important. At the same time, only 65% indicated that they’re satisfied with their current privacy options.

That’s a key gap in the current digital connection process which underlines the need for increased control measures on this front, and more options, like private messaging and audience controls, to help reassure users.

Which is the next key point – the report highlights the three key benefits of digital privacy, based on responses.

Snapchat privacy report

Each aspect facilitates more open communication, and without relevant measures in place, social platforms are not able to cater to these needs.

Self-expression is one of the most important elements, with users feeling more free to communicate when they’re comfortable with the available privacy tools and options.

Snapchat privacy report

Indeed, the majority of respondents indicated that privacy concerns impact what they share online, and how they communicate.

Snapchat privacy report

It’s an interesting consideration – originally, with the arrival of MySpace, Twitter and Facebook, there was a new sense of freedom and capacity to share your voice, and connect with like-minded people around the world, based on shared interests. Over time, that’s gradually shifted, as more controversies and concerns have arisen from over-sharing or past post insights, which has seen more people become more enclosed once again, and shy away from public sharing.

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Which makes sense, but it also means that what we see online is often not representative of the breadth of views out there, because many people are concerned about what sharing their thoughts and opinions could mean, and how it could potentially be used against them. Which is why more privacy controls can open up greater levels of expression and engagement, and why more people are looking to advanced tools, like messaging encryption, to gain that extra level of assurance.

Which is also why Snapchat has been able to maintain and grow its audience, despite rising competition in the space.

Snapchat privacy report

Snapchat has always presented itself as a key alternative for more intimate, private discussion, a place for friends to connect, not to broadcast your life to the world. And while that is also more restrictive, in a content sense, Snap’s approach has clearly resonated with a lot of people, and enabled it to carve a niche in the broader social and messaging space.

The report also goes into depth on the full reasons that influence how and why people share on social, and the tools that people rely on to enhance their experience.

Snapchat privacy report

There are some interesting insights and considerations here, which, as noted, largely reflect the latest social media innovations in improved audience controls, evolving private messaging tools, safety functions, reporting and more.

Without these elements, people simply won’t share, and won’t engage online at the same rate. And as we move into the next stage of digital connection, where we’re likely to spend even more time online, and potentially expose even more of ourselves, such measures will remain critically important in order to keep people safe.

See also  Facebook Experiments with Removing Data on Individual Stories Viewers

You can read Snapchat’s full ‘Global Perceptions of Privacy’ report here.



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New Report Underlines the Importance of Social Media in Connecting with Gen Z Consumers

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New Report Underlines the Importance of Social Media in Connecting with Gen Z Consumers


Consumer expectations are rising, as is the importance of shared brand values, according to the latest data from market research provider Qualtrics.

To glean some insight into the shifting state of customer expectations, Qualtrics surveyed 9,000 consumers, across a breadth of age brackets, to measure the variance in importance on a range of measures between Gen Z, Baby Boomers and everything in between.

The findings highlight some key considerations for all brands – first off, the data indicates that Gen Z is the most likely to be upset by a negative interaction with a company.

Gen Z is the generation least likely to report being happy with their customer experience (on a scale of upset to delighted). Gen Z was the most upset by their interactions with federal agencies (only 13% gave a positive rating), followed by investment firms and airlines. Gen Z gave the highest ratings to social media and retail stores.

Gen Z consumers have grown up with social media and eCommerce, and they increasingly expect brands to cater to their specific needs, while they also know that they have both the means to publicly criticize a company due to negative interactions, and the capacity to easily switch, with a simple online search providing a range of competitor brands.

That’s increased their expectations around customer service and response, and it’s important for brands to consider this in their engagement and actions.

Younger consumers also value public health response, with Gen Z respondents twice as likely as Baby Boomers to stop purchasing from a brand because they felt their safety measures were insufficient. Which also works the opposite way too.

Gen Z consumers also put more emphasis on brand values – potentially a side effect of the social media era – with younger shoppers almost three times as likely as Baby Boomers to say that they were very familiar with the brand values of the products they choose.

Qualtrics consumer survey

With brands now able to communicate more about their business online, that’s opened up more capacity for consumers to also get an understanding of their stances and approach, and that expanded capability to connect with a brand on a deeper level can be a very powerful draw to generate stronger bonds and business.

See also  Facebook Pushes Ahead with Plans for Full End-to-End Encryption of its Messaging Tools

Indeed, for Gen Z consumers, maintaining a social media presence was the second-highest ranked way for brands to maintain relevance. No other generation ranked social media presence in the top three.

If that insight doesn’t underline the importance of building and maintaining a social media presence, I’m not sure what will – younger consumers want to feel more connected with every business that they buy from, and social media is the key linkage that facilitates such for this group.

There’s a range of additional insights in the full report from Qualtrics, which you can check out here. Some key considerations for marketers, especially those looking to connect with younger audiences.



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Instagram Adds New Stickers and AR Features to Celebrate Lunar New Year

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Instagram Adds New Stickers and AR Features to Celebrate Chinese New Year


Instagram has added some new features to help users celebrate Lunar New Year, including new, themed stickers and a custom AR effect.

As you can see here, the new stickers commemorate the Year of the Tiger, with art by Hong Kong-based Ophelia Pang. The stickers provide a simple way to mark the event, which will be celebrated from January 31st to February 15th.

In addition, Instagram’s also added a #MyLNY2022 AR effect, which provides another way to engage with the celebration.

There’s actually a range of Lunar New Year effects available in the app, which you can find by using the search option at the end of the effects carousel.

Instagram released a similar set of Lunar New Year tools last year, which is part of its broader focus on maximizing engagement around cultural events.

 As explained by Instagram chief Adam Mosseri:

“When it comes to celebrating cultural moments, we want to be a platform where creators showcase their work.

Showcasing creativity is where Instagram is increasingly looking to align itself, as it works to differentiate the app from TikTok, which is more based on communal expression and meme-based sharing. If Instagram can put more focus on creative output, specifically, that could be a way to lean into the rising Web3 movement, in which, theoretically, creators could be better rewarded and celebrated for their work.

These Lunar New Year tools showcase the art of some creators, but the larger vision for Instagram is that it may be better placed to provide a platform for more artists in the same way, which could help it regain its momentum in the face of the TikTok challenge.

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You can check out Instagram’s Lunar New Year tools in the app.





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