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YouTube’s Added a New Option to Cut Your Long Form Videos into Shorts



YouTube’s Added a New Option to Cut Your Long Form Videos into Shorts

It’s not just Meta that’s leaning into short-form video, with YouTube also looking to encourage more short clips via a new option that will enable creators to convert segments of their existing long-form content into minute-long Shorts variations.

As you can see in this sequence, the new ‘Edit into a Short’ option will enable you to select a section of your regular video uploads to then cut into a bite-sized version.

That could make it much easier for a lot more YouTube creators to integrate Shorts into their process – and with 1.5 billion YouTube users now engaging with Shorts every month, it makes a lot of sense to do so, in order to build brand awareness and reach.

The Shorts conversion process will include all the regular Shorts editing tools, including text, timeline editor, filters, etc. You’ll also be able to add new video segments to your converted clips, or even include sections from your other videos to make up the 60 seconds.

Any Shorts that you do create via this process will also link back to the original long-form video/s, so that viewers can easily connect to the full content – which also happens if users create clips of a video using the ‘Cut’ option in the app.

YouTube Shorts Cut

That’s a key element in YouTube’s appeal over TikTok, in that YouTube already has a solid monetization framework in place for long-form content, while short clips are much harder to generate direct revenue from, as you can’t insert pre or mid-roll ads. As such, being able to drive traffic to your longer clips could eventually end up being a big winner for YouTube in the creator stakes.

TikTok creators are already unhappy with its Creator Fund, and the lack of lucrative revenue options. Driving more traffic back to your main content feed adds another community-building aspect to a broader YouTube monetization approach.

“Importantly, only you as the original creator will be able to import your long-form videos into Shorts as this tool is not available for other creators to use on your content.”


It’s a smart update, especially, as noted, given the rise of Shorts consumption, and broader user trends towards short-form video. And while Shorts is a copy of TikTok, the fact of the matter is that this is what users are currently engaging with, and if that’s what people want, and YouTube has it, why shouldn’t it look to capitalize on such, instead of ceding market share to the challenger app?

Building your YouTube channel is more valuable, more directly monetizable, and more scalable than building an audience on TikTok. You don’t get the ‘For You’ feed, but there are big benefits for creators in shifting to YouTube instead.

That’s not a major deal right now, given TikTok’s trending status. But as more big-name TikTok stars move into that next stage, where being a full-time creator becomes an actual, viable option, YouTube may well be the beneficiary, while TikTok works to keep them coming back.

The new Shorts editing option is rolling out now on iOS and Android devices.

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



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.”


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.


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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