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YouTube’s Developing an Updated Shorts Player for Connected TVs, Along with Multi-Screen CTV Viewing

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YouTube Expands its 'Pre-Publish Checks' Tool to the Mobile App

YouTube Shorts has been a big hit for the platform, with the TikTok-like short-form video feed now driving over 30 billion daily views in the app.

And now, YouTube’s looking to better integrate Shorts into its expanded viewing options, with a dedicated Shorts player soon to be integrated into YouTube’s smart TV app, which will see its short clips hit the big screen in millions of homes around the world.

As reported by Protocol, YouTube is developing a new Shorts display for Connected TVs, which will frame Shorts clips in the middle of the big screen.

As reported by Protocol:

A mock-up slide presented to the audience of Google’s partner event showed a vertical video at the center of the screen, with the video’s title, the name of the song used in the clip and quick access to up-and-down thumbs off to the side.”

That’ll provide a better viewing experience for Shorts on the big screen, helping to lean into content consumption trends.

Which TikTok is also trying to incorporate. Many LG and Samsung Smart TV owners can already access the TikTok TV app, which utilizes a similar presentation format to this new YouTube display.

TikTok on TV

Though as Protocol notes, YouTube has a major advantage over TikTok on this front, with YouTube’s app installed on virtually every Smart TV.

Indeed, Connected TV (CTV) viewing is now YouTube’s fastest-growing content surface, with over 120 million people now consuming YouTube content on their home TV screens each month.

That could see this facilitate huge new audience reach capacity for Shorts clips – and with 75% of YouTube users now engaging with Shorts in some form, it could help to amplify the format to a lot more people, making it a bigger content consideration for YouTube creators.

Which would be a big win for YouTube.

A key element of YouTube’s Shorts push is that Shorts can be used as a supplementary promotion for a creators’ main YouTube channel, where they can generate significant income via YouTube’s Partner Program.

As TikTok well knows, monetizing short-form video is hard, because you can’t insert ads into short clips. That means that creators have less capacity to earn income from their TikTok or Shorts clips – but by using it as a means to drive viewers back to their main YouTube channel, that can be a much more viable monetization pathway.

Which could, eventually, see more TikTok stars take their talents to YouTube instead.

This is a key existential concern for TikTok, with creators already expressing their frustration at its fluctuating Creator Fund payments, while the structure of the app itself doesn’t lend itself to building a following, with the focus more on surfacing the latest trending clips, from any account.

Maybe, like Vine before it, TikTok will eventually lose its top stars to greener pastures instead. At present, most of the top names seem to be content at posting to TikTok and other apps, with TikTok more of a cross-promotion opportunity. But the signs suggest that many are shifting focus away from TikTok as a primary channel, which could lead to further concerns down the road.

Along with the expansion of Shorts to the TV app, YouTube’s also adding new YouTube Music features for connected TVs, including the ability to browse playlists, and add songs and albums to your YouTube Music library directly from the TV screen.

YouTube’s also working on a new ‘Mosaic Mode’, which will enable subscribers to display up to four live feeds on screen at one time, with the screen divided into quadrants.

Which, I can only imagine, will further scramble kids’ attention spans, and befuddle adults, as youngsters learn to take in four concurrent TV streams at one time.

Is that the future of media consumption? I guess, in many ways, we’re already consuming multiple content feeds at once, with the TV playing as you scroll through your mobile device, and potentially view videos and other content on two streams at once. What’s another one or two inputs in that mix?

I mean, soon you’ll be in the metaverse, watching a virtual video screen, as notifications pop-up at the side of your vision, or you may be wearing AR glasses that add another attention surface into the mix.

The evolution of human attention is happening before our eyes, and in this sense, YouTube’s multi-screen presentation probably makes a lot of sense.

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4 new social media features you need to know about this week

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New social media features to know this week


Social media never stands still. Every week there are new features — and it’s hard for the busy comms pro to stay up-to-date on it all.

We’ve got you covered.

Here’s what you need to know about this week.

LinkedIn

Social media sleuth Matt Navarra reported on Twitter that LinkedIn will soon make the newsletters you subscribe to through the site visible to other users.

This should aid newsletter discovery by adding in an element of social proof: if it’s good enough for this person I like and respect, it’s good enough for me. It also might be anopportunity to get your toe in the water with LinkedIn’s newsletter features.

Instagram

After admitting they went a little crazy on Reels and ignored their bread and butter of photographs, Instagram continues to refine its platform and algorithm. Although there were big changes over the last few weeks, these newer changes are subtler but still significant.

 

 

First, the animated avatars will be more prominent on profiles. Users can now choose to flip between the cartoony, waving avatar and their more traditional profile picture, rather than picking one or the other, TechCrunch reported, seemingly part of a push to incorporate metaverse-esque elements into the app.

Instagram also appears to have added an option to include a lead form on business profiles. We say “appears” because, as Social Media Today reports, the feature is not yet listed as an official feature, though it has rolled out broadly.

The feature will allow businesses to use standard forms or customize their own, including multiple choice questions or short answer.

Twitter

In the chaotic world of Twitter updates, this week is fairly staid — with a useful feature for advertisers.

The platform will roll out the ability to promote tweets among search results. As Twitter’s announcement points out, someone actively searching for a term could signal stronger intent than someone merely passively scrolling a feed.

Which of these new features are you most interested in? That LinkedIn newsletter tool could be great for spreading the word — and for discovering new reads.

Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.

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Twitter Tests Expanded Emoji Reaction Options in DMs

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Twitter Tests Expanded Emoji Reaction Options in DMs

Twitter’s looking to give users a broader set of emoji reactions for their DMs, while also, potentially, enabling personalization of your quick reactions display in the app.

As you can see in these mock-ups, shared by Twitter designer Andrea Conway, Twitter’s testing a new search option within the reaction pop-up in DMs which would enable you to use any other emoji as a reaction to a message.

An extension of this would also be the capacity to update the reactions that are immediately displayed to whatever you choose.

Twitter DM reactions

It’s not a game-changer by any means, but it could provide more ways to interact via DMs, and with more interactions switching to messaging, and more private exchanges, it could be a way for Twitter to better lean into this trend, and facilitate a broader array of response options in-stream.

Twitter’s working on a range of updates as it looks to drive more engagement and usage, including tweet view counts, updated Bookmarks, a new ‘For You’ algorithm, and more. Elon Musk has said that he can envision Twitter reaching a billion users per month by next year, but for that to happen, the platform needs to update its systems to show people more of what they like, and keep them coming back – which is what all of these smaller updates, ideally, build to in a broader approach.

But that’s a pretty steep hill to climb.

Last week, Twitter reported that it’s now up to 253 million daily active users, an increase on the 238 million that it reported in July last year. Daily and monthly active usage is not directly comparable, of course, but when Twitter was reporting monthly actives, its peak was around 330 million, back in 2019.

Twitter MAU chart

As noted in the chart, Twitter switched from reporting monthly active users to daily actives in 2019, but looking at the two measurements, it’s hard to imagine that Twitter’s monthly active usage is any more than 100m over its current DAU stats.

That means that Twitter has likely never reached more than 350 million active users – yet Musk believes that he can best that by close to 200% in a matter of months.

Seems unlikely – even at current growth rates since Musk took over at the app, Twitter would only be looking at around 500 million users, optimistically, by the end of 2024.

If it can maintain that. More recent insight from Twitter has suggested that user activity has declined since those early post-Musk purchase highs – but maybe, through a range of updates and tweaks, there could be a way for Musk and Co. to maximize usage growth, beyond what seems possible, based on the stats.

We’ll find out, and as it pushes for that next level, you can expect to see more updates and tweaks like this, with enhanced engagement in mind.  



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Tarte Influencer Marketing Criticized 01/31/2023

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Tarte Influencer Marketing Criticized 01/31/2023

With consumers obsessed over the price of a dozen eggs, could conspicuous consumption-driven influencer marketing falling out of favor? That is the question brands might be considering after the
backlash that cosmetics brand Tarte is receiving after a sponsored trip to Dubai. “Influencers were called out for appearing not …

Read the whole story at Marketing Brew »



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