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YouTube’s Experimenting with New Search and Engagement Insights to Help Guide Your Content Strategy

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YouTube’s Experimenting with New Search and Engagement Insights to Help Guide Your Content Strategy

YouTube’s previewed some new analytics options coming to Creator Studio, which will provide more data on what your audience is interested in, based on their search and engagement activity, and how they’re interacting with different topics across the app.

The new elements will be part of YouTube’s ‘Search Insights’, which it first previewed late last year. YouTube released the first phase of Search Insights back in April, which provides more data on what people are searching for in the app, both in relation to your channel and content more broadly.

That can be helpful context for your planning, and now, YouTube’s adding even more depth to its Search Insights data, in order to help creators identify even more key trends and topics to guide their strategy.

The first new element is ‘Watch Interest’.

YouTube Watch Activity

As explained by YouTube:

“Currently, Search Insights on desktop only shows what viewers are searching for, but now, we’re adding ‘Watch Activity’ for a topic. Creators can now review top, rising or recent videos in a topic so you can get a sense for what’s new.”

So now you’ll be able to get a better sense of actual engagement trends within YouTube clips based not only on explicit searches, but also on what people are watching, and how they move from video to video based on recommendations.

That could fill a big hole in your content research, because while explicit search is a key discovery process in the app, many people do just tap from clip to clip, without entering a specific search term. Knowing what’s grabbing, and keeping attention in this context could add valuable depth to your strategic approach.

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YouTube’s also adding new insight into your audience’s watch activity on a given topic.

YouTube Watch Activity

The data will show you related elements of interest on a given topic, which could help to guide your strategic planning around what to create next to maximize appeal with your audience.

Finally, YouTube’s developing new personalized insights based on your audience’s unique interests or your saves.

YouTube Watch Activity

Saves can be a strong indicator of interest, and YouTube’s looking to provide even more engagement data to help in your planning, while it’ll also display interests in adjacent niches to help shine a light on more potential opportunities.

There are some interesting data points here, which could help to guide your strategy, and ensure that you’re tapping into the key trends that your audience, and others across YouTube, are looking for information on in your niche.

That could have a range of valuable applications, and the additional search data will help you formulate a more effective strategy that aligns with actual trends and interests, as opposed to relying too heavily on promotion and/or struggling to come up with relevant angles.

YouTube says that it’s experimenting with these new elements now, with the hopes of bringing them to all creators in the near future.

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Iran pop singer silenced, but his song remains a protest anthem

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Shervin Hajipour's song "Baraye" draws on the tweets of Iranians longing for a normal life

Shervin Hajipour’s song “Baraye” draws on the tweets of Iranians longing for a normal life – Copyright Indo-Tibetan Border Police (ITBP)/AFP –

David Vujanovic

Even though he has been silenced, Iranian pop singer Shirvin Hajipour’s impassioned song in support of protests over Mahsa Amini’s death in custody remains an unofficial anthem of the movement.

The song “Baraye” notched up 40 million views on Instagram before it was deleted when Hajipour was arrested, but he has since been freed on bail and has distanced himself from politics, likely as a condition for his release.

Baraye, the Persian word “For” or “Because”, is composed of tweets about the protests and highlights longings people have for things lacking in sanctions-hit Iran, where many complain of hardship caused by economic mismanagement.

It also draws on everyday activities that have landed people in trouble with the authorities in the Islamic republic.

“For the sake of dancing in the streets; Because of the fear felt while kissing; For my sister, your sister, your sisters,” the song’s lyrics say.

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“Because of the embarrassment of an empty pocket; Because we are longing for a normal life… Because of this polluted air.”

Baraye has been heard played loudly at night from apartment blocks in Iran to show support for protests sparked by Amini’s death on September 16, after the notorious morality police arrested her for allegedly breaching rules requiring women to wear hijab headscarves and modest clothes.

It was also sung with gusto by the Iranian diaspora at rallies in more than 150 cities around the world at the weekend.

In one clip shared by the New York-based Center for Human Rights in Iran, a group of schoolgirls without headscarves is seen singing Baraye in class with their backs to the camera.

The tune was removed from Hajipour’s Instagram account shortly after his arrest but is still widely available on other social media platforms, including Twitter and YouTube.

– ‘Because of forced Instagram stories’ –

Hajipour’s lawyer Majid Kaveh said he was released on bail at noon on Tuesday.

The reformist Shargh newspaper said his family had been informed of his arrest in the northern city of Sari on Saturday, in a report that cited his sister Kamand Hajipour.

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She had said in an Instagram post that her parents had been informed of his arrest in a call from the city’s intelligence ministry offices.

Shortly after his release, Hajipour was back on Instagram, but this time to apologise and distance himself from politics.

“I’m here to say I’m okay,” he told his 1.9 million followers on the platform.

“But I’m sorry that some particular movements based outside of Iran — which I have had no relations with — made some improper political uses of this song.

“I would not swap this (country) for anywhere else and I will stay for my homeland, my flag, my people, and I will sing.

“I don’t want to be a plaything for those who do not think of me, you or this country,” he added.

In response to his post, many on Twitter suggested the line “Because of forced Instagram stories” should be added to the lyrics of the song.

Human rights groups including Article 19 have repeatedly called on Iran to end its use of forced confessions, which they say are false and extracted under duress or even torture.

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In one recent case, a young Iranian woman, Sepideh Rashno, disappeared after becoming involved in a dispute on a Tehran bus with another woman who accused her of removing her headscarf.

She was held by the powerful Islamic Revolutionary Guard Corps and appeared on television in what activists said was a forced confession before being released on bail in late August.

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