YouTube’s working on a new insights feature for YouTube Studio which will provide information on what people are searching for in the app, both in relation to your channel and content specifically, and for more general search queries.
Each element could be highly valuable for your content planning. Called ‘Search Insights’, the new feature, currently in testing, will eventually be available in your Analytics/Research tab, and will come with two separate tabs for query research.
The first tab will provide a listing of what your channel viewers are searching for – i.e. insights into what people who regularly view your content are also looking for on YouTube.
As you can see here, the tab will provide insights into the key topics of interest among your viewers, along with the overall search volume of each, and the amount of traffic that your channel has gleaned based on each query.
You’ll also note the ‘Content Gap’ marker – YouTube’s also adding the capacity to filter these listings based on search queries that don’t return a high volume of matches. The idea here is that by highlighting these queries, creators will then be able to focus on creating content that aligns with searches that are not currently being served by the videos available in the app, which could present new opportunities for your efforts.
On the second tab, ‘Searches Across YouTube’, you’ll be able to glean insight into the most common search queries based on any keyword – so if you wanted to know what the most common ‘how to’ searches are on the platform, you could enter ‘how to’ as a search term.
Narrow the listing to ‘Content Gaps only’, and the tool will then provide you with a list of some of the most searched ‘how to’ terms that are not currently being served by directly aligned videos.
In this query, using ‘chromebook’ as the keyword query, these are the most common Chromebook-related searches that don’t have a directly correlating YouTube video, which could highlight new opportunities for your approach.
It could be a very valuable tool, along similar lines to Google’s Search Console and Google Trends, providing more insight into what’s driving your YouTube channel traffic, ad how you can optimize your content efforts to align with these trends.
But it’s not live just yet. YouTube says that the new module is still in testing, with an expanded roll-out coming shortly.
Definitely one to look forward to for YouTube marketers.
Brand creatives: The forgotten workers struggling with burnout
Photo by Tim Gouw / Unsplash
The demand for quality content continues to rise and this is putting an added stress on creators. Analysts are predicting this year to be the longest selling season seen for many years. This presents little reprieve for creators.
While businesses everywhere are focused on work/life balance, that’s a luxury most creators do not have. Recently, Digital Journal posted an article about ‘hustle culture’ and the dangers this presents to employees in the long-term. Central to these concerns was burnout. Yet burnout is also an issue for the sell-employed and within this category, those working in the creative arts standout.
Social Media Creatives are people who carve out creative posts which are intended to be shared by a brand on their social media platforms, designed to help the brand to reach out more fully to their target audience.
Creator burnout encroaches on creator wellness, which is not only a threat to the creator, but also to brands and ultimately the consumer.
For example, 66 percent of creators indicated that burnout is affecting their mental health . The likelihood of this is related to the platform used. Here, Instagram is the leading platform driving burnout with 71 percent of respondents experiencing at least some level of burnout.
Another source of emotional strain is with constant platform changes. These were cited by the survey respondents as the leading cause of anxiety amongst 72 percent of respondents. Another area scoring high, with 64 percent of people, relates to a lack of quality and creativity. In turn this creates pressures, for 53 percent of the survey admitted their passion for content creation has decreased in the past year.
Pressure of work are manifest in the need to be only for prolonged periods of time. Hence other reasons for burnout included never turning off social media, the pressure of losing followers, and the pressure of earning a paycheck. These pressures are driving just under half (49 percent) of people to rely on alternative income streams to alleviate the stress and anxiety.
Although there are no ideal coping mechanisms, measures like dedicating specific times for posting and scheduling time off can help.
Commenting on the findings, Carissa Finders, Influencer Partnerships Manager, Awin Group tells Digital Journal: “There is a clear pattern of burnout among creators and many feel there is little support from social platforms to help them cope.”
This support, says Finders, should be led by brands, noting: “In order to combat the anxiety and burnout, brands will need to work closely with creators to develop the best resources for them to passionately create and engage their audiences. Our goal in working with our creators is to facilitate these brand partnerships to make sure the creation and execution of influencer campaigns continues to be as smooth as possible for both parties.”
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