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YouTube Adds New Shorts Shelf to ‘Trending’ Tab to Highlight the Top Shorts Clips

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YouTube Adds New Shorts Shelf to 'Trending' Tab to Highlight the Top Shorts Clips

As it works to lean into the short-form video trend, YouTube has announced the addition of a new Shorts shelf display on the Trending page, which will highlight the best performing Shorts clips, in your region, at any given time.

As explained by YouTube:

“We’ve launched a Shorts shelf on the Trending page that will surface the most popular shorts by location. Shorts videos will be filtered out of trending results and will instead appear as a shelf. The goal here is to improve the user experience of the Trending page.”

As you can see in the example, the update will put more specific focus on the most popular Shorts clips, which should help to drive more traffic to the top content.

It’ll also assist in your research efforts, and understanding what people in your target market are watching on Shorts. And given the rising popularity of the option (Shorts clips have already surpassed 5 trillion cumulative views), it could be a good way to keep a finger on the pulse, and develop your own Shorts approach in the app.

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YouTube also added a Shorts Shelf in channel displays earlier this year.

In addition to this, YouTube’s also rolling out new Shorts tabs on desktop, tablet and the web, which will provide more ways for users to engage with Shorts clips.

Up till now, only the mobile app has had a dedicated Shorts section, but again, with the popularity of the option on the rise, YouTube’s now looking to integrate Shorts into all forms of the app.

Despite TikTok’s ongoing growth, YouTube remains the biggest threat to its ongoing success, with its more advanced monetization process working as a key lure for creators who may eventually feel constrained by TikTok’s more limited money-making options.

On TikTok, creators are reliant on its Creator Fund and eCommerce or brand partnerships, but on YouTube, creators can use Shorts as a supplement to their main channel, which then drives more people back to their longer-form content, within which they can sign up for in-stream and pre-roll ads to monetize their work.

In other words, on YouTube, you can get paid, consistently, for simply being a creator, while on TikTok, you’ll eventually need to move into other forms of sponsored content or product endorsement to generate anywhere near the same revenue levels.

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That could become a key sticking point, and while TikTok is still establishing alternate forms of monetization, YouTube is likely already stealing away some of its top talent with its more advanced monetization structure.

YouTube paid creators close to $15 billion in 2021. TikTok, meanwhile, generated around $4.6 billion in total.

Shorts may not be as good as TikTok, but as an additional avenue for driving traffic, that may not actually matter in the end.

YouTube’s new Shorts shelf in Trending is rolling out to users in the US, the UK, Canada, Australia, Brazil, Germany, India, France, Indonesia and MENA, with more regions to follow.


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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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