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YouTube Announces Updated Monetization Guidelines, New Analytics Tools in the Mobile App

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

YouTube has announced an update to its Advertiser Friendly Guidelines which dictate what content is eligible for monetization in the app.

Creators have often expressed frustration at YouTube’s regulations on this front, and the various changes in policy and approach, as it can immediately cut them off from monetization opportunities if a video falls foul of the rules.

The guidelines essentially cover illegal and offensive content, but in terms of specific changes, YouTube is updating these elements:

  • Adult content – Video thumbnails containing adult links, bad language and adult material will not be eligible for monetization.
  • Violence – Content showing dead bodies without context, game violence directed at real people and ‘videos showing an implied moment of death’ will not be eligible for ad revenue. YouTube will also demonetize acts that are created ‘to intentionally shock and disgust’ within the context of violent acts.
  • Harmful or dangerous acts – Dangerous acts or stunts featuring minors as participants or victims may not receive ad revenue. This is an important focus given the rise in child deaths as a result of participating in dangerous online challenges.
  • Inappropriate language – YouTube says that all varieties of profanity will now treated equally, and will not be differentiated based on levels of severity – though YouTube does also note that it’s not treating words like ‘hell,’ and ‘damn’ as profanity anymore. Though this is a little weird: ‘Content where profanity is used AFTER the first 8 seconds may receive ad revenue. However, if profanity is used in the first 8 seconds of the video, then it will not monetize.’ Right.
  • Drug-related content – In addition to the existing rules around the display and discussion of illegal drugs, drug use and/or mentions of drugs in gaming content will now also trigger de-monetization. 
  • Enabling dishonest behavior – This is a new guideline designed to tackle the rising spate of prank videos where people impersonate store employees. YouTube says that pretending to be a retail store employee without the property owner’s permission will now also trigger demonetization. Another aspect within this category is cheating in video games, with the use of hacking software in competitive e-sports now also against the rules. 

As you can see, YouTube’s guidelines are evolving in line with shifting creator behaviors and activities – though some, at least to my reading, still seem a little confusing, and are likely to cause angst among some creators.

Like, the no profanity in the first 8 seconds one – that seems a little bizarre, but the idea is that if profanity isn’t the focus of the entire clip, then it’s more acceptable to ad partners.

Here’s an overview of YouTube’s ad guidelines around profanity.

Crystal clear, right? Anyway, that’s what the rules state.

On a separate front, YouTube has also announced that it’s rolling out a mobile version of Research in Analytics on the Studio mobile app, which will include additional features not available on the desktop version.

“Creators with early access to this mobile version will see insights like top searches on YouTube, content gaps, and watch activity for topics based on their audience’s interests. To start, the insights will be limited to activity from U.S.-based viewers.”

YouTube rolled out Search Insights on desktop back in April, and this expansion will bring the mobile version largely into line, along with, as YouTube notes, some additional analytics tools to help maximize your video performance.

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

Moore Digital, which assists nonprofit clients with fundraising, has named Adva Priso as chief strategy officer and Bonnie Huey as senior vice president of
digital media.

They are joining a team of “more than 70 top digital experts from across the for-profit and nonprofit industries, including strategists,
media planners and …



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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

Pinterest has posted its Q4 and full-year earnings for 2022, showing steady increases in both users and revenue, as it continues to build out its various offerings.

First off, on users, Pinterest added five million more active users – most of them coming from Europe – within the final measurement period of last year.

That’s a good sign for Pinterest, which actually lost users in early 2021, after the COVID-induced boom in eCommerce activity of the previous year, which saw the platform post record high usage numbers.

Many analysts and businesses seemed convinced that the COVID boost to online shopping would hold, even after the pandemic ended. That lead to companies like Meta, Google, Amazon and Twitter investing big into commerce solutions – but many of the staff they put on were eventually culled in the most recent round of lay-offs, because once physical stores re-opened, people actually did go back to shopping as normal, as opposed to continuing to rely on online options.

Pinterest felt that the most, but now, it’s steadily building back up again, as it continues to refine its solutions around evolving shopping behaviors. Which includes video content.

Pinterest’s big winner on this front has been Idea Pins, its Stories-like option which presents uploaded video in a swipeable, full-screen display.

Pinterest Ideas Festival updates

The emphasis on this format has helped boost the platform’s appeal with younger audiences, with Pinterest reporting that Gen Z was the fastest-growing demographic on the platform, increasing double digits year over year.

“Gen Z sessions grew much faster year over year than sessions from older demographics, while nearly half of all new videos pinned in Q4 were from Gen Z users.”

Pinterest also says that sessions continued to grow faster than MAUs, an indicator that it’s driving better engagement overall, while it also increased its overall video supply by 30%, another marker of the popularity of Idea Pins.

Because you can’t post video as a native pin anymore, only in Idea Pins (or paid ads), underlining the focus on the format, and Pinterest’s evolving usage.  

On the revenue front, Pinterest posted a 4% year-over-year increase, after bringing in $877 million Q4.

Pinterest Q4 2022

As you can see in this chart, Pinterest’s revenue is climbing steadily, though its revenue splits remain concerning:

Pinterest Q4 2022

Or maybe you see this as an opportunity, with Pinterest still able to potentially eek out a lot more revenue from regions outside of the North American market. Definitely, it’s got some work to do in that ‘Rest of World’ bracket.

But Pinterest is still developing, and is still expanding its ad and business offerings into new regions. So there is, indeed, potential there – yet the size of the gap here is a concern.

Still, there is growth, slowly but surely, and maybe, if you’re a believer, you can see more ways for Pinterest to generate much bigger revenues moving forward.

Pinterest remains focused on shopping, and highlighting relevant products to users, with its ever-evolving recommendation engine providing better content matches to more users every day. It’s also investing in live-stream shopping, a trend that all platforms hope will catch on in western markets, while it’s developing more presentation tools for Idea Pins to capitalize on that engagement.

In combination, these approaches are working – but at the same time, usage growth in your local market may have stalled, going on these charts.

And of course, while overall growth is interesting, what marketers want to know is whether their customers are there.

For this, you can use Pinterest Trends, which enables you to search for the most popular Pin trends by region.

Pinterest Trends

Tap into these with Idea Pins and you’ll likely be on the right path, based on these latest insights from the app.

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These Guys Are Stupid, And I'm Being Charitable

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These Guys Are Stupid, And I'm Being Charitable

Why do some organizations still solicit funds the way they did in the 1960s? You need to take a smarter marketing approach, or you’ll waste money like they do. I’m still getting about two bucks a month in cash from stupid, misguided charities that insist on sending me actual money in the mail. I get …

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