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YouTube Expands its $100 Million Shorts Fund to 30 More Countries

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youtube expands its 100 million shorts fund to 30 more countries

After first announcing its Shorts Fund‘ back in May, which will see the platform pay out $100 million to top Shorts creators over time, in order to provide additional support, and motivation, for their efforts, YouTube has now announced an expansion of the funding program to Shorts creators in even more regions.

As per YouTube Chief Product Officer Neal Mohan, the Shorts Fund is now available in over 30 new regions.

YouTube Shorts Fund regions

Creators in these countries will now be able to get a piece of that big chunk of funding, with YouTube paying out between $100 and $10,000 each month to channels based on the performance of their TikTok-like Shorts clips.

But ‘performance’ in this context is not entirely clear:

“There’s no specific performance threshold to qualify for a bonus. The level of performance needed to qualify for a bonus payment may change from month to month based on various factors, including the location of your viewers and the overall growth of Shorts.”

So YouTube can’t say what you need to do to get that Shorts cash. But the idea is that by holding out the carrot of immediate cash payouts, that will motivate more YouTubers to at least give Shorts a try, which could keep them posting to YouTube, instead of migrating to TikTok instead.

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Facebook’s also trying the same, with a new Reels funding program, while Snapchat has seen good success with its Spotlight funding, which initially saw it paying out $1 million per day to incentivize Spotlight content.

But that did also sour fairly quickly. A few months into the program, Snapchat reduced its payout amounts, which impacted creators who had quickly built a reliance on funding. Some Spotlight creators have since reported delays in payment and other issues, which has left them feeling jilted by the app – so while it can be a solid lure (Spotlight rose to 125 million users), such programs can also backfire if creators end up working specifically for those payouts, and the platforms, when they look to reduce associated costs, haven’t established a process that can effectively replace that reduced income.

Which is an inherent challenge with short-form video. You can’t add pre or mid-roll ads to 30-second clips, so in order to generate more creator interest, the platforms are reliant on direct funding like this, in order to boost interest in such options. Ideally, that also buys them some time to establish new monetization routes – like brand partnerships or eCommerce listings – but if those pathways don’t solidify, there will come a time when creators will lose income as a result of any such changes.  

But still, the potential of $10k per month will no doubt generate major interest. And maybe, if YouTube can get more people posting Shorts clips, that will boost the option, and make it a bigger consideration, which, again, will keep its top stars at home, instead of considering TikTok instead.

And with TikTok rising to a billion users, its lure is strong, and you can bet that many creators, from many platforms, are also now at least dipping their toes in the TikTok waters, and eyeing its next developments to monetize their efforts.

Can Shorts offer similar reach potential – and will creators even care about Shorts, when they have TikTok instead?

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I mean, YouTube says that Shorts is already generating 6.5 billion daily views, so the potential is there. Maybe, then, through more funding options, it will become a bigger element of the app, and maybe YouTube will be better placed to lead the Shorts Fund into more paid options built into its broader platform offering.

You can read more about YouTube’s Shorts Fund here.

Socialmediatoday.com

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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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