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YouTube Launches Expanded Test of Channel Gifting to Help Creators Grow Their Audience

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YouTube has announced that it’s expanding its test of membership gifting to more users, after launching an initial trial of the option in Japan earlier in the year.

Just as it sounds, membership gifting enables users to buy channel memberships for others who may be interested in a certain creator or channel, but are not yet paying subscribers.

Though you don’t get any control over who actually gets your donated memberships.

As explained by YouTube:

With Memberships Gifting, your channel members can buy a set number of channel memberships [5, 10, 20] in a single purchase, that YouTube will “gift” out to other viewers in your live stream. Viewers who receive a gift membership, get 1 month of access to your channel membership perks like loyalty badges, custom emoji and more. Viewers who receive gift memberships do not pay any charges and as the creator, you receive your usual revenue share from each transaction.

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So YouTube’s system chooses who gets a donated membership, which is based on how non-subscribers interact with a channel. 

“For example, loyal viewers who are always watching and interacting with your content are more likely to receive gift memberships.”

Which may seem a little strange, but it’s designed to be a support measure for creators, not a gift for friends, as such.

When chosen to receive a donated membership, the viewers will be notified via a personal live chat message, as well as a follow-up email.

YouTube Channel Memberships

So you get to support a creator, and help them grow their channel, while it also introduces more people into that creators’ broader community, and encourages them to keep coming back.

Indeed, in its initial tests, YouTube says that membership gifting contributed to community building:

Since February, we have been testing Memberships Gifting with a small subset of creators in Japan. We’ve seen that viewers who receive a gift show appreciation and gratitude, both in text and in other monetization options. Additionally, we have seen that many users who receive a gift and try out memberships perks decide to stay and become a paying member.”

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It seems like a good option for creators to encourage, as a means to contribute to their channel, helping them to reach even more people with their content.

Though I get a sense that Japanese audiences may have a stronger sense of community spirit than those in western markets, who are likely less inclined to buy something for a stranger. But we’ll see.

YouTube says that a beta version of Channel Memberships Gifting is being launched with a small group of creators from today, with all creators to get access to the option ‘over the next several months’.

It’s worth noting that users need to opt-in on a stream to be eligible to receive a gifted membership, which you do by tapping the ‘Allow Gifts’ prompt in the chat on an eligible broadcast. Then you just hope you get lucky.

For creators, if you want to get early access, you can fill out this form to register your interest. 

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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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