SOCIAL
YouTube Launches New ‘New to You’ Discovery Prompts to Highlight Channels You’ve Never Seen
YouTube’s rolling out a new feature called ‘New to You‘, which is designed to help users discover content from channels that they’ve not previously viewed, but are aligned with their interests based on past viewing behavior.
The option is primarily focused on maximizing viewer engagement, but it may also help creators reach new audiences through targeted exposure.
As you can see here, users of the YouTube mobile app will soon start to see these new ‘New to You’ prompts appear in their top of feed ‘Explore’ recommendations. When tapped, users will then be taken to a listing of videos that are outside of their regular recommendations, expanding beyond the normal Explore listings.
Which is an important differentiation – as YouTube explains:
“Explore helps viewers on YouTube discover content in specific verticals, like Gaming or Beauty, or content that’s trending worldwide, but it’s not necessarily personalized to them. in other words, it doesn’t take their specific interests into account. But New to You is unique in that it is personalized to the viewer. So we try to take a balance between things we think you might be interested in plus things that are a bit further afield of what you’d typically watch.”
So it’s like Explore, but more specifically dedicated to uncovering new channels and creators to each individual user, aligned to their specific usage behavior and interests.
For viewers, that could help them uncover totally new channels and niche interests – and ideally, keep them on YouTube for even longer – while for creators, it may help them gain additional exposure among viewers who’ll be interested in their content, but would not have found them otherwise.
How effective the tool is will come down to how good YouTube’s algorithm is at linking up key viewer trends and habits, and showcasing new content based on those connections. If it’s able to highlight great stuff that you’d never even thought to look for, that could make it a valuable addition, but if the recommendations are too vague and untargeted, people won’t be tapping that button too much.
It’s an interesting experiment either way, and with so much content to choose from, it makes sense for YouTube to start recommending new content to users, and utilizing its full catalog where possible.
Now we await the next news story where a user has become radicalized after tapping on ‘New to You’ and being drawn into a conspiracy rabbit hole that they never knew existed.
New to You is rolling out from this week.
SOCIAL
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.
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.
SOCIAL
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.”Â
“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.
“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.
SOCIAL
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.
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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