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YouTube Launches New Video Ad Campaign to Promote Shorts Usage

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youtube launches new video ad campaign to promote shorts usage
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YouTube is looking to boost awareness of Shorts, its vertical-aligned, TikTok-clone within the app, with a new, global ad campaign that aims to showcase how people can use the option to add their own take on popular music trends.

As you can see here, the new Shorts ad campaign, which features popular musicians like The Weeknd and Camila Cabello, essentially spells out how people have been using TikTok for years, but with a YouTube-specific bent. Now, with Shorts available in all regions (in beta), people will be able to tap the ‘Shorts’ button when viewing a music video to quickly add their own take via Shorts, using sample audio from that clip.

Really, it’s an explainer on how TikTok trends work, which YouTube’s hoping will get more of its users interested in the option – and with music videos being among the most popular uploads on the platform, there does seem to be significant add-on opportunity in this respect.

Indeed, Shorts is already catching on. Shorts clips are already up to 15 billion daily views in the app, rising from 6.5 billion back in April, and many TikTok clips are actually gaining increased traction on YouTube, via compilation videos and alerts from top platform stars. Add to this the fact the YouTube is also going to start offering cash payments for top-performing Shorts and the building blocks all look to be in place for the option to become a bigger element – but will it actually stop users from switching over to TikTok instead?

Also, will Shorts really become a key element of the YouTube experience? 

It still feels like YouTube and TikTok serve very different purposes in terms of content consumption, and that having a separate TikTok-like element within YouTube won’t be enough to cater to this demand.

But maybe it will. Maybe, with payments and simplified access, and through this increased awareness push, YouTube users will actually start tapping in and swiping through their Shorts feed with more regularity, which could slow at least a proportion of users from heading to TikTok for the same. 

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Either way, YouTube seems intent on pushing ahead, and with Shorts gaining traction in India, in light of the TikTok ban in the region, it may well be its best avenue to align with user trends, and at least temper some of TikTok’s growth momentum, which is gradually burrowing through its audience. 

YouTube’s new Shorts ad campaign will run primarily across YouTube, YouTube TV, and on social media including Instagram, Snapchat, Twitter – and interestingly, on TikTok itself.

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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