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YouTube Outlines How ‘Shorts’ Views and Counted, and How They’ll Impact Channel Analytics

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youtube outlines how shorts views and counted and how theyll impact channel analytics

Are you looking to utilize YouTube’s new Shorts video option in 2021?

The platform’s TikTok-esque ‘Shorts’ video feed is still in the process of being fully rolled out, with only users in India currently able to access the full Shorts functionality, including the Shorts Camera upload option. But all users are able to upload Shorts clips right now, by sharing short vertical videos (up to 60 seconds in length) and including #Shorts within the title or description.

That could be another way to boost your distribution and reach on the platform, by getting your videos into the dedicated Shorts feed, which is now appearing for most users within the YouTube app.

YouTube Shorts

And as you can see here, some of these Short clips are clearly getting some big view counts.

But with Shorts clips being so… well, short, how are their views counted, and how does that then impact your overall channel analytics?

YouTube has provided some specific insight on this in a new Creator Insider video, which outlines how Shorts views are measured, and what creators need to note within the new process.

First off, on Shorts view counts – YouTube says that Shorts views are included within your regular view count data in your analytics: 

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“They are counted the same say for Shorts as for regular videos, so they also contribute to your channel-level view count and don’t get filtered out in any way.”

You can see how many views you get from Shorts in the ‘Traffic Source Type’ card on the ‘Reach’ panel within the ‘Analytics’ tab of YouTube Studio:

YouTube Shorts insights

YouTube notes that these specific Shorts views are from viewers who’ve swiped up to your video within the Shorts player, while those who’ve clicked on your Shorts clips from the Home tab would not be counted in the specific Shorts views data.

In terms of how Shorts views will impact your other stats, YouTube says that people could see shifts in their data, relative to how active they are with their Shorts clips, but that it shouldn’t cause any performance issues. 

“If you do have a lot of Shorts, your average view duration could go down because, of course, the videos are shorter. This shouldn’t hurt your channel performance in any way, it’s just, kind of, an attribute of the video. Same thing for click through rate – because most people will swipe to your video rather than click on it based on a thumbnail, that metric might also change, but again, it shouldn’t really impact your performance.”

YouTube also notes that it’s currently filtering Shorts views out from its revenue per mille (RPM) stats because Shorts views are not monetized, and leaving them in could be confusing for channel owners.

As noted, YouTube is still in the process of expanding the availability of Shorts to more regions, and as it does, it will become a bigger consideration for creators, and brands, across the platform. The insights here point to that next stage, in getting creators prepared for the next expansion of the option – which could be worth noting in your YouTube planning.

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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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