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YouTube förhandsgranskar nya verktyg för att hjälpa kreatörer att visa upp värdet av sin kanal för varumärkeskampanjer

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YouTube Previews New Tools to Help Creators Showcase the Value of their Channel for Brand Promotions


YouTube’s looking to help more creators secure branded content deals via a new ‘MediaKit’ addition within YouTube Studio, which will help them better formulate their channel’s pitch for potential ad partners in the app.

As you can see in this screenshot, the new MediaKit display, which will soon be made available via the BrandConnect tab in YouTube Studio (for those who’ve signed up), will provide a shareable summary of your channel audience and viewer stats, including subscribers, unique viewers, average watch time per clip and more. Channel managers will also be able to update their channel bio in this display, which will not impact their public bio in the app.

The listing will also include more in-depth audience data, including demographics and audience interests.

YouTube MediaKit

Channel managers will also be able to select four featured videos to showcase in the display, while the listing will also highlight previous paid partnerships for additional reference.

This information will then be searchable by BrandConnect partner brands, for potential branded content deals, while channel managers will also be able to download the listing to PDF, which they can then also forward onto potential partners.

It’s a good addition, which will help YouTubers better showcase the potential value of their channels for brand promotions, which could help them secure more deals, while it will also give brands more choice as to their ad placements in the app, based on reach and shopping insights.

Which is a huge value add for YouTube, especially when you consider the rise of people viewing YouTube content on their home TV sets. More than 120 million people now watch YouTube content on their home TV sets every month, which has seen a surge in interest during the pandemic, and with that, YouTube can now effectively offer traditional TV ad resonance, with far more advanced targeting and focus.

That means lower cost, which means more businesses can now viably consider an alternative form of TV reklam- to promote their products and services. And with more creators listing more of this information, that further improves YouTube’s offering, while also, again, giving creators more opportunity to make more money from their YouTube clips.

Annons

YouTube says that the new MediaKit option will be rolling out to creators in the US, UK and Canada ‘over the next few months’.



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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

Messaging has become an increasingly important connective tool for many businesses and consumers, with more than 20 billion messages now sent between people and brands on Messenger alone every month. It’s convenient, generally sees quick response, and is available within the apps that people are already comfortable with for their direct interactions. In fact, 64% of people now say they would prefer to message rather than call a business.

With this in mind, Meta recently partnered with de Boston Consulting Group on a survey of more than 6,500 respondents across the APAC region, in order to glean more insight into how APAC users are looking to use messaging for brand queries, and how businesses can better align with these shifts.

The 29-page report, which you can download här, includes a range of valuable insights into the importance, and value, of messaging interactions. Here’s a look at some of the key notes:

First off, the report looks at the growing adoption of business messaging, and how that’s changed throughout the pandemic.

The global lockdowns led to a significant boost in eCommerce activity, and as such, it’s little surprise to see the reliance on business messaging rise in recent years. But that’s also a key trend of note for brands – as more consumers conduct more of their interactions via messaging, and other online means, that, in turn, increases their expectation of the same options from other businesses.

The report also provides a somewhat surprising look at how often people are messaging with brands:

Meta messaging report

That’s a lot of activity, which seems more impactful than the raw numbers, in terms of messaging volume. A lot of consumers are interacting with brands every other day, so it’s not just that they’re using this as a supplementary connection channel, it’s fast becoming an essential connector for businesses.

The report also looks at the different ways in which brands can use messaging within their process:

Annons
Meta messaging report
Meta messaging report

As well as the key pain points for consumers when messaging with brands:

Meta messaging report

There are some interesting insights here, worth factoring into your planning. Really, if you’re not offering direct messaging as a connective option, or optimizing for it, you’re likely missing out. And while this data is APAC specific, most of these trends would likely hold in other regions as well, which could give you some food for thought for your planning, particularly as we head into the holiday sales push.

You can download Meta’s full ‘Business Messaging: The Quiet Channel Revolution across Tech’ report här.

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