SOCIAL
YouTube Rolls Out Activity Graph to All Videos, Ups the Maximum Price of Channel Memberships
YouTube’s rolling out a new video activity graph to all videos, which will display the most engaged moments within each upload, based on when users are replaying segments.
Initially previewed last October, and launched to selected creators, the graph will help users find the most relevant sections of every YouTube clip.
As per YouTube:
“The peaks of the graph indicate the parts of the video that have been most replayed, and the graph will only appear if the user starts seeking. We found in our experiments that viewers love this feature, with 85% of users liking the option.”
That could be particularly helpful for longer videos, or tutorials that take a while to get to the point. If you’re stuck on a specific element that you need help with, it’s likely that others are too, and that’ll likely be the point of the clip with the highest engagement, making it easy to skip through and locate.
Though from a creators perspective, it could also impact watch time, with users now given a new way to skim through and find specific elements of each clip. Various creators have raised this concern since the beginning of the test, and YouTube says that, in its experiments, the presence of the video graph didn’t reduce watch time. So far at least.
It could be worth keeping an eye on your stats as more users get access to this feature.
YouTube’s also rolling out support for video chapters to smart TVs and gaming consoles, providing another way for people to find specific sections in clip.
On another front, YouTube’s also added a new tool in YouTube Studio which enables creators to see which auto translated captions are used most on their clips.
That’ll help creators understand which languages are most relevant to their audience, which could then help in guiding which translations to focus on in your own caption uploads, while also providing more insight into the audience that you’re reaching with your clips.
You can find the new translations report in the Audience tab or in the subtitle report in advanced analytics.
Lastly, YouTube has also increased the maximum price of monthly channel membership to $499 – up from $99 previously.
So now, if you have really dedicated, really engaged fans, you can up the price of your memberships, by more than 5x the previous limit. It’s also, notably, significantly higher than Twitch’s current member pricing limit.
Are people really willing to pay $499 a month for a channel subscription? We’ll find out, but YouTube does note that this has been a requested update.
These are some interesting notes, which could impact your YouTube approach, and again, it’ll be worth keeping an eye on your performance numbers to see if these new segmentation and skimming options reduce overall watch time – and thus, engagement stats.
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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