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YouTube Shorts Now Up to 30 Billion Daily Views, Ads in Shorts Now in Testing

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YouTube Shorts Now Up to 30 Billion Daily Views, Ads in Shorts Now in Testing

Of course, this was always coming, but this week, as part of its latest earnings report, Google has confirmed that it’s launched an initial test of ads running between YouTube Shorts clips, its TikTok-esque short-form video feed.

And that’s not all – according to Google, Shorts is now averaging over 30 billion daily views. That’s a significant increase from the 5 trillion all-time Shorts views that YouTube reported back in February, which underlines the rising popularity of short-form content, and why every platform is now making it a focus.

Shorts ads will provide another monetization pathway for the option, a key consideration for YouTube, because while more people watching more Shorts content is good, overall, for the app, more time spent in Shorts also means less time spent with its other, monetizable video clips.

Google also noted this in its earnings call, saying that it was ‘experiencing a slight headwind to revenue growth’ as Shorts viewership grows as a percentage of total YouTube time.

So really, YouTube has to monetize shorts, and fast, in order to dilute its impact on overall earnings, while it also needs to establish new pathways for Shorts creators to maximize their earnings potential, and you can’t directly monetize short-form video clips with mid and pre-roll ads.

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That adds a level of complexity to short video monetization, something that Vine grappled with back in the day (which eventually led to its closure), and which TikTok, Instagram, Snapchat and YouTube are also working to solve right now.

The main option that they’ve leaned on thus far is dedicated creator funding pools, from which creators can then earn an allocation of fund share based on the performance of their Shorts clips.

But that’s already proven problematic, with variable payouts and shifting incentives frustrating top creators, many of whom already earn big, reliable incomes from YouTube and Twitch, and are used to the established economics of online video streaming (which, it’s worth noting, may be changing on Twitch too).

The risk here is that if these platforms can’t establish solid revenue pathways for their top stars, then eventually, much like what happened with Vine, those top creators will gravitate towards the platforms that do offer more stable, lucrative funding arrangements. Which will inevitably lead them to YouTube anyway, which pays out billions every year to creators via its YouTube Partner Program.

In this sense, Shorts can act as a supplementary promotional channel for your main YouTube feed, where you can make real money – and with that as a lure, and with Shorts views rising so quickly, YouTube stands as the biggest challenge to TikTok’s ongoing dominance in the space, even if it does seem that, right now, TikTok is almost too big to fail at this stage of the game.

But it could – while Google also notes that:

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Over 40% of creators who received payment from the Shorts Fund in 2021 weren’t in the YouTube Partner Program.”

That’s a huge amount of new voices that are now being paid by YouTube for their Shorts content, and if YouTube can establish a clearer pathway to getting more of them paid, more often, that will inevitably lead to them sticking with YouTube as their key platform of choice.

Ads in Shorts is another element in this, providing another revenue pathway for the option, that YouTube can then funnel back into its creator funding process, or invest in additional ways to advance its revenue share models.

No one has ‘cracked the code’ as such on the best way to pay short-form creators, but YouTube’s system is far more advanced than others. Building a more sustainable ad process is another step in this evolution.

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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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