SOCIAL
YouTube Tests New ‘Engagement Graph’ Insights on Videos, Adds New Member Acknowledgement Feature
YouTube’s looking to help viewers find the most engaging elements of video clips, while it’s also launching a new feature to acknowledge long-term subscribers during live-streams.
First off, on engagement insights – as you can see in this example, YouTube’s new ‘Engagement Graph’, which is currently being tested with a small percentage of mobile and desktop users, will show peaks and troughs in engagement activity when you scrub through the clip.
As explained by YouTube:
“We’re experimenting with showing viewers a signal to help them quickly see which parts of a video may be interesting. If you’re in this experiment, you’ll see a graph above the red progress bar while scrubbing – if the graph is high, it means that part of the video has been frequently re-watched.”
It’s not the first platform to experiment with engagement insights to guide viewer behavior, with Facebook testing the same for live videos back in 2016.
The difference, in that case, is that Facebook also used Reactions and comments as a signal, which YouTube, based on the above description, is not. That could make it a more direct measure of content activity, and help to guide engagement based on direct interest, as opposed to, say, controversial aspects or engagement-baiting activity.
Or maybe YouTube is also using comments and Likes as a proxy and it just hasn’t explained it in detail, but based on this description, it seems like a direct representation of pure viewing response, which could help users find the most relevant, interesting parts of each clip.
In addition to this, YouTube’s also launching ‘Member Milestones’ which enables people who’ve been a Channel member for longer than two months to send a special message during a live-stream, which celebrates how long they’ve been a member.
Those messages will then be highlighted to the broadcaster, giving them the opportunity to acknowledge long-term members, and boost community engagement.
“Channel members can send one special highlighted message per month in a live chat each month they remain a member.”
It’s another simple way to help maximize your community-building efforts, and for the biggest fans of each channel, that small act of acknowledgment could go a long way in solidifying that relationship, helping to keep them as a member for longer.
Membership Milestones launched recently, and are available to all channel members – which, it’s worth noting, are different to channel ‘subscribers’, which are non-paying followers of a channel.
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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