SOCIAL
YouTube Tests New Product Tags for Shorts, Expands Music Options for Shorts Clips
YouTube’s launching another monetization option for Shorts, with a new experiment that will see some creators able to tag products for purchase within their Shorts clips.
As reported by The Financial Times, YouTube has begun a new pilot program with selected creators in the US, which will see product tags displayed within Shorts, with viewers in the US, India, Brazil, Canada and Australia able to see the tags and shop directly in the app.
As per FT:
“[YouTube’s] currently piloting its ‘affiliate marketing’ scheme – paying commission to creators that sell products – with a select number of US-based creators. YouTube, the merchant, and the creator all take an undisclosed cut of the sale.”
That could provide a key lifeline for Shorts creators, and another key element in YouTube’s favor, as the battle for creative talent heats up in the space.
The challenge with short-form video is that you can’t just insert pre and mid-roll ads, like you would on longer content, which makes direct monetization difficult. YouTube has already announced a new ad program, which will see ads displayed in-between Shorts, with a percentage of all revenue generated split with creators based on Shorts performance.
But direct monetization, via product listings, could be a more lucrative and direct means to allocate funds to creators in the app, which could make Shorts a more appealing option for those looking to make money from their clips.
TikTok is also developing its own in-stream commerce options, with live-stream commerce a specific focus. TikTok has already seen great success with the integration of commerce in Douyin, the Chinese version of the app, which is why it sees buying links as a key path forward for its app.
TikTok also already has its own version of product tagging options for its video clips.
Whether YouTube’s new product tags look similar to this is unclear, but as noted, it’s another step in YouTube’s development of enhanced monetization pathways for short-form creators in the app.
In other Shorts news, YouTube will also now enable Shorts creators to include more than 15-seconds of popular tracks in their Shorts clips.
“Creators: You’ve been asking for the ability to use more than 15 seconds of audio in your Shorts, and now you can! You’ll be able to use 30s-60s of music for most tracks and up to 60s of original audio from eligible Shorts and VODs.”
That will provide more capacity to use music in the app, which will help boost music promotion, while also fueling new creative trends.
“The audio picker will display how much audio you can use from each music track or video (15s, 30s, or 60s) and you’ll need change your video recording duration to 60s to use more than 15s of audio.”
YouTube says that the new, longer music clips option is being rolled out to users from today.
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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