Just days after Meta announced its launch Again Music Revenue Sharing Programwhich will allow creators to add licensed music to their content, YouTube has announced that it is implementing the same, in a small pool of early testing.
As explained by YouTube:
“We’re starting to experiment with ways to expand creators’ music options for their content. This includes introducing the ability for creators to access music from our partners while still earning revenue from their videos. For now, we’re still building and testing with a limited number of creators, and we’ll have more news to share in the coming months. »
Like Meta’s scheme, the initiative will see music rights holders take a cut of any revenue generated as a result of the use of their music in a creator’s music video. This could lead to concerns about their music being attached to controversial content, although creators are required to meet specific standards and platform usage requirements to qualify for the program.
Really, it’s not too surprising to see YouTube implementing a similar offering. If the music industry can establish a deal on one platform to generate more revenue, then they will explore the same in all other apps – which could mean creators of all social apps will soon have a lot more options for music they can legally use in their content.
This could be a big improvement in the creative process, allowing more people to engage with viral music trends and changes. It’s still early days, on YouTube in particular, but it could open up a lot more opportunities, which could also extend to the brand’s use of commercial leads at some point.
On another front, YouTube also announced an expansion of its community posts disappearance test on Android.
As you can see here, with this new option, channel managers can create community posts that disappear after 24 or 72 hours.
YouTube launched the initial test late last month, with more users now able to try it out.
“You can see if you are in the experience if an hourglass icon appears when you create a message – if you want to test it, select the hourglass to choose when the message will expire. Once a message expires, it will will display in your Community tab under the Archived filter (which only you will be able to see).
YouTube says it’s now available to a small group of creators on Android – “although viewers on all devices may see expiring posts”.
YouTube is looking to help creators avoid unwanted in-app interactions and attention, with the launch of a new Creator Safety Center platform, which includes key links, tips, advice and notes on various related items.
As explained by YouTube:
“In a recent survey, we learned that while 95% of creators experienced unwanted behavior across multiple social platforms, only 50% said they had access to the resources or support needed to manage those interactions. »
Based on this information, YouTube worked with a range of third-party experts, including ConnectSafely, The Family Online Safety Institute and the National Cybersecurity Alliance, to put together its in-depth new collection of tips to help creators stay safe.
The new Creator Safety Center includes tips on how to handle these issues, in keeping with the growth of the channel, and how to combat bullying, trolling, account takeovers and more .
Much of the information included here isn’t new, it’s just been put into a more coordinated and centralized space, with a special focus on creators to help address key concerns.
The announcement is part of a larger YouTube initiative that examines how it is working to advance underrepresented communitiesand opportunities for minority creators.
Over the coming weeks, YouTube will share more information about how it helps these communities, as well as the tools and processes it is developing to maximize the potential of all users.
You can access the new YouTube Creator Safety Center here.
As all the major platforms now look to integrate commerce options, YouTube is expanding its testing of third-party product tags, which allow chosen creators to tag products featured in their music videos, with the creator being, at least currently, paid by YouTube directly for the use of these highlights.
As you can see in this example, some creators are asked to label products as purchasable itemswithout having to enter into separate branded content agreements for them.
“Viewers will be able to learn more about the products and discover ways to buy them without leaving YouTube.”
As Business Insider reported, YouTube launched the first iteration of the program in April, but more recently has invited more creators into the fold. Over time, this increases the amount of product tags in clips, which will help raise awareness of the option, while also allowing user behaviors to change around the process and possibly providing another avenue of in-app monetization.
It’s similar to Instagram’s product tagging process, which it also launched in April, allowing creators to earn a commission on any direct sales generated through their product tags.
Although, as noted, YouTube’s system, at least for now, isn’t commission-per-sale-based, with YouTube instead offering a flat monthly fee to creators for using the tool.
According to Business Insider:
“[One] The creator was offered a minimum of $50 per month for using the feature, and he could earn up to $0.08 each time a viewer clicked on a product label and visited the product page. product. The cost-per-click rate offered by YouTube varies by creator and product based on “a number of factors,” the company told Insider, but declined to elaborate on the exact payment structure.
Eventually, you’d expect YouTube to look to move to a direct affiliate program, with creators earning a cut of sales generated, establishing another ecosystem to facilitate in-app monetization, while helping to expand its push for e-commerce.
Although questions remain as to how many users actually want to buy from social apps and the value of these beacons and streaming options.
In-app purchases have been a transformative trend in China, with some other Asian markets also embracing the more streamlined product display process for purchase. But so far, Western audiences have not been so quick to follow the trend, despite the overall increase in online shopping behavior.
Live commerce is where most social apps are currently focused, with TikTok, Meta and YouTube all incorporating different forms of live shopping tools to align with impulse buying behaviors and consumer trends. modern commitment.
It could still become a thing, but results so far show that even though consumers search for products in social apps, they’re generally happy to buy them from each company’s website. Which could present a greater challenge here, as it may reflect a distrust of payment services offered in social apps and the recording of your bank details in relation to your data embedded in the application.
I mean, considering the bad press around data sharing and privacy that’s been attached to Meta and TikTok in particular, that wouldn’t be surprising, when Chinese regulators have a lot more control over the how these businesses operate in their region. This could be a major challenge for Western platforms to overcome – or maybe it’s just a generational shift, and as younger consumers grow older and have greater spending capacity, in-app purchases will become a more accepted and adopted behavior.
Either way, the jury is out on the process right now, but what you can be sure of is that whichever platform is launched, the others will follow, as they all seek to offer the best deals on revenue sharing for creators, to better align them. to their applications.
If streaming shopping catches on, TikTok could see great success with Product Tags and its Shop tools, as it has already done in China, which is why Meta and YouTube have no choice but to do so. ‘offer the same, in case it happens, and they miss out on a key opportunity.
I don’t see it becoming a big thing right away, but you can expect streaming buying to pick up momentum over time, especially as more and more people have better safer experiences by providing their payment details in each app.
YouTube is rolling out new updates for Shorts, including new authoring options and an expansion of Shorts drafts.
First, on the creative options: YouTube is rolling out a new “Cut” option that will allow short film creators to sample a small segment (1-5 seconds) of eligible shorts and video-on-demand to use as an intro to their short clip.
The process will provide more ways to drive users to your shorts, using popular content as a contextual starting point for your own video.
As you can see in these images, you can access the new Cut option via the “Create” button on the watch pages, or by tapping the three-dot menu while watching a short film from the short film player.
If you create a shortcut through Cut, an attribution link will be included in your short, connecting you to the original source clip.
YouTube says it is still working out the monetization implications for this feature, although at this time the creator of the original clip cannot monetize any subsequent shorts created through the Cut option. Creators, however, get additional exposure potential through these referral links.
YouTube also provided an update on its Shorts Green Screen feature, which it originally launched to select users in May.
YouTube says the feature is still rolling out to iOS users, before rolling out to Android as well.
Much like the same option on TikTok, the feature lets you sample up to 60 seconds from a short film or other eligible videos on YouTube, which you can then use as the background for your short clip.
As explained by YouTube:
“You can control whether you want to use audio or video, or both from the original video you’re sampling, and you can control your screen visibility by pinching your image when you’re in camera. Similar to Cut, if someone samples your content to create a green screen video, there will be an attribution link that users can click to take them back to the original source video.
As noted, the feature has been available to some users for a few months, but more creators will soon have this option.
YouTube is also expanding short drafts, with users now able to save as many drafts as they want to the short film creation stream.
Until now, Shorts creators could only store one draft at a time, but the new process will facilitate more drafts, which will provide more options in your process.
Drafts will be available through the Shorts camera, with a new “Drafts” icon added to the bottom right of the screen when drafts are present. YouTube also notes that drafts are device-specific, so if you switch devices, you won’t be able to access your drafts from another phone.
Drafts, at the moment, are only available on iOS.
On another front, YouTube has also provided some interesting insights into how its algorithm highlights old shorts and the discoverability of your clips.
According to YouTube:
“If you go to your YouTube Shorts feed today, you might notice a lot of videos that were recommended to you and that were posted weeks or even months ago. A few things to keep in mind: if viewers are more interested in an older video, the topic may gain popularity.Google Trends is a useful tool to see how the interests of the world are changing. [may] also discover your channel and want to watch your old videos, and more viewers [may be] choose to watch your video when offered to them in the feed, or your video could be picked up in the press or shared on social media.
According to YouTube, all of these factors can play a role in how it sorts the Shorts stream, which is interesting to consider in terms of choosing to show certain clips to certain users, potentially providing more persistent value for Shorts clips.
YouTube also notes that it is working on enabling its Super Thanks creator donation option in Shorts, with an initial beta testing process planned for later this year.
Shorts have quickly become an important part of the wider YouTube creator landscape, with Sshort clips, overall, now averaging more than 30 billion daily views. The potential for cross-promotion and engagement through Shorts provides more ability to maximize your YouTube channel, leading to more viewers and more monetization options within the app.
This could end up being a big lure, especially with TikTok’s monetization tools still in the works. If YouTube can continue to build on its short-form tools, it could eventually give it an edge over TikTok in the battle for creative talent, which could see YouTube ultimately prevail against the broader short-form content trend.
And with TikTok under further regulatory scrutiny, it’s also possible that YouTube will attract many TikTok users who are worried about the app’s long-term viability.
Sure, Shorts is a TikTok scam, but overall it’s pretty clear why YouTube is pushing the option.
YosStop is running out of YouTube accounts: here are the reasons why you can be banned – Marketing 4 Ecommerce
YouTube has decided to close the accounts of Yoseline Hoffman, better known as YosStop, after the influencer broke the rules and guidelines the video platform; However, the YouTuber says she is unaware of the company’s motives that led to the closure of all her accounts, including that of her husband Gerardo González, from which she derived income through monetization.
“They keep asking me if I deleted my channels, no I didn’t. YouTube suddenly deleted them without justification or any reason; also Gerardo and we don’t know why. We haven’t received an answer yet, I hope this week they will tell us something“, he said on his social networks.
Yoseline Hoffman, the influencer whose accounts were shut down by YouTube
Yoseline Hoffman Badui is the sister of influencer Ryan Hoffman, known as Debryanshow, and the half-sister of actress Ginny Hoffman. She is of Lithuanian, Ukrainian and Lebanese descent and, on May 19, 2011, he began his career on YouTube with his first video titled “Welcome!! Yosstop!”, where presents herself as an actress, animator, animator, creator, writer, screenwriter, producer and director.
When creating content for YouTube ventured into different businesses including a beauty salon called GY Experience, which opened its first branch in Mexico City and expanded its operations to Puebla.
Yoseline Hoffman was embroiled in a scandal when On June 29, 2021, she was arrested in the Narvarte neighborhood of Mexico City. and was transferred to the Santa Martha Acatitla Social Reintegration Center accused of the crime of child pornography, according to the Mexico City attorney general’s office. However, five months later, he was released from prisonaccepting the compensation for damages offered by the defendant’s defense attorneys.
Reasons Why YouTube Closed YosStop Accounts
Although the influencer said she did not know the reasons for the closure of her accounts, YouTube informed YosStop as early as 2021 that circumventing the platform’s security guidelines could have consequences. That same year, the company suspended him from the YouTube Partner Program, dedicated to monetizing videosto the influencer because she did not respect the conditions of use.
“In 2021, YosStop channels were suspended from the monetization program, YouTube Partner Program, for violating creator liability guidelines; we have since informed the creator of the consequences of circumventing the conditions on the conditions of usesaid a company spokesperson.
He explained that although his accounts were suspended from the YouTube Partner Program, YosStop decided to use another channel to get rid of the restriction and be able to generate revenue through monetizationthis situation is considered a serious fault for the platform.
“If an account has been restricted from YouTube or the use of any of its features, the creator is prohibited from using another channel to get rid of these restrictionsthis is considered illusion and may result in termination of Creator Channels“, reported the spokesperson.
Finally, he explained:If a channel is deleted, the creator will not be able to use, open or have another channel within the platform. I can confirm that we shut down YosStop channels for circumventing our community guidelineswhen monetizing a new account while your participation was pending”.
Copyright, hate, harassment and false information are some of the offenses sanctioned by YouTube
The The Community Guidelines are intended to make YouTube a friendly and positive community for users, creators and advertisers.in this sense, content that violates these guidelines is not eligible for monetization and will be permanently removed from the platform.
A serious fault of the platform is linked to the copyrightas creators should only upload videos that they have permission to use i.e. no one should add videos to the platform that they do not have created or copyrighted by someone else.
The platform is prohibited content that threatens others and use of expressions that incite hatred or violencesince YouTube has a series of policies against hate and harassment, which can lead to the closure of a channel with this type of videos.
Another reason for accounts being closed on YouTube is to spread false informationIn this regard, the company has several policies in its Community Guidelines that focus directly on how misinformation is handled on YouTube.
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A new study highlights the significant variance in earnings of top creators on YouTube versus TikTok
Hey, want to see the biggest existential threat to TikTok represented in a single chart?
As you can see from this graph, put together by MoneyTransfers.com, while TikTok is the trending app of the moment and is on track to surpass 1.5 billion total users by 2022, which would make it one of the top three social apps in the world by usage, the biggest threat to that growth remains the potential for monetization, as creators can make much more money on YouTube.
Add to that the fact that YouTube Shorts is also becoming a key content consideration, and it would make sense that more creators would finally turn to YouTube for all of their content publishing needs.
Because why post on TikTok when you can build your audience on YouTube, where you can earn big? batch – more money?
Anyone who regularly reads Social Media Today will have seen me write about this many times in the past, with the most direct comparison here to Vine, which was eventually shut down because parent company Twitter couldn’t give the app’s top stars better revenue. share deal
In 2015, at the height of Vine’s popularity, a group of the app’s most popular creators, including Logan Paul and Amanda Cerny, met with Twitter management to discuss revenue sharing and how Vine could improve its offering. .
As reported by Mic:
“The stars had a proposal: If Vine paid all 18 of them $1.2 million each, implemented several product changes, and opened a more direct line of communication, everyone in the room would agree to produce 12 pieces of original content per month for the app, or three Vines per month. Weekend.”
Twitter refused, which then saw these top creators move on to Instagram and YouTube, where they all became huge stars, earning millions of dollars.
With its main creators no longer posting and its audience no longer checking in regularly, Vine usage began to decline, ultimately leading to a decision to shut down the app in late 2016.
TikTok, while much bigger now than Vine ever was, could suffer the same fate, with creators already upset over their creators’ low payouts. And with no form of direct monetization available — because you can’t insert mid- and pre-video ads into short video clips — TikTok relies on creators to set up their own brand sponsorship deals and integrate commercial listings into their process, which they don’t. make. you have to do on YouTube.
On YouTube, simply sign up for the Partner Program, create an AdSense account, and watch the money start rolling in. Of course, you have to meet certain thresholds to qualify for monetization, but essentially, YouTube’s system allows you to get paid simply for creating content.
That’s not how it works on TikTok.
But then again, TikTok is just getting started, and sure enough, the top earners graph doesn’t look too good. But that doesn’t take into account other off-platform deals and opportunities that may stem from TikTok’s cultural influence.
The DÁmelio sisters have their own TV show. Addison Rae was the star of a Netflix movie. Khaby Lame has signed with the fashion brand Boss. There is more to TikTok than direct income in this regard.
That’s another way of looking at it, but again:
It is true that all these YouTubers have been at it for years, while TikTok has only been around for a short time, and new opportunities may come to TikTok that facilitate new forms of monetization.
As such, it’s not the whole story, but again, the data, as it stands, shows that creators would be much better served if they grew their audience on YouTube, which also doesn’t face the same scrutiny and potential for removal that TikTok still does.
TikTok is still developing, still refining its models. But this remains the most significant threat to its continued growth potential.
The charts above capture this in the best comparative detail.
YouTube seems to be the panacea for visibility on the Internet. More how to make the video that we post acquire it and be referenced? Some tips.
In June 2022, YouTube™ is the second place on the podium of the most visited sites in the world. ]YouTube™ seduces with the diversity of its content and formats: tutorials, video clips, anime designs, films, short films, chronicles…
The social network is available in more than 100 glances and translation in 80 languages.
Which significant figures on Youtube™:
- more 1 million hours of video are consumed worldwide ;
- more than 500 hours of content are posted per minute ;
- the average time spent on the platform is 21 minutes to visit;
- according to internetlivestats, every second, about 96,000 videos they are yours at the same time.
- YouTube represents a total audience of 2 million users per month.
- In France, 46 million active users rent each month on YouTube.
- In one year, the number of YouTube channels generated by monthly revenue increased by 6 figures to 40%.
- This year, YouTube allowed brands to increase brand awareness by 14%.
- 500 hours of video are uploaded every minute to YouTube.
Internet users use YouTube to view videos which is the 2nd most popular search engine after Google. It is quite obvious that it seems judicious to take an interest in it.
In 2020, after several years, YouTube will see the rise of its statistics and permanent video creators. In one year, the name of the YouTube channels generated 6-figure monthly revenues almost doubled, with an increase of 40% according to the Branddwach site. In Medium, a video creator does not have the channel for 500-5,000 subscribers, earning $260 per video. For an influencer who does not have a registered name, i.e. more than 500,000, the remuneration for the video can climb to only €3,200 according to the agency Omnicore. Nonetheless, monetizing views subtracts a minority leverage for video creators wishing to earn revenue from YouTube. The platform also states that the video creator pays €0.40 per 1,000 views.
The new rules for using YouTube from June 1, 2021
On June 1, 2021, You Tube complied with YouTube’s Terms of Service to expressly prohibit the collection of any personally identifiable information without their consent, and clarifies how You Tube does not contain content on the Service.
right to monetize
You grant YouTube the right to monetize your Content available on the Service (such monetization may include posting advertisements on or in the Content, or charging users access fees). This Agreement does not entitle you to any payment. Beginning June 1, 2021, any payments you may be entitled to receive from YouTube under any other agreement between you and YouTube (and purchase, for example, payments provided under the Partner Program YouTube, channel subscriptions or Super Chat) are considered royalties. If required by law, Google will apply a withholding tax on payments.
Criterion 1: The content and the title and the titles of the video, the priorities
The content of the video must be carefully prepared, but special attention must be paid to the title because it also captures the attention of the Internet user, the description, the category and the tags that are the tandems of the layout. line. Don’t neglect subtitles because they encourage search engines to better understand the content of the video and consequently SEO.
Criterion 2: keywords (tags)
The tags must be filled in order according to the most searched. Do not multiply them without consistency of meaning with the video because they risk harming the impact of the major keyword. Attention! Do not confuse the theme and the keywords: the keywords must be chosen wisely and directly related to the theme of the video. In addition, you sometimes imperatively include them both in the title and in the field for keywords. Not only do keywords allow you to gain certain visibility on YouTube, but they also allow you better visibility on the Google search engine. The return will be that your video will appear in the top SERPs of Google since an Internet user will see the best keywords that correspond to his search.
Criterion 3: writing the description
The description is no longer than 300 words and it matches the content of the video well. It allows both Google and the Internet to understand the content of your video and therefore to be better referenced. For more credibility, do not forget to integrate a link to your website or to your pages on the social networks that you will promote.
Criterion 4: The thumbnail
The thumbnail must match its content. They constitute the majority of the first contacts that Internet users have with video. You sometimes have the option to select 3 thumbnails from among offered for YouTube or upload a person.
Criterion 5: The commitment link
Respond to comments and encourage Internet users to give their opinion on a certain influence, as well as the number of likes and dislikes.
Criterion 6: duration
A 1 minute video is better positioned than a 10 minute video.
Criterion 7: social networks
The name of the parts can influence the name of the privileges and yours in addition to a possible buzz. Allow your fans to quickly and easily share your videos on social networks such as Twitter, Facebook or Google+ but also on your blog or website.
Criterion 8: the category
Check online video on YouTube is categorized into 15 categories (News, Animals, Sports, Beauty etc.). Carefully choose the category for further development.
Criterion 9: the hashtag
A hashtag is a method tag used on the Internet that allows you to tag content with a keyword. On YouTube, hashtags are allowed to easily find videos. You said your hashtag on YouTube’s search engine and you’ll see a results page that incorporates your hashtag. The results page will contain the most popular videos for the searched hashtag, even if it contains the most recent online. If you want to embed a hashtag in your video, you can only do so in its title and description. In fact, no hashtag in title and description is not possible.
Be transparent and fair
Believing that dubbing a YouTube video guarantees it more visibility is a manipulation that is better for your distributor because it risks harming you. Indeed, YouTube has a filter capable of measuring the exact size of videos in bytes and durations in milliseconds. A second filter can allow you to detect copies based on tail and duration. Difficult then to escape the surveillance of YouTube. The best thing is, in this case, to remain transparent and produce good content.
YouTube recently released a new culture and trends report, focused on understanding how Gen Z creators and viewers are driving the latest video trends.
The report features research insights from over 10 countries to provide a deeper insight into what’s hot in pop culture today.
The report shows that today’s digital culture is characterized by personally relevant content, meaning that 65% of Gen Z (18-24 year olds) agree that content that grabs attention on a personal and genuine is significantly more important than the content that a lot of other people are talking about. by the way, that is, famous viral videos.
From all the analyzes carried out, three main types of trends emerge at the heart of this new pop culture:
In the digital world, communities take niche passions and unite around a common interest, turning them into broader shared experiences.
YouTube has become a key framework for the birth and expansion of these Internet communities, making communities and their creators the primary means of understanding pop culture.
According to YouTube, fandoms are one of the strongest forms of community, with 61% of Gen Z describing themselves as superfans of something or someone.
These fan communities were once a side effect of entertainment, but today they are central to that experience. As is the case with K-Pop fans, with a legion of dedicated fans and billions of views spread across YouTube channels dedicated to this exponentially growing community.
Creativity in multiple formats
Trends appear in a wider variety of media and formats. An example of this is the growing rise of short video, which has led creators to emerge in various short video formats to capitalize on major trends and reach new audiences.
Videos overcome the limitation of having only one successful format. Cultural phenomena circulate freely between the short form and the long form. This is displayed when the 59% of Gen Z use short video apps to discover things that they can then see in the longer versions.
Therefore, hybrid creators are comfortable creating different mediums and using them to their advantage to increase and strengthen their engagement with the audience. So it’s highly likely that these hybrid creators and continuously remixed trends will become the new norm.
Besides videos, memes are another popular way to produce and consume “remixable” content these days.
- 63% of Gen Zers have followed one or more meme accounts in the past 12 months.
- 57% of Gen Z agree that they like brands to participate in memes.
This format is a highly interactive cultural expression that can offer diverse and creative content productions.
Reactive creativity refers to the tendency to create and consume content to satisfy psychological and emotional needs.
YouTube has noticed that people are turning to videos that meet specific personal needs, such as relaxing content formats and ASMR (Autonomous Sensory Meridian Response), which have become increasingly popular during the pandemic.
Therefore, 83% of Gen Zers have used YouTube to watch content that has helped them relax.
These “comfort makers” are a recent phenomenon where the public identifies creators whose familiarity comforts them.
69% of Gen Zers agree that they often watch content from creators that they find uplifting, and 82% have used YouTube to watch content that makes them feel nostalgic.
You can also find solace in horror content…
It’s something that 53% of Gen Z agree!
It may seem contradictory, but for part of this generation, horror content serves as something of an “ointment” against anxiety and trauma, as well as reassuring content for another part of these young people.
In short, the future of creativity will be:
- Where there is dialogue with digital communities;
- Distributed smoothly in different formats;
- And it responds directly to the needs of the public.
For this reason, the depth and personalization of content will be increasingly relevant and decisive for the success of a brand. It’s clear that pop culture is changing and today’s video technology must evolve with it!
In March 2022, the viewing of my channel multiplied x2, reaching almost 170,000
Thank you has a viral video: https://youtu.be/kWgRIFaUEYk
It took 10 months to receive traffic
Where is the publication date of each video?
keyword planner for youtube
84% of users have continued to watch the video after reaching the timestamp [0:30], which is higher than usual. Learn more about it by comparing the rest of their videos.
300,000 views: €300
I have some CPM from €49 or €100
It is the video that generates the most income for me.
Repeating main tag. It affects?
thousands of comments
Main traffic flows
The new official Google/YouTube SEO tool arrives
SEO Keyword Analysis Tool for YouTube: YouTube Research
Find out what users are looking for on YouTube
Use this tool to find out what the top user searches have been for your channel and all of YouTube in the last 28 days.
We have Google Keyword Planner: https://borjagiron.com/keyword-planner/
Before YouTube Search Stats
In YouTube Studio (My Videos) – Statistics – Research
You will see a search engine and tabs
YouTube Searches, Audience Searches, and Saved. English moment.
It just says “High, medium or low search volume”
Searches from your audience are interesting. In my case they look for “the bible”. Nearby video ideas.
It’s still early.
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It’s amazing to consider the impact TikTok has had on the social media landscape and media consumption habits more broadly – and not just within TikTok itself, but also through the various short form video offerings now available. in other applications.
Case in point – today YouTube revealed new stats about the growing popularity of YouTube Shorts, its own TikTok clone, which was originally designed to dilute the differentiation between the two apps and prevent YouTube users from straying from the trending platform.
According to YouTube:
“YouTube shorts are now watched by more than 1.5 billion logged-in users every month.”
That’s a huge amount, especially when you also consider that YouTube’s total “connected” monthly audience is 2 billion total users.
This means that around 75% of YouTube users are engaging with Shorts in some form or another, which is a big vote of confidence in YouTube’s counter-offensive approach to fending off growing competition from TikTok. You can critique the platform replication all you want, but the thing is, it works, which is why every platform now seems to be jumping on every major trend that comes up in the space.
(Note: some estimates suggest that YouTube’s monthly active user count, including those who are offline, is around 2.6 billion, but this has not been officially confirmed by YouTube itself)
The growing interest in short films has been further boosted by a new study, conducted by Inmar Intelligence, which found that 70% of internet users now watch short videos regularly.
Once again, TikTok’s influence continues to amaze, with the platform picking up on the trend initially sparked by Vine, and amplifying it for the next generation.
So why didn’t Vine succeed in the same way?
Well, part of that is the platform, with TikTok’s smart algorithms getting better and better at delivering more and more of the content you love, based on your viewing habits. TikTok’s system is particularly good at adapting on the fly, which can easily waste hours scrolling through your “For You” feed.
At the same time, user consumption habits have also changed – so while Vine had something of a cult following, many more people have now adapted their media engagement habits, with short video now becoming the go-to format for reducing attention span.
Which is probably not a good thing. I know from personal experience that too much TikTok can make you more impatient when watching longer content like TV shows and movies.
For me, that put me off the app to some degree, as I couldn’t enjoy movies the same way – but for the next gen, that’s how they now prefer their media inputs, with faster clips and snippets fueling their more accurate perception and engagement.
This, again, underscores the value of replication in this regard, because for a video platform, ignoring this trend is simply not feasible, as your users evolve, one way or another. You can either go for it or watch them go off to new pastures, with your engagement stats decreasing as you go.
And certainly, those who lean in reap the benefits, with YouTube also reporting that creators who upload both short and long-form content now see better overall watch time and subscriber growth, compared to those who only upload. long clips.
The data doesn’t lie, and it’s important for all content creators and marketers to take heed of these trends, which reflect the significant and sustained shift towards short-form video content.
Again, maybe it’s not a good thing that our collective attention span is being eroded in this way. But they are, and you need to take them into account in your planning, in order to maximize the performance of your efforts.
Short films on YouTube, whether you like it or not, are now a major feature of the app. Ignore it on your own promotional profile.