by Are you up to date on changes from YouTube? Wondering which YouTube updates are important to marketers?
In this article, we explore YouTube changes that affect your marketing.
This article was co-created by Jerry Potter, and Lisa D. Jenkins. For more about Jerry, scroll to Other Notes From This Episode at the end of this article.
#1: YouTube Creator Tools
YouTube Create Mobile App
YouTube has announced the launch of a new mobile app called YouTube Create.
Currently in beta for Android users in select markets, the app offers a suite of editing tools optimized for mobile, including options to trim and precisely edit clips, automatically generate captions, add voiceovers, and access a library of filters, effects, transitions, and royalty-free music. The app leverages beat-matching technology so creators can easily find the perfect video soundtrack.
Our Take: One feature of the new YouTube Create app that stood out to us is the automatic beat-matching capability. This feature allows users to easily sync video cuts and transitions to the rhythm of the background music. If you have a song and want your clips to change precisely on the beat, the app will analyze the timeline and edit the footage to match the music perfectly. We love this because having edits match the beat hits a sweet spot for human viewers.
AI-Powered Dream Screen
YouTube recently revealed an exciting new tool called Dream Screen that will change how creators make Shorts videos on the platform. With Dream Screen, users can instantly generate stunning artificial intelligence-powered backgrounds for their Shorts by typing a descriptive prompt.
Set to launch in limited beta testing later this year before a full rollout in 2023, Dream Screen will allow creators to transform any Shorts setting into imaginative worlds, lush landscapes, futuristic cityscapes, or anything else they can dream up. The AI will turn simple text prompts and descriptions into visually stunning video backdrops limited by the creator's imagination.
#2: YouTube Shorts
Related Video in Shorts (fka Content Linking)
You can now connect your Shorts to other YouTube content.
Our Take: This feature has our host, Jerry Potter, reconsidering title optimization, and he may emphasize clickability over searchability, given this new capability. The question is whether viewers will click through to a longer video while watching Shorts.
YouTube Shorts FAQ's Answered
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In an interview, Todd Sherman, Director of Shorts Product Management, answered frequently asked questions from creators.
- Is the Shorts algorithm the same as the long-form algorithm? The algorithms are mostly similar. The one significant difference is related to user behavior and views. With regular long videos, viewers take intentional action to watch them – like clicking on them from search results or recommendations. However, Shorts auto-play as people scroll through the Shorts feed. So, the context in which people encounter Shorts differs from long videos.
- What constitutes a view on the YouTube Shorts feed? YouTube gave no fixed view duration for Shorts. Unlike 30-second full videos or 3-second Facebook, there's no set viewer threshold. Instead, views are based on user engagement. With varied Shorts lengths and rapid scrolling feeds, the ideal view standard is still under evaluation.
- How long should a Short be? Shorts should be whatever length necessary to tell a story or convey content effectively. Are longer Shorts on the horizon? Not likely. Since YouTube already has a solid long-form video product, they intend to maintain the 60-second or less constraint for Shorts for the foreseeable future.
- Will Shorts get custom thumbnails? Shorts creators cannot upload a fully custom image but can choose a frame from their video to display as a thumbnail. This limitation is likely to remain. YouTube recommends creators' time is better spent making additional videos.
- Does posting time affect Shorts' performance? The time you post does not affect a Short's performance, with the caveat that breaking news content should be published sooner rather than later to capitalize on audience interest.
- Should creators delete and repost shorts to get more views? YouTube warns against duplicate uploads, which can appear as spam to the algorithm.
#3: YouTube Monetization
An important update for YouTubers monetizing channels with ad revenue sharing is coming in November. YouTube will remove the ability to individually select pre-roll, post-roll, skippable and non-skippable ads for newly uploaded videos. When monetization is enabled, any combination of pre-roll, post-roll, skippable, or non-skippable ads may be shown. This change means creators will have less say over the types of video ads displayed on their newly uploaded content once monetization is enabled.
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#4: YouTube Ads
Google Ads recently launched AI-powered creative guidance tools to help optimize video ad performance. In Video Analytics, advertisers now get automatic assessments of their video ads, highlighting any missing elements of effective creative. Specific tips are provided to improve the ad if a critical best practice is absent.
#5: Confirmed YouTube Feature Tests
YouTube Playables
Some users have access to Playables–games that can be played directly on YouTube on both desktop and mobile devices. If you're part of this experiment, you'll see a section on YouTube called “Playables” that will appear alongside other content on the home feed.
Our Take: While it's unknown if games will run alongside videos, the goal of Playables is likely to increase user time on YouTube and could turn into a new ad placement.
YouTube Channel Shelf in the Subscriptions Feed for Multiple Uploads
YouTube is testing a new content shelf in the Subscriptions feed that bundles multiple recent uploads from one creator. The shelf aims to help viewers easily find relevant content and reduce pressure on creators to upload constantly.
Automatic Key Concepts for Learning-Related Videos on YouTube
YouTube is testing AI-powered “Key Concepts” on some educational videos to summarize the core topics covered. The Key Concepts appear as images and text snippets in videos viewed on mobile. Creators in the experiment can opt-out in Studio settings.
YouTube Comment Search Filters
Mobile Comment management on mobile devices may become more manageable. YouTube is testing some of the comment filters that are available in Studio on mobile.
YouTube Shorts Q&A Sticker
YouTube is slowly rolling out an experiment that lets some creators add a Q&A sticker to Shorts created on mobile. Viewers across devices can see the stickers in comments but can only tap to respond on mobile.
Jerry Potter, host of the Social Media Marketing Talk Show, is the founder of Five Minute Social Media. Through YouTube, online courses, speaking, and coaching, he has helped over one million people elevate their social media marketing.
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