by Are you up to date on changes from YouTube? Wondering which recent YouTube updates are important to marketers and business owners?
In this article, we explore YouTube changes that affect your marketing.
#1: YouTube Shorts
YouTube Shorts Layouts Templates
YouTube has introduced new features to make it easier for creators to convert their long-form videos into Shorts. Specifically, when using the YouTube mobile app to turn one of their videos into a Short, creators will now have layout options for different types of split-screen Shorts. These options allow them to pan and zoom on particular areas of the video screen.
Our Take: YouTube's new layout editing options for Shorts creation seem extremely useful, especially for repurposing existing long-form YouTube videos. The ability to split the Shorts frame into customizable layouts with different sections provides more flexibility in showcasing elements from an original video.
For example, creators can feature themselves speaking in one frame alongside a screen recording or slides shown in the other. This makes it simple to quickly tailor clips of older content into vertical Shorts designed for mobile consumption.
Additionally, the feature could help convince creators who are hesitant about Shorts to finally try the format by easing the production process. Taking long videos and transforming parts into engaging split-screen Shorts can breathe new life into older content and reach for older content.
Given the short time investment for setup, it is well worth experimenting with these creative layout options to adapt existing videos for the popular Shorts format. The tool shows YouTube's commitment to enhancing Shorts for multi-content videos and making them irresistible for viewers and creators.
YouTube Shorts Collab
YouTube has launched a new creation tool called Collab that enables creators to make Shorts videos alongside existing YouTube videos or Shorts in a split-screen format. Creators can choose from multiple layout options to join in and record a Short side-by-side with eligible Shorts or YouTube videos they select. By tapping “Remix” and then “Collab,” creators can remix videos into their own Shorts. Collab is rolling out on iOS starting today, with an Android launch coming in the next few weeks.
Our Take: The new YouTube Shorts “Collab” tool provides an intriguing way for creators to build upon existing videos by adding their reactions or additional footage. While not a planned collaboration between channels like on other platforms, it opens up creative repurposing possibilities. Mimicking another video side-by-side could allow funny reenactments. Reaction-style collaborations may work well, too, for commentary on viral hits.
The ability to derive new shorts from other creators' content makes it easy to put fresh spins on the wealth of material already on YouTube. Even older videos can get new life-driven by the Collab feature. And for those wanting more intentional collaborations, coordinating original videos to which others then append follow-up shorts allows some of that strategic value, too.
Since longevity sets YouTube apart, remixing old content into new formats like Shorts is savvy. Though the organic, unplanned nature of Collab differs from other platforms, that spontaneity could spark novel short-form videos that captivate mobile viewers.
The feature furthers YouTube's mission to keep creators and fans engaged by facilitating video collaborations with low barriers. Shorts created via Collab offer one more way to meet rising mobile video demand with a uniquely YouTube remix approach.
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GET THE DETAILS#2: Podcasts on YouTube
YouTube Migration Tool for Google Podcasts
Google is allowing existing Google Podcasts listeners, initially in the United States, to transfer their podcast subscriptions to YouTube Music or another podcast app of their choice.
Listeners can now export their subscriptions from within the Google Podcasts app on mobile or web. The process involves selecting the “Export subscriptions” option, choosing “Export to YouTube Music,” transferring the subscriptions to the YouTube Music app, and then viewing the moved subscriptions in the YouTube Music library once complete.
While not all podcasts may be available on YouTube Music, users also have the option to export an OPML file or use Google Takeout to move subscriptions to another preferred podcast app. US listeners can continue using Google Podcasts through March 2024 and migrate subscriptions through July 2024.
Our Take: With Google deciding to sunset the Google Podcasts app, now is the critical time for podcasters to guide their audiences to new listening platforms. The shutdown will functionally kill Google Podcasts by March, with migrations possible through July. This presents a major opportunity for podcast creators as YouTube attempts to centralize its audio offerings within YouTube Music.
The interface provides nice options for those juggling audio and video content. Since YouTube Music will be Google's chief podcast home going forward, podcasters need to actively facilitate their listeners' transition. Listing how to export Google Podcasts subscriptions or noting the change in episodes can retain audiences through this churn period. Given YouTube's push into podcasts, it could prove the best future-proof outlet for video and audio content, providing podcasters drive the connection.
As Google sunsets its podcast app, podcasters who seize this migration moment to direct audiences to YouTube Music can follow listeners to the new platform and ensure their shows avoid lost growth in the shakeup. Strong messaging now means maintaining momentum as Google hands the podcast baton firmly off to YouTube.
Enhancements for Podcasts on YouTube
Over the past year, YouTube has been enhancing its podcast experience across both the YouTube platform and YouTube Music app, including features to improve listening continuity, discovery, downloads, RSS feed support, and smart device integration.
Specifically, YouTube now allows listeners to pick up where they left off in a podcast, will soon allow listeners to mark podcasts as listened to, and will show listeners podcast recommendations on YouTube Music.
Additionally, new episodes of subscribed podcasts automatically download for offline listening, users can add any podcast via RSS feed URL, and there is expanded support for playing YouTube Music podcasts through Google Assistant-enabled devices like cars and wearables.
Overall, YouTube aims to make podcasts more accessible and engaging for listeners and creators.
Our Take: As Google transitions podcast listening from Google Podcasts to YouTube Music, the latter platform is rapidly gaining critical listening features to ease the changeover. Auto-downloads for new episodes of subscribed shows now mirror Google Podcasts functionality.
Similarly, RSS feed support also lets listeners transfer and manage their current podcast lineup. Expanding capabilities with Google Assistant integration in vehicles and wearables will also facilitate continuous listening after migrating. This build-out of core options helps YouTube Music present a full-fledged podcast alternative for those leaving Google Podcasts.
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However, the development puts the onus on podcasters to proactively drive listeners to transfer over in the transition window before Google Podcasts shuts down feeds and imports. Unless creators communicate the needed shift, many listeners may simply disengage once their usual Google Podcasts app stops working.
YouTube Music has shown commitment to meeting expectations, so podcasters willing to guide their audiences have an increasingly robust delivery channel waiting on the other side. As Google sunsets Podcasts in favor of boosting YouTube Music, podcast creators who leverage this moment to push proactive migrations can transition smooth listening to an expanding podcast experience.
#3: YouTube Shopping
YouTube Shopping Sounds
YouTube Creators and Official Artist Channels that enable YouTube Shopping can now access a Shopping Sounds library to use audio clips to make their Shorts shoppable. In the YouTube mobile app, they can tap to create a new Short, add sound, select the All Sounds banner, and browse the Shopping Sounds library to pick clips that allow them to tag products within their Shorts.
By using these sounds and selecting the “tag products” option, creators can publish Shorts videos that contain shoppable content. However, the Shopping Sounds library is only available for Shorts and cannot be used in long-form videos or live streams displaying YouTube Shopping features.
Our Take: The introduction of shopping sounds library exclusively for Shorts spells a lucrative opportunity for brands. With Shorts' potential to drive explosive viewership, having audio designed to enable in-video shopping matches that monetization velocity. Simply accessing the shopping music options when editing, tagging featured products, and publishing checks the copyright compliance boxes, too.
Rather than brands scrambling to get copyright clearance, YouTube directly provides this commercial recording resource. That peace of mind and legal coverage means creators can use Shorts to highlight shoppable products without worrying about sudden audio removal issues that torpedo experience and conversions.
The reach of Shorts combined with the capability to easily showcase merchandise for purchase makes the built-in shopping sounds catalog too powerful to pass up. Lean into Shorts and their commerce-safe music, and the profits from purchases driven by impulse views could prove substantial. Here, YouTube has paved a direct lane to fuse its Shorts momentum with its eCommerce ambitions at a stroke that brands can immediately employ to drive revenues.
#4: YouTube Channel Memberships
YouTube Members-Only Scheduling
YouTube has introduced a new members-only video upload option that allows creators to set content to be visible only to paying channel members initially before making it public later.
When uploading, creators can now select “Members-only to public” visibility and choose which membership levels get early access. They can also schedule when the video switches from members-only to public. Though members are notified of new members-only uploads, creators can still publicly share video URLs via channel cards, playlists, and community posts to promote the content while keeping it exclusive for members in the interim.
YouTube found early access videos to see similar public performance once made fully public. This gives creators a way to provide special access and incentives for members without negatively impacting public video success after early member exclusivity.
YouTube Channel Membership Gifting
YouTube is launching a beta version of a new feature called Channel Memberships Gifting that allows an existing channel member to purchase a set amount of memberships to gift to other viewers during a live stream. These gifted memberships provide the recipient with one month of channel membership perks. Creators receive their typical revenue share from each transaction.
To receive a gifted membership, viewers must opt-in by allowing gifts or clicking the gift icon in chat. YouTube then distributes the gifts to frequent viewers and loyal community members. Recipients are notified via chat message and email but do not have to pay anything themselves. Gifted memberships use the same 70/30 revenue split between creators and YouTube.
The feature is only available on desktop live streams initially. YouTube plans to expand Channel Memberships Gifting to more creators over the next few months.
Our Take: YouTube finally allowing channel membership gifting could make creators far more willing to experiment with the monetization option. Previously, building a paid members layer meant an all-out effort to convince fans to commit to lasting payments. Many creators lacked such conditioned audiences. Now, gifting five trial memberships two times each month lets YouTubers first showcase benefits without that hardship. Instead of a tough sell, a softer invitation to sample and then opt to sign on full-time results.
Creators could run initial 60-day test periods via gifted memberships to garner feedback and gauge retention potential before any hard member recruitment launch. The feature enables sampling the model, gathering critical mass, and earning social proof without the intimidating leap to fully push payments right away.
With the gifting introduction lowering the risk and difficulty of trying memberships, adopting the tool early on now offers lower-stakes testing and insight rather than demanding outright subscription success from day one. As YouTube facilitates membership exploration, creators have the perfect prompt to finally delve into and evaluate the option.
Jerry Potter, host of the Social Media Marketing Talk Show, is 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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