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Social Media Marketing Talk Show
YouTube Updates: Collaboration Tools, A/B Title Testing, Shorts Features, and More
00:20:20
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- [00:01]
Mike Stelzner
Hey there, Mike Stelzner. Before we get started with today's podcast, picture this. While your peers are struggling with basic chat GPT prompts, you're the marketer everyone turns to for AI solutions. You're automating tasks that used to take hours, creating stunning visuals in minutes and analyzing data like a pro. This, my friends, is not a fantasy. It's exactly what's happening to marketers. It's in the AI Business society. When you join the AI Business Society, you get monthly live training from leading experts, real world examples you can implement immediately, and a community of innovators pushing the AI boundaries. Don't let this moment pass you by. Visit socialmediaexaminer.com AI and start your AI transformation today.
- [00:52]
Jessica Stansberry
Welcome to the Social Media Marketing Talk show, your guide to the ever changing, changing world of social media.
- [01:00]
Jerry Potter
On today's show, we're going to Explore some big YouTube updates, including a new A B testing feature that could have an instant impact on your views. Also an Instagram feature that's being tested on YouTube that has people all kinds of excited. And by people, I mean me. And if you hate analytics, we've got some good news for you today around that. My name is Jerry Potter, host of the Social Media Marketing Talk Show, a Social Media examiner production where we break down all the latest social media news and and what it means for marketers like you. Today I'm joined by Jessica Stansberry. Jessica is the host of the hey Jessica podcast and founder of hey Jessica company designed to help businesses grow with YouTube. Her courses include YouTube Rockstars and the YouTube Starter Toolkit. Jessica, welcome to the show.
- [01:42]
Jessica Stansberry
Hello. Thank you for having me.
- [01:44]
Jerry Potter
All right, so let's jump in. We've had AB thumbnail testing for a while, but now we are starting to see AB tile testing. Tell us about this. What do we know about this so far?
- [01:53]
Jessica Stansberry
Yeah, so it's going to be in the same kind of section as the thumbnail testing. And you'll be able to do exactly what we can do with the thumbnails. We can title test two different titles and then it will measure what percentage of those views that you got came from each title. And you can, like, let it pick a winner or you can pick a winner. Like, it's just like the thumbnail testing. I'm really excited about this.
- [02:18]
Jerry Potter
Yeah, me too. Because I've had this anxiety. Like, as we know, the number of views or the percentage of views coming from search has been slowly, like, going down over the years as the algorithm has gotten smarter. And so Every time I upload, I'm like, all right, search title or click title search. And so that, that, to me, that resolves that anxiety.
- [02:38]
Jessica Stansberry
I agree, I agree. Because I really do think I do the same thing. I'm like, should this be like keyword heavy or should this be like sassy, you know, and then we can test them both.
- [02:48]
Jerry Potter
Yeah, and occasionally you will. You can do both in the same title, but not all the time. Do we know it's only going to be 2? I saw a video of it. I don't have access to it. But do we know. I'm assuming. But do we know that it's going to be like, the winner will be chosen based on watch time, just like thumbnails?
- [03:04]
Jessica Stansberry
I think so based on the article that I read. That's what I think it is. And I don't know that that's the best choice, but that's okay. I think clicks click through would be a better measurement of the title, but that's okay.
- [03:18]
Jerry Potter
Yeah. Would you rather have it be click through on thumbnails then?
- [03:22]
Jessica Stansberry
I'd rather have it be click through because for me, if they don't click, they don't watch. And it's my job, once they're in the video, to watch. And could the measurements be a little skewed that like, the 10 people who came in on this thumbnail or title were just more likely to watch anyway? Right. Like, I'd rather it be a click through rate situation because I think that is a better, like, test of the title and thumbnail, but who am I to say, right?
- [03:49]
Jerry Potter
YouTube makes more money on watch time, so.
- [03:51]
Jessica Stansberry
Exactly.
- [03:52]
Jerry Potter
Never happened for us.
- [03:53]
Jessica Stansberry
Exactly.
- [03:54]
Jerry Potter
So, all right, YouTube is now testing a feature that's very popular on Instagram. Tell us about this. What is this feature and what are your thoughts on that?
- [04:02]
Jessica Stansberry
Yeah, it's the new collaboration feature. I actually just saw this the other day. Because of who they are, they got access to it for anybody else. But Mr. Beast and Mark Rober did a joint video where they were doing, I forget the title of it. It was, you know, sensationalized, but it was basically raising money for clean water in one of the, you know, organizations. And I noticed it and I was like, how did they do a collaboration video? So basically what this is is like just like on Instagram, if I do a video and I want to collaborate with you, I can tell YouTube, hey, I'm collaborating with Jerry. And it will have us both be able to post that content on our channels and get us to each other's Audiences, which is pretty cool.
- [04:45]
Jerry Potter
Then you get the combined views, the combined engagement, the endorsement of each other. It's such a level up because for years we've been doing collaborations where it's like you'll have somebody in your video or, and you'll link to them in the description. But yeah, this is on a whole nother level. So when I think about brands, I, you know, you think about the other brands that are not your direct competitors but that are, you know, in the collaborative space, like you have the same audience. There's just so much potential for this. So I guess my thing right now is like, all right, I'm going to start brainstorming now or I'm going to wait till like get it to start brainstorming collaborations.
- [05:20]
Jessica Stansberry
But I know, and you never know, like, how quick is it going to be rolled out? Like, how many people are going to get like, you know, Because I saw their collaboration before I even saw that it was a thing. So I was confused.
- [05:31]
Jerry Potter
And all I've said currently is that it's available to a limited test group and they'll provide updates as the feature rolls out to more users. It wasn't announced like some of their tests where they say, we're going to try this till August 20th, so we'll see where it goes with that.
- [05:45]
Jessica Stansberry
Yeah, well, I feel like they already have like a good test of whether it's a good thing or not because all of these other platforms do it, right. Like Instagram does it already.
- [05:53]
Jerry Potter
Exactly.
- [05:54]
Jessica Stansberry
And they're like, oh, we know people like this, so let's just go.
- [05:58]
Jerry Potter
Yeah, yeah, exactly. And it ties into their whole thing about community building. So which is really cool. All right, there's another update around collaborations in a totally different way, which we'll talk about here in just a second. But one thing a lot of people are thinking about right now is their AI readiness level. Right? Am I keeping up? Am I doing enough? Is my job future proof all those things? Marketing is changing faster than ever because of AI. So we put together a quick free 3 minute assessment that reveals your exact AI readiness level and provides you with a personalized 30 day action plan to accelerate your growth. Because one of the big things is what do I focus on? Right? So just a few questions. You'll learn your current AI readiness level, the advantages and challenges of where you are today. Get that personalized 30 day action plan and ways that you can level up fast. So if you want to stop guessing what to learn next and get a clear path forward just for you, you can Take this free quiz we set up. Go to socialmediaexaminer.com aiquiz socialmediaexaminer.com AI Quiz. And of course, we have some AI updates coming up on the show today as well. But right now, another type of collaboration, and this is an update that is about working with creators, with influencers and how brands can make it even easier. So tell us about this update, Jessica.
- [07:13]
Jessica Stansberry
Yeah, when we work with brands now, like as a creator, we have to self report, right? Like, we have to, like, here's the analytics from this situation or if they want that. I don't really like to work with brands that want that, but whatever. But now with this collaboration feature, we can share analytics from specific videos, you know, different insights and things like that with the marketer on the other side who you know is either a paid sponsor or whatever the scenario is, which is cool. But also, I don't know that I love it.
- [07:46]
Jerry Potter
Well, it's off by default. Yeah, right, we know that. So you do have to go in and turn it on if you choose to do that. But from the marketer side and the advertiser side, you know, if somebody has it on, you can go in and then you can look for advertisers in the creator partnership hub to find and partner with. And I think anything that's more transparent, I think the smart marketers know that the analytics are not always the end all be. All right. We know that, like, if I was going to partner with you as a creator, I would be looking at your comments and things like that as well.
- [08:18]
Jessica Stansberry
Yeah. And hopefully that's the case. Right. Like, a lot of people come from traditional marketing. Right. Or advertising and they want to know that this many signups came from this video or like, you know, whatever the scenario is. And that's not really how this works. Right. Like, it's a lot of attention marketing. But I do love that, like, if a brand is like, oh, we know we have a budget of X and we know that that's going to allow us to work with creators of this size or like get this many views per video or whatever, they can easily go in and check out those stats and those analytics and be like, okay, this person looks like somebody we could work with. I think it'll open up the doors for a lot more brand sponsorships, which is awesome.
- [08:59]
Jerry Potter
Yes, for sure. All right, this next update is an update to a rule that I didn't know existed, but this affects all sides of. So tell us about this update. I'll just go ahead and say this is about profanity on YouTube. So what has YouTube announced around this?
- [09:15]
Jessica Stansberry
Yeah, I had to look this up years ago because I do tend to cuss a little on my channel. And so, yeah, so basically, before now, if you produce any type of profanity in the first, like, seven seconds of your video, you just, like, weren't monetized because they were like, okay, this is too risky for us with advertisers. And now they've taken that away. We still have some safeguards around it. Like if there's profanity in the title or the thumbnail or there's like, excessive use of profanity, they still have the right to, like, take the monetization away. I mean, not that I will probably care because seven seconds is, like, not long, but I think there'll be a lot of channels who do, like, okay, let's start the video off with a bang.
- [09:58]
Jerry Potter
Yeah, yeah, let's jump right in. Well, and the interesting thing about this, too, that I liked, in their announcement, they said this change reflects updated advertiser expectations. In other words, it sounds like more advertisers are like, look, for our audience, we're okay if there's profanity in the video.
- [10:14]
Jessica Stansberry
Yeah, so, which is good.
- [10:16]
Jerry Potter
So that is an interesting update. Yeah. All right, an AI update. YouTube, obviously, when you sign up for an account, it asks you how old you are or you put your birthday in. But now they are obviously, they know people can put in whatever they want, so they are announcing an expanded program to find another way to figure out how old people are. So what do we know about this?
- [10:37]
Jessica Stansberry
Yeah, so this one's really. I actually saw someone say that I think TikTok is doing this as well, because they were talking about this at the same time. But basically it's like an AI model that is going to go into your user behavior. Right? Like, user behavior, what you're watching, you know, all your patterns, things like that, and predetermine what it thinks your age is. And therefore, if it thinks you're under 18, help restrict those less than desirable under 18 pieces of content from that person. I actually really like this because it even says in the release that, like, if you accidentally get put in a category where AI thinks you're less than 18, you can, like, appeal it. So, like, it's not that big of a deal. And as a mom, I love that, like, my kids are, you know, we have rules around social media and things like that. But as a mom, it's nice that that's even a thought. You know, that social media companies are taking.
- [11:34]
Jerry Potter
Yeah. So basically, if I watched K Pop Demon Hunters with my kids and they're like, this guy's 14, I can say, no, no, I'm. I'm an adult, I swear.
- [11:44]
Jessica Stansberry
Yes, I have yet to watch that, but I've seen so many good reviews of it, I need to watch it.
- [11:49]
Jerry Potter
It's. Yeah, it's everywhere. So the thing to know about this, though, that I think could impact marketers is as you're looking at your analytics and things in the coming months, there may be a shift. If you're getting a lot of a certain age group, it might change if people start, you know, being reclassified as a. As their theoretically real age.
- [12:07]
Jessica Stansberry
Right.
- [12:08]
Jerry Potter
So. Well, yeah, so we'll see with that. All right, let's talk about analytics. And I will say I love the analytics that make me feel good. Like, you got, you know, all these views, but in general, I want somebody else to look at the analytics and then tell us what we should do. But analytics are the way I see it, is essentially being made much more accessible and easier if you are the only person, you don't like analytics and you still want to look at them. So tell us about some of these updates.
- [12:33]
Jessica Stansberry
So right now, if you go into, like, the advanced analytics, it's kind of a dumpster fire. Like, it's like, you know, like, it's like, oh, here's a chart. And then, yeah, here's a chart. And like, you know, like all of these random things, and then we have to, like, click in and like, go in and click all these categories to, like, compare things. And so now they're making it more accessible with, like, sidebar cards and easily being able to search, like, if you wanted to search like a video and look at the advanced analytics on that and making it just more user friendly. What I envision this being is, you know, how they added, especially on your phone. I think it's on desktop, too. But on your phone in the YouTube studio, it gives you those, like, analytic summaries for the week. It's like this week.
- [13:19]
Jerry Potter
Yeah, the little stories.
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Jessica Stansberry
Yes, that's what it's called. Yeah, I think it'll be similar to that where it's like, okay, over here, we know that this is happening. Click into this and it's going to be a lot easier to read than these, like, you know, analytics that we have now.
- [13:34]
Jerry Potter
Yeah, well, and it's interesting to see that these things they've been working on for a couple years are finally making their way to that Advanced tab, which, you know, sometimes I'm, it's like learn more. And I click on that, I'm like, oh, it's advanced. I didn't want to go into this, I didn't want to go in to this mess right now, but. And then another update. You know, we're seeing this shift obviously over the last few years where subscribers matter less and less. There's still a nice social proof number and certainly a vanity number. But they're also giving us more segmentation tools now to kind of understand who is watching our videos. So you know, for the longest time it's just been new and returning. So what are some of these other categories that we're going to start seeing?
- [14:11]
Jessica Stansberry
Yeah, so it looks like we'll be seeing like casual viewers which are viewers who watched between like one and five months of the past, you know, 12 months and then regular viewers who watched for six months or more. And it says that regular viewers is going to replace the returning viewers traffic. Okay, so I feel like that's really cool, like you can actually look at it from, you know, in your analytics there's like new and returning, you can actually go into new and see like how new. Right. And things like that. So I think it's nice to be able to like categorize the new and the returning in even better categories because then you can say like, okay, over the last 12 months I didn't just have more returning subscribers, I also had more new people who turned into regular viewers, which is nice. That's a good analytic.
- [15:04]
Jerry Potter
Well, and for businesses too, you know, the loyalty, it's rarely one video sale. It's they watched five of our videos and then they said take my money. So that's the thing I really like about that. And then one more thing with analytics now and you know, I've been sort of thinking in the back of my head I've done nothing about it, but it's like, how can I get chatgpt to help me analyze my analytics because it's so good at analysis. But now sounds like YouTube is testing a built in AI tool to help us with the analytics, right?
- [15:32]
Jessica Stansberry
Yeah, I think that's really cool. They're calling it Ask Studio and you can say like, hey, help me figure out, you know, this part of my analytics or I want to, you know, analyze this video or something like that. And how can you help me do it? And I think it can also do like summaries of comments and your channel stats and things like that, which is really nice. You know how on Amazon, you go and you look at the product and like before you get to the reviews, now there's like an AI summary. And it's like people said, you know, like, I think that'll be really nice for this because you can say, okay, most people, like AI told me that most people were saying X, Y and Z about this and this can help you make decisions going forward. I really like this. I have used Chat GPT to analyze my analytics and it is fun. But this is even cooler because it's built in and it's like YouTube specific.
- [16:26]
Jerry Potter
Yeah. And I love. They said that it'll even help you sort of brainstorm ideas and outlines based on what's worked in the past.
- [16:32]
Jessica Stansberry
Yeah, that's awesome.
- [16:33]
Jerry Potter
Obviously that's exactly what we want to do. Right. Make more of that, of what's working. So. All right, other AI updates. We've got some new AI updates that are coming to shorts, which are, you know, chat GPT5 was announced, I think it was yesterday. It's crazy how fast this stuff is moving. But what are the AI updates that are now coming to YouTube Shorts?
- [16:51]
Jessica Stansberry
Yeah, I think the big one is that you can take like a photo and have AI like turn it into a video with animations and motion and things like that. Honestly, I think that's the one that I would use the most, honestly, you know, so like, oh, okay, let me use a photo of me and let it like do something cool or whatever, you know. But it's also going to, you know, let you like put in like dynamic elements and AI powered visuals and all of that good stuff. So like doodles. This is where I think AI is going to kind of take over certain creators is in this like doodly or like cartoony world, you know what I mean? So like infographics, things like that. That's going to be really easy to do, like for a marketer. Right. Like if I want to make an infographic about how my product works, that's going to be really easy to do with an AI Shorts tool like this.
- [17:46]
Jerry Potter
Yeah, I haven't played with it yet, but I guess right now it's based on Google's VO2 model, which is technically their old video model now, but happens too fast. Yes. But VO3 is, is going to be added to it, they say later this summer, which I guess will mean before September 21st or whatever the solstice is. And everything you create in there will be labeled and watermarked with the, you know, hey, this is generated by AI as well. So. All right, another Shorts update. Now, you can sync imported shorts to music, so this should be launched to all channels. Now you can automatically sync photos and clips from a phone gallery to your chosen music, which is a cool update.
- [18:27]
Jessica Stansberry
It is cool, yeah.
- [18:27]
Jerry Potter
All right. A lot of things are being expanded, so if you heard about one of these on the show before and you're like, I don't have it yet. Let's update you on these here real quick. One is the Inspiration tab where it gives you these AI powered video ideas, outlines, title, thumbnail suggestions. Not good thumbnails, but it will make a thumbnail for you. Unless you've had a different experience.
- [18:46]
Jessica Stansberry
No, I'm not.
- [18:48]
Jerry Potter
This is now out in the eu, the UK and Switzerland. And you said you've been working with the Inspiration tab and actually using it in your workflow.
- [18:55]
Jessica Stansberry
Yeah, I actually really like it because similar to the Ask Studio option where it could give you ideas, I like that it goes in and it says okay, based on your viewers, these are the types of videos that we think would do well for you. And I can also like search arbitrary things too. Like, it doesn't have to be what I already talk about and I do really like it and I actually mentioned it in my course because I have course about YouTube when it first came out and people were like, I don't have that yet. Which I think at that time they weren't in a different country, they just didn't have it yet. But now it's rolling out to all of these other countries and it's going to be way more accessible, which I love.
- [19:34]
Jerry Potter
Yeah, that's fantastic. If you've ever thought, oh my gosh, we could do so well if we could just have our videos in another language. But you're not going to hire another presenter to speak another language. Well, now the automatic dubbing feature is rolling out with 11 new languages and it's supposed to be available to 80 million channels channels now. So if you didn't have that before, you might have it. Dream Track, where you can use AI to generate music, is being expanded to more people in the us. And then Dream Screen, where you can generate AI backgrounds videos to use as green screens or even six second video clips, has launched in the uk. And then one more thing just to be aware of, for people that are running ads, YouTube's Premium Lite subscription, which is kind of like YouTube Premium, except you don't get all the features but you do remove the ads, has expanded to a bunch more countries, so you may see reduced reach around that. So, all right. Quick reminder, Take this amazing free AI readiness assessment. You can go to social mediaexaminer.com Aiquiz Again, social media examiner.com Aiquiz and Jessica, where is the best place for people to discover more about you?
- [20:39]
Jessica Stansberry
Sure. I'm on YouTube at Jessica Stansberry Instagram Jessica Stansberry and anywhere you can find me. Google me, you'll find me. It's fun.
- [20:46]
Jerry Potter
She's in all the places. All right. And if you want to add another podcast to your listening lineup, be sure to check out the Social Media Marketing Podcast until next time. May you be wise with your marketing decisions. Take care everybody. Bye.
- [20:58]
Jessica Stansberry
The Social Media Marketing Talk show is a Social Media examiner production. For more social media Insight, visit social mediaexaminer.com.
- [21:11]
Mike Stelzner
Just a quick reminder before you go. If you're ready to become indispensable in the age of AI, the AI Business Society is your solution. Join now and secure your discounted membership by visiting social mediaexaminer.com AI I can't wait to see you inside the AI Business Society.