← Social Media Marketing Talk Show
Social Media Marketing Talk Show
YouTube Updates: Shorts Features, Ad Formats, Analytics, and More
00:29:45
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- [00:01]
Regina Kowitz
Are you thinking of attending Social Media Marketing World, but you're concerned that you're not going to learn anything new? Listen to what fellow marketers have to say. Regina Kowitz says, I've been wanting to attend this conference for years and finally got to go. It was phenomenal and packs a punch with incredibly valuable and actionable information. Katie Brinkley says, just four years ago I made a decision that would pivot my entire entrepreneurial journey. I attended Social Media Marketing World. The rewards promised to be nothing short of extraordinary. Rebecca Good says, I absolutely loved every single presentation and wish I could turn back the clock like Hermione from Harry Potter and get to experience every single session. I learned so much and would absolutely love the opportunity to go back again. Come see what you're missing. Visit social media marketing world.info and grab your tickets today.
- [00:58]
Jerry Potter
Welcome to the Social Media Marketing Talk.
- [01:01]
Jessica Stansberry
Show, your guide to the ever changing world of social media.
- [01:06]
Jerry Potter
On today's show, we're going to explore the biggest YouTube updates and there's some important ones, including YouTube will now let you use AI to generate video. This is not like some of the other platforms where they're like, it's coming, here's what it'll look like. Also, if you manage a YouTube channel that's eligible for monetization, YouTube sort of dropped an important deadline on us, so we'll make sure you're up to date on that. Are we going to finally be able to add custom thumbnails to YouTube playlists? We'll tell you the latest on that. And a major feature in YouTube Studio has been completely renamed. It doesn't really affect your workflow, but it totally threw me for a loop this week. So we'll want to make sure you're all up to date on that as well. My name is Jerry Potter. Yes, it rhymes with the Boy wizard, host of the Social Media Marketing Talk Show, a Social Media examiner production where we break down all the latest social media news 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 the founder of hey Jessica, a company designed to help businesses grow with YouTube. Her courses include YouTube Rockstars and the YouTube Starter Toolkit. Jessica, welcome to the show.
- [02:06]
Jessica Stansberry
Hello. Thanks for having me.
- [02:08]
Jerry Potter
So I want to get into some of the AI and some of those stories here in just a second, but let's start with this YouTube shorts thing. YouTube said three minute shorts starting October 15th and now we're still kind of waiting around Going right, Haven't seen that yet. So what are they saying about this now? Because they kind of clarified, as I understand it.
- [02:24]
Jessica Stansberry
Yes. So I think now they're saying that at the end of November, this should actually happen. So any of the shorts that you uploaded before the end of November, after that October 15th situation when we all thought, this is amazing, should transition over to the short shelf and not be on the page anymore. I'm just waiting till it actually happens because I can't stand to have a bunch of shorts all over my, like, homepage.
- [02:49]
Jerry Potter
Just aesthetically.
- [02:50]
Jessica Stansberry
Yeah, no, I can't stand it. And, you know, they're always like the worst freeze frames for the thumbnail. And so, like, I can't send that either. And I'm like, nope, we're just gonna wait. It'll be really useful, especially for people who do short form content on multiple platforms, because all of these other platforms have longer availability. So it's gonna be great when it happens.
- [03:13]
Jerry Potter
That was the big thing for some of my clients and members too. They were like, I can put my 61 second reel up as a short now. Thank goodness. So they say by the end of November at the latest, everything should look right in all the places. So we'll see what happens. But I think they just kind of botched the original announcement with the way that was all going to work.
- [03:35]
Jessica Stansberry
And I feel like YouTube doesn't do that very often, so it was kind of surprising that they would, like, roll something out that wasn't actually ready. But we'll forgive them this one time.
- [03:44]
Jerry Potter
Yes. Okay. So another feature that they have borrowed from some of the other platforms, but I'm excited to see this. Here is now shorts templates. So for someone who's never seen those on Instagram or TikTok, explain exactly what that is.
- [03:56]
Jessica Stansberry
Yeah. So if you want a certain. Or if you see a certain type of content that you like, the cadence of the content, or the way it looks or the way it moves or the transitions used, or the music used, you can use a template to get that done. So on reels, we've had this for years now. And so, like, if there's a reel, let's say for the end of the year, where it's like 12 photos representing each month and they're like popping through and it's a certain song. Instead of having to go into like capcut or something and like chop this exactly the right length, you can just hit a button and it's like, use this as a template. So now that's coming to YouTube shorts. And it's really a great time saving feature, especially for trends and things like that.
- [04:39]
Jerry Potter
Yeah. Cause you could literally just say. It'll say you need a 1.2 second clip here and you choose it from your camera roll and it drops it in. And there's something, I think, as humans, where when the music is synced up to the clips, it's just very soothing. Right. It's very. It's very comforting. So love that. All right. And then another update. YouTube For a long time, I think, has done this better than any platform where they let you take one of your widescreen videos and, you know, essentially remix it. So you could take things that were side by side and move them on top of each other and things like that. But now they're allowing us to try and do this automatically where we don't have to do it. Right. Is that the way this works?
- [05:14]
Jessica Stansberry
Yes. So it'll just kind of automatically know. Is that the right word? No. Like what should be? Where kind of thing will it? I don't know. But I do think it's a really cool feature. Have you seen that? Oh, what is it? The girls who play in Wicked. So Ariana Grande and the. I can't remember the other lady's name, but the one that. Who plays Elphaba on the movie. And I cannot think of her name right now. I'm blanking. Anyway, it doesn't matter. But they were just on Jimmy Kimmel and they did this like fun song and it was edited like we are right now, where like one was on one side of the screen and one on the other. But of course, when they put it on vertical platforms, it was like moving where it needed to be. So I'm hoping this works well because it would really save a lot of time.
- [05:56]
Jerry Potter
Yeah, without question. Especially for that type of like side by side stacking. I guess the other thing, it's supposed to do well and I haven't tested this, but if you are moving in your shot because you're doing something with motion. I think in the demo it was skateboarding. I don't know how many of our marketers are making skateboarding videos, but it'll keep the person in frame. And previously that took a really long time to really kind of do that on any editing platform.
- [06:20]
Jessica Stansberry
Yeah. Because you had to track it and things like that. And I'm still. I stink at that. That is the. One of the editing things that I'm terrible at is like tracking a moving. So this would be great. That would be great.
- [06:29]
Jerry Potter
Stop Telling people that because soon you'll be great at it, right?
- [06:31]
Jessica Stansberry
I know it'd be all cool. Look how awesome I am.
- [06:34]
Jerry Potter
So the big announcement in the last 48 hours is YouTube's dream screen is out and it is AI generated video that you can use in your shorts backgrounds. Now we were talking pre show meta announced metamoviegen a few weeks back and they show where you can upload a photo and then it'll make a video of you doing something, which is amazing, but I don't know if we're going to see that in the next year or two. This is available now. So how can you see marketers and businesses using this kind of thing?
- [07:05]
Jessica Stansberry
Oh yeah. I mean, think about the people who are like, oh, I don't want to do this because I don't have an aesthetic background that's on its most basic level. Right. Like, I don't have this, like beautiful background. So let me just create one. Let me tell YouTube what I wanted to do and create one. Or the other option is like, oh, I'm talking about skateboarding, I'm talking about Superman looking at your shirt like, I'm talking about whatever, let me have it. Pop some things behind me to like help illustrate this point. So I really do see this being good. It does scare me a little bit. All of the AI with creator stuff scares me a little bit because I think at a certain point there's going to be less need for actual creators in certain areas with the AI coming. But this I like. This I like. I think we'll keep it.
- [07:48]
Jerry Potter
I tested it this morning and I. I actually used the prompt they suggested, which was like a mountain with a sunrise behind it. And it's okay. It seems like it felt like the kind of feature you would expect to be available now. But if it's good content, people will watch stuff with terrible green screen cutouts and all kinds of stuff. So I think if it enhances, it's great. So this is supposed to be available now if your app is updated in the U.S. canada, Australia and New Zealand. So a couple more shorts updates as well as a lot of other stuff that if you use YouTube for marketing, you need to know about. But if you've been thinking about how you can transform your marketing career, take your marketing career to the next level. Social media marketing world is the place to be. Holly Cartson was one of our attendees and said, social media marketing world has taught me more about social media and marketing than my entire college degree. Honestly, this conference is why I have the position I have now. So if you want to make connections and discover the latest marketing strategies, get your all access ticket. Today, Jessica is going to be speaking again. I'm excited to be speaking again. Just go to socialmediamarketing World again, social media marketing for all the information to get your ticket. Give your marketing career a huge boost and we hope to see you there. All right, a couple more shorts updates. One, a poll sticker that is coming out for YouTube shorts, which I'm excited, but I'll tell you why in a second. But how does this work exactly? How do you see this working?
- [09:12]
Jessica Stansberry
Why are we 18 years behind stories? Is all I have to ask about that. Because, like, I understand. The whole thing for me is like, okay, YouTube shorts came as a competitor to Reels and TikToks and things like that. Well, then let's keep up. Okay. Because we've had poll stickers forever on Instagram. So, yeah, I love the idea of this feature because it increases engagement, it gets people involved in your content, and it literally is just a sticker that you can put over top of your content and ask a question. So if, let's say I'm going to do a piece of content that's like, I am outside with my dog in the snow and I can be like, do you like snow or not? Right? And like, yes or no? And you can pick that. I hate the snow, by the way. I'm looking at snow right now and I hate it. But things like that are really fun because they help breed that environment with your audience where they feel like they can talk back to you. And I feel like YouTube has less of that than other places anyway. So if we can bring more of that into it, I think that's great.
- [10:10]
Jerry Potter
Yes, that is a great point because it is not, you know, there's no private messaging on YouTube or anything like that. But I think for channels, you know, if you're managing a channel or you have a channel and you're trying to, like, warm up engagement because you don't have that connection. Like, polls are one of the easiest ways to do it in the community feed. And now the fact that it's on shorts and you can reach people who don't know who you are yet is huge. So I'm very excited to start playing with that. If you do live streams, another new feature that is coming out again, two shorts, which is, I think it'd be really effective for people that do live streams. In fact, we should probably be doing that for this show. What is this update called?
- [10:47]
Jessica Stansberry
It's another thing that Instagram's had forever, but it's basically like a set, a reminder sticker. So it's the same thing. It's kind of like a sticker. Well, I think it'll be like a sticker from what I read where when you do a short, like let's say you can do a short teasing a live stream that's coming up or whatever, or even a short that's just on the same topic as a live stream, you can set this up to say, like, hey, this is happening at 1pm on whatever. And when they click it, they will actually get like a notification in their notification system to notify them that you're going live. So it'll help. I think it'll help people who go live. I'm not a big live streamer, but I think it'll help people who go live.
- [11:26]
Jerry Potter
Yeah, it's again, one of those things. It's like, oh, okay, you have this now, finally. I'll take advantage of it for sure. All right. The scariest update on the show today for channels that have creator monetization. And I think when Jessica and I both saw this, we were like, wait, what? So fill us in on exactly what they're saying with this.
- [11:43]
Jessica Stansberry
Yeah. So I guess we have to resubmit our tax forms in AdSense before December 10th to avoid a 24% withholding. That's like not a shabby amount of money. Like, that's.
- [11:56]
Jerry Potter
No. Even if you only get $5 a month, that's a substantial chunk of it.
- [12:01]
Jessica Stansberry
Yes. And I, I had no idea about this until I saw it in our notes and I was like, what? So I've got to go check on this myself?
- [12:07]
Jerry Potter
Yeah. So you have until December 10th. All you have to do is log in and resubmit it. I honestly didn't even remember what the email address to log in for AdSense just because I never, ever have to do it. So. But just a big heads up around that. All right. You know, sometimes with your content, you want to make sure that it's not showing up next to certain types of ads. And YouTube has been investing more in the ability to make sure you don't show up next to certain types of ads. So what's the latest on this, Jessica?
- [12:35]
Jessica Stansberry
Yeah, so creator ad blocking is now available. So essentially, if I say I don't want this certain category of ads showing up on my channel, I can now do that, which I think is magical. I don't know why this wasn't a thing before now. I mean, I Especially think about the small channel, like, parenting channels or something, where there's, like, small children watching or whatever. Like, I don't know why this wasn't a thing before, but also from a marketing perspective, a big thing back in the day was that, like, a lot of people wouldn't turn their monetization on on YouTube because they knew that their competitors would come in and run ads on their channel. And so, you know, if you wanted to block that type of thing, as long as it fell in, like, one of the categories that you can kind of block or whatever, you could do that. And I think that's really cool, because then you can be like, hey, I don't want a bunch of my competitors coming in here and acting like they're whatever. To try and get my traffic.
- [13:32]
Jerry Potter
Yeah, that's a really valid point. And with this, too, you know, like, we're coming off the election season here in the US So that's something that some people may not want to be up against on any side. Just know they did say your revenue may go down. Right. Like, if we don't have as many people competing to show ads on your videos, then you may not make as much. So if you do rely on that, I think that's just something that is important to be aware of. All right. We talked about the dream screen, the generative AI and now YouTube is also expanding its dream track experiment, which is all about music made with AI. So tell us what is going on with this now as it's expanding?
- [14:07]
Jessica Stansberry
Yeah, so they are allowing us to restyle some official songs. So before it was just kind of like, we could make a song with a voice, and now we can say, okay, we want this song. Like, if you wanted, you know, the Gilmore Girl soundtrack, that's probably not even on there, but if you did and you wanted it to, like, be new words or whatever and use AI to, like, do that, you can do that now, which is pretty cool. I think it's a cool feature. I don't know that I'll use it, but I think it's fun.
- [14:36]
Jerry Potter
Yeah. Well, I know AI can do things I've never even imagined, but it's crazy because they say it'll maintain the original vocals and lyrics, but change the genre or the mood. And so I'm just thinking if you had really slow vocals and now you're going to, like, change the mood, I guess you can do that with intensity, not just speed of music.
- [14:54]
Jessica Stansberry
But I guess. I don't know. I don't know how it'll work. Either, but we'll see.
- [14:58]
Jerry Potter
All right. New security measures are being tested. You know, the worst nightmare for anyone with a valuable channel is you're going to lose access to it. So I love anytime that they announce new ways to potentially get back in to the channel. So what is this test that they're running right now?
- [15:12]
Jessica Stansberry
So it will give you like a QR code to be able to get back into your channel if you get logged out or whatever? Rather not. Rather than. But in addition to the other ways that you already have. And I do love this. We were just taught. I'm in a mastermind with a bunch of other YouTubers. We were just talking about how you should have like, your login, but then you should have like six moderators and like, they should all have the login. And that way if you get hacked. And I do like the idea of in addition to like, two factor authentication, we can have this QR code that is specific and helps us like, get back in our channel and they know it's us and we don't have to, like, fight too much for that.
- [15:53]
Jerry Potter
Do you feel like people who lose their channels are getting them back more now than they were a few years ago?
- [15:58]
Jessica Stansberry
I do, I do. Like, I know.
- [15:59]
Jerry Potter
I do too.
- [16:00]
Jessica Stansberry
Yeah. I have a friend that, like, recently her channel got hacked while she was on vacation and. And before she got back, she had it back. So I do think it's like, they're obviously trying to protect it a little better. So that's good.
- [16:12]
Jerry Potter
Yeah. Okay. Because yeah, it used to be you'd hear these horror stories. Somebody got hacked and then it was just gone.
- [16:17]
Jessica Stansberry
Yes.
- [16:17]
Jerry Potter
You know, whatever it might be. So I think we all mentally have to be ready for that.
- [16:21]
Jessica Stansberry
Yeah. I couldn't imagine, like, I'd be like, I think I might cry for, like, days.
- [16:26]
Jerry Potter
I sometimes think about what I do. You can live in denial. I think whatever works for each of us.
- [16:30]
Jessica Stansberry
Right.
- [16:31]
Jerry Potter
It will never, ever happen. Well, this is one of those features that YouTube has added that we kind of went, wow, how did this not hear sooner? This is a feature for playlists on YouTube. So what are we finally getting with playlists on YouTube?
- [16:43]
Jessica Stansberry
Custom thumbnails. Like, why did we not have this 18 years ago? So, yeah, like now with a playlist instead of. I don't. What does it do now? I guess it just uses one of the.
- [16:54]
Jerry Potter
It's the first video, I think is usually what it is. Or maybe if you are. Have watched some of it, it advances. But yeah, you've never. You can't make it custom.
- [17:02]
Jessica Stansberry
Yeah, it's just. It's just coming from the videos that are already there and I couldn't even remember it. I don't. Is it even the thumbnail or is it just a still shot from the video? I don't remember. But either way, now we can make thumbnails for those playlists, which is glorious because it's going to look better, number one, when you're, like, running your playlist on your homepage. But two, like when someone finds a playlist in search or something like that, you can curate what that experience is for them. Because the same as a thumbnail attracting a click on just one video, a thumbnail is going to attract a click on a playlist the same way. So I love this feature, but also it should have been done.
- [17:39]
Jerry Potter
Yeah. Well. And also right now, the first video in your playlist may not be a good representation of what the whole playlist is about.
- [17:47]
Jessica Stansberry
Right.
- [17:47]
Jerry Potter
And so I think this could potentially lead to more clicks, especially for people that are looking to go deep on a certain topic. So that'll be cool to see as we finally have that. All right. This totally threw me for a loop. You log into YouTube Studio, the comments tab is gone. I was like, where are my comments? They've now renamed it Community, and this is part of the idea of creating more community on YouTube, which has been a big emphasis for them. Like you talked about earlier, it hasn't been that much back and forth compared to some of the other platforms. And they're also apparently adding more analytics around this.
- [18:17]
Jessica Stansberry
Yeah. And they're doing, like, most relevant comments and things like that. I think it almost kind of gamifies the community a little bit of, like, who is commenting the most, those kinds of things. You know, here's the videos that are getting commented on the most, that kind of thing. So you as a creator can kind of gamify it. I would like to see. And I think it's coming because I think I read an article about this, but it's like in the few, you know, next year sometime. But I would like to see this be a public situation, like the Community tab. Like we have.
- [18:51]
Jerry Potter
Yeah.
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Jessica Stansberry
Being something where it's like a Facebook group or, you know, something like that, so that people can interact. So I'm hoping that's coming and I'm hoping this is one step towards it.
- [19:02]
Jerry Potter
I feel like they've hinted at things that could lead to that. But Instagram has also talked about bringing in communities for, like, three years now. So I'm not holding my Breath at all on that. Another feature they've been testing and I think some marketers kind of wish this would go away, but it is being expanded and that is AI generated video summaries. So. And it's being tested on more English language videos, but basically it's a quick overview about what the video is about. Now it doesn't replace the creator written descriptions, but what are your thoughts on this? Do you feel like it's helpful to consumers or what?
- [19:36]
Jessica Stansberry
From a consumer standpoint, I like it. From a creator standpoint, I don't. Because from a consumer standpoint, if I'm googling, I think I just did this this morning. I'm putting together a course on like Facebook ads were retargeting like organic content and things like that. And I needed, I couldn't remember how to do something so I like went on YouTube to search it and I found a video that told me, but in the AI description answered my question. I didn't even have to watch it.
- [20:02]
Jerry Potter
Yeah.
- [20:02]
Jessica Stansberry
So as a consumer, love it. As a creator, I would hate to know I'm taking my time to do all of this creation to make these videos and then people aren't actually watching because they can just get it there. But again, going back to what I said a minute ago, I think we're at a precipice, especially with like AI generated video and AI generated transcripts and AI generated things that at a certain point how to creators that are just doing like 1, 2, 3, 4, 5 out, right. Like very simple how to videos, like how to change your tire, how to whatever. I think those type of creators are going to have to change moving forward because all of this AI is just going to replace them. Like nobody's going to need to watch their videos when they can just get a synopsis over here. And potentially YouTube could be like, hey, we can parse information from our own platform using our AI and create our own videos. To answer this question. So I don't love it, but I love it all the same.
- [21:04]
Jerry Potter
This sounds so much like the conversation about AI killing SEO.
- [21:11]
Jessica Stansberry
Yes.
- [21:11]
Jerry Potter
Right?
- [21:12]
Jessica Stansberry
Yes.
- [21:12]
Jerry Potter
Because you don't have to click through to the article anymore because the AI just gave you the answer.
- [21:16]
Jessica Stansberry
See, I think that'll happen. I do think that'll happen on YouTube. Not for creators that are themselves and are. I mean you can't replace a human element. Right. But think about how easy it would be with the tools we have now. Much less tools that they can develop to be like, you know, somebody go to YouTube and be like, how to change my tire or how to saddle a horse. You know, I saw a horse out my window. I don't know. So, like, these things that are, there's no variation to how they're done. They're done the way they're done. And YouTube could literally parse the Internet just like they do for their AI on Google. Find the steps and put those steps to pictures with AI video generator and put up their own video and keep their own AdSense.
- [22:04]
Jerry Potter
I've intentionally been trying to make more videos that are visual and the visual is an important part of it. Right. But the part that I worry about is my first worry was they're not going to get an accurate description. But I think they are. I think, you know, I've watched ChatGPT summarize things and it's like, wow, you nailed it. You saw some stuff I didn't know was in there, you know, so. But at the same time, you know, YouTube is leaning now into podcasts, and if you're making a podcast, it's got to fit for people who are not watching the video as well. So it'll be interesting to see. But yeah, I do see the consumer benefit for sure. All right, some cool analytics updates happening. If you log into YouTube Studio, on the right side of the box on desktop, there's this real time analytics box that tells you what's going on. How many views have you gotten in the last 24 hours? And now they're expanding this here a little bit. So what are you seeing with this, Jessica?
- [22:55]
Jessica Stansberry
Yeah, so they're testing new data to go in that box. So not only that, but they're also like adding visuals to this so that you can like see more of what is going on. So for instance, like before it's kind of just been like a counter, you know, like, oh, this many views or whatever. And now they're adding the see more button in the real time box so you can see even more real time analytics. So maybe you can see your click through rate or something like that. But what I think is the coolest part of this is the visual part where you're going to be able to see more on like a graph and you know, step by step type of things and see more real time analytics. Because we have always had a little bit of real time. But being able to dive deeper into that I think is really good for, for people on YouTube.
- [23:44]
Jerry Potter
Yeah. And on a related note too, I like that they're adding these data stories to videos in the first 24 hours as well to kind of help us understand because, you know, I think videos on YouTube, we all know they have this thing where they can sit there and we feel like they're not going to perform for three months and then, you know, off they go. But I think we are getting to that point where YouTube is recommending videos more now when they know who it's for and what it's about. That, that first week can be really big as well, even on small channels.
- [24:12]
Jessica Stansberry
Yeah. And I don't see why they could. And I think this is what this is. So you know how when you log in especially I think it's mostly on mobile, when you log in, you can see like it has these little like stories with tips. I forget what they're called, but it's like, oh, see how this thumbnail performed against other thumbnails and it's like a little story. Yeah, the data stories.
- [24:32]
Jerry Potter
Yeah.
- [24:32]
Jessica Stansberry
Yes. And so like they're do. Is that what they're called on that too? That part two?
- [24:36]
Jerry Potter
I believe so. Yeah. I call it the tell it to me like I'm five features.
- [24:40]
Jessica Stansberry
Oh, hi. Yeah, this is like friendly person who's like, your thumbnail did really well. But like being able to see that at a jump for your real time analytics, I think is what's going to be really cool about that.
- [24:51]
Jerry Potter
All right, let's jump ahead to some important YouTube ads updates where especially around shorts, we're seeing a few updates coming up. So run us through these updates for YouTube ads.
- [25:01]
Jessica Stansberry
Yeah, so now they are releasing short specific ads or shorts only ads. So this reminds me a lot of like on Facebook, if you're running ads, you can run them just on reels or you can run them just on the feed or you can run them just on Instagram or stories or whatever. And so now advertisers can run their ads only on shorts, which is really good for an advertising perspective because they're not having to make like a vertical or a horizontal video that could squish into shorts. Yeah, they can make short specific ads, which I think is really important. I don't know how that much that matters as like the creator on the platform though, you know?
- [25:41]
Jerry Potter
Yeah, well, it definitely from a marketing standpoint it's a neat asset. And I think the thing I find it interesting is it feels like all of the paid ad platforms, certainly Meta is moving toward don't tell us where you want your ads. We're going to figure it out for you. Right. Because our platform is so smart, which it is getting smarter and smarter all the time. So it's interesting now as we're headed into 2025 for YouTube to say, yeah, you can run it just on shorts. And even if they could take a widescreen ad and reformat it for me with AI, I still just feel like that's two different attention spans. Right. I wouldn't want to run the same campaign on both of them. So that's rolling out. You're going to be able to do stickers on short ads by the end of the year, which could be really, really powerful. And they also, you, you mentioned reformatting. They're going to have AI powered video enhancements to automatically adapt content for all of the different formats as well. So lots of new things coming to the paid app platform with ads. I don't run a lot of ads, but whenever I'm at Social Media Marketing World, I'm like, all right, I got to get caught up on the paid ads thing, which I know is going to be happening again coming up this year. All right, couple of other updates. One of them here between creators and marketers in that relationship with a video linking thing. So tell us what you know about this.
- [26:51]
Jessica Stansberry
Yeah, so this one, like when I was reading through it, I was like, okay, I think, I think I understand, but essentially it's a creator initiated video linking if you have over 4,000 subscribers. So I assume it's, it's mostly for people who are monetized, right?
- [27:06]
Jerry Potter
Yeah.
- [27:07]
Jessica Stansberry
They can then send a request for advertisers to like link their thing on their short. Am I right on that?
- [27:17]
Jerry Potter
That's my understanding of it as well. We haven't seen this roll out, but essentially, yeah. So a creator can initiate this connection and I assume that, you know, the advertiser will then say, yeah, we want to work with them and then they confirm it and then they get access to that. So I think in brand partnerships, deals, this may just become a standard thing going forward.
- [27:38]
Jessica Stansberry
I think it's similar to like Instagram when you mark something as an ad and it has to go to them to approve it and they have to come back and be like, yes, you can add us as like the person that this is partnered with. I think it can be similar to that. But if it, especially if it directly links to the thing, like the purchasable product, that could be really big for affiliate marketing too. So we'll have to see how it goes because I'm, I'm not sure I had enough details to like, like, ah, that's cool.
- [28:07]
Jerry Potter
Well, and in addition to this, YouTub says that they're going to recommend creator initiated tag content to marketers and brands. So if a creator initiates this and it might be something good to run ads on, then as marketers you're going to get heads up with that too, which is really, really cool. And then the other thing is these new partnership ads, they're rolling out these to advertisers globally, which is somewhat related, where you will be able to kind of go the other direction. So my interpretation of this is one is from the creator side, the other one is from the brand side. But they're really making, I mean, influencer marketing is not going anywhere, obviously. I saw a report a couple of weeks ago and it was just like the number one, what I want to be when I grow up now is an influencer. Which I was just like, what? My kids have shown no interest in that whatsoever. So even though I'm online.
- [28:54]
Jessica Stansberry
Haven't either.
- [28:55]
Jerry Potter
Yeah, they haven't either. Okay.
- [28:56]
Jessica Stansberry
They want to be. Well, my little one for a long time wanted to be a YouTuber, but I don't think it's a serious situation. You know what I mean? Like, he never like is to the point where he wants to be a YouTuber, you know what I mean?
- [29:09]
Jerry Potter
Well, and nobody wants to do what their parents want to do. So I think you and I are safe if that's not what they want to do. I think I'd be kind of excited if they wanted to give it a shot. But they're building this new centralized creator partnerships like management interface and Google Ads, which again, just to close the gap between marketers and the creators that they want to work with.
- [29:28]
Jessica Stansberry
Yeah. I think any way that we can help creators and brands work together better is a good idea because right now it's still so new. Even though it's not new, it's still so new that brands and creators work together that there's still so much to figure out. And I think anything that's going to help, that is always a good idea. And yeah, the creator economy is going zero places. It's going nowhere. It's. It's staying here forever.
- [29:54]
Jerry Potter
Yeah. All right, quick reminder. You can learn about an all access ticket to join us at social Media marketing world today. Just go to Social Media marketing world again. Social media marketing world. And Jessica, where can we discover more about you?
- [30:06]
Jessica Stansberry
My Instagram is Jessica Stansberry, my YouTube is Jessica Stansberry and my website is hey jessica.com in all of the places.
- [30:12]
Jerry Potter
I love it. All right. If you want to add another podcast, you're listening. Line up a couple for you to check out the AI Explored podcast as well as the Social Media Marketing Podcast in addition to this one. Thank you so much for watching and listening. Until next time, May you be wise with your marketing decisions. Take care everybody. Bye bye.
- [30:28]
Jessica Stansberry
The Social Media Marketing Talk show is a Social Media examiner production. For more social media insight, visit socialmediaexaminer.com.
- [30:42]
Regina Kowitz
Make 2025 your best year ever. Grab your discount tickets to Social Media Marketing World right now by visiting Social Media Marketing World dot info.