?? YouTube Surpasses Netflix in Viewing Hours!

Back after a long hiatus. Trying out a new format with this week's newsletter. I will try to keep these as short as possible, featuring only the 5 main headlines you need to know about and what you can do about them. Here are the top 5 news stories for this week

1 - New Research Highlights YouTube as the Leading Video Channel, Surpassing Netflix

Nielsen, the powerhouse behind global insights, data, and analytics, has just shared some exciting news: YouTube has clinched the title of the #1 streaming platform, leading the pack in watch time for an entire year. This means for 12 straight months, viewers have been flocking to YouTube, making it their go-to spot for all the content they can't miss. This remarkable streak not only puts YouTube ahead of rivals like Netflix but also showcases its unparalleled appeal and influence in the world of streaming.

Source: YouTube

So What?

If you've been overlooking your YouTube channel, now's the moment to turn your focus towards it. Here are several key aspects to contemplate for your brand or business on YouTube.

• Dive Into Content Creation: First things first, let's talk about crafting content that sticks. Whether you're sharing how-tos, fun snippets, or a sneak peek behind the curtain of your brand, remember, variety is the spice of life on YouTube. Create content that speaks to your audience and keeps them coming back for more.
• Explore YouTube Advertising: There's a whole world of ad formats on YouTube, from those quick skippable ads to the ones that make you pause and watch. This is your chance to meet your customers where they're already hanging out, glued to their screens.
• Get Smart with SEO: YouTube is the second largest search engine out there, so let's make sure your content gets found. Sprinkle those keywords in your video titles, descriptions, and tags. Think of it as leaving breadcrumbs for your audience to follow.
• Build Your Community: YouTube isn't just about videos; it's about people. Engage with your viewers by responding to comments, reacting to their feedback, and even encouraging them to create content that resonates with your brand. It's all about creating those connections.
• Join Forces with Influencers: Partnering with the right YouTube influencers can be like striking gold. They've got the audience, the credibility, and the creative flair to introduce your brand to new eyes in the most authentic way possible.
• Keep an Eye on the Data: YouTube Analytics is like your GPS here, guiding you through what works and what doesn't. Use it to tweak your strategies, understand what your audience loves, and keep serving them more of that.
• Play with Different Formats: Don't be afraid to mix things up! Try live streams, Q&As, or even polls to engage your audience in new and exciting ways. It's all about keeping things fresh and interesting.

YouTube has a vast reach and impact yet appears to be the area that most marketers focus on the least. Use this to your advantage and start growing your presence on the platform. It's all about connecting, engaging, and growing your brand in the most dynamic and authentic way possible.

2 - Gartner is predicting that traffic from search engines fall 25% by 2026

A recent analysis by technology research company Gartner indicates that within the next two years, there will be a 25% reduction in search engine-driven traffic to user websites. This decline is attributed to the impact of generative AI.

So What?

There is no better time than now to start thinking about how to adapt SEO strategies and explore opportunities for incorporating brands or businesses into Generative AI search results.

Source: Digital Information World

3 - Instagram launches its marketplace to connect brands and creators in 8 new countries

Instagram is expanding its marketplace tool, which connects brands with creators for paid partnerships or ads, to eight new countries: Canada, Australia, New Zealand, the United Kingdom, Japan, India, and Brazil. Since its initial U.S. test in 2022, the platform has integrated thousands of creators and brands, and last year, it enhanced functionality with API features for creator outreach and brief structuring, also inviting agencies to participate.

Source: Techcrunch

4 - STOP using the “Boost” button on Facebook and Instagram

It's puzzling why anyone would opt for the Boost feature when Ad Manager should be the primary tool of choice. However, here's an additional reason to avoid using the Boost option on Facebook or Instagram, especially on Apple devices: Meta has disclosed that businesses looking to "boost" their posts on the iOS versions of Facebook and Instagram will now incur an additional 30% service fee payable to the app store operator, Apple.

Source: Reuters

5 - TikTok Creative Made Simple

TikTok has released yet another valuable resource aimed at assisting marketers in crafting superior content for the platform. The playbook offers a comprehensive guide to achieving creative success, outlining best practices and tools essential for creating highly effective advertisements.

Download it here: TikTik Made Simple?

Let me hear from you! If there's something you've found helpful, simply reply to this email with your thoughts, and I promise to get back to each one of you. Your input means a lot! ??