LinkedIn to Test Targeted Ads During Streaming Content

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Would you like to be able to run video ads on streaming services that specifically target LinkedIn users? The social network is testing a new ad product that allows advertisers to reach LinkedIn’s 930 million users as they watch TV or movies at home. 

In a statement to Reuters, the Vice President of Marketing Solutions for LinkedIn, Penry Price, said: “In-stream video ads can change the way brands and buyers reach and engage their audiences.”

The new ad format comes following reports that the company’s ad platform is already up in sales by 8% year-on-year and is looking to further grow its advertising profits.

The new format could also be a boon for advertisers looking to increase their ROI by reaching their audiences with ads while they are most receptive. 

LinkedIn’s ad growth has been a bit of a surprise because it comes at a time when other ad platforms are being hit by falling ad budgets and an overall uncertain economy. Meanwhile, the social network’s ad platform continues to drive revenue from ad sales and subscriptions for recruiters, professionals, and B2B salespeople. 

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TikTok, Instagram Reels, and YouTube Shorts Dominate Short-Form Videos In Their Own Ways

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The past few years have seen a meteoric rise in the popularity of short-form video content with TikTok and a wave of imitators driving interest in bite-size videos that can be easily consumed on smartphones. 

Now, a recent study by Social Insider shows that just three platforms have set themselves apart as popular social networks for short-form video: TikTok, Instagram Reels, and YouTube Shorts.

While it is unsurprising that TikTok is the overall leader for short-form video, each of the three platforms has its own strengths and weaknesses that may make it appealing for marketing your business. So, let’s get into some of the details of the study and what makes TikTok, Instagram Reels, and YouTube Shorts so popular for this type of media. 

TikTok

As the current hot social network, TikTok easily outpaces the competition when it comes to engagement on posts. In particular, the study notes that TikTok content receives up to twice the number of comments compared to other platforms. 

In terms of pure engagement rates, the report says that TikTok maintains an engagement rate of 5.53%, significantly better than YouTube Shorts (3.80%) and Reels (4.36%).

This high engagement rate does have a downside, however. TikTok is currently the most crowded space for short-form video online with brands posting twice as much content to the platform compared to Reels and Shorts.

Reels

Instagram’s short-form videos may not be as popular as TikTok, but data indicates the medium is still widely-popular with Instagram users. 

According to the report, Instagram Reels has the three’s highest watch rate. It is unclear exactly what contributes to this high watch rate, but Social Insider suggests one contributor may be Instagram’s follower-centric approach. This means that the users most likely to see your videos in their feed are already highly likely to be interested in clicking play. 

Shorts

Compared to the other platforms, YouTube Shorts have shown itself to be a potent tool for connecting with new people and growing its audience. 

The platform noticed early on that users were more willing to click on short videos from creators they were unfamiliar with compared to 10+ minute full-length videos. With this in mind, YouTube started prominently including new or unknown-to-you creators in Shorts on their main page – driving attention to these channels. 

If a user enjoys a Short, they are then more likely to start watching the channel’s regular content. 

Why You Should Consider TikTok, Reels, and Shorts

With each platform’s unique pros and cons, Social Insider believes the best approach is to use each for distinct purposes. 

“Using TikTok, Reels, and Shorts complementarily and creating unique content for each, aligned with the individual’s platform audience and design, is the best approach marketers and brands alike could have,” they concluded.

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Google Is Introducing Two New Goal-Based Ad Campaigns For Video Ads

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Google is adding two new campaign types for video ads aimed at driving video views or generating demand. 

The company announced the video-first campaign types during the Google Marketing Live event and said the ads would have placements on all Google-owned and operated properties. 

Below, we will talk a little about what each campaign type offers and when you can expect to try them for yourself.

Video View Campaigns

These campaigns are geared towards a singular purpose (driving views) and early testing shows these ads are successful. According to Google, one study using Video view campaigns saw 40% more views on average compared to in-stream skippable cost-per-view campaigns. 

The video view campaign type is also surprisingly versatile, allowing for a variety of formats including in-stream ads, in-feed ads, YouTube Shorts, and more. 

The beta is expected to launch next month.

Demand Generation Campaigns

Demand gen campaigns are one of Google’s latest creations using AI to better engage users and drive action. 

Like Video view campaigns, these campaigns will be available for YouTube Shorts, in-stream and in-feed ads, Google Discover, and Gmail ad placements. 

The main draw of Demand gen campaigns for advertisers will be the ability to create Lookalike audience segments based on “seed lists” using data from Google and YouTube users. 

Advertisers can then set their segments to be narrow (2.5% reach), balanced (5% reach), or broad matches (10% reach). 

Conclusion

These two campaign types offer focused approaches for video-first campaigns to accomplish specific goals. While they may not seem revolutionary, these will likely become important campaign options for advertisers looking to expand their reach and find receptive audiences. 

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TikTok Triples Its Maximum Video Length

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TikTok announced this week that it is extending the maximum length of videos on its platform, tripling the limit from sixty seconds to three minutes.

The update began rolling out to users over the past few days. As users get access, they will be notified with a notification in the app, as shown below:

As the company says in the announcement:

“There’s so much that can happen in a TikTok minute, from crowdsourced musicals and sea shanty singalongs to feta pasta recipes, roller skating revivals, and more. Now we’re introducing the option for our global community to create longer videos – paving the way for even richer storytelling and entertainment on TikTok.”

Keeping with how videos have always been handled in the app, users can record, edit, and share their videos entirely within TikTok, or choose to upload pre-edited videos.

Is TikTok Challenging YouTube?

For the most part, videos on social media have tended towards short-form clips. From Vines to Snapchat Stories and YouTube Shorts, most platforms have prioritized keeping videos easily consumable while on the go. 

Until now, TikTok has worked within these limits to establish itself as the platform for bite-sized videos. 

This marks the app’s first foray into longer videos, which can demand more attention and focus from users.

The question is whether users will be willing to invest this energy in longer content, though the announcement is optimistic:

“With all the ways our community has redefined expression in under 60 seconds, we’re excited to see how people continue to entertain and inspire with a few more seconds – and a world of creative possibilities.”

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LinkedIn Launches New Video Interview Tools For Online Job Postings

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In response to the ongoing COVID-19 pandemic, LinkedIn is launching a slew of new tools designed to help the job hunting and hiring process go virtual.

Specifically, the country is launching new ways for applicants to provide video introductions to hiring managers and AI-powered tools for preparing for job interviews.

Here’s what you can expect from both of these new tools:

Video Introductions

LinkedIn Video Interview Prep

Although the tool is technically still in testing, LinkedIn announced it is launching a feature aimed at making the best first impression possible – even when you can’t meet in person.

“We’ve found that 65 percent of people believe that the impression you make online is just as important as the one you make in person, but it can be challenging to show your soft skills to potential employers when you’re not in the same room.”

With LinkedIn’s new video introductions tool, hiring managers can specifically request an introduction as part of their hiring process.

Applicants can then provide recorded video responses or written replies to your questions or prompts.

“A carefully crafted response can help you stand out before the official interview process even begins,” said the company in the announcement.

AI-Powered Interview Prep

LinkedIn AI-Powered Video Feedback

Another new tool LinkedIn is bringing to job hunters is an AI-powered instant feedback interview prep feature, which prepares job candidates for common interview questions.

“When it comes to the interview, more than 50 percent of people say they lack confidence,” explained the company in a blog post.

The instant feedback tool listens to candidates’ responses to common questions and analyzes their speech content and patterns to provide real-time feedback and recommendations such as how often a person uses filler words, pacing, and sensitive phrases to avoid using.

After, users can opt to send their recorded responses to their personal connections to get even more feedback from trusted professionals.

LinkedIn Tips For Video Job Interviews

Along with the announcement, LinkedIn provided three tips all job hunters should consider when preparing for a video interview:

  1. Establish a relationship quickly: You don’t have the luxury of small talk on a video call, so it’s important to build a rapport quickly with your interviewer. Be sure to use the first few minutes of the call to establish that personal connection, as this will instantly put you at ease. Check out their LinkedIn page for background information or mutual connections that could provide a good base for conversation.
  2. Find a quiet spot: In this new age of remote working, there’s always the risk of being interrupted by kids asking for help with homework, or housemates wandering into the kitchen to make a sandwich. Let your family or housemates know you have an important interview scheduled so they don’t accidentally walk in on you or make too much background noise.
  3. Check your tech: An obvious but crucial tip: take some time ahead of the interview to make sure the tech works and you know how to use it. If you need help, check out these LinkedIn Learning courses to give you the lowdown on how to use the latest video tools.
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YouTube Releases Free Beta Tool For Creating Short Branded Videos

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YouTube is launching a new tool to help small businesses with limited budgets or means create short, stylish promotional videos.

The company is releasing a beta version of the tool ahead of schedule in recognition that the ongoing coronavirus pandemic has made it unsafe to shoot in-person videos for businesses.

“Because businesses of all sizes are strapped for time and resources and in-person video shoots are no longer practical in many countries, we are accelerating the next stage of Video Builder availability.”

The YouTube Video Builder makes it easy to create videos between 6-seconds and 15-seconds long using an array of templates and aesthetics.

Importantly, you don’t need to have any existing video footage. Businesses are just asked to provide their own images, text, and logos which are then animated into a video.

You can customize the colors, fonts, and even music thanks to Google’s royalty-free audio library.

Once finished, you are free to share the videos anywhere you like. The obvious choice would be to use it to promote your brand on YouTube. However, you can also share it on Facebook, your website, or anywhere else you choose.

You can see an example of what a finished ad using Video Builder looks like below:

How To Use The YouTube Video Builder

As the tool is in beta access, you will need to sign up before you can get use the tool for the time being.

Once you’ve gotten access, creating a video is a simple process – as shown in the video below:

In the video, YouTube recommends creating your short video by taking these steps:

  • Select a layout suited for your goal
  • Upload your logo and select a color
  • Upload images and add copy
  • Select a font
  • Pick a music track from Google’s library
  • Click “create video” to see a preview of the finished video
  • Save the clip and upload it to your channel, website, and social media pages

The tool will save any videos you have created as a template so you can also iterate upon your finished product for several similar videos with small tweaks.

Finished videos can also be immediately used to create a YouTube or Google Ads campaign if you like, though it is not required.

For more information about using the YouTube Video Builder, check out the official help document.

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YouTube’s COPPA Privacy Restrictions Go Into Effect Today

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YouTube is rolling out new privacy restrictions which affect how creators can advertise or use data from children under the age of 13.

The new policies are in response to the Children’s Online Privacy Protection Act (COPPA), which bars companies from collecting data from children under the age of 13.

Although this policy has been in place for some time, Google and YouTube were found to be noncompliant  by the Federal Trade Commission (FTC) and given a hefty fine in 2019.

What This Means For YouTube

The most notable change for the platform in the is that targeted ads will no longer be shown with videos aimed at children – no matter the viewer’s age.

To better comply with COPPA regulations, YouTube will now treat all personal data from anyone viewing videos aimed at children as coming from a child. As such, the company is also unable to show any form of targeted ads.

As for what exactly constitutes children’s content, YouTube says:

“According to the FTC, a video is made for kids if it is intended for kids, taking into consideration a variety of factors. These factors include the subject matter of the video, whether the video has an emphasis on kids characters, themes, toys or games, and more.”

While some channels have “self-identified” themselves as being children’s content in their channel settings, YouTube will also use machine learning to identify other content intended for children.

What If You Are Wrongly Affected

The biggest concern for many brands and advertisers since the announcement of this policy is how it will affect those who could be wrongly identified as “children’s content”. For example, many gaming-related channels are not inherently targeted at children but could be labeled as “children’s content” under YouTube’s new policies.

Now, YouTube says creators will be able to override YouTube’s decision to label content as being for children so long as they do not detect signs of abuse. This means creators will be able to continue showing targeted ads and receiving revenue from them so long as they are clearly not aimed specifically at children.

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Google Launches Animated “Search for Beginners” Video Series

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Are you an SEO beginner or a business owner trying to get a grasp on the basics of online optimization? Google is launching an animated YouTube video series called “Search for Beginners” aimed at you, with the goal of explaining the concepts and techniques behind beginner-level SEO.

Google described the series, saying it is:

“… a new fully animated series for anyone who is interested in learning the basics of creating an online presence and the right Google Search tools to help customers find their website.”

The “Search for Beginners” videos will be released every two weeks and cover a wide range of topics including:

  • How Google Search works
  • Frequently asked questions about search and discoverability
  • How to change what’s showing up in snippets in Google Search
  • How to correct inaccurate information about a business
  • How to set goals for a website
  • Tips for hiring a web developer
  • Tips for hiring an SEO specialist
  • Top 5 things to consider for a website

Best of all, the videos are designed to be able to stand on their own, meaning you can check in on particular topics of interest or watch every installment.

You can watch the first episode above or subscribe to the Google Webmasters channel to be notified as each new episode is released.

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Facebook launches new tool to publish pre-recorded “live” videos

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Facebook is launching a new feature for all Pages that allows you to publish pre-recorded “live” videos.

That may sound contradiction, but the new “Premieres” feature brings the best of Facebook’s live video and pre-recorded video features into one convenient package.

The biggest benefit of the premiering pre-recorded videos is that you can get the same boost to visibility received by “going live”, being placed in the top of feeds. Facebook will also deliver notifications alerting users to your video debut to those who have enabled them.

Additionally, “Premieres” will be included within the Facebook Watch tab, making it easier for them to be found by more users.

While these videos get all the benefits of live streaming, they are also eligible for a number of Facebook’s tools for pre-recorded videos such as monetization, interacting with your audience through chat, and branding.

How to use Facebook Premieres

Posted by Facebook Media on Friday, September 28, 2018

When created, a premiere will be turned into a post notifying users about your upcoming launch. Then, at the scheduled time, the video will be played “live” until it is completed. Finally, after the Premiere has ended, the post will turn into a typical on-demand video post.

Currently, Facebook Premieres are only able to be uploaded and schedule on desktop computers and must be scheduled at least 10 minutes in advance. The furthest ahead of time they can be scheduled is one week in advance.

It should be noted that Facebook does have some limits on what videos are eligible for the Premieres feature.

The company says content must be entirely original and not available anywhere on Facebook or elsewhere online before the Premiere, though it is not entirely clear how they will ensure this.

Videos must also be at least 30 seconds long and no larger than 10 GB in size.

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Twitter gives a big boost to live streams

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Twitter is following Facebook and Instagram’s lead by prioritizing live streams in users’ feeds. The social network announced it would begin bumping live streams to the top of users’ timelines while the streams are active.

This means anytime someone you are following begins streaming, you will be able to see it automatically at the top of your feed.

As Twitter said in the announcement:

“We’re making it easier to find and watch live broadcasts. Now, when accounts you follow go live, the stream will appear right at the top of your timeline.

Catch breaking news, your favorite personalities, and can’t-miss sports moments. Rolling out now on iOS and Android.”

The decision to prioritize live streams in people’s feeds isn’t exactly shocking. While streams can be rewatched after the original event is over, being able to interact with streamers during the video is a big driver of engagement for streams. Once the initial stream is over, engagement with the post typically dwindles significantly.

This is why Facebook and Instagram have similarly prioritized live streams on their platforms by sending notifications to users and highlighting active streams in the primary feed.

Although Twitter has yet to clarify, it seems likely the boost applies to both video live streams and the new audio-only streams rolled out for users last week.

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