YouTube is making actionable ads to make their ads more shoppable. 

Image Credit: YouTube

The number of advertisers using TrueView for action Spiked to 260% last year. TrueView is a tool for performance advertisers. Due to this increase, YouTube plans to bring product selection to these TrueView ads. Advertisers can now show their products in the TrueView for action ads. This YouTube’s newest test to increase platform e-commerce and digital purchasing transactions. Users need to click the expansion arrow for the action banner to see the selection of products below the video. This new option is basically a crossover between TrueView shopping ads and action banners. 

Your ads as a storefront

Director and Product Management of YouTube Ads, Nicky Rettke wrote in the company blog that brands today are using video ads when trying to promote new products. YouTube is one of the platforms that offer the best funnel solution for brands, it’s a social media where brands can connect with their audience and get the highest likelihood of making a sale. 

Advertisers and brands need to sync their Google Merchant Center feed to their video ads to make their video ads more shoppable. Brands can pick the products they want to feature and the product pages they want to direct the most traffic. 

Video action campaigns for SMBs

Another way to drive more conversions is by using video action campaigns. This feature brings your video ads to drive action to YouTube watch pages and home feed. Companies of all sizes, especially small businesses can effectively use this to drive results a lot quicker. 

What does this mean for you? 

There’s a new culture of shopping and purchasing altogether. In 2019, Google’s shopping campaign was extended to YouTube’s home feed and search results. It was a way to keep Facebook and Amazon from taking away Google’s top pace in retail as dollars. 

According to YouTube’s data, 70% of people purchase products from a brand after seeing them on the platform. Due to this, more and more advertisers have turned into YouTube’s video ads to connect with their customers directly. YouTube also offers analytics that enables brands to see the effectiveness of their ad campaigns. For brands and advertisers, this new actionable ad test will be one way to encourage people into buying your products. It is also a great start for brands to further establish a strong e-commerce presence. 

YouTube confirmed the new abbreviated subs count with the aim of helping to alleviate creators’ concerns regarding their subscriber count. 

Creators will be seeing some changes in their subscriber counts starting this year particularly in regards to the channels with over a thousand subscribers. YouTube wants to create more consistency in the way they publicly display subscriber count in desktop and mobile apps.

Creators’ well-being

YouTube said that this change is for the well-being of their creators. YouTube is addressing creator concerns regarding the stress they have in tracking their public subscriber count in real-time. With this, YouTube is hoping that creators will now focus on their story, their experience, their content, and not on whether their numbers are going up or not.

This is similar to Instagram hiding their like counts to give creators more importance on the content rather than the number of likes to reduce the pressure of increasing their engagement with every post.

How does the new update work?

YouTube channels with less than a thousand won’t be affected by the change as their subscriber count will be displayed as-is. For example, a channel with 4, 338 subs will appear with a 4.3K subs count until the number reaches 4, 400. A channel with 133, 095 subscribers will appear as 133k until it reached 134, 000.

What does it mean for marketers?

Marketing Land has noted that this change can impact the public subscriber listings and may lead to loss of sponsorship opportunities. 

…even for the channels with hundreds of millions of followers, if they’re at 120,450,000, their 120M subscriber count will be short more than 400,000,” says YouTube.

Brands will not be able to see the accurate number of subscribers an influencer has and thus won’t be able to assess one’s popularity in the platform. Channels may lose sponsorship in favor of larger channels even when the disparity is only a hundred of subscribers. 

This change is closely related to the platform’s API usage as well. This means that apps using YouTube subscriber count will no longer have access to the detailed listing thus affecting the analytic tools that display subscriber count over time. 

Read more about the update on YouTube’s community board

Much needed notification tweaks and more are coming to YouTube!

Users and Youtubers rejoice! After a constant outcry from fans of the service, YouTube announced yesterday that they are finally making some improvements on the notification system of the platform. In the said post, YouTube aimed to address the reports from the creators of the irregular notification delivery system of the platform.

Due to the improvement, notifications are now personalized. This means that users will not be getting the same videos in their inboxes. Users have the freedom to choose whether they want to be notified from all the videos the creators they follow have posted. It’s a bit of a process as you will have to click subscribe, hit the golden bell button, and make sure that the notification is enabled in their account. Subscribing alone doesn’t get you notifications of the new videos from creators.

There has been a disconnect with Youtube creators that has continued to grow recently.  Though Youtube executives have tried to quell concerns, Youtubers complain that the majority of promoted content on the platform stems from traditional media platforms like late night tv.  

Subscriber ghosting addressed

Many creators suffered from subscriber ghosting due to the inconsistency of the previous notification fail. YouTube made few updates following the huge issue of March last year but very little improvements were felt by the creators. But now, YouTube introduced the two new metrics that creators can use to understand the number of subscribers who are getting their notifications.

The first one shows the number of subscribers who have signed up to get all the notifications but have not enabled the notification setting on their device. The second metric is for the subscribers who have can get all the notifications and have enabled the notifications on their device.

Mixed Reactions from Creators

It’s still unsure whether the change is positively adapted by the YouTube community. There has been a mixed reaction from the Twitter thread. Whilst it’s true that the metrics show transparency, but then how it works and how it will affect them, in the long run, is difficult to figure out. With these changes it makes following creators, with any subscriber count, easier.