Today in Digital Marketing - 125: What Your Brand Should Upload to YouTube During a Pandemic

Starting point is 00:00:00 It is Friday, April 3rd, 2020. I'm Todd Maffin. Today, if your brand isn't on YouTube right now, you might be missing out. Twitter makes more changes, changes that nobody asked for, all while Instagram rolls out a change to one of its most popular stickers literally overnight after one guy suggested it. Here's what you missed today in Digital Marketing. It is a little bit quicker episode than usual today. Just seems like there's not a ton of digital marketing news out there these days for obvious reasons.

Starting point is 00:00:31 However, with so many eyeballs on YouTube during these days of staying at home, now might be a good time for you to accelerate your brand's presence on the platform if you have uplifting content. New research today from Channel Factory shows 80% of the 1,000 U.S. consumers they polled said they are now going to YouTube to improve their mood. 69% say YouTube's content is more uplifting than other content on other platforms. And 70% want to see ads that boost and align with their mood. The survey was called Content Consumption and Consumer Sentiment Amid the Coronavirus Pandemic. and 70% want to see ads that boost and align with their mood. The survey was called Content Consumption and Consumer Sentiment Amid the Coronavirus Pandemic. So if you are a marketer for a brand, what do you post?

Starting point is 00:01:15 Here's what people are watching, in order. Entertainment videos, of course, are number one. But tied for number one? Music-related content. Then, comedy, do-it-yourself projects, and cooking. An executive at Channel Factory said, quote, Right now, advertisers have a unique opportunity to reach their audience on YouTube with highly targeted contextual placements at a low cost. Our research concludes that the shift in consumer patterns

Starting point is 00:01:41 and desire to engage with uplifting content on YouTube gives brands the opportunity to engage in a high quality environment with a highly engaged audience. God damn it, Twitter. Once again, it's making more changes to its platform that nobody asked for. Nobody wants. Now they are removing the global reach of their explore tab, making all the tweets on that page location-specific. That means all the content on the Explore tab, including trends, will now more or less be just from your country. And while at first you might think that's a good idea, many people reacting to Twitter's announcement about this yesterday noted that now is not the time to keep information about other countries' COVID-19 situations away from users,

Starting point is 00:02:26 or at least harder to find. Harder because, as of this update, they are also removing the Worldwide Trends section. Also, a software engineer has discovered code that suggests that they are considering changing the name of lists to channels. Why? Who the hell knows? Mind you, not everyone hates the idea. Quoting social media today, channels is probably a better fit. The focus would then shift from creating various groupings of the people you're following under different headers, such as top follows, friends, or people I've met, to building

Starting point is 00:02:59 channels around topics. Then you would be switching channels with a swipe across your main tweet feed, adding emphasis to the alternate ways to use the option, as opposed to using lists as a simple segmentation tool, unquote. I don't know. I like lists the way they are. You know, I wish Twitter would stop spinning their wheels on stuff that literally nobody is asking for, and finally add the one thing that we are all asking for. An edit button. So while Twitter ignores years of calls for that edit button, Instagram can apparently add things literally overnight.

Starting point is 00:03:37 That just happened when a regular user tweeted them saying, and I'm paraphrasing here, hey, you know the questions sticker that says ask me a question? What if we change that to just like, how can I help even just for a few weeks? Half an hour later, the head of Instagram tweeted back saying, I like it. Overnight, the Instagram team built it into the code, tested it, and launched it in less than 12 hours. Finally, happy 104th birthday to William Lapcheese in Oregon. Besides celebrating his birthday, he also had and has now fully recovered from COVID-19.

Starting point is 00:04:38 104 years old. There's hope. I'm going to try Xbox again this weekend. I really haven't had the heart for it for the last couple of weeks. I bought every single DLC for Cities Skylines, hoping at least maybe the money that I spent on it would guilt me into playing it. So far it hasn't. I hope you're doing well. I hope you're healthy and that your people are well.

Starting point is 00:05:00 I'll talk to you on Monday. It's the season for new styles, and you love to shop for jackets and boots. So when you do, always make sure you get cash back from Rakuten. And it's not just clothing and shoes. You can get cash back from over 750 stores on electronics, holiday travel, home decor, and more. It's super easy. And before you buy anything, always go to Rakuten first. Join free at rakuten.ca. Start shopping and get your cash back sent to you by check or PayPal.

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Today in Digital Marketing - 125: What Your Brand Should Upload to YouTube During a Pandemic

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