What should brands, but rather companies that have YouTube channels expect in 2020? What content should you produce on YouTube in this year? What changes can we expect? What regulation should you be aware of?
We’ll talk about all of this and much more in this article, since a lot has changed on YouTube this year. More features, new regulations and more players on the market, especially when it comes to brands and companies. So how can you stand out in 2020 in this video? We will take a look at the biggest changes that are happening on YouTube and how they will affect you, and talking about big changes.
The first one is a very big one. COPPA (The Children’s Online Privacy Protection Act); you’ve probably heard about it, if not. Beginning in January 2020, there is a new regulations on YouTube to comply with COPPA. These are regulations for videos that especially target children and these YouTube channels that target children get a lot of features deactivated both on their channel and on the video level.
So if your brand is especially targeted towards children, or even if you don’t target children specifically, make sure to set the setting to not lose features accidentally. All right. So, much on the upcoming changes to comply with COPPA.
There were a lot of great features that were introduced this year on YouTube that we can use to really stand out in the next year. First of all, a very interesting and promising new feature in the YouTube analytics. You should definitely check it out it flew a little bit under the radar. Not a lot of people know about it, but the creators who have already used this feature saw great results.
Creators who can make proper use of this feature will get in the lead in 2020. What feature am I talking about? I’m talking about live click through rate data. YouTube gives you click through rate data. Three hours after you’ve published the video. But why should that be important? Why should we bother? Well, one of the most important things of your videos is that people click on them when they see it. So you click through rate, your thumbnail, your title need to stand out, especially if you want to get into suggest it. So if you make proper use of this real time, click through rate data, you can adjust your strategy accordingly.
How could they look? Well, first of all, you need to measure your baseline. So how high is your click through rate? Usually if you know that check, you click for rate it after these three hours after you’ve uploaded and see is it high or is it low? If your video is under performing, definitely take action. Change your thumbnail. Change your test titles. See what you can improve. So your video can take off. And if your video is over performing, promote this video as much as you can because you probably have a winner right there, because this click through rate data is one of the most important factors that the YouTube algorithm looks at.
We should definitely look at it, too, and try to maximize our click through rate.
Let’s look at the next feature, the community post. These are the posts that YouTube is do with text or links to videos, images or posts. You need to have 1000 subscribers to use this feature. But if you have access to the feature is a great addition to your regular YouTube videos, as YouTube not only shows them on mobile anymore, but also on your desktop home screen. This makes it possible to promote your videos to even more people through the YouTube community posts. I want to tell you about one great hack that you can do using the YouTube community post.
If you upload a very important video, do a poll on exactly this topic about a day earlier and mentioned the upcoming video. People love polls. Obviously, everyone loves to give their opinion on the Internet so people will interact with this poll. And this creates a so-called micro investment into this topic. And when the video goes online, more people will click on it. So community posts are now also on desktop, which will make them even more powerful.
Next up, YouTube stories like Instagram or Snapchat. YouTube now also has stories to use, YouTube stories you need. Ten thousand subscribers. A lot of social media moves to us these stories. And now YouTube also has these stories and they are pushing them more and more actively. First, we just had the red circles around a user. For example, on mobile very big cards that show these stories. And one interesting fact about them, unlike Instagram, for example, we also get suggested stories from creators who we have not subscribed to.
So this is a great new way to stand out and get discovered, as not all creators are using these stories. One important thing to mention about YouTube stories is that they don’t just last one day. Like on Instagram, for example. But they will last for seven days. So give the people a more raw. Behind the scenes look off your brand. A lot of brands struggle with connecting with their audience like a regular YouTube.
What stories give you the opportunity to achieve just that? Another brand new and interesting feature are the @mentions. These give you the opportunity to mention another YouTuber in your title or in your video description, like on Twitter, for example, you get an @ channel name where you can click at and link to the other channel. For this feature to work, you need at least 1000 subscribers and you can only mention channels that have more than 1000 subscribers for brands.
Another relatively new feature to YouTube are memberships. Your viewers can pay a monthly fee to get access to special content. You decide what that could be. To use this feature, you need 30000 subscribers. Why could that be interesting for brands? Well, especially if you want to create a stronger connection to your most loyal followers. This can be of great value. You can create a core group of ambassadors for your brand and give them a special feeling. And the behind the scenes look at your channel and your brand.
Lastly, one thing you should definitely be aware of in the upcoming months, and this is that YouTube studio is now mandatory. YouTube used to have the creative studio to manage your videos. Now, in the last two years, they built a YouTube studio and they are currently shutting down creative studio. So if you haven’t familiarize yourself with the new YouTube studio yet, do so, because if you like it or not.
Go back to create a studio button will go away in the next month. So these were the YouTube marketing trends that are happening right now.