🚯 You'll Never Delete a YouTube Video Again

[00:00:00] It is Tuesday, March 26th. Today it's not a rumor, it's official now. Deleting videos

[00:00:08] from your brand's YouTube channel can hurt your reach and now we know why. Also a study

[00:00:14] finds half of Google ads are being pushed down the page by a new content block designed

[00:00:21] to keep people away from your website. And Instagram adds a fantastic new engagement feature

[00:00:27] in the most awkward way possible. And before we start today's show, we are looking for

[00:00:33] some help specifically we have a writer and production assistant position open. If you've

[00:00:38] been listening for sometime now, you'll know that our associate producer, the intrepid

[00:00:42] Steph gun is on Matt leave and since she's been gone, I've been doing most of it but

[00:00:46] the agency side of our business is consuming more of my time lately. We've taken on another

[00:00:50] big client. So we are on the hunt for someone with lots of real world in the trenches marketing

[00:00:56] experience to write the first draft of our podcast and newsletter as well as provide

[00:01:00] some production assistance. This is a work at home part time contract role to cover Steph

[00:01:05] smat leave. Steph is back in September, so this role will run to the end of the summer.

[00:01:11] The successful candidate will need to be available between 10 a.m. and 2 p.m. Pacific

[00:01:14] time and they need to have a deep understanding of digital marketing. So meta ad, social media

[00:01:19] content, SEO and so on. And of course an excellent command of the English language we don't

[00:01:24] use AI to write our stuff here. A background in journalism or writing for radio would also

[00:01:28] be great. More information and the application form is at the following address b dot link

[00:01:35] slash writing job that is B dot link slash writing job. We also have a link at the top of

[00:01:42] today's show notes. Please forward that to someone if you think they might be interested.

[00:01:46] Thank you kindly and all with the show.

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[00:03:52] to kind of black magic when it comes to trying to read the two leaves of a platform's

[00:03:56] algorithm, and there are hundreds of best practices some of which come from the platforms themselves

[00:04:02] many from click baity blog post headlines that aren't factual at all. Remember the mythology

[00:04:07] around Facebook and third party content posting tools, the longest time people believed

[00:04:12] that using a tool like that would reduce your reach. Facebook has said for years and

[00:04:17] years now that's not true but people still believe it. Well YouTube has now given us

[00:04:23] some official advice about their content discovery algorithm and it's one I've not heard

[00:04:28] from them before. That advice do not delete videos from your brand's YouTube channel.

[00:04:35] YouTube product lead taught reprays says doing so removes more than the video quote don't

[00:04:40] delete videos unless you have a very, very good reason when you delete a video you delete

[00:04:47] your channel's connection to the audience that watched that video. If you want to maximize

[00:04:53] your growth, keep your videos public or unlist them if you must unquote. This is advice

[00:05:00] I don't think I'd heard prior to this and it makes me wonder how much of this might

[00:05:04] apply to other content platforms as well. After all, if the only thing the platforms have

[00:05:10] to understand what a user is interested in are the posts that we put up on the platform,

[00:05:15] it does seem to suggest that removing posts on other algorithmic heavy platforms like Facebook

[00:05:21] or Instagram might also remove some of that audience signal data as well. Either way,

[00:05:26] algorithmic advice direct from the platforms doesn't usually come often and when it does

[00:05:30] it's usually so vague is to be unhelpful so this note is a welcome change.

[00:05:35] We're here's five words of marketer doesn't want to hear from Google erosion of current

[00:05:43] traffic levels. Shorthand for we'll be sending fewer people to your website from now on

[00:05:49] and you can blame Google's apparent obsession with replacing their entire business model

[00:05:53] with AI. The company this week announcing it is rolling out SGE to almost all people

[00:05:59] who use its search engine. SGE stands for search generative experience, essentially when

[00:06:05] people search for say ideas for kids birthday parties rather than showing your carefully

[00:06:10] manicured SEO friendly web page promoting party products users will see some AI generated

[00:06:16] text about birthday parties. I don't get me wrong this is probably great for users

[00:06:22] though not so much for marketers. This isn't new for years Google is focused on giving

[00:06:28] users what the industry calls a zero click experience meaning if people search for Todd

[00:06:33] Maffin they get a knowledge box ripped from my page on Wikipedia rather than my website

[00:06:38] in the top spot. Until now this SGE was only shown to users who manually opted into

[00:06:44] the beta test. Now it's going almost everywhere. The SEO platform authority has an analysis

[00:06:51] out that found Google was showing SGE to nearly 92% of all search queries and whereas SGE

[00:07:00] getting its information from all over the web of course but Quora finished in the top

[00:07:05] 20 performing generative domains in 11 of 15 categories according to their study Wikipedia

[00:07:11] was the top or second top performing domain in 11 categories. This isn't to say links

[00:07:17] to websites have disappeared they're still there underneath SGE and SGE's answers have

[00:07:23] links to regular websites too an average of almost 11 links appear in SGE answers according

[00:07:29] to the authority study although only 4.3 of those on average were from unique domains.

[00:07:36] As for your ads and where they'll show up it seems Google is doing one massive split

[00:07:41] test right now. Authoritas found that half of the time Google ads appeared above the SGE

[00:07:48] output and half of the time below. We have a breakdown by industry in today's email

[00:07:53] newsletter which you can sign up to by tapping the link at the top of the show notes. When

[00:07:57] you look at the different types of ad formats though shopping ads appeared below SGE more

[00:08:03] than 2 out of 3 times on average. Again the full study and all sorts of pretty charts

[00:08:09] are in our email newsletter you can sign up to it by tapping the link at the top of

[00:08:12] the show notes or going to today in digital dot com slash newsletter.

[00:08:20] LinkedIn will soon add dynamic UTM parameters to help marketers track the effectiveness

[00:08:25] of their campaigns UTM parameters of course are those keywords embedded into URLs

[00:08:30] that write along with clicks helping websites learn what ad campaign the click came from

[00:08:34] or what ad variant was used and so on. Quoting LinkedIn quote marketers only one time

[00:08:40] per campaign will add a dynamic UTM parameter to their campaign and then will automatically

[00:08:45] pull in the account campaign and or creative name into the destination URL so it can be picked

[00:08:51] up by analytics tools allowing marketers to more easily analyze results unquote.

[00:08:57] Content tracking is a fairly simple module it doesn't use third party cookies or fingerprinting

[00:09:01] so it's a little more privacy friendly. It's also not perfect many ad blockers and privacy

[00:09:07] extensions will strip UTM parameters been clicked on so don't rely on it for a perfect

[00:09:12] reading of your campaign. I'm actually a little surprise LinkedIn hadn't added this

[00:09:16] before now as UTM parameters were one of the OG tracking methods they actually announced

[00:09:21] this a couple of months ago but now say that dynamic UTMs will be available around the world

[00:09:26] by the end of this weekend. One of the top performing post types on Instagram has been

[00:09:35] the carousel that block of images that users swipe right to see more of but that format

[00:09:41] has always had one problem at least as it comes to engagement when people comment on

[00:09:46] that post they're commenting on the unit as a whole there's no way for them to comment

[00:09:50] on a specific image within that block. Well, that might be changing soon sort of Instagram

[00:09:57] is now testing away for users to comment on specific images within a carousel post although

[00:10:03] it's a little more awkward than you might think a screenshot of this test in the wild shows

[00:10:07] that users will need to at mention the number of the specific media within that post rather

[00:10:13] than just tapping on it and adding a comment so if you wanted to comment on the fourth

[00:10:17] image in the carousel you would write at 4 and then your comment and that comment won't

[00:10:24] appear under or near that tagged image rather it'll still show up in the regular comment section

[00:10:29] but with a thumbnail of the tagged media below the comment quoting social media today quote

[00:10:35] carousel posts have become a key focus for Instagram as it looks to encourage more personal sharing

[00:10:40] within the app last October it began testing collaborative carousel posts which lets other users

[00:10:47] contribute to carousel feed updates while more recently it also began testing expanded carousels

[00:10:53] with up to 20 images available within a single update with both options having a simple way to

[00:11:01] specifically comment on each frame within a carousel could be a value and could enable more engagement

[00:11:07] and interaction within the main Instagram feed unquote that said as I mentioned this is only a test

[00:11:13] that's been seen out there no word on when or if this will make it to all users

[00:11:22] YouTube is rolling out a new feature that might change the way we watch videos on the platform

[00:11:27] imagine being able to jump straight to the most interesting parts of a video without having

[00:11:32] to scrub through it quoting YouTube quote the way it works is if a viewer is double tapping to skip

[00:11:38] ahead on an eligible segment will show a jump ahead button that will take them to the next point

[00:11:45] in the video that we think they're aiming for initially this is a limited experiment available

[00:11:50] to premium subscribers in the US only unquote YouTube also announced it's expanding its remix

[00:11:58] options within shorts giving creators the ability to remix already remixed clips

[00:12:09] years ago Adobe made the decision to switch to a subscription model for its popular design tools

[00:12:14] I don't think anyone liked it some marketers who are off Adobe permanently and looked around for

[00:12:19] alternatives and some great alternatives emerged I bought pixel later for the Mac like five

[00:12:25] years ago for 25 bucks and haven't had to pay them anything else and pixel maker does almost

[00:12:31] everything Photoshop does sometimes it does it better there was another set of independent tools

[00:12:38] by affinity which had a photo editing app a vector editing app and other software that competed with

[00:12:43] Adobe affinity to is a one time purchase today the web based design platform canva announced it has

[00:12:50] bought the affinity suite which also includes publishing software that competes with Adobe's

[00:12:55] in design tool canva says more than three million people use affinities apps as for future plans

[00:13:01] quoting canva's co-founder Cameron Adams quote our product teams have already started chatting

[00:13:07] and we have some immediate plans for lightweight integration but we think the products themselves

[00:13:13] will always be separate unquote that said if you're familiar with the concept of

[00:13:18] inshitification we might soon see affinities apps folded into a monthly subscription so this

[00:13:25] might be a good time to buy the suite if you were sitting on the fence and hedge your bets

[00:13:35] finally a small update to threads it now supports native gif search and posting via desktop

[00:13:41] bringing it one step closer to being the twitter replacement that Zuckerberg is dreaming of

[00:13:49] just another quick reminder we're looking for a writer and protection assistant if that is you

[00:13:53] or you know someone who's interested please go to b dot link slash writing job and that link is at

[00:14:00] the top of our show notes today as well thanks for listening see you tomorrow