Snapchat started it, Facebook followed, now even LinkedIn has it’s own variation. And given the video-dominant nature of the option, it only makes sense for YouTube to follow suit. This week, YouTube has announced the launch of ‘YouTube Stories’, its take on the next-gen social sharing format.
As explained by YouTube:
“Creating with Stories is lightweight, easy, and fun. Stories will have the fun creation tools that you know and love. You can add text, music, filters, YouTubey stickers, and more to make your story uniquely you! To create a story, just open the YouTube mobile app, tap on the video camera icon, and select “Create Story.”
You’ll soon see a new Stories bar at the top of the app, showcasing the latest Stories from creators you follow.
YouTube Stories will last for seven days in the app, so a fair bit longer than the regular 24-hour content period in other Stories options, but that’s because there is a catch, YouTube Stories will only be available to “eligible creators with 10K+ subscribers”. So not for everyone, at least at this stage.
The idea behind YouTube Stories is to give creators an easy way to engage with their fans in-between their more polished and produced videos. Today’s creators are no longer simply turning a camera on and vlogging — they’re creating professional content that requires editing and a lot of work before publication, for the most part.
That, of course, could change if the format proves popular – if users warm to Stories and view them at a high rate, you can bet that YouTube will be keen to tap into that engagement further. But right now, they’re not for everyone. You’ll need to have invested significant time into building your YouTube presence if you want to get access.
During the week they’re live, YouTube Stories will show up to subscribers on the Subscriptions tab and non-subscribers on Home and in the Up Next list below videos.
Stories is the fastest growing social sharing option – more than a billion people now use Stories every day across Facebook’s family of apps alone (through WhatsApp Status, Messenger, Facebook Stories and Instagram Stories). The format hasn’t taken off everwhere, it’s not a hit with everyone. But it is, inarguably, rising, and as it does, it also promotes habitual sharing trends which translate across platforms.
If Stories aren’t part of your digital marketing approach in 2019, you may need to re-think that, as the option continues to expand across social apps.
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