🗞️ Links & Thinks from 2023.02.21
YouTube DTR’ing With Podcasts?
YouTube is a wildly popular video platform with a large audience. Podcasting is a (wildly?) popular audio medium that is becoming an advertising darling.
YouTube can’t really be consumed on the go (thinking scenarios like driving, running, etc). Podcasts may not be as engaging as video when your eyes aren’t occupied.
Could the two be like peanut butter and jelly? Or almond butter and dark chocolate? Or gin and tonic?
The Big Red Play Button is already one of the top podcast platforms thanks to its superior search and discovery infrastructure, but it’s currently “just another” channel podcasts get posted on.
That might be changing based on a new test allowing users to create and manage a podcast within YouTube Studio.
we’re running an experiment that allows you to create a podcast or set an existing playlist as a podcast within Studio.
No word on external distribution features (audio only RSS feed?), but there will be analytics.
You’ll also be able to measure your podcasts in analytics, where you’ll see a set of tabs with performance, audience and revenue insights for each podcast show.
Google Goes to Washington
A case against Google is set to appear in front of the Supreme Court. It’s about responsibility for extremist content posted to platforms, so it’s really Section 230 on trial. It’s a big deal.
If you’re interested in more around 230, regulation, and potential fallout, I recommend Ben Evans.
Apple Vs. Google
More like Apple 🤝 Google.
Last month I talked about Google paying Apple to be the default search engine on their devices and how that increases the stakes for Apple to launch a competitor.
Well, the plot thickens. Turns out Google is sharing revenue generated by search ads in Chrome on iOS with its frenemy.
This perhaps explains why Apple, though hugely profitable, has not launched a rival search engine or invested in the development of its Safari browser to the point that it could become a credible challenger to Chrome.
Regulatory pressure could change the calculus.
Gen Z ❤️ Apple
Just going to drop a few quotes from the Financial Times.
Apple has captured Gen Z in the US so thoroughly that younger consumers fear being socially ostracised for not having an iPhone, a trend that will allow the tech giant to gain market share across multiple product categories.
the ramifications of these shifting tastes extended well beyond smartphones, as iPhone users were more likely to purchase MacBooks, Apple Watches and AirPods.
The nudge to stay within Apple’s ecosystem of devices has boosted its business. Globally, for every 100 iPhones shipped, Apple sells 26 iPads, 17 Apple Watches and 35 pairs of AirPods
“We’re not placing any values on origin, or what you’re identifying as, but we’re placing high values on operating systems.”
All thanks to blue bubbles.
Better Conversions
The Trends TLDR newsletter has some tips from a conversion rate optimization expert.
- Ditch the pop-up, or at least have them trigger based on time or scroll. Apparently they “attract low-value subscribers.”
- Be specific for clicks, better CTAs can mean a better experience (and better SEO). I particularly like this idea: “Test your CTAs by removing all images from your homepage, and asking if someone would know what you offer by reading only the copy.”
- Drop the discount. There have been plenty of words written about the potential brand impact of large scale sales, so I’m more interested in the alternatives: free gifts have been shown to reduce returns when done right and bundles could be a great strategy in the time of affordability.
- FAQs, the ignored content goldmine. If they truly are frequently asked, put them where most people will see the answers (I like the product page idea).
Just The Headlines
WhatsApp struggles to tame reassigned phone number issues (Carriers recycle mobile numbers and it can cause problems for phone number-based apps like WhatsApp)
Shopify to expand program offering better delivery date visibility (Think Amazon’s ‘delivered by’ dates but on branded ecomm stores)
Google Ads Tests Disabling Opt Out Of Search Partners & Display Network (All bots, all the time! The reps have been pushing this approach but soon it may be the only way to advertise, which is less than thrilling.)