YouTube Dream Screen, YouTube Create, TikTok Attribution Analytics and Facebook Multi-Profile Option

Source: YouTube

YouTube creators will soon have a chance to experiment with generative AI with YouTube’s latest creator tool, Dream Screen. YouTube Shorts was first launched in 2020 and since then, YouTube has made efforts to innovate the space of short-form content creation. YouTube Shorts garners more than 70 billion views daily thanks to the abundance of amazing, high-quality content produced by creators, and more than 2 billion users sign in every month to Shorts to view the latest and greatest content, according to YouTube. With Shorts engagement and AI developments on the rise, now is the time for YouTube to debut a new, ethical tool for innovative AI content creation.

From beautiful landscapes to out-of-this-world fantasies, Dream Screen will take any and all prompts from creators to generate fantastic AI backgrounds for use in Shorts. “With Dream Screen, creators will be able to generate new, fantastic settings for their Shorts that are only limited by what they can imagine,” shared Toni Reid, VP of Emerging Experiences and Community Products at YouTube. Moreover, Reid shared that YouTube plans to develop new tools and features that would allow creators to “instantly reimagine their videos by simply typing in an idea to edit their content or remix existing YouTube videos and turn them into something entirely new.”

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YouTube shared at its Made on YouTube event last week that Dream Screen would be available to select users for testing by the end of the year. Although only a select number of creators will have the opportunity to be the first to test one of YouTube’s first AI tools, YouTube went on to share that Dream Screen will roll out “broadly” to more creators in 2024. YouTube has yet to share a definitive timeline for Dream Screen’s testing and rollout phases nor has the platform shared how creators will be selected for testing.

How will Dream Screen improve video production for creators? Will AI-generated photos and videos save time from producing content or scraping stock images and footage? How many image and video options will creators have to choose from when inputting prompts to Dream Screen? For those eager to learn more about the latest updates and developments with AI on YouTube, be sure to tune in to Spreading the Influence here on LinkedIn.

YouTube Create: CapCut’s Newest Competitor

Source: YouTube

In other Made on YouTube News, YouTube is also launching a free mobile video editing app, YouTube Create. YouTube Create will streamline the content creation process by allowing creators to post their projects directly to YouTube from the app. YouTube CEO Neal Mohan shared at Made on YouTube that YouTube hopes to usher in the creativity of aspiring creators with new amazing tools and AI. With YouTube Create, the complexity is taken out of creating and sharing your first project and creators can spend more time exploring their creativity using simplified editing tools.

YouTube Create will host a multitude of editing tools and features for creators including precision editing and trimming, automatic captioning, and voiceover capabilities. Creators editing on YouTube Create will also have access to a library of filters, effects, transitions, and royalty-free music with beat-matching technology similar to that on TikTok. Being that YouTube Create is a mobile app, creators can edit and share content anytime, anywhere with ease.

YouTube creators will no longer have to look to external editing platforms like CapCut to edit their content since YouTube Create is packed full of such essential editing and creative tools. To put it simply, YouTube Create is to YouTube what CapCut is to TikTok. It would be interesting to see if YouTube Create introduced templates similar to those linked to CapCut on TikTok to further streamline content creation, but YouTube seems to be more focused on providing creators with tools to explore their creativity on their own terms, not by promoting what’s trendy.

YouTube Create is currently available in beta for select Android users in the U.S., U.K., Germany, France, Indonesia, India, Korea, and Singapore. YouTube VP of Emerging Experiences and Community Products Toni Reid thanked beta-testing creators for their ample feedback on YouTube Create which has been extremely useful in curating the early versions of the app. YouTube has yet to announce when YouTube Create will be rolled out to all YouTube creators, but current and prospective creators are already amped for what’s to come.

TikTok Attribution Analytics for Advertisers

Source: Social Champ

TikTok recently launched Attribution Analytics, a first-party measurement solution for advertisers. According to the 2022 TikTok Marketing Science Post-Purchase Analysis conducted by KnoCommerce, last-click models were missing more than 79% of all conversions attributed to TikTok by users themselves. With Attribution Analytics, advertisers will have a more holistic perspective on the performance of their TikTok advertising campaigns as well as a deeper look into TikTok users’ behavior.

Performance Comparison is the first of many features for advertisers using TikTok’s Attribution Analytics. With Performance Comparison, advertisers can visualize conversions across various windows of time to find the best attribution strategy possible. “Having visibility into extra click-through and view-through event data has made it easier to prove TikTok’s value and scale our clients’ campaigns. This tool has allowed them to look beyond a standard last-click window with more confidence,” shared Thomas Carter, Senior TikTok Strategist of  Power Digital Marketing. In an official blog post, TikTok also shared four key uses of the Performance Comparison tool for advertisers.

TikTok is committed to advancing measurement objectiveness and transparency for advertisers. In the future, Attribution Analytics will support a variety of campaign types including app, offline, shops, etc. to further provide advertisers with transparency on their advertising impact. What features should TikTok introduce to Attribution Analytics next?

Facebook Launches Multi-Profile Option

Source: Meta

Meta has officially launched its new multi-profile option on Facebook, a feature that has been in testing for more than a year. Facebook users will now have the opportunity to create multiple profiles to explore their different interests, separate their friends and followings, and share content with a new audience. “We heard from people that clearer organization of friends, groups, and interests helps them feel freer to engage with the audience they believe is most relevant. And we’ve seen the success of separate interest-based accounts on Instagram, so we’re excited to bring this option to Facebook,” Meta shared.

Users who would like to opt-in to Facebook’s new multi-profile option will have the ability to create up to four additional personal profiles with individual usernames and feeds. Certain Facebook features including Dating, Marketplace, Professional Mode, and Payments may not be available to additional personal profiles upon the launch of multi-profiles. Additional personal profiles may also face some messaging restrictions with messaging only permitted via the Facebook mobile app and on the web.

With recent trends leaning towards private sharing on social media, such as via Close Friends Stories and DMs, the introduction of multi-profile options creates the opportunity for more reserved users to share specialized content with their inner circles. Facebook’s multi-profile option is now available globally and all users will have access within the next few months according to a report from Social Media Today.