📰Good news for publishers!
This week in paid social: YouTube shares their plans to test a subscription sales tool for publishers, Twitter tests a heated-language sensing bot to promote more thoughtful consideration among its user base before tweeting, and Google Podcasts Manager increases data sharing with podcasters. Meanwhile, Twitter usage is way up, but its ad revenue is down…
YouTube Developing Off-Platform Subscription Tool for Publishers
As a means to bridge the revenue gap between news outlets and the platforms that distribute their content, YouTube has a tool in the works for news publishers to push their subscriptions through the platform. Plans are under way to test this subscription sales tool by the end of the year. Read more.
Twitter Tests ‘Harmful Replies’ Revision Prompt=
Twitter is testing an iOS feature that detects “heated language” and prompts users to revise their tweet before posting. It’s meant to help users rethink their response “when things get heated.” It’s debatable that strongly worded dialogue on Twitter occurs exclusively in the heat of the moment, but maybe Twitter’s ‘Jiminy Cricket feature’ can help users tap into their conscience a bit more before they hit ‘Tweet.’ Read more.
Google Podcasts Manager Will Provide More Listener Data
In a move that essentially brings Google Podcasts Manager up to par with Apple Podcasts and Spotify, GPM will expand the amount of data it shares with podcasters to help them identify what’s most relevant to their audience and to sell ad spots. This includes retention data, such as total listen time and drop-off time. Read more.
Twitter Platform Usage up in Q1, but Ad Revenue Is Down
While Twitter usage is up amidst the COVID-19 crisis, ad revenue in Q1 was down. Twitter added 14 million daily active users during Q1, bringing their DAU up to 166 million (24% YoY growth). Yet, Twitter reported lower ad spend last quarter — down $203M. Ads performed well, increasing total ad engagements 25%. But the platform noted decreased demand for ads from advertisers due to the pandemic. Read more.