YouTube has launched its own version of Stories, giving creators with 10,000 or more subscribers access to the new content feature. First launched by Snapchat, Stories have become a popular form of content across Facebook, Instagram. YouTube’s version will keep Stories accessible in the mobile app for up a period of seven days — lengthening exposure for content from creators, influencers and brands that have sizable followers on the platform.
Why marketers should care
YouTube is the latest to rip off Snapchat’s innovative format. Instead of a one-time post that falls into the ether of timeline feeds, the packaging of multiple pieces into Stories resonate with users and offer more flexibility when it comes to content creation with the ability to add text or stickers across images and videos. YouTube is giving creators the ability to broadcast Stories on channels with 10,000 or more subscribers.
The feature is designed specifically for YouTube’s creator community, but it applies to brands and agencies managing a YouTube channel with sizeable follower numbers. Also, because YouTube creators often double as the platform’s more popular influencers, any brand that has a relationship with a creator would be benefit from a product promotion within a YouTube Stories video as the content has a longer shelf-life than a regular video.
YouTube says its Stories may appear for subscribers on the Subscriptions tab and to non-subscribers on the home page, as well as in the “Up Next” list displayed below a video being watched. It also reported that it has been testing Stories with a small group of creators over the past year and designed the format based on feedback from its beta group.
The Stories format continues to grow in popularity. Google debuted its own AMP Story format for search in February, now complete with ads support. In June, Instagram boasted more than 400 million users were taking advantage of Stories on the app. Facebook has placed its version of Stories atop its News Feed, to drive more engagement with users and began placing ads within Stories in September.
Marketing Land has asked YouTube whether or not it plans to insert ads into Stories, and will update this article when we receive a response.
More on YouTube Stories
- To record a Story, select the “Create Story” option from the video camera icon in the YouTube mobile app. Creators can add text, music, filter-effects and stickers to their Stories.
- Viewers will be able to comment on Stories same as videos, and rate them with the thumbs up or thumbs down icon.
- YouTube says its Stories include the same comment moderation tools available for video uploads.