With so many content sharing platforms online, it can be difficult for content creators to ensure that their newest materials is seen by a target audience. One of the ways to combat this is to use automatic posting features on platforms that ensure every new piece of content automatically generates a post on social media channels. Content creators who have relied on the automatic posting from YouTube will need to make some adjustments. Google has announced that YouTube will automatic posting to Twitter on January 31st.
Though YouTube creators will still be able to link to their social media profiles on their YouTube channel page, they won’t be able to automatically post content and activity to Twitter. Specifically, “the options in YouTube Settings > Connected apps > “Share your public activity to Twitter” will be going away. Similarly, users will no longer see the option to automatically share videos on Google+ and Twitter via the upload flow in the Creator Studio.
For many creators, the first notice of this change came from an email that was sent out last week. As the company stated in an email to content creators on YouTube, “We’re writing to let you know of an update that may impact you. After January 31st, the ability to automatically post YouTube activity (uploads, liked videos, etc.) on Twitter and Google+ will no longer be available.”
Since Google+ will be ending service around the same time, the end of automatic posting to a soon-to-be defunct platform doesn’t really matter. However, the end of automatic posting to Twitter will impact content creators. Because of its public nature, a video that’s shared on Twitter with the right hashtags can get more exposure than if it’s posted to YouTube alone. Many creators had their videos set to post with a customized message as soon as the video was done uploading.
This change is significant in that YouTube content creators who don’t adjust their strategy accordingly will miss out on a lot of potential views for their videos. If an audience was used to getting an announcement of new videos from a YouTube publisher through Twitter, if these announcements stop, there will be people who miss new videos as a result. However, this is a situation that’s easy to resolve. Content creators will either need to use post to Twitter on their own or use a 3rd party auto-posting solutions.
Google has positioned the decision as a way to encourage better social media content creation. When posting from YouTube to Twitter, it’s impossible to take advantage of all of the features that can be used to posts more engaging.
As a member of the Google team wrote, “Many years ago, we introduced the option to automatically post your public YouTube activity with your social media followers on both Twitter and Google+. Since then, we’ve found that social sharing works better when the message is more customized and takes advantage of social media features, such as @mentions. Overall, this provides a better experience for both you and your followers vs automatically generated posts.”
Content creators will still be able to use the “Share” button and will be prompted to do so once their video is uploaded. Using the “Share” button is a better option because it just provides the video URL and opens Twitter to compose a new message. This means the content creator can take advantage of all of the features Twitter has for posts. This includes hashtag suggestions and the ability to search for people to Mention in the Tweet. It may take a little more effort, but this end of automatic posting to Twitter can be a positive thing for content creators in the long run.
For more recent news about updates and changes to Google, read this article on Google’s test to make it easier for consumers to message the companies they find on Google My Business.