YouTube’s adding some additional insights data for creators using its new multi-language audio (MLA) feature. At the same time, it’s also looking to help musicians make better use of Shorts, with a new option to link to audio pivot pages. YouTube always drops interesting insider updates, so let’s dive into this one.
Tearing Language Barriers
Since it’s likely the namesake of the update, let’s first take a look at multi-language audio, which YouTube added last month, giving creators the capacity to add multiple audio tracks in different languages to their videos. That should help creators expand the audience for their content, and along with this, YouTube’s now also added a couple of new, audio-specific metrics in its YouTube analytics for creators that have uploaded multiple languages.
The new data points break down viewership by language and geography, helping you better understand how your use of MLA is (or isn’t) driving more engagement. Also included is data on Watch Time and Average View Duration, providing more insight into how these additional language options are performing for your channel.
It could be a great way to develop your strategy, and understand whether or not it’s worth the additional effort to include multiple language audio tracks. The new MLA performance metrics are available in the ‘Audio Track Report’ in Creator Studio.
Jumping onto Shorts, YouTube has added the capacity to share links to audio pivot pages within Shorts, which will help creators highlight specific audio tracks. While we’re on the topic, audio pivot pages are the in-Short highlight pages that display other Shorts clips that have used the same audio. Now, creators can link directly to these pages within their clips. As YouTube explains:
“If you’re an artist, these links provide an easy promotional lever, or if you’re a creator, a quick way to view and share content created to a sound. Links can be shared by tapping the three dots on the pivot page and then share.”
The Wrap
It’s not really a major change, per se, since users can already link their clips to audio pivot pages if they included that audio in their Short. Now, you can also share these pages if you don’t include the same sound, which provides another way to generate more discussion around specific trends/or clips. Shorts have become a key focus for YouTube, seeing how successful TikTok has become thanks to its format. Now, YouTube is looking to ‘usurp’ TikTok by offering better monetization and revenue potential for the top short-form creators. If Shorts made it to the top of YouTube’s priority list, adding more sharing, and particularly more music-sharing elements, is likely to achieve the same, as the platform continues to look for more ways to tap into key short-form trends.
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