Why YouTube rounding subscriber numbers doesn’t matter – Do Not Read Until Monday

Since you should definitely be checking out this instead … Do Not Read Until Monday.

Why YouTube rounding subscriber numbers doesn’t matter

Overall, YouTube rounding off subscriber numbers doesn’t seem like a lead news item. But the recent move by YouTube – perhaps in wake of the PewDiePie vs. T-Series battle and the resulting uptake of “Subscribe to PewDiePie” by terrorists – is emblematic of a shift away from public-facing hard data on social.

As the New York Times opines “Are Likes and Followers the Problem with Social Media?” [A: kinda], it’s worth examining how their removal might impact, y’know, our jobs. And really, it shouldn’t all that much.

A large amount of followers on a channel no longer really matters. Facebook News Feed algorithm updates over the years pretty much killed their inherent usefulness, while a secondary benefit – gauging trustworthiness – was solved for by verification badges. Sure a user may get the occasional notification or email about a page they like posting on YouTube, Facebook or Twitter, but really, paid ads do the heavy lifting.

In that regard, we’ve long since eclipsed likes and followers as success metrics. Users can literally shop through YouTube videos and Instagram posts now, and have far longer been able to click through to content on Twitter and Facebook.

So for brands, this may just be a ripple in reporting. For users, well, the dominant form of social media sharing is now via Stories, which carry no like counts – so maybe we’re ready to give up the ‘like’?

On the topic of individuals vs. brands on platforms, it’s worth considering another issue facing YouTube power users (as I deftly sidestep the “Creators” vs. “Influencers” discussion). A recent study suggests it takes an individual’s video millions more views to reach YouTube’s trending section than it does for an established entertainment entity like Ellen or ESPN.

The full video is worth a watch if you’re interested in a more in-depth examination.

This Week In Terrifying Data Breaches

  • Apparently Snap employees watched our Snaps, nbd.
  • 42 million dating app records, including IP and location data, leaked. So watch out if you’re on “Christianfinder” or “Cougardating”. 👀
  • Flipboard had a major data breach, which included passwords and usernames.
  • Checkers, or “Rally’s” if you’re from some weird place that calls ‘em that, had user credit card info stolen.
  • I’ll still eat those fries though. Cuz damn.

Odds + The End


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(W)e (W)ill Take a (D)eep Breath (C)uz We’re Going to Need It 🍎