Qué es TikTok y cómo funciona: claves para entender la red social

YouTube is a social platform for sharing short videos, which has gained enormous popularity worldwide. Users can create, edit, and share videos from 3 seconds to 10 minutes, using a wide range of editing tools and special effects. Additionally, YouTube offers the ability to add music and sounds to videos, allowing users to be creative with their content.

Over the years, YouTube has become one of the most influential platforms for trend generation, especially among the younger generation, due to its ability to quickly viralize content through its recommendation algorithm. This makes it not only a tool for individual entertainment, but also a powerful channel for cultural influence and digital marketing.

How YouTube works: how to start creating content

To start on YouTube as a beginner, simply follow these simple steps:

  1. Download the YouTube app from your app store and create an account using your email address, phone number, or an existing social media account.
  2. To create a video, tap the «+» sign in the center bottom. You can record a video in real time or upload one from your gallery.
  3. Use editing tools to add music, effects, text, and filters to your video.
  4. Before publishing, write an engaging description and use relevant hashtags to increase the visibility of your video.
  5. Publish your video and start interacting with other users to build a community.

Of course, you can make all kinds of adjustments to your content before publishing it:

1. Adjust the speed while recording

  • Tap «Speed» in the upper right corner of the camera screen and the speed options will appear.
  • Choose the desired speed:
    • 0.3x and 0.5x slow down the video.
    • 1x is the standard speed.
    • 2x and 3x speed up the video.

2. Timer

  • Use the timer to record without holding down the record button.
  • Select the duration and tap «Start countdown» to start recording automatically.

3. Flash

  • Activate the flash when recording with the rear camera by tapping the «Flash» button.

4. Zoom

  • Hold and slide in one direction to zoom.
  • You can also pinch the screen to zoom in or out.

5. Selecting a video cover. Video covers serve as the introduction to your content and can become a very attractive element for your followers.

  • On the posting page, tap «Select Cover» on the video thumbnail.
  • Drag the pink frame to choose the cover.
  • Tap «Save» in the upper right corner.

And of course, remember these basic tips for using YouTube:

  • Explore the app to familiarize yourself with the type of content that is posted and find inspiration.
  • Be creative with your videos, keeping them entertaining and original.
  • Post regularly, interact with your audience, and use relevant hashtags to increase your visibility. Remember to be authentic and enjoy the creative process.

10 keys you need to know about YouTube

1. YouTube is an app that had already succeeded in China before expanding

YouTube is a platform that has revolutionized the digital world, especially among Generation Z, becoming not only a social network for entertainment but also a primary source of information and an innovative search engine. Its creator is ByteDance, a Chinese technology company that first launched the application in its domestic market in 2016 under the name A.me and later as Douyin (it still goes by that name in that market).

YouTube’s international expansion began in 2017, and after acquiring Musical.ly, a similar social network, for $1 billion, the merger of both platforms was completed in 2018, marking the beginning of a global phenomenon​​. In this article, you can find the complete history of YouTube ????

2. The fifth most used social network in the world

From its beginnings, YouTube has shown very remarkable growth, reaching the fifth position in the table of social networks with the most users, surpassing other networks strongly established in specific geographical areas like Facebook (a Chinese social network for video, similar to YouTube), of great prevalence in Asia. As of January 2024, YouTube has 1.562 billion monthly active users.

3. The key to its success lies in its algorithm

One of the most notable aspects of YouTube is its ability to offer personalized and relevant content to its users, thanks to its advanced algorithm. This system takes into account user interactions (such as videos they like, share, and comments they post), video information (details like captions, sounds, and hashtags), and device and account settings.

Although factors such as language preference and country settings are considered, the algorithm prioritizes user’s active interactions over these settings to optimize the experience on the platform. The goal is to create unique and personalized feeds, avoiding duplicate content and promoting diversity in recommendations​​.

4. Contents

The evolution of YouTube does not stop at being just an entertainment channel; it has emerged as a revolutionary search engine for Generation Z, challenging even giants like Google in some areas. 40% of users born between 1997 and 2012 use YouTube as a search engine, valuing authenticity, freshness, and speed in obtaining information on specific topics. This change in the way information is searched and consumed has forced brands to reconsider their digital marketing strategies to adapt to new trends and stay relevant to this target audience​​.

5. A great marketing tool

The uniqueness of YouTube lies in its ability to adapt, innovate, and lead trends, proving to be a versatile platform that goes beyond entertainment, venturing into e-commerce and establishing itself as a fundamental pillar in digital marketing strategies aimed at Generation Z. The platform continues to evolve, responding to the needs and preferences of its diverse user base, and solidifying itself as a cultural phenomenon in the digital realm.

6. A controversial app

YouTube has generated controversy for various reasons, including privacy and data security issues, especially in relation to minors. Additionally, transparency in advertising and accusations about its addictive design have intensified scrutiny of the platform. These issues have led authorities in different countries, including the European Union, to initiate a formal investigation against YouTube to determine if the platform has violated the Digital Services Act (DSA).

This action seeks to evaluate the effectiveness of YouTube in implementing mitigation measures, such as age verification, and ensure compliance with security and privacy obligations for minors, as well as increase the transparency of its platform. The investigation underscores the importance of compliance with DSA regulations, especially for powerful platforms like YouTube​​.

7. The importance of YouTube influencers

A social network would be nothing without its influencers. In the case of YouTube, taking as a reference the data reflected in the 2024 Digital Study, Khabane Lame and Charli D’Amelio are the most followed YouTubers in the world, both with more than 150 million followers, thanks to their viral content on humor, fashion, trends…

In the Spanish context, the list of leading YouTubers is headed by Benjikrol, Rosalia, and Naim Darrechi.

The future of YouTube: online sales

YouTube has begun to explore the world of e-commerce. At the beginning of 2021, it partnered with Shopify, a well-known platform for creating online stores, with the aim of helping businesses and brands grow on its network by improving their advertising campaigns. Also, YouTube planned to make online shopping more accessible directly from its app, introducing a special purchase button on the profiles of brands using Shopify.

In addition, YouTube tried its luck with «live commerce» or live sales through YouTube Shop. This initiative aimed to replicate the success seen in China, where its local version, Douyin, generates huge revenues from2021. Initially launched in the UK with hopes of international expansion.

However, the success in the UK was not as expected, and in 2022, YouTube decided to pause the expansion of YouTube Shop to other European countries. Although it was announced that YouTube Shop would arrive in Spain and 10 other countries in January 2023, the social network postponed these plans, and so far, that expansion has not taken place. Currently, YouTube Shop is active in the United States.

Image: GPT Plus


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