K-pop band BTS has launched its “Permission to Dance” challenge exclusively on YouTube Shorts, following its global expansion last week, said the YouTube music team in a recent blog post.
Shorts is YouTube’s short-form vertical video feature first introduced in September 2020. With striking similarity to social media platform TikTok, the feature allows users to “shoot short, catchy videos using nothing but their mobile phones” within the YouTube mobile app, said the video platform. The feature has since added more creation tools, such as a multi-segment camera, allowing recording with music, control speed settings, among others.
The challenge will begin on 23 July and invites anyone across the globe to create a 15-second YouTube Short from the YouTube mobile app to replicate the core dance moves from the boy band’s “Permission to Dance” music video.
As part of the challenge, BTS will be spotlighting some of their favourite Shorts in a compilation video, so participants are encouraged to use hashtags #PermissiontoDance and #Shorts for their creations to be considered.
Lyor Cohen, YouTube global head of music said that YouTube was humbled to partner BTS on the Permission to Dance challenge on YouTube Shorts, helping to “spread happiness and build lasting connections amongst their fans on YouTube across the globe.”
Shin Young Jae, general manager BIGHIT MUSIC added: “Just as ‘Permission to Dance’ sends the message that you don’t have to ask anyone for permission to dance, we hope that we can bring people all over the world together to dance along with us, free of any limits or constraint. We are very excited to watch this challenge come to life on YouTube Shorts and can’t wait to see what you all create.” Google did not comment on MARKETING-INTERACTIVE’s queries.
At the same time, YouTube unveiled a new tool for viewers to tip creators called “Super Thanks” yesterday.
The new feature was previously tested under a different name, “applause”, over the past year, which allowed viewers to purchase a clapping animation which would appear privately to the buyer. The new Super Thanks is currently in beta, and builds upon applause where buyers will now see an animated gif and get a “distinct, colourful comment to highlight their purchase, which creators can respond to,” said YouTube YouTube product manager, paid digital goods, Barbara Macdonald.
According to chief product officer Neal Mohan, Super Thanks is YouTube’s fourth Paid Digital Good. The others are namely Super Chat, channel memberships and Super Stickers, launched in 2017, 2018 and 2019 respectively. Macdonald said in an earlier blog post in April that the number of channels that earn a majority of revenue from these products in 2020 was about three times the number from the previous year.
The expanded Super Thanks feature is in line with YouTube’s ongoing initiative to help creators …….
