How will YouTube evolve? Besides highly bingeable videos, what else does YouTube offer to make sure that it stays relevant for the next 10, 20 or so years? While YouTube is undeniably good for monetizing the content of those with the work ethic and creativity to maintain an active channel, it’s easy for one to think that there’s not much besides scheduled video uploads that can help them gain traction on the platform; or is there? 

While video remains YouTube’s primary offer, with Shorts, in particular, performing very well, other engagement elements have been introduced, including in-app shopping and live streaming. On the topic of live-streaming, YouTube’s adding another response option within live streams – Emoji reactions during a broadcast.

Emojis in Real-Time

Emojis, as fun as they are, are mainly associated with their use in messaging. Occasionally, Emoji post reactions are also notable, but very rarely do we hear about live Emoji reactions during a stream. YouTube does have its ‘Super’ set of fan and subscriber interactions, but those are more niche compared to the broader, more general Emoji.

As YouTube explains:

“We’re starting to test a new way to react to what’s happening on live streams. If you’re in this experiment, you’ll see options to react on a stream with [one of five emoji reactions]. Your reactions are anonymous and other viewers in the chat won’t be able to see who used what reactions.”

Of course, YouTube already has other ways for viewers to show their support during live streams, like stickers and Super Chat donations. Now, much like the live-streaming options found on other platforms, users will be able to respond in real-time, using an Emoji! The currently available set includes the classic ‘Heart’ Emoji, the ‘LoL’ face, the ‘Surprised’ face, and a couple more. The options available are highly similar to those in its ‘Timed Reactions’ options, which YouTube released earlier this year. For a bit of context, Timed Reactions allows users to add an Emoji reaction to a specific frame in the video, which other viewers can see. Timed Reactions are on top of ‘Emotes’, which is another option that YouTube added to enhance chat interaction during broadcasts. 

The Wrap

This latest addition on YouTube provides another means to enhance interest, without having to leave a full comment. Regardless of how well streaming catches on on YouTube, it could help it increase engagement and response within streams. YouTube says that it’s testing the new Live reactions with a limited number of channels, just to start. 

Will YouTube make streaming a big element? Will it ever be in direct competition with platforms like Twitch? For now, the only thing we have that can tell for sure is insights. Over time, only usage will truly say whether or not YouTube Live will be a major component of the YouTube success formula. 

Sources 

https://bit.ly/3FWJtbu