YouTube is launching a new test that adds search hyperlinks on certain keywords in YouTube comments. The update means to drive improved discovery, connecting users to related content. While it sounds a bit extra even for YouTube, you can never have too much of a relevant content Feed. YouTube is Google’s video Starchild, so hyperlinked keywords were coming sooner or later.
As per YouTube:
“Currently, if a viewer wants to learn more about a topic or product they find in a comment, they have to navigate away from the video they’re watching to learn more. We’re experimenting with new hyperlinked keywords in comments to reduce friction for viewers looking to discover new and relevant content on the platform.”
Linked to Discovery
YouTube built its new hyperlinked keywords feature with continuity in mind. Users will eventually be able to keep their search activity in-stream instead of doing manual searches. During the test, YouTube explains that phrases or single words in comments that encourage exploration will have hyperlinks.
For additional context:
“Clicking on a link will initiate a new YouTube search with that term, navigating users to the search results page. To avoid interruption, the video will stay playing in the mini-player. Linked keywords are determined by YouTube, based on what users are likely to want to explore further. The links cannot be added or modified by the commenter, though creators can remove links on their video comments if they’d like.”
Fortunately, viewers can opt out of the experiment if they don’t want their comments to have hyperlinks. That proves that YouTube is not a mandatory evil scientist in terms of public testing experimental features.
It is an interesting experiment, though its practical value is questionable. Random searches based on keywords are not the best way to generate targeted results. Then again, it can be helpful as it potentially drives more in-app discovery. At the very least, it is worth giving it a shot. In addition, YouTube is also making community posts viewable on tablets. At the same time, it is also adding a new metric in YouTube Analytics that reveals how many have opted into reminders for your upcoming streams.
Lastly, YouTube will update its Channel Memberships functionality. With this update, managers can now manage Channel Memberships in the Studio mobile app. Previously, that function was only available for YouTube Studio on the desktop.
The Wrap
These may be more minor updates, but as YouTube has proven, time and again, you don’t always have to go big. More often than not, smaller refinements pave the way for more effective major updates. Each update has its value and best use case, improving overall content and channel flexibility. Hyperlinked keywords are not new, but on YouTube, they give you another way to manage your viewership.
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