YouTube is currently testing a new feature in order to help creators and brands engage with the viewer without causing any or absolutely minimal disruption. The platform is willing to enable hyperlinking over single words or phrases found in the comment section that can work like a keyword. This is the first ever YouTube thought about linking the comments. 

These links will guide the viewers to the YouTube search result page while they are watching a video. Viewers are more likely to follow another link when their video streaming experience on YouTube is not interrupted and that is why, this feature is showing some promising aspects for the creators and brands as it increases the chance to reach organic viewers and potential customers. 

While this can be great to engage the viewers effectively, marketers are also worried about the fact that leading people away from videos can bring more damage than benefit. The feature of searching from comments can lead a viewer to a search result page that could offer a direct connection with rival brands and competitor videos.

So, before jumping to a conclusion; let's find out how it works:

·   Single words and phrases in the comment section will be hyperlinked that encourage exploration 

·   Clicking on the link will help to initiate a new YouTube search result based on that term. This will help users navigate through relevant search result pages. 

·   In order to cause minimal disruption, the video will be playing in the mini player

· These keyword-like linked words will be solely determined by YouTube based on the user preference and the elements that users want to explore further

·   Creators are allowed to remove links from the comments if they wish to. However, a commenter cannot add, modify or remove a link willingly 

·   There is an option to completely opt out of this latest experimental feature if they only want to see old regular comments with no hyperlinks

On the Creator Insider channel on YouTube, the platform has declared this latest feature through a video. YouTube said, “We’re experimenting with a new way to explore topics and recommendations in comments. Currently, if a viewer wants to learn more about a topic or a product they find in a comment, they have to navigate away from the video they’re watching to learn more.” It further said, “We’re experimenting with new hyperlinked keywords in comments to reduce friction for viewers looking to discover new and relevant content on the platform.”

Evidently, YouTube is working hard to empower the creator while offering more convenience for the viewers and that is why, the feedback of the audience is very important. YouTube said, “We’ll be experimenting with this in the coming weeks but would love your feedback in the comments whether you’re in the experiment or not.”

Announcement of other features by YouTube:

·    YouTube will be offering improved visibility to all Android tablets and iPad users 

·    Viewers will be getting reminders for live streams and premieres on YouTube

·   With the help of Studio Mobile, the creators now can manage channel memberships and other funding offerings by the fans

Bottom Line 

Clearly, these new features are clearing more ground for the creators and marketers on YouTube. But as a creator, you would still require a standard channel with a certain number of subscribers to utilize these features of the YouTube Partner Program (YPP). Only a reliable video promotion agency like Videoipsum can help you to gain the exposure you need. 

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