How does a social channel like YouTube that gets 30 million visitors per day up the ante? Adding a feature that makes shareability and virality one step closer for content marketers. YouTube’s chat feature is a win-win for viewers, brands, and influencers.
In early August, online video empire YouTube, implemented a feature in its mobile app that allows users to send their friends videos and chat from within the app, essentially creating their own in-app mobile messenger.
This feature was initially being tested by users in select markets last year and once the long term testing was complete, with great success, the company was willing to roll it out to global audiences.
From a consumer standpoint, this means that more people are utilizing YouTube’s app on mobile devices than ever before. In 2017, the average number of mobile YouTube video views per day is 1,000,000,000 and the average mobile viewing session lasts longer than 40 minutes. With this new feature, YouTube says that in addition to users sharing and receiving videos in-app, they can chat about them right on YouTube, reply with another video and invite others to the conversation. This feature makes video sharing with friends and family will be “easier, faster and more fun”.
Brands should harness the power of YouTube’s latest feature in their digital marketing strategy ASAP.
YouTube’s latest feature means more opportunity for engagement and influencer marketing. Sharing is now simplified, as users don’t even need to leave the app to send and receive videos, making it that much easier for content to soar. Quality content that engages users has the potential to reach untapped consumer audiences through more sharing. Blunty – consumers can be lazy. Fewer steps and easier sharing closes a gap that once existed for virality.
YouTube influencers bring an engaged following to the playing field and brands have been utilizing influencer marketing on that platform for years now. That considered, YouTube’s chat feature effectively allows influencers to encourage their communities to engage in conversation, thus generating more buzz around brands, products, businesses and more.
The bottom line for brands? Dive into YouTube’s chat feature and get started. Test out the new platform and see how it can be effective in driving engagement, working with influencers and reaching new audiences, while working toward company benchmarks.
About the Author: Kait Hanson is a Hawaii-based writer who focuses on food, travel and lifestyle topics. She is a bar columnist for Metro Honolulu and contributing writer for Huffington Post, Buzzfeed, People Magazine and more. When she’s not writing, she can be found trying a new restaurant with her husband or playing with her two chocolate Labs, Judy and Bill, at the beach.