YouTube has made a move of another monumental leap towards becoming more of a social experience rather than a video platform. The introduction of mobile messaging turned out to be the next step, users can now share videos and chat directly in the application, there is no need to copy the links, change applications and use external ones like WhatsApp or Instagram. It is a small improvement to the surface, but at a strategic level is an indicator of a far greater change in the process of content discovery, sharing, and consumption.
In its simplest meaning, this feature is one of friction reduction. In the past, you had to leave YouTube, open another application, paste the link and then engage in a conversation in case you found a video worth sharing. It is a small step, but in the busy society of content consumption, the slightest friction can diminish sharing behavior. YouTube is now making sharing easy, one can now tap, send and chat instantly, with in-app messaging. The convenience may contribute greatly to the increased frequency of video sharing by the users, which has a direct effect on the content reach.
Of particular significance is that of the so-called discovery loop. Discovery has been traditionally based on the algorithms, search, and recommendations on YouTube. However, with the advent of private messaging, a new dimension is added; peer-to-peer sharing. A video that a person sends to a friend has some degree of trust and personalization that cannot be fully reproduced by algorithms. Individuals tend to view things that have recommendations by an individual they know. This forms a great cycle of content that is shared not only by the feed but also through conversations.
This is a new opportunity, and a new challenge, to creators. It is no longer sufficient to produce content that can just rank well or be recommended by the algorithm. At this point, the creators have to consider the concept of shareability in a more personalized way. Would he/she forward this video to a friend? Will it arouse emotion, laugh, get curious or appreciate something enough to cause the hit of the share button in a private chat?
The content that works well in such a setting usually possesses some of the following characteristics. It is either relatable, emotional, or very useful. When videos get people to say, this is so you, or you have to see this. Such a response is what propels sharing privately. This is, in a number of respects, more reminiscent of the content distribution of messaging-first platforms where viral content can begin in small, intimate groups and then spread out.
Conversation is another significant thing. As the users can now chat directly as well as shared videos, creators cannot think only of views and watch time. What can your content (or content) make people discuss? Is it able to transcend, provoke opinions or debate? Videos that result in conversations will automatically do well in an environment that is powered by messages as they provide people with something to discuss, rather than watch.
This aspect also alludes to the larger goal that YouTube has to be more competitive with social networks. Messaging has always been an essential element of the ecosystem of apps such as Instagram, Tik Tok, and Snapchat. Youtube is bridging that divide by introducing their own messaging feature, and thus retaining users on their platform even longer. The more the users spend time in the app, the more YouTube has a chance of displaying content, engaging and eventually, monetizing.
This is a strategic move to the business. The YouTube site has more control over the user experience due to the fact that users do not have to leave the site to share content anymore. It will be able to monitor sharing patterns, know what kind of videos are being shared privately, and narrow down its suggestions on that. This information is of great value since in many cases, private shares are a sign of high-quality or very interesting content.
Interestingly, they are rolled out only to 31 European countries, and there is no official statement of the United States of America. Such a progressive plan, implies that YouTube is experimenting with user behavior, pattern of engagement and possible obstacles and then moves to internationally. Provided the feature is successful in Europe, in the sense that it is embraced by the users, used, and shared more, it has high chances of being implemented in other major markets.
To artists out of these areas, it is a call to action. Such features are likely to grow rapidly after they have been proven. By the time it gets to a global market, there will be an upper hand to early adopters who have already monetized their content with shareability.
But what then should creators do? To begin with, concentrate on creating contents that individuals wish to share privately. This involves being able to know your audience better, what they find funny, useful, or meaningful enough to forward it to another person. Second, look at the send-to-one mindset rather than the broadcast-to-many mindset. Think about your video being posted in a one on one discussion. Does it occur organically there?
Third, practice hooks and storytelling which promote sharing. A good introduction, an unexpected revelation or an identifiable experience can go a long way. Lastly, listen to remarks and viewer response. They can provide hints on what is personally resonant and this tends to be reflected in the personal sharing behavior.
On a bigger scale, the shift of YouTube towards the concept of private messaging is indicative of a trend that is much larger within the field of digital platforms, specifically, the integration of content consumption and communication. Individuals do not simply desire to watch, they desire to get in touch, talk and share experiences in real-time. The ability to do so on the app itself is allowing YouTube to position itself as more than a video viewing platform; it is turning into a content home where the content resides, grows, and develops as a result of human interaction.
In case this experiment works, it might completely transform the way of virality of videos on YouTube. Algorithms might not be the only future of growth; it may be conversations, occurring behind the scenes, through a private message, between friends, one share at a time.
