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YouTube is the first name in videos, and now it's testing a feature that could change how we watch those videos.
The site is testing a new in-app chat feature that would let mobile users share, watch, and comment on YouTube videos within private group messages, WIRED reports. Users can access the messaging tool through its own tab on top of the YouTube app.
The messenger could be used with one other person or with a larger group, and it's likely designed to make conversation more personal and streamlined than the typical comments section under videos.
Such a feature is not a surprise, and it's also long overdue given that mobile messaging has surged in the past year to the point that top messaging apps have actually started to attract more users than social networks. YouTube is the only major mobile app that does not have a chat feature.
Facebook, which has been taking significant steps to close the gap between itself and YouTube with regard to video, owns two of the most popular messaging apps on the market in Messenger and WhatsApp. Twitter, Snapchat. and Instagram also have direct messaging features, though these are not as crucial to Twitter and Instagram's platforms.
These other apps could start to damage YouTube as they grow their audiences and transform into strong content distribution channels for media companies, brands, and advertisers. Content creators used to upload directly to YouTube, and these videos would link back to YouTube when they appeared on other apps. But now, the videos can upload directly to these other platforms, so viewers can watch them without ever leaving the apps.
Content creators promote their videos across several mobile channels, so YouTube must figure out how to keep them watching videos within YouTube rather than on other platforms. A messaging feature could help YouTube retain audiences and draw in and monetize new content.
Margaret Boland, research analyst for BI Intelligence, Business Insider's premium research service, has compiled a detailed report on mobile video that takes a look at how these types of short-form mobile video have exploded in the last year. The report examines how YouTube, the historically dominant force in short-form video, was slow to implement a mobile video strategy, opening the door for new players —namely Facebook and Snapchat — to emerge.
It also takes a look at how winners will begin to emerge in distinct video content categories. YouTube, for instance, will rely heavily on its homegrown YouTube stars to distinguish its video library and drive loyalty. Facebook will become the go-to place for brands and media companies to engage with the largest audience. And Snapchat will utilize its live-events coverage and exclusive content to promote video communication among younger mobile audiences.
Here are some key takeaways from the report:
In full, the report:
To get your copy of this invaluable guide, choose one of these options:
The choice is yours. But however you decide to acquire this report, you’ve given yourself a powerful advantage in your understanding of the rapidly changing world of mobile video.
