With @handles for channels, YouTube is becoming more like other social networks, making it easy to promote your channel in the app and drive traffic to your profile.
Like Twitter, TikTok, Instagram, and others, your @handle will immediately link to your work.
Another branding possibility is your handle’s unique channel URL. YouTube now offers personalized channel URLs to all app users, not only artists with 100 subscribers.
YouTube introduces @handles on 10 October 2022.
Implications to Marketers:
@handles for channels is part of promoting channels in line with habitual patterns, with Shorts likely being a significant factor and making it easy to follow producers to optimize Shorts channel development.