After launching DoubleVerify to avoid fraud, YouTube continues to improve user experience as they unveiled a new feature allowing users to add more external links to their channel profiles. This move amplifies the platform’s push to make channels more interactive and engaging, and it has significant implications for marketers and content creators.
Enhanced External Linking
Previously, channel owners could primarily link to their own websites or approved merchandise sites. With this update, creators now have the ability to add multiple external links, directing their audience to a broader range of online resources, products, or other social media platforms.
Why This Matters
- Greater Flexibility: Creators now have more freedom to diversify the type of content or products they can share with their audience. This includes linking to multiple merchandising sites, affiliate links, or other relevant resources.
- Enhanced Engagement: By offering more avenues for viewers to explore, creators can boost user engagement on their channel. This could potentially increase the time users spend interacting with a channel and its linked content.
- Streamlined Cross-Promotion: This update simplifies the process for creators to promote their other social media platforms or collaborations, fostering a more interconnected digital presence.
Into Marketing? Here’s What You’ll Get
For marketers, YouTube’s new linking capabilities open up a host of opportunities:
- Affiliate Marketing Boost: Brands partnering with creators for affiliate marketing can now benefit from direct links on YouTube channels, potentially driving more traffic and sales.
- Enhanced Brand Collaborations: Companies collaborating with YouTubers can have their websites or promotional pages linked directly from the creator’s profile, increasing visibility and click-through rates.
- Broader Product Showcase: Brands that have multiple merchandise sites or diverse product ranges can now have all these platforms showcased and linked directly, providing a one-stop hub for fans and viewers.
- Data and Analytics: With more links directing traffic from YouTube, marketers can gain richer insights into user behavior, preferences, and conversion rates, refining their strategies accordingly.
YouTube enhances linking capabilities for channel profiles on 10 August 2023.
Implication for Marketers:
YouTube’s decision to expand external linking capabilities is more than just a cosmetic upgrade. For marketers, this update can significantly amplify their reach, engagement, and conversion efforts. By leveraging these new linking possibilities, brands can create a more seamless and interconnected user journey, from viewing content to exploring products or related platforms. As the digital marketing landscape becomes increasingly integrated, features like these will be indispensable for marketers aiming to maximize their online presence and returns.
Reference: https://twitter.com/YouTubeLiaison/status/1689669676257640448
