Community on YouTube - who'd have thought it.
An interesting development here, reaffirming the importance to brands of both using video and engaging with customers and subscribers at a human level.
YouTube has immense benefits to content creators, but the comments area can often be like the Wild West, so it will be interesting to see how brands manage the tone of interactions within their community tab.
As to the degree to which content creators will actually communicate with their followers, we shall see. After all, the key attraction of YouTube is video and not necessarily communicating through written text.
But in essence we are indeed seeing a new way for video content creators to enhance their offering. Community is everything online, so it will be great to see how this plays out.
Some channels now have a “Community” tab, where YouTubers can send messages to their audience without having to post a video. This might kill off the “Announcement” sub-genre of videos by letting YouTubers quickly say something without hitting the “Upload” button. It could also encourage YouTubers to interact with their audience on YouTube itself, instead of on other platforms such as Twitter or Facebook.