YouTube has unveiled a new look to help users find their favorite channels and “subscribe, subscribe, subscribe.”
“Last year we began to make it easier to subscribe to the channels
you care about by introducing a Guide on the home page," wrote Josh
Sassoon in a post on the YouTube Blog.
"When you add subscriptions to your Guide, you organize YouTube around
what you like, available whenever you watch YouTube. Today, we’re taking
the next step by bringing your subscription-filled Guide with you
across both the site and all devices, as your best source of what to
watch on YouTube.”
All YouTube users need to do is subscribe to their favorite channels
and the Guide lets them know when there are new videos waiting for them
to enjoy, suggests the latest and greatest channels they might like, and
shows them what their friends are sharing across the web. They’ll also
find the Guide and their subscriptions on apps on hundreds of millions
of devices including Android, iPhone, PlayStation 3, and Google TV.
Since more than 800 million unique users visit YouTube each month to
watch over 4 billion hours of video, it’s important that the videos
stand out. In this new layout, users will find the most crucial elements
are front and center when they watch a video: the video is right at the
top of the page and the subscribe button, social actions and video
information are all combined directly below the player.
Playlists are now available to the right of the video so users can
browse through while they watch. They’ll also see this cleaner and
simpler design across the entire site.
If you're a video marketer or YouTube creator, then you can learn more about these updates on the YouTube Creator Blog.
In a post there, Alandha Scott said, “The new site design will help you
build a bigger, more connected audience by improving new channel
discovery, simplifying subscriptions, and keeping your fans plugged in
and aware of your new videos no matter where they are.”
Scott outlined the three key changes for video marketers and YouTube creators:
- The subscription Guide is now everywhere, and it showcases a channel’s activity to its fans.
- All the video information and engagement are consolidated below the video player, helping a creator’s video take center stage on the viewing page.
- YouTube is also making it easier to subscribe with enhanced channel recommendations.
“We know change isn’t easy, so we don’t take it lightly," Scott
wrote. "Our experiments show that the new design drives subscriptions
and keeps fans better connected to their favorite content.”
So, what’s driving this change?
The best answer to this question was provided back on Feb. 27, 2012,
by Salar Kamangar, CEO of YouTube and Senior Vice President of Video at
Google.
“If you see a dog on a skateboard video, the CPMs, the cost per
thousand impressions, are about $2," Kamangar said during an interview
with Peter Kafka of AllThingsD.
"Now, if you package that as part of a dog lover’s channel or a
skateboarding interest channel, that same video can command a $20 CPM.”
In other words, by encouraging more users to subscribe to the YouTube
channels they love, YouTube will be able to share 10 times more ad
revenue with its partners.
And why might that be a priority during the holidays?
Back in April of this year, the YouTube team updated its partner eligibility requirements.
Content creators could become YouTube partners simply by enabling their
YouTube accounts, and monetizing at least one of their videos.
Since then, YouTube has gone from 30,000 partners to more than 1
million partners from 27 countries around the world. That’s not a typo.
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