YouTube tests timed comment display

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 03, 2021, 2:42 AM UTC

The timed comment display option is meant to provide greater context to viewers and maximise engagement.

The new option being tested by YouTube will show comments at specific points in the video to provide viewers with more context on the comment’s intent and meaning. This option will also highlight the point within a playback where maximum number of conversations are happening.

Timed comments are currently in beta testing and will be launched once enough user feedback has been gathered. Currently, YouTube has made this option “available on some videos to a small group of people” only.

Though it is still unclear whether this feature will boost engagement, it could provide more insights about specific engagement points in a video. In parallel, YouTube is using 15-second skippable ads to share new digital literacy tips. This test is currently limited to a few users in the US.  

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