Similar to other media networks, YouTube will be offering distinctive account handles for channels in an effort to boost interaction between producers and consumers.
They may be more familiar to you as the “@” sign that comes before a username. You will be able to mention content producers or other users once this feature is available(opens in new tab) in order to “boost [a video’s] visibility and [help it] reach] new audiences.” A while back, YouTube did apply a similar change. That was the extent of creators’ ability to reference other channels in video titles and descriptions or have users make notice of them in live conversations.
On the other side, handles will be used more frequently in places like YouTube Shorts, channel sites, video descriptions, comments, and even in the URL of the channel. It appears like Google might be doing away with personalised URLs in favour of handles. Channels can no longer create new custom URLs or modify existing ones, but they will still be supported when the new functionality begins, according to a YouTube Help page(opens in new tab).
Taking off in waves
The introduction of handles will happen in stages, according to YouTube. Creators will be informed (by email or YouTube Studio) during the remainder of October when they may create their handles, allowing them to do so before anybody else. Channels with custom URLs will immediately transition to the new framework. The handle going future will be that particular URL.
Which channels receive first pick “depends on a number of factors,” including existence on the platform, subscriber count, and how active the channel is, according to a different YouTube Help page(opens in new tab). The largest channels will presumably be displayed first. Additionally, it is hoped that the handles feature will reduce channel impersonators. The right creator is someone YouTube wants you, the viewer, to communicate with.
Channels have until November 14 to select their distinctive handles; if they don’t, YouTube will choose one for them; these handles are not fixed. You can always modify it by going to the Handle page (opens in new tab).
Tik-Tok competition
We cannot help but feel that this feature is just another attempt to compete with TikTok after taking a closer look. Given that the platform already uses handles, it makes natural that YouTube will eventually adopt them.
Additionally, YouTube Shorts has had some success. Sunder Pichat, CEO of Alphabet, asserts that the new video format receives over a billion views per day. Since users may sell their video, YouTube has continually supported Shorts by introducing new options virtually every month.
Shorts may be considered TikTok’s real competitor when compared to Meta’s Instagram Reels. It will be interesting to see how YouTube develops it going forward and how Meta reacts. Reels being forced on people has backfired, so perhaps a different strategy is required.
