YouTube is optimizing its overall operation by adding a cards-like annotations, as well as 360-degree videos, along with an impressive promotional push for YouTube Creators.
YouTube first made waves by introducing 360-degree content. In doing so, they became the first major content provider to deliver 360-degree videos that could be uploaded by anyone, and then viewed by anyone. While the features and content list is relatively short right now – Google is working to make this the biggest focus moving forward – and for very obvious reasons. Users will be able to upload 360-degree content, and then those watching the videos – even if they are not using a VR headset or camera that has 360-degree functionality – simple and easy by using a click-and-drag method of viewing.
This move to simplify and bring additional 360-degree content comes from the company’s desire to begin tapping into the music industry with greater vigor. YouTube is already by far the largest source of streaming music content on the Internet. Even with Spotify commanding as large a portion of the pie as they are – it still doesn’t compare to the reach that YouTube has. That is why they are focusing so greatly on improving the overall promotion of their artists. YouTube for Artists will focus on building a more impressive statistically analyzed operation for musicians and even labels on YouTube.
Vivien Lewit of YouTube’s artist and label relations said, “Artists do amazing things on YouTube, and we want to ensure that their success on YouTube leads to the overall success.” Ultimately, how songs perform on YouTube is a pretty solid reflection of how they will do on Billboard charts, as well as overall radio play. The company puts much time, energy and money into making sure that they deliver a certain level quality content – and this simply makes that easier.
YouTube is also going to be changing the way creators on YouTube interject additional content into the users field of vision. Rather than have the traditional overlays of content and video options – they will now have mobile optimized cards that will feel a little more intrusive at first but will function better on mobile platforms. This is increasingly important to YouTube as they continue to push outward into the mobile space with greater intensity and specification. Much like the cards that are featured on Google, they will aim to provide the right kinds of content for users to actually keep them within the YouTube network – rather than having them quickly leave after a single play, or two.