YouTube is doubling down on social connectivity and AI tools to stay competitive with rivals like TikTok and Meta. The platform’s new suite of features introduced last week include Communities, a fan’s ability to boost creators’ videos, generative AI (genAI) video tools, and gifting. These innovations mimic what’s working on other social media platforms as YouTube seeks to remain social even as it builds out its connected TV business.
YouTube is leaning into community-building. The video platform’s new Communities could borrow from what’s made Facebook Groups a success—the trend toward more private and community-driven social media. The “central hub to discuss videos, share fan art, connect with like-minded individuals, and build a vibrant sense of belonging,” as described by YouTube, could keep creators and fans from leaving YouTube to converse on other platforms like Facebook and Reddit.
YouTube’s new Hype feature, which allows fans to improve visibility of creators’ videos by “hyping” them up, reinforces this focus on community. While Hypes don’t work quite like the repost functionality on TikTok or X, it serves a similar purpose by allowing users to amplify content that resonates with them.
YouTube’s emphasis on community could bump up the 51 minutes (0:51) US users will average on the platform this year, per our forecast. It also evidences a greater trend of social media users looking to engage with like-minded groups. Marketers should take note of that community-oriented trend as they build their own loyal fan bases or work to be visible in existing communities adjacent to their brands.
YouTube is also using genAI tools to keep users on its platform. The platform is integrating Google’s AI video generator, Veo, into Shorts this year, letting users develop backgrounds and visualize designs. These features could encourage short-video creators to make content within YouTube’s platform, the same way TikTok and its parent company ByteDance’s video editing app CapCut, do for TikTok
Offering creators proprietary features will help YouTube encourage creators to make Shorts. It also means creators will have more options when making videos, which brands should keep in mind when working with influencers.
YouTube introduced a few more features reminiscent of other social media networks. The new Inspiration Tab will offer a genAI “brainstorming buddy.” The feature could help creators curate a vibe or moodboard before producing content, similar to a Pinterest board. And Jewels, a way for viewers to gift creators, is similar to TikTok’s gift functionality.
This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.