YouTube is experimenting with new features for the Search Analytics tab

Building on the success of YouTube Search Insights, a keyword research feature released last year, the video-sharing platform is experimenting with three new features in the Analytics Research tab.

The new features, Watch Interest, Watch Activity and Custom Insights are intended to help content creators identify areas of interest for their audience.

The announcement was made via a video on the Creator Insider YouTube channel, which launched in 2017 to provide weekly updates from the site’s creator tech team.

New Features Expand Content Development Perspectives

Search Insights was launched with the aim of helping creators develop content around potential topics of interest to their audience. It received a positive response, with “80% of experience creators expressing satisfaction with the tool,” according to YouTube senior product manager Pierce Vollucci in the video.

While YouTube is working on expanding the feature to include more languages ​​and markets, Search Insights currently only provides information about what viewers are looking for.

The announced new features, Watch Interest, Watch Activity, and Custom Insights, will help content creators find new related areas that may interest their viewers.

Watching Interest is intended to help content creators identify the most popular, rising, or recent videos in a topic. This is meant to allow them to capitalize on current trending topics and videos.

Watch Activity will show what types of content a creator’s audience is watching. This can be used to gauge interest in related types of content.

Personalized information will be tailored to the creator’s channel, providing information about the unique interests of their audience or recorded videos. The backup feature, which was initially only available on the desktop but is now also in the mobile app, uses this as a signal of interest.

“Creators are often inspired by videos in adjacent niches, so we highlight relevant topics or areas adjacent to your current content,” Vollucci said in the video.

New features just begin planned improvements

YouTube remains forward-looking in its approach to analytics and is always looking for new ways to help content creators. If this experiment with new features is successful, like the previous Search Insights update, YouTube will look to roll it out to a wider audience.

“These are just some of the improvements we’re thinking about for the future of content search,” Vollucci said in the video. “We hope to run this experiment for a limited time, get all of your feedback, and bring the feature to a wider set of creators.”


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Lance B. Holton