YouTube has introduced a new feature where certain words in video comments are automatically hyperlinked, taking users to Google Search results. This addition aims to encourage more Google searches.
YouTube adds hyperlinks to comments, aims to drive traffic to Google
The feature, initially tested in mid-2023, has now been expanded to reach more users, especially on mobile devices. For example, if a comment mentions “Fallout 76,” a link to search results for this term may appear, even if users don’t find the extra links particularly relevant to the conversation.
How do hyperlinked comments work?
When a hyperlinked word or phrase is detected in a comment, it appears in blue with a magnifying glass icon. Tapping it opens a Google Search results page in the app while the video continues playing in a smaller window.
YouTube describes this feature as a way to “reduce friction” for users who want more information on specific topics. However, since the feature is automated, the links aren’t always directly relevant; they sometimes link to unrelated terms like “bingo card” in casual phrases.
Limited control for commenters and creators
Neither commenters nor video creators have full control over the hyperlinks. For now, commenters can’t choose which words get linked, nor can they opt out of having their comments hyperlinked.
While YouTube initially stated that creators could remove hyperlinks, users report no option to disable this feature yet. This has sparked concerns, with some users comparing hyperlinked comments to spam blog links that flood users with ads and irrelevant links.
Expanding to more users but raising concerns
Originally a limited test, hyperlinked comments now appear in more users’ feeds, particularly on mobile. The random selection of words for hyperlinking is confusing, and some users feel it clutters the comment sections.
A potential future solution could be allowing subscribers to opt out of seeing or using hyperlinked comments, giving users more control. Only time will tell if YouTube users will embrace this change or keep scrolling past the hyperlinked comments altogether.