This week, YouTube announced the release of a new product called “Cards,” which will eventually replace annotations on videos. Keeping with the trend of mobile optimization across its products, cards will work across screens, including mobile. Currently, in the annotations category only InVideo Programming annotations work on mobile devices.
YouTube says this is a response to feedback from YouTube creators for the need of more flexibility with annotations and the need for them to work on mobile. They said in the YouTube Creators Blog:
“You can think of cards like an evolution of annotations. They can inform your viewers about other videos, merch, playlists, websites and more. They look as beautiful as your videos, are available anytime during the video.”
There are 6 types of cards: Merchandise, Fundraising, Video, Playlist, Associated Website, and Fan Funding. You’ll now be able to find the “Cards” tab in your Video Editor to create and edit them at any time.
As mobile media consumption continues to increase year over year (note the graph below on mobile data traffic), it makes sense for YouTube to extend the benefits and functionality of annotations to mobile devices for content creators.
Similarly, as brands continue to increase the amount of content for the digital space, the consumer’s mobile experience needs to be kept in mind. Marketers need to ask: “How will these cards help my consumer while they are on their mobile device?” There is a difference between “standing out” to a consumer and “disrupting” a consumer’s experience. The trick with these cards will be using them in a unique way to stand out that still adds value to the consumer.
Visit the Cards Help Center to see more detailed descriptions about, and examples of cards.