For years, YouTube has attracted two types of people: those who make great content, and those who comment. It’s no secret what the platform has done for individual content creators — especially since Google bought the company in 2006 — but YouTube is also a proven marketing channel for brands as well. Alongside the massive reach this medium offers is the problem of anonymous commenters, often called “trolls,” who seemingly prowl the web searching for opportunities to leave rude messages.
In a move that many believe is intended to curtail such troll activity, traditional YouTube comments will be replaced by Google+ comments in the future. As yet, it is unclear when the full rollout will take place, but we have a pretty good idea of how it will look. Unlike today, those wishing to comment will be required to log in through Google+ first, effectively putting an end to anonymous messages. Today, comments left on Google+ shares of YouTube content appear as comments below the videos themselves. This is perhaps one of the clearest current examples of Google+ integration into YouTube — and it is sure to continue.
To learn more about the opportunities presented by a deeper connection between YouTube and Google+, we chatted with some industry experts. Patrick Coombe is the CEO of Elite Strategies, an Internet marketing and design services firm, while Mark Traphagen serves as the Director of Digital Outreach for web marketing solutions company Virante. They shared some ways that brands can best take advantage of the coming changes.