![]() ![]() Annotations can be customized by color, text and links. Annotations can be added to any part of a video, but the Cards text teaser displays only in the upper right corner, and the full Card populates in the right side of the video. The main difference is that annotations are not mobile-friendly Cards are. ![]() YouTube’s introduction of Cards fills that gap. With 50 percent of YouTube views coming from mobile, an interactivity gap exists. Annotations are a great way to add call-to-action text and links to a domain or suggested video within video content, but they are not viewable on mobile devices. YouTube annotations have long been the only way for marketers to add interactivity to their videos. This POV reviews the new feature, addresses several implications and recommends solutions for pharma marketers. YouTube Cards are positioned as the mobile-friendly successor to annotations and may eventually replace them altogether. These cards drive viewers to a website, suggest related videos and display other contextual information designed to enhance the user experience and help businesses accomplish goals. One of those features, interactive information cards, was recently released to the public. In 2014, YouTube promised content creators several new features that would allow more control over how their videos are consumed. According to YouTube, end screens and cards produce seven times more clicks than annotations.NEW YOUTUBE “CARDS” EXTEND VIDEOS’ REACH AND VALUE You can now import end screens from other videos or use dynamic overlays to save yourself even more time.”Įnd screens and cards work on mobile and desktop, while annotation boxes only worked on the latter. “With end screens, we made that process much quicker and easier-in fact, up to 10 times quicker. “We heard from many creators that adding annotations at the end of your videos is hard,” YouTube wrote in a blog. YouTube also factored in the ease of use while making this decision. You can use them to promote other videos, encourage viewers to subscribe, and more.” As YouTube explains, “Cards can point viewers to a specific URL (from a list of eligible sites) and show customized images, titles, and calls to action, depending on the card type.” End screens, meanwhile, “can be added to the last 5-20 seconds of a video. YouTube instead has pushed its content creators to use cards and end screens to add to their videos. 15 next year, those mistakes will remain in the videos, but the annotations correcting them will no longer appear.” As PC Mag points out, “When annotations were the only way to add new content to a YouTube video they were used to point out mistakes or correct a link stated in the video that was no longer relevant/working, for example. Now YouTube is saying that all the annotations boxes that previously existed will be wiped away after Jan. But after usage of annotations dropped by more than 70 percent, YouTube discontinued the ability to create new ones in May 2017. In the past, the annotations boxes had been used by vloggers to link to other videos or to correct errors made in the video’s creation. A decade after YouTube created annotations boxes that users could insert into their videos, the media platform will in January erase all of those that currently exist.
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