YouTube has begun experimenting with a new way for creators to engage with their audiences. The company is testing a feature that allows content creators to respond to subscriber comments with voice recordings, adding another layer of connection in the parasocial relationship between mini-celeb YouTubers and their audience.
Content creators within YouTube’s small group of test subjects can go to one of their video’s comment sections and instead of typing their response can click the sound wave icon to open up the voice recorder to record their response.
YouTube testing voice responses from creators
According to YouTube, creators who want to use the feature can currently only do so on the iOS YouTube app and only in the US. Trying to view a voice reply on a different platform and outside of the US produces mixed results.
When trying to access a voice reply from a web browser on a Windows PC, we were met with a transcription of the voice reply, followed by a message saying voice replies weren’t supported. However, we found playback of a voice reply possible when accessing the same voice reply in the Android YouTube app.
YouTube is still pooling feedback from the creators using the feature but we can’t help but wonder about its potential. The feature probably makes it far easier for creators to engage with their audience as they don’t have to carve out time in their schedule to type up responses. It could also further the parasocial relationship between creators and audiences when users can listen to their favourite online entertainer’s voice as casually as they do their real-life friends.
If this feature proves a success, we may have to prepare for a significant shift in the experience of online engagement, particularly with influencers, considering the other social media platforms will waste no time following suit. Whether this may foster better communication between thought leaders and the masses, exacerbate celebrity worship, or both, is yet to be seen.
