YouTube is now rolling out its hyperlinked comments feature more widely across the platform, following an initial limited experiment in mid-2023. The feature automatically converts certain words or phrases in video comments into clickable links that redirect users to Google Search results related to those terms.
You can see examples of this in the screenshots below.
Sources: X & Tubefilter
When a user clicks on a hyperlinked term, a search is initiated in a new tab, while the mini-player remains active so the video continues playing. The goal of the feature, according to YouTube, is to help users quickly access more information related to topics mentioned in the comments.
However, the implementation of the feature has raised concerns. Commenters have no control over which words are hyperlinked, and creators do not have the option to disable or edit the links within their video comment sections. Although YouTube had previously indicated that creators could remove these links, there is currently no visible setting in YouTube Studio to manage them.
The feature adds links to multiple words or phrases in comments, but the selection process for which words are linked appears to be random, with no clear pattern or consistency. As you can see in the screenshot above, the term ‘bing hall’ is hyperlinked without having any relevance to the video about Fallout 76.
What’s more, this opens up the YouTube comment section to a world of spammy posts. Already, it appears to have started, as you can see in the screenshot below.
The feature is currently available on YouTube’s mobile app, though it could be expanded to other platforms in the future.
Why we care
The feature seems problematic for several reasons. It does not appear to be providing much value, if any, to users, who mostly report it as irritating. Clearly, the reason this feature exists is to drive traffic back to Google search and pump up its numbers.
It's not hard to envision a new kind of spammy strategy where users/bots/whoever will be commenting keywords in comments in the hopes that it will drive traffic to search results where a particular product/content/review is ranking high. And when the links are added at random, how can someone genuinely trying to share useful information be sure that it will be linked?
Also, for creators, this sounds like a nightmare. Instead of having a comment section that reflects an engaged community, they could instead be harbouring unreadable reams of spammy links beneath their videos, which are in turn potentially competing with the creator's own links and sponsorships.
Whether this feature becomes a permanent addition to YouTube remains to be seen as its widespread rollout continues, but if it does – it will require serious policing and attention. A level that would seemingly exceed the value of this feature to users.
