14 DAY TRIAL // YouTube will replace its annotations engine with End Screen and Cards, the company announced. These are already being used, and they're dedicated to mobile users, providing many of the same functions as annotations, like giving creators the chance to link to other videos or run a poll.
The reason behind the change is the fact that annotations never really worked on mobile. There's also the fact that most users found them obnoxious and unhelpful.
Come May 2, the changes will be rolled out. Videos uploaded before this date containing annotations will continue to have them, but they're only going to appear to desktop users.
"Annotations Editor launched in 2008, before the world went mobile. With 60 percent of YouTube’s watchtime now on mobile, why go through the work of creating annotations that won’t even reach the majority of your audience? End Screens and Cards work on mobile and desktop, giving you more bang for your buck," reasons YouTube's Muli Salem, product manager.
More clicks, less work
The company says there are more advantages to creators too. For instance, End Screens and Cards generate seven times more clicks than annotations do. In general, users close 12 annotations before they click on one of them, indicating just how much of a failing the system is. There's also the fact that many users turn off annotations altogether, and I know a lot of people guilty of this.
Salem adds that End Screens are easier to create. "You told us that adding annotations at the end of your videos is hard. With End Screens that process is now much quicker and easier - in fact, up to ten times quicker."
YouTube offers users the possibility to import End Screens from other videos or to use dynamic overlays to save even more time.