3 ms·
> what is the actual good-faith rationale for using this feature So, responding to viewers increases engagement, and thereby a channel's virality. And one hum
by derefr 2y ago
> what is the actual good-faith rationale for using this feature
So, responding to viewers increases engagement, and thereby a channel's virality.
And one human can only do so much of that. So eventually, you hit a marketing scalability bottleneck — you get more comments than you can read, and the people who don't feel engaged with, are more likely to churn from your viewership, so your viewership growth starts to decelerate.
Large media companies + MCNs previously solved this bottleneck, by hiring paid human community managers to scale responding-to-comments.
But individual creators bootstrapping their growth, had no good solution to this (besides joining an MCN), because the too-many-comments threshold comes long before they make enough revenue to afford to hire their own community managers.
This creates a pay-to-win model where companies who already have capital from other ventures can afford to circumvent this bottleneck and so get big on YouTube, in a way that individual creators cannot.
And YouTube doesn't like that; those big companies aren't beholden to YouTube in the way that creators that think of themselves fundamentally as "YouTube content creators" are. (Or, to say that in a nicer way: YouTube wants to democratize content creation, ensuring that there's a way for small bootstrapped content-creators to "make it.")
AI comment responding is a substitute good for the paid human community managers who already perform this function for large media companies / MCNs / etc. It serves to allow these independent bootstrapped content-creators to overcome the responses-to-comments marketing bottleneck for much lower cost.
This doesn't do anything good for the people who post comments, of course; but it does work to ensure a healthy ecosystem of independent bootstrapped content creators, rather than an oligopoly of media companies — which is something that viewers want from YouTube.
(An analogy might be to level-1 CSRs in a call center: as a complainant, they just get in your way; but they solve a customer-service scalability bottleneck for the company, which thereby allows the company to grow past the point where it would otherwise stop being able to handle support at all due to the increasing flood of "nonsense" complaints.)
> It seems like the only use case is to trick people into thinking they're having a real interaction.
Yes, it is, but that's going to happen whether or not there's a built-in feature to do it. That ship has sailed literally centuries ago — ever heard of writing to a famous author/actor/etc, and getting a hand-written response, seemingly from the famous person themselves, but actually from their agent and just signed by the famous person?