This Week in Marketing: Youtube Launches @handles

YouTube’s moving more into line with other social networks with the addition of @handles for channels, which will make it easier to drive traffic to your profile, and promote your channel in the app.

 What do businesses need to know?

 According to YouTube, handles are a new unique identifier (example @megandmunro) with you & your YouTube channel. Because handles are unique, it will now be easier to confirm if you’re engaging with the right person or not. It will also make it easier for creators to communicate with each other when collaborating with each other on YouTube content, and in comments, community posts, and video descriptions.  Having simplified, personalized handles will also make it easier to share your YouTube account with your audience on other social media platforms. 

 In Other News…

 A wide-ranging crackdown on greenwashing has snared major players from H&M to the Sustainable Apparel Coalition. Now regulators have issued new guidelines for how sustainability can be marketed.

 What do businesses need to know?

 Sustainability is a complex topic that covers a multitude of environmental and social issues. Greenwashing has since escalated since the desire for shopping sustainably became popular among younger consumers. Since this criticism, brands will need to rethink the way they formulate their sustainability claims in a way that is clear to the average consumer and can be backed up by evidence. By being truthful about the lengths your brand goes to be sustainable will allow the customer to make educated decisions when it comes to shopping sustainably. 

Source: YouTube Official Blog “Introducing handles: A new way to identify your YouTube channel”, Business of Fashion “The New Rules of Sustainability Marketing”, Forbes “The 5 Questions Successful Entrepreneurs Ask About Their Past”