YouTube wants to pull back the curtain and become a destination website once again.
The Google-owned video site has reportedly been developing a new social side, called Backstage, to combat the respective video pushes of Facebook and Twitter.
Backstage could launch in the coming months, according to VentureBeat, with YouTube effectively attempting to reverse engineer the success of profile pages, posts and tweets.
The feature would sit within a user's YouTube channel on the web and mobile, and allow content creators to share text updates, photos and polls with their subscribers.
Users can upload videos exclusive to Backstage, offering a more casual platform for personal updates (that are currently being published on Facebook or Twitter.)
Stars of the show
YouTube's comments sections have never been the most polite places, and the failure of Google+ and its attempted integration has meant content creators have not always been able to communicate with their viewers easily.
To boost the take-up of Backstage, YouTube is said to have plans to open up a slimmed-down version to high-profile accounts before every user can begin sharing their own posts.