YouTube’s version of short-form video clips called Shorts has proven to be a successful feature on the platform, which is why the company is considering highlighting it even more.
As part of a new test, YouTube has launched a new Shorts option, which appears in the form of a full-screen feed of Shorts clips. As explained by YouTube, if you close the app while watching Shorts, upon reopening it, you will be directed to the Shorts player. On the contrary, if you close the app while watching content other than Shorts, you will not be directed to the Shorts player.
This is a significant engagement strategy, so that users who regularly engage with the feature are exposed to a never-ending feed of Shorts videos. If you haven’t already noticed, the format is quite similar to TikTok’s feed. It is because of the continuous stream of videos that run on TikTok, that users stay glued to their screens for hours, unable to get their attention off of the videos.
YouTube’s current test will yield significant insights into the impact of the new Shorts feed and will help guide the platform’s development focus.
It is also amazing how TikTok has not only been able to attract billions of people around the world with its short-form creative videos, but has become an inspiration for other popular social media platforms to integrate and promote their own versions of the feature within their apps as well.