YouTube announces full-screen, continuous feed of TikTok-style clips

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 04, 2021, 3:14 PM UTC

The latest update from the platform highlights the rising consumer trend favouring short videos playing on full mobile screens.

YouTube has announced that it will be testing a new experience with its Shorts feature, where users who exit the YouTube app while watching Shorts can reopen the app to resume the Shorts player. Those who exit the YouTube app watching any other content apart from Shorts will not be directed back into the latter.

With this update, which YouTube is currently testing only with a small percentage of mobile users, the video-sharing platform makes Shorts a key focus. This, in turn, reaffirms the growing trend where every other social app has been testing and prioritising TikTok-style short-form video narration.

For instance, Instagram has already noted that Reels is the most significant contributor to the platform’s engagement growth. Similarly, Snapchat has its native Spotlight feature.

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