- On short-form videos, Facebook goes all-in. The company is exploring a new venue for this TikTok -Esque experience after flirting with the idea in Lasso.
On short-form videos, Facebook goes all-in. The company is exploring a new venue for this TikTok -Esque experience after flirting with the idea in Lasso, a TikTok-clone that it tested in select markets, and adding a similar feature called Reels to Instagram recently: The Big Blue App.
To TechCrunch, the company has reported that it is exploring short-form videos in India’s Facebook app, its largest user market. “Short Videos” has a dedicated segment inside news feed in the current avatar. On top of that sits the “Build” button, tapping that prompts Facebook Camera to open, and by swiping up, users can browse through videos.
“We are actively exploring new artistic methods so that we can understand how people want to express themselves. Short-form videos are increasingly common, and we are looking at different ways in which people can interact, build and share this experience on Facebook, “a Facebook spokesperson told TechCrunch.
The existence of the new test was first revealed by social media consultant, Matt Navarra.
Facebook is also testing a ‘short videos’ feed with TikTok-like swipe up in its main app
This appears to be in addition to Instagram Reels
— Matt Navarra (@MattNavarra) August 13, 2020
The test comes as Facebook continues to cash in on the absence of TikTok, an app owned by ByteDance, which was blocked by India late June. Last month, Facebook released Reels to hundreds of additional markets in India, weeks before it opened. A source familiar with the issue said Facebook’s regular service interaction in India has increased by more than 25 percent since TikTok’s ban.
Scores of local startups, including Twitter-backed ShareChat, introduced Moj and Gaana introduced hotshots and MX Player have introduced standalone apps or integrated features to mimic the TikTok social experience offered to users in recent weeks. The local apps have claimed to have added tens of millions of new users during the period.
YouTube also rolled out a similar app to more users in India in the last weeks, still in the testing process.
The interest of seeking to woo consumers with short-form videos on Facebook comes as TikTok plans ways to re-enter the market. ByteDance is engaging with the Indian conglomerate Reliance Industries to sell stake in the local company of TikTok, published TechCrunch earlier this week.