YouTube, like Instagram and others, has been emulating TikTok more in recent years. Now it’s testing an endless feed of videos in the app — and that would be a mistake.
In the last couple of months, some people have started watching YouTube on their phones to find something a little different: an endless, TikTok-like feed of videos underneath. These weren’t Shorts, but full-length videos, the ones YouTube tends to refer to as “longform.” If you swiped up, instead of returning you to the homepage, another video would start playing. Swipe again: another video. So far, this is just a small test of a possible feature, the kind YouTube runs all the time.
Jimmy Donaldson, MrBeast himself, the most popular name on YouTube and the person you’d think would least need to game the algorithms, once called his obsession with thumbnails “an addiction” and said his team makes hundreds of options for each video. Cleo Abram recently described working with multiple thumbnail designers, making slide decks of her favorite thumbs, and having to develop the “confidence” to not oversell with a thumbnail and just let the video do the work.
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