YouTube builds in-app messaging feature

YouTube creates native-sharing feature to avoid users popping in and out

Tags: EntertainmentYouTube
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YouTube builds in-app messaging feature YouTube wants users to have conversations about videos in the app itself, without having to copy and paste links into emails, texts, apps and other instant messaging apps (YouTube)
By  Aasha Bodhani Published  May 12, 2016

YouTube has rolled out a native sharing and messaging feature, meaning you'll never leave YouTube again.

The move sees users being able to have conversations about videos in the app itself, without having to copy and paste links into emails, texts, apps and other instant messaging apps.

According to Wired, the so-called native sharing the feature is available for a small amount of YouTube users, who can then invite others into having conversations with them. The idea is that these conversations and sharing of videos can happen right inside the YouTube mobile app.

Shimrit Ben-Yair, director of product management at YouTube, revealed that the feature was developed after her team hypothesized that a streamlined native way to share YouTube videos would result in more sharing-which is exactly what YouTube wants.

Social media platforms, such as Facebook, Snapchat and Instagram, have all implemented video capabilities into their apps, and therefore it makes sense to see YouTube releasing new feature to stay competitive. Amazon also jumped on the video bandwagon, as it announced its own online video posting service, called Amazon Video Direct.

With such a competitive market, YouTube wants its users to think of its app as a one-stop destination, where they can stay put for a long period of time.

All-in-all, the more videos watched will mean more ad revenue for Google and content creators.

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