The popular format introduced by Snapchat, then adopted by Instagram, Skype, Facebook, Messenger and even some dating apps, is now making its way to YouTube as a new feature.
The company is calling it “Reels.” Reels is YouTube’s spin on Stories but it will not be an exact copy as Stories. . Reels will appear in a brand-new tab on a creator’s channel.
The launch of the Reels beta was mentioned briefly in an announcement today about the expansion of YouTube Community tab to all creators with over 10,000 subscribers.
Unlike Stories on other platforms, YouTube creators can make multiple Reels and they won’t expire. Reels are going to be posted to a separate tab on the creator’s channel, similar to Community itself, which thankfully from a viewer stand point means they could choose to go watch these new videos or not.
If you read one article on Snapchat this week, make it this one. It's written by the co-founder and CEO of Snapchat itself, Evan Spiegel, and it's probably the most insight into the company's strategy you're ever going to get.
The reason for this is that it paints the bigger picture for the upcoming redesign and its separation of social from media. Snapchat is doubling down on the original position that helped it become such a success--being an escape from social media, free from judgement. All media content will be separated and tailored to your personal interests, not those of your friends or a wider network. Snapchat believes that this will foster a closer and more honest relationship between media companies and their audiences.
A potential indicator of a future revenue stream for Snapchat came this week in the form of object recognition filters. The app can now surface relevant filters depending on what you're pointing your camera at. We reckon it won't be long before sponsored filters start appearing here, and perhaps even a Pokémon Go style campaign.