A feature that fosters collaborations among the Shorts community is now available for all YouTube users. The platform has expanded access to the ‘Add Yours‘ sticker, which lets creators post their own videos in response to a trending Short.
YouTube previously tested the Add Yours sticker by giving it to “a small number of Shorts creators around the world.” The platform’s experimental features don’t always make it to a wide rollout, but in this case, YouTube chose to bring video replies to the Shorts masses.
To get those replies rolling in, creators must put a prompt (e.g. “what’s your outfit of the day?) on an Add Yours sticker. Viewers can then tap the sticker to add their input or see all the other replies that have been submitted up to that point.
YouTube’s Add Yours sticker is virtually identical to the similarly-titled feature on Instagram. Both of those platforms are looking to match the success of TikTok’s Duets. Those split-screen videos are key drivers of TikTok memes and trends.
Though the Add Yours sticker may not replicate the impact of TikTok Duets, YouTube has seen success with reply videos in the past. In fact, responses to the platform’s top-performing content were once an essential element of YouTube culture.
Long after the heyday of so-called “reply girls,” YouTube disabled responses for long-form videos. But with the advent of Shorts, replies are once again coming into focus.
By letting creators respond to individual comments with videos, YouTube asked its Shorts community members if they were interested in reply videos as a meaningful form of collaboration. The Add Yours sticker is another piece of that puzzle, and whether or not it sees major use on YouTube, its wide rollout indicates demand for cooperative content creation.
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