TikTok’s popularity might have faded with multiple countries banning it, but the vertical-scrolling short video format seems to have stuck around. We witnessed a number of TikTok look-alike apps come up following the ban in India, which went on to become as popular as TikTok. Now, the latest app to adopt the vertical video feed format is none other than Netflix, which has introduced a ‘Fast Laughs’ feed on its platform.
The Fast Laughs feed in the Netflix app will feature content from its vast library of original shows as well as licenced programs. Sticking to the short video format, the Last Laugh feed shows short excerpts from popular shows in a fullscreen, vertically swiped interface. Here’s everything there’s to know about the new feature.
Netflix introduces TikTok-inspired Fast Laughs feed
Here’s the full intro explaining this new Netflix feature… pic.twitter.com/T7OriLUHd8
— Matt Navarra (@MattNavarra) November 12, 2020
The Fast Laughs feed was first spotted by the social media consultant Matt Navarra based in the UK, and reported by TechCrunch. Navarra shared the screen recording of the Fast Laughs feed, which appeared at the beginning of the row of previews in his app. TechCrunch reports that Netflix tested the feed with a small number of users earlier this year and is now rolling it out to a wider group in the UK and the US, among other select markets.
Netflix Fast Laughs feed’s purpose is to help users discover new content and shows to watch. These short clips will vary in length anywhere from 15 to 45 seconds. Netflix has also borrowed the side-toolbar feature from TikTok but with its own set of tools. Users can react with laugh emoji, share the clip on social media, add clips to ‘My List’ and tap ‘More’ button to see other titles related to the clip.
As of now, the Fast Laughs feed is only rolling out to iOS users and is a standard A/B test according to Netflix. As a result, different users may see different variations of the same feature. Post testing, the final product will be based on user feedback.