Google pilots a search feature that aggregates short-form videos from TikTok and Instagram – TechCrunch

Google is testing a new feature that will surface Instagram and TikTok videos in its own dedicated carousel in the Google app for mobile devices – a move that leaves the company completely off Google’s platform for social video entertainment Can help retain users in search. The feature expands upon testing Earlier this year, Where Google first introduced a carousel of “short videos” Google search – A personal feed found in the Google Mobile app and on the left side of the home screen on some Android devices.

To be clear, this is different from the “short video” carousel Google StoriesWhich which To roll The Google search app for iOS and Android in October 2020 included Google’s online publications such as Forbes, USA Today, Vice, Now This, Bustle, Thrillist and others – in “Stories” – formerly known as “AMP Stories” Contains short-form video content created by partners.

Meanwhile, the “short video” carousel Was focused on Collecting social videos from other platforms including Google’s own short-form video project Tangi, the Indian TikTok competitor trail, as well as Google’s own video platform, YouTube – Experiment with short-form content Later.

The inclusion of Instagram and TikTok content in this carousel was first reported by Detail Search engine roundtable (Via Brian Freesleben’s tweet). They were able to access the feature by searching for “packers” in the Google app, then scrolling down the page.

We were able to repeat it, as well. (See image below.)

Image Credit: Screenshot of Google search results

We found that when you scroll down the Google Knowledge Base box for the Green Bay Packers, a short video carousel appears, followed by scores, top stories, Twitter results, top results, pictures, videos, and other content, a list of players. Kind, standings and more.

Both Instagram and TikTok videos were available on the short video line. When clicked, you are taken to the web version of the social platform – not the native mobile app, even if it is installed on your device. The end result is that Google users are more likely to remain on Google, as it takes all of this to return to search results after watching a video.

Google has been indexing video content for years and partnered with Twitter in 2015 to index search results. However it is unclear to what extent it has any formal relationship with Facebook / Instagram or Tickcock. (If those companies comment, we will update.)

Google declined to formally comment or pursue its plans, but a company spokesperson confirmed to TechCrunch that it is currently being piloted on mobile devices. He clarified that this means it is a limited, early stage facility. In other words, you will not yet get the video carousel on every search query. But over time, as Google measures the product, it can become an interesting tool for indexing and converting top video content from social media – unless, of course, the platform prevents Google from doing so Choose.

The feature is currently available in a limited way on the Google app for mobile devices and the mobile web, the company said.