Google is testing a new feature that will surface Instagram and TikTok videos in their own dedicated carousel in the Google app for mobile devices \u2014 a move that could help the company retain users in search of social video entertainment from fully leaving Google\u2019s platform. The feature itself expands on a test launched earlier this year, where Google had first introduced a carousel of \u201cShort Videos\u201d within Google Discover\u00a0 \u2014 the personalized feed found in the Google mobile app and to the left of the home screen on some Android devices.
\nTo be clear, this \u201cShort Videos\u201d carousel is different from Google\u2019s Stories, which rolled out in October 2020 to the Google Search app for iOS and Android. Those \u201cStories\u201d \u2014 previously known as \u201cAMP Stories\u201d \u2014 consist of short-form video content created by Google\u2019s online publishing partners like Forbes, USA Today, Vice, Now This, Bustle, Thrillist and others.
\nMeanwhile, the \u201cShort Videos\u201d carousel had been focused on aggregating social video from other platforms, including Google\u2019s own short-form video project Tangi, Indian TikTok competitor Trell, as well as Google\u2019s own video platform, YouTube \u2014 which has also been experimenting with short-form content\u00a0as of late.<\/p>\n
The expansion to include Instagram and TikTok content in this carousel was first reported by Search Engine Roundtable (via Brian Freiesleben\u2019s tweet). They were able to access the feature by searching for \u201cpackers\u201d in the Google app then scrolling down the page.
\nWe were able to replicate this, as well. (See below image.)<\/p>\n
Image Credits: screenshot of Google search results<\/p>\n
We found the Short Videos carousel appears when you scroll past the Google Knowledge Base box for the Green Bay Packers, followed by the the scores, Top Stories, Twitter results, Top Results, Images, Videos and other content, like a listing of the players, standings and more.
\nBoth Instagram and TikTok videos were available in the Short Videos row. When clicked, you\u2019re taken to the web version of the social platform \u2014 not the native mobile app, even if it\u2019s installed on your device. The end result is that Google users are more likely to remain on Google, as all it takes is a tap on the back arrow to return to the search results after watching the video.
\nGoogle has been indexing video content for years and partnered with Twitter on 2015 to index search results. It\u2019s not clear to what extent it has any formal relationship with Facebook\/Instagram or TikTok, however. (If those companies comment, we\u2019ll update.)
\nGoogle declined to formally comment or further detail its plans, but a company spokesperson confirmed to TechCrunch the feature was currently being piloted on mobile devices. They clarified that means it\u2019s a limited, early-stage feature. In other words, you won\u2019t find the video carousel on every search query just yet. But over time, as Google scales the product, it could become an interesting tool for indexing and surfacing top video content from social media \u2014 unless, of course, the platforms choose to block Google from doing so.
\nThe feature is currently available in a limited way on the Google app for mobile devices and on the mobile web, the company said.<\/p>\n