In the start, there was chaos, and out of that chaos got here short-form video on social media. Twitter tried it; TikTok perfected it; Instagram desires to dominate it; and now, Reddit is throwing its little alien antenna within the ring, reportedly test-driving a brand new quick video feed on its iOS app.

The platform’s newest addition is tucked away inside a glowing orange video participant button on the homepage of Reddit’s iOS app. When clicked, customers are redirected to an infinite scroll video participant almost equivalent to TikTok’s in each kind and performance. Swiping up will transfer you alongside to the subsequent video, and icons on the righthand sidebar give customers the choice to share, remark, upvote, or downvote the content material in query.

According to TechCrunch, customers’ video feeds might be comprised of content material from any subreddits they’re subscribed to, and also will pull content material from any subreddits associated to their pursuits. If there’s an algorithm getting used to find out which kinds of content material customers are being served of their feeds, Reddit’s not saying—for now, at the very least.

“Reddit’s mission is to bring community and belonging to everyone in the world, and subsequently, Reddit’s video team’s mission is to bring community through video,” a Reddit spokesperson informed TechCrunch. “Over the course of the last year, our goal was to build a unified video player, and re-envision the player interface to match what users (new and old) expect when it comes to an in-app video player — especially commenting, viewing, engaging, and discovering new content and communities through video.”

G/O Media could get a fee

As it have to be famous—regularly, and in more and more louder tones— Reddit is simply the newest in a lengthy line of social media platforms to undertake the feel and appear of TikTok’s signature infinite video scroll. It must also be mentioned that TikTok itself not too long ago introduced that it was appropriating its personal model of Instagram’s disappearing “Stories,” which have been, in and of themselves, mainly clones of Snapchats, which this web site as soon as bravely concluded have been simply “Silicon Valley’s answer to dick pics.”

It must also be famous that TikTok was not too long ago topped as the world’s most downloaded app, leaving Facebook to enviously eye the throne.

All of that is actually simply to say that platforms are more and more determined to seize the coveted eyeballs of Gen Z, a cohort recognized for its nihilism, lack of consideration span, and want to eat Tide Pods. Just be grateful that Myspace didn’t reside lengthy sufficient to see itself change into the villain, or we’d all be listening to My Chemical Romance whereas scrolling endlessly by our Top 8’s micro-content reels.