"Why Now When YouTube had DMs, messaging across social media was not what it is today. Now it is a central part of the experience, especially on platforms like Instagram, where messaging continues to grow and is a core feature. A big part of Instagram messaging is how people share and consume content. For example, 85 percent of content shared via DMs are Reels, and nearly 700,000 Reels are shared in DMs every minute."
"The platform announced i t is experimenting with a new native messaging feature, which it says is one of its biggest requests. How It Works Starting in Ireland and Poland for users over 18, the feature will allow users to send Shorts, long-form videos, and live streams directly to other users. Messaging starts with an invite link. Once accepted, users can share content and chat in a dedicated space. Users must follow YouTube's Community Guidelines and have the option to block and report as needed."
YouTube previously offered native direct messaging but removed it in 2019 to prioritize public interactions like comments. The platform is now experimenting with an invite-based native messaging feature, rolling out in Ireland and Poland for users over 18. The new messages can send Shorts, long-form videos, and live streams and create a dedicated chat space where users can share content, block, or report while following Community Guidelines. Messaging growth on other platforms—where shared content is largely short-form video—has driven product updates industry-wide. Adoption on YouTube is uncertain given a less friend-centric ecosystem, but messaging can add social layers and new discovery paths for creators.
Read at Lindsey Gamble
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