YouTube Doesn’t Want to be YouTube Anymore

YouTube is still experimenting.

This time with mobile, and like almost every other platform, it's trying to emulate a specific social media app, I’m sure you already know which.

That’s right, we have another TikTok-ification of a platform that was just fine as it was.

I appreciate that within the creator economy innovation is required and that to continue to grow you must continue to trial new features and experiences. This, however, is not innovation, it's merely replicating something that has already been proven successful elsewhere. Yes, logically replicating success, whether it's your own or someone else’s, seems the best route to go, but the way in which platforms have jumped on the TikTok hype train has left users and creators craving individuality in platforms, something YouTube had. Instead, we’re slowly beginning to face TikTok fatigue as every platform slowly assimilates into the same, endlessly-scrolling nightmare.