UberEats Launches a Short-Form Video Feed

UberEats

UberEats has launched a short-form video feed. The delivery service is testing the feed with customers in New York, San Francisco, and Toronto ahead of a global rollout.

The videos appear as carousels throughout the app. When clicked, users are directed to a full-screen, vertical feed where they can swipe through videos showing dishes prepared from restaurants within delivery distance.

Why It Matters: With this new experience, restaurant managers can share short-form videos to highlight dishes and reach new customers, similar to what they can do on TikTok and Instagram, where 40% of young people say they are using to discover new places to eat. There is also the added benefit of users seeing these videos when they are ready for a meal.

Adding video content of this type can also replicate the experience of customers ordering in person, as they can see how dishes are made, their portions, and more.

The "TikTokification" of the world can be taxing, but it does benefit creators who have led the short-form video craze. It creates more opportunities for brands to tap them for partnerships outside of social media platforms. In this instance, restaurants can partner with local creators to produce video assets to upload to this short-form video feed.