What is it?

YouTube just announced multiple new updates to the site experience at VidCon, including responsive videos. Good news: the YouTube mobile app will now display videos filmed in vertical, square, 16:9, and 4:3 formats without the standard letterboxing.

Although this update is seeing a few critics online, it is a clear indication that YouTube is becoming more aligned with the way that users consume video on mobile. Check out their full list of updates on YouTube’s blog announcement and more on responsive video below.

 

How does it work?

YouTube says, “In the coming weeks, the YouTube mobile app will dynamically adapt to whatever size you choose to watch it in. That means if you’re watching a vertical, square or horizontal video, the YouTube player will seamlessly adapt itself, filling the screen exactly the way they should.” 

YouTube is also making updates to its desktop experience with the key principles of being simple, consistent (across Google platforms), and beautiful. Take a look at a preview of the new design here.

 

What does this mean for brands?

YouTube is a great tool for sharing video content with fans. In fact, the platform announced yesterday that 1.5 billion logged in viewers visit YouTube every single month. This update represents a new opportunity to serve video content to viewers in the best way right to the palm of their hands—literally. So if you’re brand has great video content, but isn’t on the platform, it’s time to make a change. If your brand is already on YouTube, it’s worth taking this mobile-first perspective into consideration as your platform strategy evolves.