YouTube is experimenting with a new feature that allows users to filter videos on their home feed by color, creating a visually cohesive and pleasing browsing experience. The feature is being tested on select users on Android and iOS mobile devices and involves a prompt window asking if users are “craving something new,” with options to create a video feed by red, blue, or green hues. The filtered results appear as a new feed option at the top of the YouTube app, although it’s unclear exactly how the videos are being filtered.
While the color-coordinated feature may seem like an unusual way to sort videos, color harmony is a marketing strategy that can be seen across various industries, especially on platforms like Instagram. Fashion and beauty businesses often coordinate their posts to ensure a smooth flow from one color theme to the next, and up to 90 percent of the assessment of products is based on color alone. Some users also pointed out that the feature could be a data collection strategy to monitor how often YouTube users engage with certain colors, but regardless, it’s a neat option for those who like to customize their apps on aesthetics and vibes.
The feature is an experimental one and has not been widely rolled out by YouTube. The company did not provide a timeline for its potential wider availability or explain why it is developing such a feature. While the specific criteria for how the videos are filtered by color are unclear, the feature is an entirely aesthetic choice with no other connection between the filtered results by theme or content.
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