Uber Eats is launching a TikTok-like short-form video feed to boost discovery and help restaurants showcase their dishes.
With this launch, Uber Eats now joins numerous other popular apps that have launched their own short-form video feeds following TikTok’s rise in popularity.
The new Uber Eats short-form videos are visible in carousels placed across the app, including the home. Once you click on a video preview, you will enter into a vertical feed of short-form content that you can swipe through. You will only see content from restaurants that are close enough to deliver to you.
“The early data shows people are much more confident trying new dishes and trying things that they otherwise wouldn’t have” Uber Senior director of Product, Awaneesh Verma said. “Even little things like being able to see texture, and the details of what a portion size looks like, or what’s in a dish, has been really inspiring for our users.”
Image Credits: Uber Eats
Uber Eats notes that the videos aren’t ads, as the company isn’t charging merchants for the content placements.
Some users might not see the launch as a welcome addition to the app, as they may feel overwhelmed by the sheer amount of different short-form video feeds in popular apps. While it may make sense to have short-form video feeds in entertainment and social media apps, the introduction of one in a food-delivery app may not be a favorable choice for some.
Verma also shared that in order to further support merchants, the company has revamped its Uber Eats Manager software and added personalized growth recommendations. The software is now capable of encouraging restaurants to grow their business by doing things like running a promotion on a certain dish or adding photos to menu listings.
Uber Eats announced on Monday that it now has more than 1 million merchants around the world on its platform, across 11,000 cities in six continents.
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