It happened sometime with all of us. Like you’re watching a video on YouTube that turns an interesting one for you. Now you want to share this video with your friends as well. To do so, you copy and paste the link into Emails, Text Apps or any other IMs to share with friends.

But now YouTube makes it much easier to do that by adding messenger feature that lives right within YouTube mobile Apps that allows you to sharing facilitate of embedded YouTube videos natively in the chat window. They name it “native sharing” because you’re able to share videos within the App by inviting friends into conversations

By the time being, the messenger platform will roll out for a small number of YouTube users. These users can invite their friends into conversation threads to spread the feature. All the message threads are shown into a new tab on the YouTube mobile app so you can leave and rejoin easily into the conversations and catch up on what you missed or add new videos

If the YouTube is able to keep users attached to their phone and demonstrate to advertisers, they can think of new and creative ways to pick up attention, that’s good for YouTube. YouTube already uses Machine Learning Techniques that automatically probe user, browsing histories and smartly foresee the actual might want to see next. Now with the IRL human invitation from their friends, users have one less reason to take off.