TikTok is really the popular kid on social media these days, as evidenced by the massive American technology companies fighting over who gets to buy a piece of it. Others, like Instagram, have instead tried to copy the format, and now YouTube has joined the fight.
YouTube today officially announced ‘Shorts’, a short format video format that lives right within the main app. While the company recently highlighted videos that last only a few seconds in its mobile app, Shorts takes things to the next level by offering video creation tools similar to those found on TikTok and Reels. The feature starts as a beta available in India.
Each Short is 1
To get people to actually use the feature, YouTube will prominently have a button to upload new videos right at the bottom of the app’s navigation bar.
While the company certainly jumps on the latest bandwagon, to be fair, YouTube has as much claim to the ‘fun short video’ format as anyone, given that the first video ever uploaded to the platform was only 18 seconds long. Many creators on the platform already specialize in short videos (some of which came from Vine), and there is no shortage of 10-second meme videos.
Alternatively, it may just end up being more inflated on a platform already loaded with content.
YouTube notes that although Shorts is in ‘early beta’, it is now releasing it to get user feedback to improve its performance over time. It’s not nearly as fully equipped as the TikTok, but it’s a start; let’s just hope it’s the start of something worthwhile.
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Published September 15, 2020 – 12:44 UTC