Youtube Shorts will allow people to make 15-second videos that can be set to music, which will be available through a "music selection ...
Youtube Shorts will allow people to make 15-second videos that can be set to music, which will be available through a "music selection feature built into the product".
Currently in a difficult position on the US market, TikTok is being followed on all sides, mainly by the major social networks. After Reels, launched by Instagram last August, it is YouTube's turn to launch "Shorts" on Monday in order to compete with TikTok. Shorts will allow people to make 15-second videos that can be set to music, which will be available through a "music selection feature built into the product". The company has launched an early beta version in India. Which of Reels or Shorts will really be a match for TikTok?
It took TikTok no more than two years to become a real social phenomenon.
The success of the Chinese social network revealed the reach of short videos, whether in advertising or in other fields. Facebook was the first to take advantage of TikTok's current situation by launching a month ago its product Reels, a copy of TikTok, as a feature of the Instagram platform. After a test phase in France, Brazil and Germany, Reels is now available in about 50 other countries.
YouTube Shorts, launched in early beta on Monday in India, wants to overshadow not only TikTok, but also Instagram Reels. According to Chris Jaffe, Vice President of Product Management at YouTube, Shorts is not only a new way to create short videos, it's also a new way to watch and create on YouTube.
Shorts is a new short-form video experience for creators and artists who want to shoot short, catchy videos using nothing but their mobile phones. - Youtube Blog
Like TikTok, Shorts will allow people to make 15-second videos that can be set to music. This is available via a "music selection function built into the product".
"We work with artists, labels and music publishers to make their content more accessible and to continue to develop our catalog," said a YouTube spokesperson. The videos will then appear on the home page in a row dedicated to short films. The new feature is accessible via a "create" icon that is highlighted in the application. The "create" icon has been deployed with the Shorts beta on Android, and it is planned to integrate it later on iOS devices.
In addition, according to the spokesperson, there is currently no estimate of when YouTube Shorts will be deployed in other countries, including the United States. Nevertheless, YouTube is working to get a large number of people to use Shorts, highlighting the benefits of the social network. One of the factors that the YouTube announcement message tries to highlight for designers is the opportunity that YouTube offers. The site has more than 2 billion active monthly users, which exceeds the number of monthly active users of Instagram and TikTok combined.
"Our goal is to enable the next generation of mobile creators to also develop a community on YouTube with short films," said the spokesperson. For her part, Susan Wojcicki, CEO of YouTube, recalls the great success of the "stories" that the social network introduced a few years ago. "We put the stories on YouTube and we saw our creators really engage with them," she told NBC News.
"This will be an example of really short content. So we're going to continue to innovate in all formats, including really short video," she added. The Instagram team seemed to have similar goals with Reels, but the immediate reaction around the feature was not very positive. According to analysts, many of the videos that appear in Reels (from influencers and non-partner brands) are direct reloads of other TikTok videos, which is not really Facebook's goal.
On the other hand, the other thing that has not played in Reels' favor at all is that Instagram has never been a platform for video entertainment. On the other hand, YouTube is. The company hopes that, since people are already coming to YouTube for short video entertainment, very short videos will be another way to keep people on the site longer and keep current and new creators downloading. So, is Shorts the ideal competitor to TikTok?
Source: YouTube blog