Just like Instagram did at Reels, YouTube is launching a new short-form video artist called YouTube Shorts that the company hopes will give TikTok some attention.
A few months ago, reports were made about YouTube’s short-form video creation tool. Now the company is launching an early beta starting in India. Similar to TikTok, shorts can be used to create 15-second videos that can be dubbed. Music is available through an in-product music selection, a YouTube spokesperson said The edge. The Picker “currently has 100,000 titles and we are working with musicians, labels and publishers to make more of their content available and to further expand our catalog.”
These videos appear on the homepage in a series dedicated to shorts, as the company announced in a blog post today. An example of how shorts are displayed is shown below.
YouTube will try to get as many people as possible to use the new shorts feature. This also includes new “Create” icon points that are prominently displayed in the app. The Create icon was introduced with the Shorts beta on Android. The icon should soon be available on iOS devices. There is currently no estimate of when shorts might appear in other countries, including the US, the YouTube spokesman said.
One factor that YouTube’s announcement post wants to highlight for the creators is the opportunity YouTube offers. The site has over 2 billion monthly users and notes, “We want the next generation of mobile developers to use shorts to build a community on YouTube.”
“We actually featured stories on YouTube and we saw our creators really engage with the stories,” said NBC News CEO Susan Wojcicki Dylan Byers on an episode of his podcast. “That would be an example of really short content. So we will definitely continue to innovate in all the different format sizes, including really short videos. “
The Instagram team seemed to have similar goals in mind with their TikTok clone Reels, but the immediate response to the feature wasn’t particularly positive. Anecdotally, many of the videos that appear in reels (from non-partner influencers and brands) that I see are direct re-uploads of other TikTok videos. But Instagram was never a platform for video entertainment. YouTube is. The company hopes that given that people are already coming to YouTube for short video entertainment, Shorts will be another way to keep people on the site longer and get developers both new and existing to keep uploading .