Google’s entry into short video content begins with YouTube Shorts, a new feature that has been tested in a limited market.
YouTube shorts were first launched in India and are described as follows:
“Short is a new short video experience for creators and artists who want to shoot catchy short videos using only their mobile phones.”
YouTube Shorts provides video creators with the following features:
Create and upload a video of 15 seconds or less. Edit your video with various creative tools. Stitch short clips with a multi-segment camera. Add music to your videos from your YouTube library. Increases or decreases the speed of the video. Timer and countdown.
Users can start recording Shorts with a new create icon prominently placed in the YouTube app on Android (which will soon be rolled out to iOS).
When you publish a short, it will appear in the carousel on the YouTube top page designed specifically for short videos.
Users can jump from one video to another by swiping vertically while viewing the carousel content.
The carousel stores all YouTube short videos, not just videos created in shorts.
That’s why YouTube encourages creators to upload existing short videos and get ready now.
“If you’re a mobile creator or mobile artist, upload an existing short video to YouTube for you to discover.”
Start now in beta
The initial beta version of YouTube Shorts will soon be available to Indian users. The beta version is said to contain just a few of the features available.
YouTube emphasizes that it is in the process of building what will happen to shorts in the end.
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More features will be added in the future, and it is confirmed that YouTube shorts will be expanded to more countries in the coming months.
The company plans to use feedback from beta users to further product development.
“This is an early version of the product, but we released it to travel with us to create and improve shorts, a global community of users, creators and artists.”
Just another TikTok clone?
YouTube Shorts shows a clear comparison with the leading short video app TikTok.
It is difficult to deny the similarity. And it’s worth noting that YouTube has decided to release this feature in countries where TikTok is banned.
There is an entire audience of people seeking choice, with the top rivals of the short video out of the way.
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Instagram used that strategy when putting on a hat for a short video race with the launch of Lille.
TikTok was banned in India on June 29th, and Instagram began testing Lille in India on July 6th.
As soon as TikTok was talked about being banned in the United States, Instagram expanded Lille to more countries.
Calling shorts a TikTok clone is short-sighted because YouTube has an important differentiator.
YouTube’s competitive advantage over both TikTok and Instagram is, after all, a number.
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TikTok has 700 million monthly active users. Instagram has 1 billion monthly active users.
YouTube has more than 2 billion active users on TikTok and Instagram combined.
This is a fairly large audience of people who can find content created in YouTube shorts.
Not to mention YouTube’s monetization capabilities, it’s tempting creators to spend their time on it.
Currently, there is no way to make money directly from Instagram Reels or TikTok.
On paper, YouTube Shorts seems to have the elements needed to become a major player in short videos. You need to see how it actually works.
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