YouTube “Shorts” Arrives In a Bid to Take On Rival TikTok

How YouTube is Competing Directly with TikTok by Launching its Own Version Called “Shorts”

“We’re introducing our YouTube Shorts Beta to the US starting today, as we continue to build the experience alongside our global community”

YouTube Shorts has been unleashed in the US  yesterday – the company’s short-form answer to TikTok. The short video format has already been available in India for several months; however, today marks its debut stateside.

(Image Creds: YouTube)

Like TikTok, users will be able to scroll through an endless algorithm feed. They’ll be able to subscribe to their favourite content creators, utilise and explore hashtags or sounds and interact with other users. YouTube have incorporated TikTok-esque options and visuals. There will also be additions, such as text overlay tools and the opportunity to sample audio from other Shorts to create remixes and response clips. 

One of the critical elements YouTube has focused on is the music aspect. YouTube has utilised its vast library of music to help fuel Shorts creations and to allow users to fulfil their maximum potential. 

“As we launch our beta in the US, we’ll have millions of songs (and growing), music catalogues from over 250 labels and publishers, including Universal Music Group’s labels and publishing companies, Sony Music Entertainment and Publishing, Warner Music Group and Warner Chappell Music, Believe, Merlin, 300 Entertainment, Kobalt, Beggars, CD Baby, Empire, Peer, Reservoir, OneRPM and more. As we expand Shorts, the library and number of partners will continue to grow.”

[Image Creds: YouTube]

 YouTube is focusing on creating stronger bonds between its short video tools and its music recourses. They want to help creators maximise their opportunities and put their attention into intensifying creative potential.

This is where YouTube has the upper hand; TikTok is still developing its monetisation and revenue share tools; they need to ensure they get this sorted out as their top creators could move on to different platforms where they can make more money. They underline this point in the announcement post:

“YouTube has helped an entire generation of creators turn their creativity into businesses and become the next generation media companies. Over the last three years, we’ve paid more than $30 billion to creators, artists, and media companies.”

Finally, for our previous #SocialShort, click here.