In response to the rise of TikTok, Google’s video-sharing site, YouTube, has decided to make changes,media reported. The company plans to launch a short video feature called Shorts later this year, directly competing with TikTok, which relies on user-generated content.
Photo from CNET
It’s worth noting that Shorts will exist in existing Android and iOS clients in the YouTube main app, rather than as a standalone app. Shorts will allow users to upload short videos to mobile apps like TikTok, as they do with TikTok, and use licensed music in the YouTube Music catalog as background music.
TikTok operates by letting users choose audio, music, and more, and then use them to make videos. YouTube speculates that the company will be able to use its existing group of creators to generate new types of content.
As for why YouTube wants to move into short video, it can be seen in reports released by App Annie, an app analytics platform. In the past two years, TikTok has grown by more than 125 per cent. With hundreds of millions of users, the app has become a cultural force to be reckoned with. In the past 12 months, TikTok has made 842 million first downloads in Apple and Google’s App Stores, up 15 percent from a year earlier.
This isn’t the first time YouTube has developed popular features on other social platforms, and it has also introduced Stories to fight Instagram and Snapchat. Given YouTube’s huge user base (more than 2 billion active users per month) and ample music licensing agreements, building features like TikTok doesn’t seem difficult.
Facebook has also developed its own version of TikTok Lasso, which has been quietly tested in markets such as Brazil. In October, Google was said to have been interested in acquiring TikTok’s rivals to move into the emerging field more quickly.