- YouTube announced the launch of YouTube Shorts on September 14,2020.
- Shorts is a new short-form video experience for creators to shoot short, catchy videos.
- Taking on TikTok, YouTube Shorts is launching an early Beta version in India.
Anyone can be a creator of short videos and take center stage. In short videos, content is short and smart and fits comfortably in the fast paced life. Data shows that online advertising revenue of short-video platforms grew by 43% in 2019, compared to the average annual growth of 18% across platforms. Short videos rule the roost.
Short videos rely on the short attention span of the user. Users prefer information that is quick, instantaneous. By developing funny, innovative content, short videos can be used to deliver brand messages to a target audience impressively, within 10-15 seconds. Consumer goods, Cosmetics and Fashion Industry use short videos for brand advertising.
Creating, sharing and viewing short videos led to TikTok’s popularity Worldwide. Teenage users dance, jump, lip-sync and even produce comedy skits. Video clips are personalized to a user’s video feed through artificial algorithms. Followers can comment on or respond by recording their own short stories placed alongside in the social network. Stickers, filters etc keep the excitement of TikTok Users.
TikTok’s popularity sparked companies like Facebook to jump into the mobile video market. Competitors cranked up their own versions of short video apps. Facebook’s TikTok Clone, Lasso, was launched in November, 2018. The app allowed users to upload their short videos with music and find trending videos via Lasso’s hashtag tracking. Lasso didn’t gain much traction in the U.S; consequently, it was shut down in July,2020.
Facebook then started Reels inside Instagram, housed within Instagram stories as a format option. Reels can be used to record and edit 15-second-multi-clip videos with audio-visual effects. Users can share Reels to their feed, the explore tab, a direct message or in a story, a post that disappears after a day.
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In January, 2020, Google launched Tangi, an app allowing indie creators to DIYand share short stories. Tangi is a short video content platform the side of Google where the users can upload short videos like TikTol. In the Tangi app, the users can upload or share the videos; from 15-60 seconds length video. It is one of the new and most expected short video sharing platform where the users or creators can share the videos in different categories like Art, Cooking, Lifestyle, Fashion or Beauty and many more in upcoming days.
On September 14,2020 YouTube launched its short-form, user-generated video app – Short. Just like Instagram did with Reels. In its announcement, Google explained that this includes a new camera and a handful of editing tools that will be rolling out over the course of the next few weeks.
YouTube Shorts will launch first in India. Shorts will have a multi-segment camera to string multiple video clips together, the option to record with music from a large library of songs, speed controls that give you the flexibility to be creative in your performance, and a timer and countdown to easily record, hands-free. Users can make short videos like TikTok with the platform’s licensed tracks.
YouTube Shorts could create some competition for TikTok (and Oracle who just “partnered” with the platform); as well as Instagram’s Reels. With Shorts, YouTube is leveraging its existing 2 billion monthly viewership. The Shorts will be accessed from a prominent ‘plus’ icon in the bottom bar. Built-in tools include – A multi-segment camera to string multiple video clips together; the option to record with music from a large library of songs that will continue to grow; speed controls that give you the flexibility to be creative in your performance. And a timer and countdown to easily record, hands-free.