16 July 2020
YouTube is undoubtedly one of the most popular video streaming platforms out there but since the arrival of TikTok, it has been facing stiff competition. The latter is a Chinese smartphone app that lets users create short and fun video clips with music, songs, and even movie dialogues as the audio background/voiceover. It has proved to be an absolute hit among hundreds of millions of users worldwide and now, YouTube is said to be getting serious about its efforts to take on the app.
As per a new The Information report, YouTube is working on a TikTok rival called 'Shorts'. It will be accessible from within the main YouTube app with no need for installing a new app. It is reported to offer “a feed of brief videos posted by users.” It will allow users to create short videos using the immense music catalog that YouTube holds licensing rights to.
Since YouTube already has a number of internet personalities and influencers on its platform, it will be using them to market the feature and create some hype. The team is hoping to make 'Shorts' available by the end of the year. This is not the first time we are seeing a tech company working on a competitor for TikTok but YouTube's effort has been described as the “most serious effort yet by a Silicon Valley tech company to combat the rise of TikTok.”
Even from YouTube's perspective, this is not the first instance of it implementing a feature similar to its competitors. It already offers Stories within the app that was implemented to tackle the popularity of Instagram Stories and Snapchat Stories.