YouTube Shorts is a platform for publishing vertical short videos and thus a real competitor for TikTok. After an initial test phase in India, the service is now launching as a beta in the US.
Test phase in India, beta in the US
Since last year, the video platform YouTube has been working on its own version for publishing short videos, similar to the platform TikTok. With YouTube Shorts, it is possible to add music and effects to 15-second videos and publish them. YouTube initially had Shorts running as a test for months in India and is now launching the beta in the US. The platform is supposed to provide a number of things, such as a multi-segment camera so that individual clips can be quickly strung together. There is also a large selection of music tracks and a subtitle tool. Quite similar to competitor TikTok, users can work their way through the almost endless feed of short videos by simply swiping and it is possible to search for specific hashtags. The channels of the most popular people can also be subscribed to.
The beta is not yet fully developed, so far it is not yet possible to reply to the videos of others with their own videos. Duet functions are also not yet integrated, as well as an organized feed, this is for now still as an algorithmic main feed in the shorts.
Integrated into YouTube
YouTube Shorts does not exist as a standalone app. This feature is integrated into the mobile version of the YouTube app, similar to Instagram’s “Reels.”
According to YouTube Shorts product lead Todd Sherman, the shorts are meant to be a sort of “playground of creativity” for users, with which “creators are given the raw material to produce great videos.” With the shorts, YouTube wants to give the next generation a voice. “With the short video platform, they should find a voice”.