Inspired by the tremendous success of platforms like TikTok and Instagram Reels, YouTube is set to launch its own short-form video feature called “Shorts” in the United States beginning of March – nearly five months after it started beta-testing in India. Youtube’s main goal with the new launch is to refresh the user’s video watching experience and to provide the best setting and tools for content creators. Susan Wojcicki – CEO of Youtube – stated that the feature has garnered 3.5 billion daily views since its inception and that they plan to roll it out in many regions very soon.
This update is very cohesive and shares many similar attributes with TikTok. YouTube Shorts – which is embedded into the YouTube app – will allow users to:
- Create and upload videos that are 15 seconds or less
- Add music videos from the YouTube library
- Combine shorter clips in a single video together
- Edit videos with a range of creative tools
- Set Timers
- Slow down or speed up videos
YouTube Chief Product Officer Neal Mohan stated in his latest blog post that the Google-owned platform is introducing this series of updates in order to meet the Internet’s growing demand for short-from video and to adapt to the new content viewing and creation patterns that have emerged as a result of the pandemic. Moreover, due to TikTok’s popularity, other seasoned media platforms such as YouTube must adapt in order to compete.
YouTube announces new feature “Applause” so creators can get paid directly
Basically tipping for a video pic.twitter.com/JkN2uZWp5V
— The BKH – Show don’t tell ™ (@thebkh) February 18, 2021
YouTube will also introduce other updates to enhance both the creator and viewer’s experience. One of the most notable updates is Applause – a new monetization tool that will allow creator’s to monetize their video uploads. This new feature will allow viewers to ‘tip’ their favorite creators – who will get a certain percentage of the overall total revenue. With creators across all platforms making their primary revenue from sponsored ads and brand deals, Applause will most definitely be a huge disruptor.