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YouTube’s TikTok competitor hits the US

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On Thursday, the company said it will expand the beta program of its short-form video offering, called Shorts, to the United States now and over the coming weeks. Previously, I tested the product only in India. Globally, users have been able to see Shorts, but not create them.

YouTube says its feature allows social media creators to “shoot short, catchy videos without using their cell phones.” It offers a way to chain several clips together, add music, and use a timer and countdown to record hands-free videos, all features currently available on TikTok.

On Thursday, YouTube tested some new tools that it hopes will help highlight the package: users will be able to taste audio from other Shorts videos and “remix it to your own creation.” Creators will also be able to add text to specific points in the video.

YouTube Shorts joins a field full of short-form video apps, which try to take advantage of the fashion for small-scale social media content and take advantage of the tumultuous year of TikTok. Instagram has launched Reels in the U.S. and other countries, and Snapchat’s Spotlight feature distributes $ 1 million a day to users who make the most entertaining videos. Two of TikTok’s rivals in the United States merged earlier this year, while another was called Dubsmash acquired late last year on Reddit.

YouTube also plans to take advantage of its wider ecosystem by launching the ability to use video audio across the platform. “This means you can give your own creative twist to content you enjoy watching on YouTube and help it find a new audience, either by reacting to your favorite jokes, trying out a creator’s latest recipe, or recreating comic book drawings. “the company said in a blog post. YouTube has added that creators will be able to choose not to engage other people through their long-running videos. (In TikTok, it’s a popular practice to “duet” someone else’s video. Videos appear side by side and users can recreate or react to the original video).

Todd Sherman, head of product at YouTube Shorts, said the company is trying to “lower the barriers to creation” and help the next generation of influential aspirants find audiences. Producing a traditional YouTube video can be time consuming: Professional YouTubers often have camera equipment, editing software, and other tools to make their long-running videos appear.

“YouTube got a whole generation of people using cameras and computers and video editing software able to practice their craft and generate an audience,” Sherman told CNN Business. “This story is very similar to the story of what we’re doing with Shorts once again, except that it’s now based on the phone and what can be done inside a phone.”

YouTube Shorts has many of the same features as other short format video applications, including TikTok.
The Google-owned platform first announced the product in September, releasing a beta version of Shorts only in India. Months earlier, India TikTok is prohibited and several other popular Chinese applications, saying they pose a “threat to sovereignty and integrity.” As a result, Indian TikTokers precipitated to find alternative platforms, and technology giants and advanced took the opportunity.

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