YouTube Competes With TikTok By Launching 60 Second ‘Shorts’ Feature

YouTube is adding another string to its bow today, launching YouTube Shorts across over 100 countries in the world.

Shorts, naturally set to compete with TikTok and Instagram’s Reels feature, will see users creating video no longer than 60 seconds and uploaded directly to the platform from their phones. The multi-segment camera will mean that creators will get the ability to string various videos together, record into the app, as well as sample audio from billions of YouTube videos at the touch of a button.

Again, similar to TikTok and Reels, the new tool will come with speed settings, basic filters and the ability to add text to certain parts of the video, or automatically.

For those watching content on YouTube, Shorts will then pop up in their own carousel on the YouTube homepage, similar to the sections for trending videos or ones recommended for you. The Shorts will act as another tool for discovering creators you might like, but an easier way to sample what they’ve got, with short videos.

Shorts will also have one big advantage over its competitors given that it’s got so much content on the platform already, users will be able to access full songs, watch music videos, or learn more about the artist — all on YouTube via what they like on Shorts.

“We want to make it easy and fun to create Shorts” said Todd Sherman, Global Product Manager for YouTube Shorts. “As we continue to build Shorts alongside our creators and artists, we’ll be adding more features for users to try.

“We know that it will take us time to get this right, and we’re just getting started. We can’t wait for you to try Shorts and help us build a first-class short-form video experience right on YouTube” Sherman added.

The Shorts beta will be available to everybody in Ireland by Wednesday, July 14th.  

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