YouTube starts testing 15-second long videos, sounds a lot like TikTok




YouTube has started testing a new feature that lets users create videos that are 15 seconds long. This new feature might go by the name ‘shorts’. These would be multi-segment videos just like TikTok. That means users can stop and continue recording for jump cuts, a feature that is quite popular across TikTok.

“Tap or hold the record button to record your first clip, then tap again or release the button to stop recording that clip. Repeat these steps until you’re done capturing footage up to a maximum length of 15 seconds.” read the announcement.

It is clear that YouTube is testing this feature to compete with TikTok. Instagram also came out its version of 15-second clips called Reels. Reels was launched in Brazil last year and now has expanded to Germany and France. Facebook also launched its app called Lasso that was targeted towards teenagers in 2018. Lasso is a clone of TikTok and is available only in the USA. YouTube hasn’t mentioned whether there would be a standalone app for 15-second clips in the long run. As of now, it appears that these would be available in the same app on iOS and Android. TikTok is popular for its music library and filters, whether these would be available across Youtube is not clear as of now.

It is common for YouTube to test new features that might or might not be liked by users. In 2018 YouTube rolled out stories for creators with more than 10k subscribers. This is from a time when all the social media apps like Instagram and Facebook were introducing stories (read: steal from Snapchat) on their platforms.

It is clear that apps are moving towards a strategy that caters to reducing the attention span of its users. TikTok’s user base has been growing since 2018. More time users spend on TikTok means less time spent on YouTube which directly affects the ad revenue. Whether YouTube would be as successful in the segment of 15-second clips is yet to be known. https://bit.ly/2VltRGx

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