Can youtube shorts win the war against tiktok

Recently, a new feature popped up on Youtube, and people worldwide are wondering what it is. As Susan Wojcicki, the CEO of Youtube, explained to the audience what the feature is all about, a different debate sprang up. But first, let's see what Susan said about this feature called Youtube.

Shorts. By January 27th of 2021, the videos uploaded via Youtube shorts have been getting about 3.5 billion views daily. The Youtube team also plans to expandingShorts to further markets. It has been on the list of priorities in Susan's 2021 calendar.

Here is a basic idea of Youtube. It is a free video-sharing platform where you can create, upload, and also watch a ton of videos. This platform was built in 2005 and grew to be one of the most popular websites on the Internet. It receives around 6 billion hours of video-watching every

month. Its new feature, Shorts, was launched In India in September 2020, but it was in Beta form. The Shorts feature would be released in the US in March 2021. It could well be a competitor to the ultra-popular Tiktok. Till 2018, Tiktok was known as Musical.ly. It was and still is a top-rated short video-sharing app with millions of users worldwide. This app allowed users to create short-form videos with music, lip sync videos, and funny videos. Many creators quickly started rising to fame because of their engaging content. When ByteDance acquired Musical.ly, ByteDance shifted the users and their content to Tiktok. Tiktok has a broader scope and more features than its predecessor.

What happened to Tiktok

Over the last few years, Tiktok positively exploded in a lot of popularity. By 2020, it was the most downloaded app in app stores. It had over 2 billion downloads worldwide. It also saw the shift of many Youtube content creators to the short-form video platform. It seems now that

Youtube is claiming some of its creators back to Youtube by introducing the new feature Shorts. Though Tiktok has been insanely popular since its launch, it has not been free of controversies. There had been reports that moderators had been asked to censor the reach of some users who had visible disabilities. It had also received widespread criticism from US

politicians. It was believed to be a threat to national security. Though Youtube is controversial too, Shorts could be Google's answer to the popular app, Tiktok.

What is Youtube Shorts

As described by Youtube CEO herself, their new feature Shorts is a unique short-form video experience. It is for the artists and creators who would like to shoot short and catchy videos without using anything but their phones. As already mentioned before, Tiktok has the most downloads in the app stores. And just following it are Youtube by Google and Instagram by Facebook. With Youtube so close to the first spot, it seems quite possible that it would overtake Tiktok. With its new user experience brought to the world as Shorts, it could surpass Tiktok and reshape the way creators, advertisers and viewers approach and view this platform. As its base, Youtube Shorts is quite similar to Tiktok. This feature allows users to create 15 second short videos with multiple camera angles, music clips, controls for video speeds. The Shorts feature also has in-built creative tools so that users and viewers have a good experience. The Shorts feature like a search engine that would open up an entire world for people to discover.

What could this feature mean for Youtube?

The Youtube that was launched back in 2005 was very different than the Youtube that we see today. Back then, it was not the user-generated video sharing platform that it is now. The feature Shorts is a bit like a bridge from the new Youtube to the new. Short-form videos made only

through mobile phones are the trends today and drive engagement on social media. This exact strategy that Youtube had back then, and now, it is making a comeback. The main problem was the piracy of content that happened in the earlier years.

After Google decided to purchase Youtube in 2006, the piracy cleanup started, and original content regained its rightful focus. That was when the golden era of Youtube began. According to Google AdSense reports. Many creators started earning tons of money through this platform. As engagement grew, creators began to cash from all of it. Youtube turned into a platform that was a beacon of hope and earning for young, budding creators. Just like many people got famous through this platform, Shorts would be no different. In whichever way, Shorts would be tasked with giving new creators a place to showcase their talents. It would mean a new world for the web, and several voices and personalities would rise who would then drive this new, ever-changing era.

How does Youtube shorts and Tiktok compare

Now that you are familiar with Tiktok and Shorts and what they entail, it's time to see and compare all their features. It would help to determine which one would become or remain a favorite for creators and general viewers. The comparable features are-

1. Background music-Both Youtube Shorts and Tiktok allow their users to add music to their videos' background. One can pick any song from a selection of songs to use for free.

2. Original music support- Tiktok allows their users to put their audio or music in their videos. Right now, this feature is not available in Youtube Shorts.

3. Speed controls for videos- In both Youtube Shorts and Tiktok, you would be able to change and control your videos' speed. You can slow your videos down or make them faster.

4. Setting timers for videos- On both platforms, users can set timers to record their videos in a hands-free way. In Youtube Shorts, you would be able to choose between three timers- one of 3 seconds, one of 10 seconds, and one of 20 seconds.

5. 60-second video support- Previously, Tiktok supported only 15-second videos and no videos, which exceeded it. It did not support 60-second videos. But after Tiktok was updated, it started supporting 60-second videos too. Likewise, in Youtube Shorts also you can create a video of up to 60 seconds.

6. Alignment support in videos- Both in tiktok and Youtube Shorts, you would create multiple video segments and align them with a smoothing transition between all the video clips.

7. Saving videos as drafts- Both Tiktok and Youtube Shorts allow their users to save the videos they want to post as drafts. You would be able to see those videos later and edit them. Tiktok also enables users to save drafts without having to keep them in the phone gallery.

8. Adding hashtags- While you are writing a caption or adding text, you can include hashtags in Tiktok and Youtube Shorts. Such hashtags would allow the users to get a better reach for their creations.

9. Adding AR effects to videos-Tiktok recently rolled out its first lidar-powered Ar effects that you would be able to use in videos. There are many filters that you would get on Tiktok which are not yet available in Youtube shorts.

10. Adding stickers in videos- Tiktok has a great library of stickers to add to your videos to make them more fun and entertaining. Youtube Shorts does not support stickers and has a sticker library from which you could add stickers to your videos.

11. Supporting comments- Both the video-making platforms allow users to comment on each other's videos.

12. Dislike support- Though you can mark any video on Tiktok as not interested, there is no option to dislike any particular video. Youtube Shorts supports a dislike option for all videos created by the users.

Youtube vs. Tiktok

As you would have understood by now, Shorts would be a springboard to launch budding creators and creative talents. They would help creators worldwide while bringing back the features of 2000s Youtube that made the platform so revolutionary in the first place. Youtube Shorts is a reaction to Tiktok. For a year or two, Tiktok has enjoyed the height of its popularity, and it was time to level the ground. That's what Facebook did with Instagram Reels. Google has now stepped into the game, too, with Youtube Shorts. What Youtube Shorts plans to do are-

1. It plans to tap into the ideals that Gen Z considers necessary and neutralizing its competitor, Tiktok.

2. They also plan to maneuver the more refined ways of brand advertising adequately. They would proceed by holding up their new creators' talents and, further, become a significant player in all types of music.

3. Since the primary issue is engagement and communication, Youtube Shorts has to convince their audience how their platform is of the same value as Tiktok or Instagram.

Conclusion

The main issue which Youtube Shorts may face is convincing Millenials and GenZ that creating or watching a video on Shorts is the same as using Tiktok or Reels. Tiktok or Instagram provides some social media intimacy. They give a space where people can post stories, send friends a

Direct Message, or share a funny post in their group chats. It is this digital normalcy or intimacy that Youtube has to compete. Though it is a mighty challenge, Youtube Shorts would achieve its goals with proper marketing and the right amount of consumer buy-in. Shorts would not be a loss for Youtube. Instead, it is like an extension of what Youtube does best.

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