YouTube launches TikTok challenger brand Shorts

Campaign 15 Sep 2020 09:37

YouTube has embarked on an apparent challenge to TikTok with a new feature within its main app for users to shoot and upload 15-second videos.

The opportunistic new feature will be beta launched in India, which was TikTok's biggest market until the app was banned in late June.

The product, called YouTube Shorts, was unveiled on Monday (14 September) and will be accessible via the "Create" icon in the YouTube mobile app, which was recently given a more prominent spot for Android users in India in anticipation of Shorts.

In Create, users can select three options: upload a video, create a short or go live. Users can edit pre-existing video of 15 seconds or less or shoot new videos using a multi-segment camera, which allows the option to string video clips together.

Other tools similar to those offered by TikTok and Instagram Reels include a timer and countdown for hands-free recording, speed controls and the option to set content to music by using YouTube's library of songs.

An early beta version of the product will be rolled out in India over the next few days, with more creation tools and country launches planned "in the coming months".

A version of this article originally appeared on Campaign Asia

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