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Google too launches a TikTok rival, focused on “snackable creativity” for niche creators

What's New in Publishing 03 Feb 2020 11:30

When we first covered TikTok and its half a billion users, it was to some collective brow-raising. Many felt the app was interesting, but hardly a serious contender in a mature market with well-established rivals.

Within a spate of just 4 months, it has more downloads globally than Facebook, is well on it’s way to dethroning Instagram, is showing signs of disrupting social commerce, and has already been copied by Facebook, in an attempt to capture markets where TikTok doesn’t yet have a foothold.

And now, Google too has entered the fray.

“Snackable creativity”

Google has launched an “experimental social video sharing app”—called Tangi—for short, 60-second tutorials. It’s the latest project to emerge from Google’s in-house incubator, Area 120, and is being positioned as an app to share and learn new things in under 60 seconds, through vertical, short-form videos… “snackable creativity to craft, cook, create.”

It’s an experimental social video sharing app with quick DIY videos that help people learn new things every day. Tangi is where creative people can get new ideas and connect with other passionate people like them. The name is inspired by the words TeAch aNd GIve and “tangible”—things you can make.

“Something magical”

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