Youtube to launch TikTok-Like Feature “Shorts” for US users

YouTube has confirmed that its TikTok-inspired 'Shorts' feed and camera option will soon be available to US users, after first launching in India last September.

The statement was included in an update from YouTube's chief product officer Neal Mohan, in the first of a new blog series that will offer more understanding regarding the platform's product development roadmap.

Mr Mohan said:

"Each year, increasing numbers of people come to YouTube to launch their own channel. But we know there’s still a huge number of people who find the bar for creation too high. That’s why we’re working on Shorts, our new short-form video tool that lets creators and artists shoot snappy videos with nothing but their mobile phones."

No mention of the fact that TikTok has gained enormous traction and was blowing up in India until it was banned, and that YouTube needs to make sure it retains its grip on video links

"As of now, Shorts is accessible in beta in India. Since the starting of December, the number of Indian channels using Shorts creation instruments has more than tripled, and the YouTube Shorts player is presently getting more than 3.5 billion every day sees worldwide. Within the coming weeks, we'll start growing the beta to the US, opening our tools to even more users so they can get begun with Shorts. "That will make Shorts a much bigger consideration for YouTube creators

YouTube users in any region can really upload Shorts clips right now, by basically guaranteeing that their video is under 60 seconds in length and shot in vertical format. Users then include the hashtag #Shorts within the title of their clips and then clips will be entitled to be featured in the dedicated Shorts feed in the app.

But users in India have access to a more specific Shorts creation process, via the 'Shorts Camera'.

TikTok had around 200 million users in India before it banned the platform. After that, YouTube launched Shorts in India back in September to fill the gap left by the banning of TikTok in the region.

It's straight-up imitation, which has proven to be a valuable and effective tactic for the big platforms in suppressing the growth of trending apps. And as noted, YouTube has the tools, it has the capacity to host its own TikTok-style feed. It's little surprise to see it moving in that direction, in order to win more audience.

For creators and brands, that will mean that you need to pay attention to the growth of YouTube Shorts, and consider its place in your approach. YouTube has already provided a range of tips on how to create effective Shorts, and just this week, the platform also launched a new 'Shorts Report' to highlight key trends and usage insights.

It may well be worth taking note, and factoring short clips into your broader YouTube process.