YouTube Shorts vs. TikTok: New Mobile App Test
YouTube's Strategy to Compete with TikTok's Shorts
YouTube is actively seeking to bolster the competitive standing of its short-form video platform, Shorts, against rival TikTok. The company has confirmed an expansion of a recent global trial. This trial modifies the default behavior of the YouTube mobile application.
New Default Behavior for Mobile Users
Specifically, if a user previously engaged with Shorts videos before closing the app, it will now automatically open directly into the Shorts feed upon relaunch. Instead of returning to the standard YouTube homepage, users will be immediately immersed in the short-form video experience.
This test, initially launched on iOS for a limited global user base last week, is now being prepared for rollout to Android devices as well.
Targeting Engaged Shorts Viewers
The experiment is designed to impact only those users who are actively utilizing YouTube Shorts. Introduced initially in India over a year ago, Shorts became available in the U.S. this past March. Its availability has since broadened to encompass numerous other global markets throughout 2021.
The platform empowers users to produce videos up to 60 seconds in length, accompanied by music, original audio tracks, or content “remixed” from existing YouTube videos – provided creators haven’t disabled this feature.
Video Creation and Editing Tools
Similar to TikTok, Instagram Reels, and Snapchat Spotlight, Shorts provides integrated video creation tools. These allow users to upload pre-recorded videos or capture new footage directly within the application.
A suite of fundamental editing functionalities is also included, enabling adjustments to video speed, timer settings, clip combination, and the application of effects like green screen technology.
Understanding User Preferences
A YouTube spokesperson stated the company’s objective is to ascertain whether users appreciate the convenience of resuming their viewing experience from the point of interruption. The test aims to gauge the helpfulness of this feature.
Recognizing the Threat from TikTok
However, this trial also underscores YouTube’s perception of TikTok as a significant challenge to its core business. The rise of short-form, vertically-oriented video feeds, popularized by TikTok, has begun to encroach upon YouTube’s established territory.
For instance, TikTok recently increased its maximum video length to 3 minutes, extending beyond the initial 60-second limit. Testing of even longer, 5-minute videos has also been observed.
Investing in Shorts Creators
To effectively compete with TikTok, YouTube announced plans to directly compensate Shorts creators this year. A $100 million YouTube Shorts Fund was established, spanning from 2021 to 2022, offering potential payouts ranging from $100 to $10,000 based on video performance.
A More Aggressive Approach
Merely incentivizing creators may prove insufficient to secure a competitive advantage. Consequently, YouTube is now implementing a more assertive strategy – automatically directing users back into Shorts upon app relaunch, if that was their last activity.
This approach intends to encourage continued scrolling and viewing before users pursue their original intent. For users seeking casual entertainment, the app aims to capture their attention with Shorts content.
Growth in Shorts Usage
The test coincides with a period of increasing Shorts usage. During its Q2 earnings report, Alphabet, YouTube’s parent company, revealed that Shorts had exceeded 15 billion daily views, a substantial increase from 6.5 billion in Q1.
However, a portion of this growth may be attributable to market expansion rather than solely increased user demand.
Test Duration and Future Plans
YouTube has not specified the duration of these tests, indicating that the timeline will be determined based on user and creator feedback, alongside key performance metrics.
