YouTube Shorts Rolls out Globally: what does this Mean for Short Video Rivals?

The brand factor: The production quality of YouTube videos has also risen over the years, but glossier does not always mean better. This is a similar strategy to that adopted by TikTok, which originally limited videos to 15-seconds before eventually extending to 3 minutes. However, when it comes to competing with TikTok, YouTube has some built-in advantages. For me the key benefit for YouTube is the ability to reach a new audience that is on TikTok, particularly the younger demographics. Instead, they look at whether an influencer's followers match their target audience demographics, and then select the platform that influencer is on. This is not the first time a dominant tech platform has copied features from burgeoning apps, and it usually results in reduced competition. Established creators: Many of TikTok’s creators are new to the scene, their personal brands are still evolving alongside the platform. The point is, the movie industry still makes incredible money today, despite all the modern technology that makes the living room movie experience better than ever. But TikTok is a completely difference case, since it has reached 689 million MAU in January 2021. Despite that TikTok’s MAU is still smaller than Instagram and YouTube’s 1-2 billions, it will be much harder to replace it simply by launching a similar functionality. Data w as gen᠎er᠎at ed with the help of GSA Content᠎ Gen᠎er ator Demov᠎ersi᠎on!

youtube short video size Brands see bigger opportunities in building around the creative capabilities of these platforms to engage with their audience-shifting from polished TVC video content to informal vertical content on TikTok. Sports fans are familiar with the world of pay-per-view -- unlike a video on demand rental, a pay-per-view event is broadcast at a specific time to anyone who paid to view. Recent data from AppAnnie shows TikTok surpassing YouTube in terms of time spent in the US and the UK. It is certainly easy at the moment to create shorts on TikTok with full-on fun functions and a continuous flow of fresh ideas, trends, dance moves. Brands wouldn’t invest until they see the results of adoption, which may take a while, if YouTube Shorts manage to succeed in the end. TikTok’s brand is built on authenticity and a level of rawness that the YouTube brand does not have. The YouTube creators has established personal brands, established ways of working with advertisers, and a certain level of production quality that is guaranteed-all giving advertisers a greater peace of mind to work with. For some brands, the strategy is about being everywhere new and for others investing big in the most common denominator platforms.

Big tech' has a mixed history in adapting functionality first popularised on other platforms. Ultimately, data would be able to tell brands what platforms they should work with, depending on their target users. This would be a key issue that makes Shorts easier to work with. In APAC, TikTok has challenges in key markets like India and doesn’t compete as well in markets like Japan and Korea, with highly developed local content ecosystems built with YouTube. YouTube Shorts, the video platform's answer to TikTok and Instagram Reels, is rolling out globally following a series of betas over the past nine months. Instagram rolled out its ephemeral Stories feature, a carbon copy of Snapchat Stories, in 2016 and has far surpassed Snapchat's user base since. The user perspective is not the only variable here. For less than the price of a single movie ticket, Netflix offers instant access to hundreds of movies and television programs, and the available content is always expanding as Netflix secures new licensing deals.

This offers potential strategic advantage. With YouTube offering more formats to express themselves and the ability to move from short to medium and long form content it becomes very interesting creatively and from a monetisation standpoint. It will be interesting to see if they venture into longer form as well, expand functionalities and how they might deepen their ecosystem. YouTube also already has extensive music licensing arrangements in place, which will widen the creative capabilities for clips that utilise the ‘Shorts’ feature. To encourage uptake among creators, YouTube will offer monetisation rewards. Google (as well as YouTube) are already fairly entrenched as a part of most brands’ media plans. Now that YouTube Shorts is entering global beta, what does this mean its short video competitors? And for the highly prized Gen Z and Millennial audience, that is now TikTok and gaming. Dance, songs, singing, and other areas of creativity are such an integral part of TikTok. That said, they're not quite the same as a projector displaying an image on a majestic movie screen -- partially because those screens are way bigger than 50 inches! These are extremely serious issues that brands want to stay as far away from as possible.

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