For the Beta Launch
And those features are going to be essential: YouTube is coming very late to a party that’s already ruled by TikTok, and as Reels and Spotlight have shown, its no small task to not only replicate but outdo TikTok’s seemingly magical blend of algorithmic alchemy, collaborative tools, and viral trends. For now, Shorts only offers its main, algorithmic feed (similar to TikTok’s “For You” page), with no option to only view videos from accounts to which you’ve subscribed. Also missing is a way to view a more curated feed. So any users that find your content in Shorts and subscribe to get more of it will also be signing up for any long-form videos, and creators with tons of subscribers already will have a built-in audience to whom they can deliver Shorts. As Sherman explains, “One of the underpinnings that has helped so many people become creators is that you if give them high-quality inputs, they’re more likely to get to high-quality outputs by remixing other things.” And if you’re looking for videos to input, it’s hard to find a bigger source of them than Youtube. And that means that if you are a short-form creator and you grow to be a long-form creator, that audience can grow with you,” Sherman says. This post was cre ated by GSA Content Generator DE MO.
Sherman says that the company views Shorts as a new avenue for the next generation of content creators to emerge. “I think the real core of what Shorts is about is enabling that next generation of creators that maybe even found it too difficult, previously, to even consider creating on YouTube,” Sherman explains. “I think the world has come to expect YouTube to support creators. And I think that’s going to extend to Shorts also,” says Sherman. “We really want to create a playground of creativity here where we give creators the raw materials to produce great videos,” says Todd Sherman, YouTube’s product lead for Shorts. But instead of getting its own app, Shorts will live on a new carousel on the home tab of the mobile YouTube app. For the beta launch, YouTube Shorts will feature all the basics of any TikTok clone: a multi-segment camera that makes it easy for creators to quickly string together clips, a wide selection of music tracks (with catalogs from “over 250 labels and publishers”), and a robust-looking captioning tool, the last of which is debuting alongside the US launch. There’s virtually no collaborative features available in Shorts at launch - so users won’t be able to reply to other videos or join together in a version of TikTok’s popular duet or stitch features.
Even the interface looks similar to TikTok’s player. “As we grow Shorts, we can connect that ecosystem to the broader YouTube. According to Sherman, YouTube has some big plans for how it’ll tie Shorts into the broader YouTube ecosystem down the line - features that might help the fledgling service stand out in a crowded field that’s already dominated by TikTok and other (less established) competitors like Instagram’s Reels or Snapchat’s Spotlight. And while Shorts checks off a lot of the basics, it’s missing plenty of features that make TikTok such a unique viral hit. But there are still big unanswered questions that YouTube has to figure out about Shorts - chief among them, how creators will make money. For starters, YouTube will share subscriptions across traditional channels and Shorts. For example, Shorts that use a song clip can link out to the music video on YouTube proper, but there’s no easy collection or link to find Shorts of a song from the regular video player, for instance. Being able to directly link to the original sources of content for audio - whether it be a song, a movie clip, or a snippet of an interview - is also a powerful advantage for YouTube, as is the sheer size of the site.
Like TikTok, users will be able to swipe through an endless, algorithmically generated feed of short videos, subscribe to their favorite creators, explore specific hashtags or sounds, and remix other videos’ audio tracks. Shorts does have a few clever ties into traditional YouTube videos: at launch, creators will be able to jump right to creating a Short from music videos for licensed songs, for instance. In at least one implementation of Shorts that the company is trying, Shorts videos will appear directly in users’ subscription tabs. Most of the Virtual Console library available on the original Wii is also available on Wii U through the implementation of the console's Wii Mode and Wii Shop Channel, to access and purchase Virtual Console games. DSiWare games and software on the Nintendo eShop are largely priced near-identically as on the original DSi Shop. The GamePad is only compatible with these games through Off-TV Play. The short video format has already been available for several months in India, but today marks its debut stateside (along with the addition of several new features). Unfortunately, YouTube Shorts is already playing catch-up, and its uniquely YouTube features are still very half-baked. While it’s starting from behind, YouTube is an unparalleled force for videos online, and the fact that creators can seamlessly transition between Shorts and long-form videos - while bringing their audiences with them - isn’t something to discount.
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