During lockdown, TikTok’s users’ average daily watch time reached an all-time high of 85 minutes. Our attention shifted to fun, relatable content that is easily digestible, and TikTok has been the perfect fit for lockdown viewing. TikTok offers short-form, attention-grabbing, and sound on video that has shaken up social media.
As YouTube is – and has been for over a decade – the platform for video content, they’ve responded to this challenge by releasing YouTube Shorts. This new feature offers another way to keep people on the platform longer and provides a new format for creators to upload. Although still in beta, the YouTube Shorts player now has over 6.5m daily views globally.
What is YouTube Shorts?
Shorts is a new short-form video experience for creators and artists who want to shoot catchy videos on their mobile phones. Similar to TikTok, YouTube Shorts enables users to express themselves in 15 seconds or less, via a dedicated ‘Shorts Camera’ option built into the main YouTube app, or up to 60 seconds for uploaded videos. The new feature will allow creators to evolve their content and incentivise them to post short-form content on YouTube.
The Shorts camera is currently only available in beta in the US and India, as YouTube rushed to own the short-form video space following TikTok’s ban. However, all users can upload Shorts clips by adding the hashtag #Shorts to their short videos uploads.
In her recent Tweet on 18th March,…