YouTube launches YouTube Shorts, its new TikTok rival to be tested in India

By Alma Fabiani

Updated Sep 17, 2020 at 04:17 PM

Reading time: 1 minute

8969

What is YouTube Shorts?

YouTube has a new TikTok rival to offer: YouTube Shorts! The online video platform has just announced that it will test a beta version of its new feature in India. Similarly to TikTok videos, or more recently to Instagram’s Reels, YouTube Shorts will be 15 seconds long maximum and will be easily editable using YouTube’s new creator tools.

After India banned TikTok and 58 other Chinese apps in June as border tensions rose between the two countries, TikTok lost its biggest foreign market, which had an estimated 120 million users. Like many other companies and social media platforms, YouTube saw this as the perfect opportunity to test its own copy of TikTok. This means that YouTube will also be in competition with a number of local competitors who have rushed in to try and fill the void left by TikTok’s ban in India.

What will YouTube Shorts be like?

YouTube’s vice president of product management Chris Jaffe shared in a blog post that YouTube Shorts is “for creators and artists who want to shoot short, catchy videos using nothing but their mobile phones.” Sounds familiar, right?

The new platform features a multi-segment camera to string multiple video clips together, speed controls, with a timer and countdown to record hands-free. Shorts also gives users the option to record using music as well as access to a library of songs. Again, this sounds exactly like TikTok.

Jaffe added that Shorts would be expanded to other markets as the product becomes more refined and new features get added. This new product release comes as Oracle just confirmed that TikTok’s owner ByteDance has formally proposed becoming a “trusted technology partner” in the US.

The aim of this deal is to avoid President Trump’s threat to ban the app in the US over national security concerns, which were exactly India’s government concerns when it banned TikTok in June.

Just like we previously saw with Triller and Instagram Reels, we’ll just have to wait and see what more YouTube Shorts can offer users.

Keep On Reading

By Eliza Frost

Misogyny, sexism, and the manosphere: how this year’s Love Island UK has taken a step backwards

By Charlie Sawyer

Harry Potter star defends Tom Felton over his controversial comments on JK Rowling’s transphobia

By Charlie Sawyer

Penn Badgley praised for opening up about fatherhood and raising sons on Call Her Daddy

By Matilda Ferraris

From Ballerina Cappuccina to Trallalero Trallalà, we unpack the darker undertones of Italian brainrot

By Abby Amoakuh

White Lotus star called out for tone deaf comments about double standards with male and female nude scenes

By Fatou Ferraro Mboup

ICE jacket sales soar on Amazon, fuelling fears of immigration agent impersonation

By Fatou Ferraro Mboup

Toddler suspended from nursery for transphobic behaviour sparks UK-wide outrage

By Charlie Sawyer

3 conspiracy theories trending online following Netflix’s American Murder: Gabby Petito docuseries

By Fatou Ferraro Mboup

Are Aimee Lou Wood and Walton Goggins feuding? Fans freak out after The White Lotus co-stars unfollow each other

By Charlie Sawyer

Lawmakers pressure Trump to provide evidence that Venezuelan asylum seeker Andry Hernández Romero is still alive

By Fatou Ferraro Mboup

Gaza journalist death toll surpasses that of both World Wars, following latest Israeli airstrike that killed reporter

By Charlie Sawyer

Brooklyn Beckham and Nicola Peltz Beckham hire a lawyer to battle misinformation amid growing family rift

By Amna Akram

Hira Anwar’s tragic story: How a teen’s fight for identity sparked a call to action to end honour killings

By Fatou Ferraro Mboup

Jeffree Star makes inappropriate comment after Kanye West posts disturbing incest confession

By Charlie Sawyer

Gen Zers are taking out travel insurance policies for their Labubus ahead of summer

By Charlie Sawyer

McDonald’s hit with new mass boycott. Here’s who’s behind it and why

By Abby Amoakuh

YouTuber Yung Filly faces new allegations of rape and assault in Magaluf after British tourist comes forward

By Eliza Frost

Do artists really owe us surprise guests at gigs, or are our expectations out of control?

By Fatou Ferraro Mboup

How celebrities like Mark Wahlberg and Gwen Stefani are monetising spirituality through the Hallow app

By Abby Amoakuh

Avery Woods slammed for vulgar and offensive remarks during podcast episode with Harry Jowsey