Content creation platforms around the world can’t resist TikTok’s short video style, and now YouTube is doubling its efforts to compete with the social media giant by implementing a new TikTok-style authoring tool.
As part of his the latest application update (opens in a new tab) on iOS and Android devices, YouTube has launched a feature that allows creators to instantly convert up to 60 seconds of previously uploaded long videos into short videos.
The tool uses the platform’s existing editing suite – text, timeline editor, filters, etc. – and YouTube says if the footage selected is less than 60 seconds, creators can shoot additional video with the Shorts camera or upload more footage from their gallery.
Any short videos created using old videos will of course link to the original video uploaded to YouTube, and only the creators themselves can import and / or modify their existing content library.
On the surface, this feature is a creator-led innovation that gives creators another opportunity to attract potential subscribers to their long content (for example, if a user is interested in a truncated version of a longer video, they may be inclined to click and continue watching).
But this update also reveals YouTube’s desperation to increase its truncated library to better compete with the likes of TikTok and Instagram.
Apparently not enough creators upload content directly to short videos and receive it objection to automatic YouTube conversion (opens in a new tab) For some vertical short films in recent months, the company is now counting on the effectiveness of providing users with autonomy in making this choice.
This is a more organic – albeit encouraged – growth of Shorts, and YouTube users should expect to see significantly more vertical video content in the coming months.
For more information on YouTube, check out our report on YouTube scam abusing Google’s advertising system, as well as our approach to a useful new platform content correction tool.