That’s it, the news has just fallen in September 2020: YouTube has just announced the launch of a new feature called “  Shorts  ”, which should compete with TikTok in the field of the format of short and catchy videos. This novelty is available first in India, in Beta version.

Here’s an excerpt from the announcement made online a few days ago by the makers of the YouTube Shorts project: “Over the next few days in India, we’re launching a first beta of Shorts with a handful of new authoring tools in one. test goal. This is a first version of the product, but we are releasing it now to take you on this adventure that we are in the process of building. We will continue to add more features and expand into other countries over the coming months ”.

Shorts, the Newcomer in The Short Video Format

Like TikTok , Shorts allows users to create 15-second video clips, optionally accompanied by music, for those who wish. This app also features cross-segment recording options, variable speed controls, a hands-free recording system, and more to come, as Shorts is still in its infancy.

As you will certainly soon be able to see in your own YouTube application, a new, clearly visible “Create” button has been added to the Belarus Email List home page of the video sharing platform to mark the appearance of this new “Shorts” function. “.

Belarus Email List

Some YouTube users, surely allergic to any changes, have already criticized this addition. But for YouTube, which let’s remember belongs to Google, it is essential to ensure that Shorts is clearly visible to all of its regular users, because this is the only way to have a strong and immediate impact that can allow YouTube to fill the void left by TikTok in the Indian market, as a first step.

Recall that the Indian government banned applications of Chinese origin recently, in June 2020. However, TikTok is an application made in China.

As most analysts had announced, following this policy decision, YouTube stepped into the breach and sought to accelerate the development of a tool capable of filling the void left by the disappearance of TikTok in the Indian market.

Take Advantage of Tik Tok’s Poor Patch to Win in A Buoyant Market

But to be completely honest, the idea of ​​“Shorts” started to sprout in the minds of YouTube decision-makers before the Indian government’s ban. Indeed, specialized journalists have heard of several reports concerning a certain project of the giant of online video sharing that strongly resembles TikTok. The online media “The Information” for example reported for the first time in April 2020 that YouTube was working on short video formats, and that tests would then have been extended until June, just before the ban on TikTok in India, therefore.

To return to the Indian context, let us recall that YouTube and TikTok were until recently the main video sharing applications in the huge market that constitutes the subcontinent. It is estimated that TikTok had around 200 million Indian users at the time of its ban, while YouTube has slightly more (265 million active users in the region). It is also quite funny to see that a great rivalry was born between the stars / pro YouTube influencers and those who had chosen TikTok, to such an extent that the users of the two queen platforms were extremely divided. But fate has chosen its side, and Indian TikTok fans and influencers are now orphans.

It is therefore logical that once TikTok left, YouTube decided to take action and sought to recover all the idle influencers thanks to Shorts. But a twist has occurred in the meantime.

Instagram Joins the Dance

It was actually Instagram that jumped at the opportunity given by India’s TikTok app ban. A week after the decision taken by the Indian government, Instagram launched a new feature called “Reels”, available to its Indian audience, but also to a few other countries.

Instagram in India has around 100 million users. The presence of the photo and video sharing application is therefore not as important as that of the other two behemoths and competitors that we have mentioned.

But things change quickly. Despite the first criticisms that emerged when the new feature launched by Instagram was launched, suggesting that “Reels” was only a pale copy of the Chinese-born app, it appears that Instagram has started to fill the void left by TikTok, at least for some Indian users.

This is why it may seem a little strange in hindsight that it took YouTube so long to bring Shorts to market, because it gave Instagram a head start.

That being said, it is now a question of which of the two platforms (YouTube / Instagram) Indian users will feel more comfortable. In fact, for influencers, the most decisive criterion remains visibility.

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