In response to the rising popularity of short-form video content, YouTube is making a significant move to challenge TikTok directly. With the introduction of new features for Shorts, YouTube features aim to bring the two platforms into closer rivalry. These new Youtube features include collaborations, Q&A stickers, vertical live-streaming, shortcut templates, and more.
Collabs: YouTube’s Take on TikTok’s Duet
One of the new YouTube features is introducing is called “Collabs.” This feature allows creators to record Shorts in a side-by-side format with other YouTube or Shorts videos. The format is reminiscent of TikTok’s popular “Duet” functionality, which enables creators to respond to other users’ posts. Creators can choose from multiple layout options to easily join in with a split-screen format. By hitting “Remix” then “Collab,” creators can remix an eligible Short or YouTube video.
Q&A Stickers: Boosting Viewer Engagement
To enhance viewer engagement within the Shorts stream, YouTube is rolling out a new Q&A sticker. This sticker allows creators to prompt direct responses from viewers. Users can submit questions and receive answers directly within the Shorts stream. This feature is similar to the Q&A stickers already available on TikTok and Instagram.
Vertical Live-Streaming: Embracing the TikTok Aesthetic
YouTube is not shying away from displaying its admiration for TikTok. It is introducing vertical live-streaming, mirroring the look and feel of TikTok’s live content. Similar to TikTok, these live videos will be displayed in the Shorts stream.
Shortcut Templates: Making Shorts Creation Easier
To simplify Shorts creation, YouTube is adding new shortcuts that link viewers directly to the camera composer. These shortcuts automatically apply the audio and/or effects from the Short they were viewing, allowing users to use it as a template for their own content. By tapping the Remix button and selecting “use sound” from the Shorts player, YouTube automatically surfaces the same audio timestamp and effect as creation suggestions. This feature, available on TikTok and Instagram as well, enables creators to tap into trends and respond to clips in-stream.
Saving Shorts and Recomposition Tools
YouTube has recently introduced the ability to save Shorts to playlists within the platform. This makes it easier for users to keep track of Shorts content they want to revisit. Additionally, YouTube is testing new “recomposition tools” that allow horizontal videos to be transformed into Shorts clips. By offering these tools, YouTube aims to provide creators with more flexibility in adapting their existing content to the short-form video format.
Monetisation Challenges and Revenue Opportunities
Short-form content is often more challenging to monetise compared to long-form content. TikTok has been exploring additional revenue streams, such as in-stream shopping, to supplement creator incomes. YouTube, recognising this challenge, hopes that by incorporating similar tools, it can provide even greater value to creators. With over 2 billion YouTube users watching Shorts every month, the format’s popularity rivals that of YouTube and Instagram. Building a presence on Shorts can serve as a stepping stone for creators to expand their following with longer-form content on the platform, which offers more effective monetisation opportunities.
YouTube’s response to the rise of Shorts demonstrates its determination to compete directly with TikTok in the short-form video market. With the introduction of features like Collabs, Q&A stickers, vertical live-streaming, shortcut templates, and more, YouTube aims to provide creators and viewers with a comparable experience to TikTok. By embracing the popularity of short-form video content, YouTube seeks to capture a captive audience and offer revenue opportunities to creators. As Shorts continues to evolve and gain traction, it will be interesting to see how YouTube’s efforts to challenge TikTok unfold.