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Let the Short Video Wars begin

First Tik-Tok. Then Instagram. Now YouTube wants to be a part of the short-form video phenomenon that has swept across the world.

After the huge growth that TikTok has seen in the last 12 to 18 months, it is really no surprise that other more established social media companies are looking to jump on their coattails.

In the last few weeks, Instagram has launched its competitor, Reels. As a short form alternative to their Instagram TV platform, they are betting on their existing users taking up the platform as well as attracting new creators from TikTok.

Now, is the turn of YouTube, who has just this week have announced the beta launch of their entry, Shorts.

This platform will be tailored to much shorter videos and will allow creators to record and edit videos (15 seconds maximum) on their phones with a multi-segment camera. They will also include the ability to add music from a library, speed controls and a timer.

Initially, this beta will launch in India. This has also seen YouTube display a carousel of short videos on the homepage.

It appears that everyone wants a slice of the TikTok pie that has made it a magnet for prolific creators, highly engaged creators and brands that want access to these groups. So, it seems that many of these companies are now playing catch up with TikTok. Most telling is that once you have clicked on the YouTube shorts Carousel, you will be able to swipe vertically to keep watching shorts. Exactly like TikTok.

In the next couple of weeks, I will be posting a comparison of TikTok, Reels and Shorts, so be sure to keep an eye out for that.

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