Google wants you to know it's hip. It knows exactly what kids like these days: ASMR, bananas, and scrolling through videos on TikTok. Since they're already used two of those to advertise its current lineup of Pixel phones, it only makes sense to follow it up with the final entry in what has become a bizarre trilogy of commercials aimed at going viral. Google has partnered with creator Dayne N Simple to create a video poem in honor of its smartphones.
Short-form content isn't new, but few platforms have made a splash bigger than TikTok. Wanting to capitalize on this growing trend, competitors have cropped up in numbers, and existing platforms like Instagram are scrambling to adapt. After experimenting with Shorts (60-second vertical videos) in India, YouTube is now making the feature available to users in the US.
If TikTok's explosive growth has proven one thing, it's that short-form videos are not something that social platforms can afford to pass on — they're catchy, they help improve app retention rates, and they're attracting more ad dollars than ever before. Google has certainly realized this, and it's making sure that YouTube adapts to changing times. In its latest attempt to make it easier to produce short videos, the video platform is experimenting with a prominent Create button.
The internet is generally a great place to waste time, but TikTok is the current king in this respect. I've resisted installing it on my phone since I get enough secondhand short video smoke from my girlfriend, but this new development is a worrying one. TikTok for Android TV is now available on the Play Store, which could put an end to any semblance of productivity we were pretending to still be capable of.
If you're planning on tuning in to Samsung's upcoming Galaxy Unpacked event, where the S21 is expected to be formally revealed, you'll have three new venues to enjoy it from. Samsung tells us it's going to be livestreaming to Twitch, TikTok, and Reddit as well, giving you three new ways to watch.
I think it's safe to say that short-form video content reached the pinnacle of popularity this year. Seeing TikTok's wild success, competing platforms such as YouTube and Instagram were quick to jump on the bandwagon with Shorts and Reels, respectively. It seems like even Google doesn't want to miss out on getting a piece of the pie as the search giant is expanding its carousel of short videos in mobile search results to include content from more sources.
Back when TikTok's fate was still uncertain, YouTube debuted its own quasi-TikTok competitor called Shorts. It's only been a few months since then, but the company is already experimenting with new ways to get more viewers watching Shorts, including potentially replacing the Chromecast icon in the top bar of the app.
Bite-sized videos have become increasingly popular over the last couple of years and the popularity of TikTok has only seemed to convince more platforms to jump on the bandwagon. The latest platform to make such a move is Reddit, which has acquired short-form video platform Dubsmash for an undisclosed amount.
They say imitation is the sincerest form of flattery and there sure is plenty of it to go around in the tech sphere. Having borrowed heavily from Instagram's Stories for its Previews section, Netflix is now turning its attention to TikTok for a new type of preview stream it's calling 'Fast Laughs.'