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.
Read MoreIf 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.
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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.
Read MoreBack 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.
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YouTube has always been the premier destination to watch music videos, skits, and how-tos, but consumers of shorter content found themselves drawn to competing apps. YouTube copied Instagram stories previously, and this new functionality seems targeted to TikTok teens. Now that TikTok's future is uncertain, YouTube is announcing the launch of Shorts, a new way to create and share videos of 15 seconds or less.
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