Tik Tok is taking the world by storm, especially with teenagers. The company is looking to be one of the fastest growing social media platforms in the world which presents an alternative version of online video sharing. It allows users to create short videos with music, filters, and some other features.
Its growth is seeming to be a threat to many other video sharing and streaming sites like Youtube. YouTube is putting catchup strategies in place not to become obsolete in the fast-changing social media platform space. The video streaming site looking to compete directly with the short-form, user-generated content app as reports suggests Youtube will be launching its own version called “Shorts.”
The new feature will allow Youtube users to upload brief videos into a feed inside the mobile app the same way TikTok does. The feature will allow users to take advantage of the millions of licensed music YouTube has in its catalog, according to The Information. Those songs can be used within the videos. TikTok operates by letting people choose from a selection of audio, music and otherwise, and create videos using those sounds. MSNBC’s Dylan Byers added additional confirmation on Twitter shortly after The Information’s report went live.
Take a look at any state-of-mobile report and it’s pretty obvious why YouTube wants a piece of the action. TikTok saw more than 125 percent in growth over the last two years, according to a January report from App Annie. The app has hundreds of millions of users and is a cultural force. The Information noted that TikTok had approximately 842 million first-time downloads from both Apple and Google’s app stores over the last 12 months — a 15 percent increase year over year.
This isn’t the first time that YouTube has developed its own version of a popular feature on another social platform. YouTube also brought over its version of Instagram Stories to the site. Considering its massive user base (more than 2 billion monthly active users) and its deep music licensing agreements, building a version of TikTok isn’t surprising. Facebook has also developed its own version of TikTok — Lasso — which they’ve been quietly testing in markets like Brazil, according to The Information.