There is no denying that TikTok is the hot property as far as social media is concerned. It’s part of the reason why Facebook and Instagram have doubled down on shorter video format services of its own in Lasso and Reels respectively. Now YouTube is getting in on the action, announcing that it is experimenting with 15 second videos.

At this stage it does not have a catchy name for the offering just yet, so it remains to be seen whether it will fully pursue the venture, but given the success of TikTok during the COVID-19 pandemic and lockdown, having a simpler platform for creating content is clearly advantageous.

“We’re testing out a new way for creators to easily record multiple clips directly in the YouTube mobile app and upload as one video,” the company outlined in a series of changes it is rolling out this month.

“Tap or hold the record button to record your first clip, then tap again or release the button to stop recording that clip. Repeat these steps until you’re done capturing footage up to a maximum length of 15 seconds,” it explains regarding the process for recording and uploading shorter videos.

How these videos will appear on the regular version of YouTube remains to be seen, especially as length of videos have always proved a significant element in terms of how the platform’s algorithm recommends content.

Should users want to go longer than the aforementioned 15 seconds, they will be able to do so by uploading videos from their gallery, instead of from within the app.

How long this experiment will run, as well as what the company will deem as a success, also remain to be seen, but it’s clear that YouTube is wanting to keep pace with TikTok when it comes to the attention of users.

“We’re starting these experiments on mobile (both Android and iOS) with a small group of people while we gather feedback,” the company concludes.

[Image – Photo by Christian Wiediger on Unsplash]