Can YouTube Shorts Help the Original Video-Sharing Site Ride the TikTok Wave?

The feature is being beta tested in India

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The original video-sharing site finally jumped on the latest video-sharing trend with Monday’s introduction of YouTube Shorts, which lets people create videos of up to 15 seconds, complete with music.

If that sounds familiar, it should, since TikTok was built on 15-second videos with music, and Facebook “borrowed” the concept with its rollout of Instagram Reels in August.

Ricky Ray Butler, CEO of BEN—which uses artificial intelligence to provide product placement across platforms including Instagram, TikTok, Twitch and YouTube—was bullish on the new feature’s prospects.

“YouTube Shorts is the biggest threat to TikTok to date, and creators are curious,” Butler said in an email.



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