When India prohibits Tiktok in 2020, Youtube responded to a short-form start with a similar user experience in the country. After a year, this feature is spread worldwide as YouTube shorts, which allows creators to send a highly slippery content. Today, there are about 1.5 billion users in YouTube shorts and looks at an average of 70 billion 70 billion.
With the future of Tiktok in the United States, a very late ban to influence June 19 shorts, hopes that the audience of almost 2 billion people in Tiktok will see him as a mandatory alternative. YouTube is already the second most visited site in the world and the platform builds a strong creative ecosystem. YouTube shorts came to the lead Todd Sherman The most innovative companies are podcast Pinch the shorts and talk to the creators who competed with Tiktok.
It’s been five years since you started on Youtube shorts in India. Why did you create the product and first put it in India?
When our grapes live, I worked on Twitter and did not recognize it as the beginning of something. Although Vine does not move, other applications took their place, none of them had the same vibe. We wanted to enter a short-form video on YouTube. We felt a voice of our own creator of ourselves and would be really fun to watch short videos between moments during the day. India was an important land. There are a long tail of Android devices and more than them are low. There is a group of massive creative people [there]And there is a really big population, so want to plant a share in that market.
About five years ago, as with YouTube shorts, Tiktok began compounds. How did you think about this product as you develop shorts?
When the tiktok began to scale, many people began to focus on a short form. [But] I focused on him since the grapes and forced to make progress there before the main name of Tiktok. It is interesting to get inventory for how much the short video is to develop. Initially, it was an algorithm that is simply holding your finger on the screen to write algorithms and segments and videos that are really the main camera. Then dubsmash and musical.ly really hugged the sound remix. They added the audio Pivot page you can see all of other videos that use this sound, but there were still no great algorithms. What [TikTok developer and eventual Musical.ly acquirer] Byketta We were proud, they applied machine learning algorithms to learn videos in a short form in a way that none of the others had. I think that the most impressive thing about the rising of Tiktok is how effective is to find their algorithm and videos you want to watch, [while] Supports the generating growth. There are always two sides for the algorithm. How easy it is to start and [get viewers] Inspired, but then you meet the needs of the audience? It continues to be a really bright place for them. Something with a great commitment to us improves algorithm over time.
Does the short algorithm work in the same way with Youtube?
There is a lot of different in short form because you follow more of them. Thus, if you are close to different topics on various topics or various topics among various topics or creators, if you watch 10 or 15 videos per day, if you are serving people in longer form. In short form, you can easily identify new things to new things, because the value of being wrong is very low.
Shorts watching often Click to watch videos more than the creators they love?
This is a way that happens. We try to understand these videos through technology. Although one is short, we try to know how videos are related. We feed them [videos] We call a place where we placed [has] The ability to conceive higher size video. And so a short video means you can sit in this place [where] Share the gap with longer videos. Therefore, we tell ourselves, all the videos you enjoyed on training dogs here and perhaps [some of them are] Short videos. Because we have this understanding, we can start recommending the longer videos related to it.
Does it work in these categories?
I love dance videos that are short. I can actually have longer dance videos. Longer ones tend to be more about choreography and have zero hopes that dance in any respectable way. Thus, in a personal point of view, I only like both and the other, but for dog education or scientific videos. Thus, the algorithm is individualized.
Last year, shorts went from a minute to three minutes. Why did you make this decision?
We always listen to the creators. Sometimes people are just feeling like they’re talking to this wall. I would go to the incidents of the Creator and would like those in the list of wishes. There are a dialogue and a dialogue, especially those who have this narrative style story, asked if they could get a little breath. We think that this is still thinking that we can expand this while maintaining the shorter side of videos. Tends to be a minute and 45-second length, videos, beginners, medium and more narrative style you are the last. We want all these stories to be told on YouTube.
You recently changed the views of the views on the platform. Why is this?
In Long-Term Youtube, most engagement comes from people who choose video openly. You are tapping or clicking and then watch. The vast majority of marks are open.
When we start playing automatically, we asked ourselves when should we consider him as an idea? Should it simply be immediately? No, we think it should be equivalent when someone is clicked or shot. So we started adding a limit to the limit. Then we inherited it for shorts. But when he told the shorts and people to tell us, they said they were waiting for their views to start counting [as soon as] They see the video. [We would] Talk to the new creators and they got zero scenes – no one saw my video. In fact, this was not true. Many people liked their videos, but no one followed the video until the hearing of our appointment as an idea.
In the short-term content, most engagement does not come out of choosing a certain video. Comes from people who slip in the feed. So it’s a little lookout. We made a decision [to count all views as views no matter the threshold] The basics of the product are that when people look at the video, it’s just those who slip it.
What are your conversations with the creators of shorts?
The scale of the shorts, already there is some kind of segment creators to chat about them. [Some] Long-term creators are effective production studios with teams.
When you think of how to use shorts, they like a creative speech to try something new. They use it as a test ground for new ideas. And if something out there, maybe they will go and make a longer video.
Who are your favorite creators?
I love very nil red. This is a chemist. Due to this small science experiments, we watch many shorts in the hall and have little children. We recently watched someone trying to end coffee. I also entered cooking. I don’t know how to cook, but I have something I watched to prepare people quickly. Ian Fujimoto has a great story and a great personality. There is also Nick Suarez, a channel when the family participates in internet trends.