Tech giants are investing in short videos
TikTok Shorts, a short video released in late 2020 in reaction to the growing popularity of TikTok, has more than 1.5 billion monthly visitors, according to YouTube.
In 2021, YouTube started posting Shorts
The focus on shorts is part of a larger social media trend aimed at competing with ByteDance Ltd.’s TikTok for viewers’ and creators’ interest.
TikTok’s popularity has risen around the world during the pandemic, particularly in the United States, the tech giants’ most valuable advertising market.
According to Google’s most recent quarter, short-term traffic was eating into YouTube’s main site in the last quarter, eroding the division’s margins, and investor adverts will soon emerge on short-term traffic.
In 2019, YouTube announced that its main site is visited by over two billion people per month.