Gahan is founder of Epic Signal, and works with Fortune 500 brands on their YouTube influencer and community building campaigns. Gahan is on the advisory board for Vidcon, the largest YouTube gathering, he was named Forbes 30 Under 30 in Marketing & Advertising.
YouTube Has Been Building A TikTok Competitor For Some Time
YouTube is working on a TikTok Competitor.
First reported by The Information, the YouTube version of TikTok has been dubbed ‘Shorts’. The TikTok competitor is rumored to live within the existing YouTube app and take advantage of YouTube’s music licensing deals.
This doesn’t come as a total shock. YouTube has been quietly incorporating TikTok style features for some time now. Over the last month or so YouTube’s app has changed features that mirror TikTok in three big ways:
The more things change, the more they stay the same.
Collaboration is, and will always be, a tool to drive growth and build an audience online… rising tides lifts all boats.
The Hype House is an LA mansion TikTok stars formed in December of last year to live and collaborate.
These TikTokers are co-creating content, featuring and promoting one another in an effort to cross-promote one another and collectively grow their audiences. The ideal outcome is an ever expanding audience.
Influencer A has X audience and Influencer B has Y audience. The two promote one another to capture both X & Y audiences and (ideally) capture additional followers in the process.
If history is any indication, the Hype House could be the start of a massive business that may change the course of media.
My thoughts boiled down to two key predictions, They were that creators would: 1) Invest far more in their own brands (beyond outside of ad revenue) 2) Look to build communities independent of social platforms (ie email, etc)
A few weeks ago I noticed in the YouTube app that comments had moved. The comments section was directly under the video player – typically the comment section sits below the recommended videos, which requires a fair amount of scrolling (see below).
Why would YouTube be exploring moving the position of comments and what does this mean?