YouTube is taking direct aim at TikTok. The firm announced on Wednesday it’s beginning to test a brand-new peculiarity on portable that will allow users to record 15 -second long multi-segment videos. That’s the same length as the default on TikTok as well as Instagram’s brand-new TikTok clone, Reels.

Users in the brand-new YouTube experiment “il be seeing” an option to” create a video” in the mobile upload flow, the company says.

Similar to TikTok, the user can then tap and regarded the record button to record their excerpt. They can then tap again or exhaust the button to stop recording. This process is echoed until they’ve created 15 seconds worth of video footage. YouTube will blend the clips and upload it as one single video when sound recordings accomplishes. In other terms, just like TikTok.

The feature’s introduction also makes useds who want to record mobile video content longer than 15 seconds will not be allowed to do so within the YouTube app itself. Instead, they’ll have to record the longer video on their phone then upload it from their phone’s gallery in order to post it to YouTube.

YouTube didn’t accommodate other details on the test — like if it would later include more commands and peculiarities related to the short-form workflow, such as filters, influences, music, AR, or buttons to change the video hasten, for example. These are the tools that make a TikTok video what it is today — not only the video’s length or its multi-segment recording style.

Still it’s worth noting that YouTube has in its spates the short-form video format popularized by TikTok.

This would not be the first time YouTube countered a competitor by mimicking their facet make with one of its own.

The company in 2017 launched an alternative to Instagram Stories, designed for the establishment and sharing of more informal videos. But YouTube Stories wouldn’t serve the TikTok audience, as TikTok isn’t as much about personal vlogs as it is about choreographed and practised content. That expects a different workflow and toolset.

YouTube confirmed the videos in this experiment are not being uploaded as Stories, but didn’t volunteer details on how the 15 -second videos would be discoverable on the YouTube app.

The news of YouTube’s latest venture arrived precisely ahead of TikTok’s big degree to advertisers at this week’s IAB NewFronts. TikTok today propelled TikTok For Business, its new pulpit aimed at brands and marketers looking to do business on TikTok’s app. From the brand-new website, advertisers can learn about TikTok’s ad furnishes, create and track campaigns, and engage in e-learning.

YouTube says its new video experiment is scamper with a small group of founders across both iOS and Android. A busines spokesman indicated “its one” of various measures the enterprise has in the works around short-form video.

” We’re always experimenting with ways to help people more easily find, watch, share and interact with the videos that matter most to them. We are experimenting a few different tools for consumers to discover and initiate short videos ,” a YouTube spokesperson said.” “Its one” of countless experiments we flow all the time on YouTube, and we’ll consider rolling facets out more broadly based on feedback on these experimentations ,” they added.

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