YouTube Faucets into the Reputation of BTS to Enhance its New ‘Shorts’ Possibility
After YouTube rolled out the next level of its TikTok-like “shorts” feature last week, with the beta version of the option now available in all regions, and shorts made available to all US users last month, YouTube is looking now after shorts to the next level as it seeks to fend off increasing competition from TikTok on the short video front.
YouTube today announced its first exclusive Shorts Dance Challenge, linked with the release of the new track from K-pop sensation BTS.
According to YouTube:
“Starting this Friday, anyone around the world can use the YouTube mobile app to create a 15-second YouTube short film that recreates the most important dance moves from the” Permission to Dance “music video. The dance moves for this challenge are the Sign” -Gestures performed by the septet in the music video with the meanings “Joy”, “Dance” and “Peace”.
Between July 23 and August 14, YouTube is inviting BTS fans to post their own version of the dance moves in shorts, with BTS then selecting some of their favorite shorts to be included in an official compilation video. Users must include the hashtags #PermissiontoDance and #Shorts for their creations to be considered.
Linking to BTS is a smart move by YouTube to help raise awareness about shorts and increase adoption among younger users.
In the past 12 months, BTS’s videos have garnered over 10 billion views on the platform as the band continues to gain traction, while BTS is also among the top 5 most watched artists on YouTube this year.
“With 54 million subscribers on their official artist channel, they are the third most subscribers on YouTube. BTS has joined the coveted YouTube club with billions of views three times with its hits DNA, Boy With Luv and most recently Dynamite.”
This popularity will undoubtedly lead to more people giving these shorts a chance and if they subsequently have a good experience and gain traction with their shorts clips it could help YouTube increase the adoption of shorts and some viewers of TikTok to steal.
This is a growing area that is common cause for concern for both YouTube and Facebook. TikTok has been at the top of the app download charts for 18 straight months and its appeal to a younger audience has positioned it well to become a major social media connectivity app in the future.
This will make it a bigger consideration for marketers by stealing advertising money from incumbents and potentially making it a more important app in the lives of more users as well.
We all know what happened when the youth switched from MySpace to Facebook, and Facebook wants to avoid going back in time, which is why both platforms are pushing to fight TikTok’s rise in every possible way.
Linking YouTube to BTS may be the best idea in this regard, and while shorts likely won’t steal a bunch of TikTok’s thunder, it will increase the tool’s awareness and give it a better chance of winning.
And if YouTube YouTubers can also highlight its reach and monetization benefits, it could mean a bigger blow to TikTok in the longer term.