• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Ex-PepsiCo CEO Indra Nooyi worked from midnight until 5 a.m. as a receptionist to pay for her Yale degree—and she says ‘respect went up’ because of it

2

Shark Tank's Kevin O'Leary says if he were 25 today, he'd chase these two booming opportunities in the world of AI

3

China’s birth rate just hit its lowest point since 1949—and Trip.com cofounder James Liang thinks that’s a threat to innovation

1

Ex-PepsiCo CEO Indra Nooyi worked from midnight until 5 a.m. as a receptionist to pay for her Yale degree—and she says ‘respect went up’ because of it

2

Shark Tank's Kevin O'Leary says if he were 25 today, he'd chase these two booming opportunities in the world of AI

3

China’s birth rate just hit its lowest point since 1949—and Trip.com cofounder James Liang thinks that’s a threat to innovation
TechYouTube

YouTube’s Shorts already rivals TikTok with 2 billion views per month. Now it has ‘collabs,’ stickers for audience participation and other new features

Alexandra Sternlicht
By
Alexandra Sternlicht
Alexandra Sternlicht
Down Arrow Button Icon
Alexandra Sternlicht
By
Alexandra Sternlicht
Alexandra Sternlicht
Down Arrow Button Icon
August 1, 2023, 12:00 PM ET
YouTube is trying to lure creators from TikTok with new tools.
YouTube adds new tools that aim to help content making for Shorts creators.
Add Fortune on Google for similar content.

Since 2019, YouTube Shorts has been the in-house TikTok competitor for Google, and it’s now grown to 2 billion logged-in users tuning in per month, the company says. Now it’s getting a host of new features that make it even more of a direct rival to the Chinese short-form video giant.

Recommended Video

The six new tools for Shorts creators announced today that make the Google-owned TikTok competitor more closely resemble TikTok include, most notably, “collabs,” which enable Shorts creators to make side-by-side video compilations. There are also stickers that fortify audience participation through formats such as Q&As and there are two tests: one in mobile-first vertical live video that incorporates this content into the regular Shorts feed, and another intended to ease the transformation of long-form YouTube content into Shorts.  

YouTube declined to make a spokesperson available for an interview with Fortune about how the features factor into the company road map. 

The success of Shorts over the past four years has been in part due to YouTube’s history of meaningfully compensating creators with ad revenue sharing through its AdSense program. This has inspired creators, who are often making reliable wages from YouTube, to add Shorts to their repertoire and viewers accustomed to high-caliber YouTube content to tune in for the short-form offering. 

Today’s product updates mark a new advance in YouTube’s play to win the increasingly competitive short-form video war. The August 1 YouTube announcement comes after TikTok began to meaningfully compensate creators for videos over 60 seconds through its new Creativity Program Beta (after years of meager payments via the Creator Fund). And Meta rolled out Reels templates intended to ease creation of its short-form video product in mid-July. 

Still, most would say that TikTok remains the top short-form video platform. The question is: With new features that copy TikTok and streamline content creation, will YouTube be able to beat the Chinese video giant? 

Introducing collaborative video to the platform is a great start, say experts. Stitch videos, TikTok’s version of YouTube’s new collab feature, have been viewed 116.1 billion times on the ByteDance-owned platform. YouTube’s addition of these features to Shorts will mean that the Shorts feed will more closely resemble TikTok’s For You page and creators will not be limited to TikTok to publish collaborative content. 

“A healthy creator is someone that’s collaborating with others in the space,” says Leanne Perice, the founder of creator management company Made By All that oversees the career of top comedy creator Adam Waheed, among others. “I think adding [collabs] to [YouTube’s] new features is going to be really important.”

Another new feature that may elevate YouTube Shorts is the one that enables creators to easily cut traditional YouTube content into Shorts. Ayomi Samaweera, previously TikTok’s head of global international communications and chief of staff at Jellysmack and now the founder of creator platform Canopy, calls this update a “game changer” as it simplifies the editing process. “It’s hard to be editing and making both long-form and short-form—that’s a lot of time and effort,” she says. “That they’re giving creators a tool to be able to do it native in the platform that’s going to be approved by the algorithm…it almost opens creators up to a different community on YouTube.”

The remainder of features in the announcement aim to fortify Shorts as a content creation hub. The most notable of these include increased discoverability of live, a tool to bundle audio and visual effects, Shorts playlists and finally, and notably, the introduction of mobile-first live video that will be integrated into the Shorts discovery feed, just like it is on TikTok. 

Though Samaweera believes that TikTok remains the viral kingpin even with these changes, she labels Shorts’ push to promote live video in the feed as among its biggest hopes of edging into TikTok virality. “Live is where you go if you want to exponentially increase your audience,” she says.

About the Author
Alexandra Sternlicht
By Alexandra Sternlicht
Instagram iconLinkedIn iconTwitter icon
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

Presidents aren’t supposed to pick winners, former White House ethics lawyer says. Trump keeps choosing Dell
PoliticsDonald Trump
Presidents aren’t supposed to pick winners, former White House ethics lawyer says. Trump keeps choosing Dell
By Mia OsmonbekovJuly 7, 2026
3 hours ago
Palantir CEO Alex Karp with his arms outstretched while making a point on stage.
NewslettersEye on AI
Palantir CEO Alex Karp is wrong about the threat Anthropic and OpenAI pose to most enterprises. That doesn’t mean he doesn’t have something to lose
By Jeremy KahnJuly 7, 2026
3 hours ago
Scott Wu, in front of a blue background, sits in a gray chair and speaks to a person out of frame.
AIProductivity
Cognition CEO says tech companies got ‘carried away’ with token leaderboards and should measure employees on output instead
By Sasha RogelbergJuly 7, 2026
4 hours ago
Tech worker walks to office
SuccessJobs
AI start-ups are snubbing entry-level talent in favor of Silicon Valley men with top degrees, research shows
By Emma BurleighJuly 7, 2026
7 hours ago
South Korean law targeting ‘fake news’ takes effect, but journalists say it discourages critical reporting and can lead to self-censorship
AsiaSouth Korea
South Korean law targeting ‘fake news’ takes effect, but journalists say it discourages critical reporting and can lead to self-censorship
By The Associated Press and Kim Tong-HyungJuly 7, 2026
7 hours ago
Trump is building a helipad with ‘carved granite’ White House seal to handle new presidential choppers
PoliticsDonald Trump
Trump is building a helipad with ‘carved granite’ White House seal to handle new presidential choppers
By The Associated PressJuly 7, 2026
7 hours ago

Most Popular

Ex-PepsiCo CEO Indra Nooyi worked from midnight until 5 a.m. as a receptionist to pay for her Yale degree—and she says ‘respect went up’ because of it
Success
Ex-PepsiCo CEO Indra Nooyi worked from midnight until 5 a.m. as a receptionist to pay for her Yale degree—and she says ‘respect went up’ because of it
By Preston ForeJuly 6, 2026
1 day ago
Shark Tank's Kevin O'Leary says if he were 25 today, he'd chase these two booming opportunities in the world of AI
AI
Shark Tank's Kevin O'Leary says if he were 25 today, he'd chase these two booming opportunities in the world of AI
By Marco Quiroz-GutierrezJuly 5, 2026
2 days ago
China’s birth rate just hit its lowest point since 1949—and Trip.com cofounder James Liang thinks that’s a threat to innovation
Asia
China’s birth rate just hit its lowest point since 1949—and Trip.com cofounder James Liang thinks that’s a threat to innovation
By Nicholas GordonJuly 7, 2026
15 hours ago
Current price of oil as of July 6, 2026
Personal Finance
Current price of oil as of July 6, 2026
By Joseph HostetlerJuly 6, 2026
1 day ago
The man who ran Bernie's campaign says Democrats are still making the same mistakes with Democratic Socialists, and they should laud Mamdani's win
Politics
The man who ran Bernie's campaign says Democrats are still making the same mistakes with Democratic Socialists, and they should laud Mamdani's win
By Catherina GioinoJuly 6, 2026
1 day ago
Even as Elon Musk calls philanthropy ‘very hard,’ everyday Americans gave a record $617 billion—despite feeling the squeeze over the cost of living
Success
Even as Elon Musk calls philanthropy ‘very hard,’ everyday Americans gave a record $617 billion—despite feeling the squeeze over the cost of living
By Preston ForeJuly 4, 2026
4 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.