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YouTube's Strategy to Compete with TikTok in Short-Form Video

Product Strategy · beginner

Given the rapid rise of TikTok, what strategic moves should YouTube make to retain and grow its short-form video creator base?

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Community approaches

Sri Harsha’s approach

Objective/Goal:

  1. To retain current creators.
  2. To grow the current creator base.

Persona: Creators Needs: Better creator tools, Better pay, Better reach

SWOT Analysis for Youtube: Strength: Large existing customer base from Youtube for whom the short-form videos can be pushed Weakness: Focus on long form content, not many creators focusing on short-from videos Opportunities: As people's attention span is reducing and more people are looking for instant dopamine hits Threats: Short-form focused players like TikTok, Instagrams Reels

Pain Points:

  1. As a creator I need better tools to create short form videos
  2. As a creator I need better view to pay conversion for short form videos
  3. As a creator I need better reach for my short form videos

Solutions:

  1. Youtube needs to provide separate creator tools for the creators and keep the onboarding smooth
  2. Youtube needs to clearly show the pay conversion and make it lucrative enough
  3. Youtube needs to push the short form videos to the existing large audience in personalised form