Its short-video app will be known as ‘Shorts’. In a blogpost You Tube said it is building You Tube Shorts, a new short-form video experience (15 seconds or less), for creators and artists who want to shoot short, catchy videos using their mobile phones.

“Over the next few days in India, we’re launching an early beta of Shorts with a handful of new creation tools to test out. This is an early version of the product, but we’re releasing it now to bring you our global community of users, creators and artists on our journey with us as we build and improve Shorts,” it said.

YouTube said it will continue to add more features and expand to more countries in the coming months as it gets user’s feedback.

Facebook’s Instagram too has launched Reels within its app to cash in on the absence of TikTok.

Meanwhile, a number of homegrown apps have been launched in the country including Ropso, Chingar, Josh and Moj.

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With Reels, Instagram users can share short videos with their followers on feed and, if they have a public account, make their reels available to the wider Instagram community through a new space in Explore.

Instagram is used by over a billion people globally across many surfaces — Feed, Stories, IGTV and Live.

With Reels, people can record and edit 15-second multi-clip videos with audio, effects and new creative tools on Reels.

The feature will start rolling out to users in India from 7.30 pm from Wednesday and at the onset, will be populated with content from a diverse set of public figures and creators, such as Ammy Virk, Gippy Grewal, Komal Pandey, Arjun Kanungo, Jahnavi Dasetty aka Mahathalli, Indrani Biswas aka Wondermunna, Kusha Kapila, Radhika Bangia, RJ Abhinav and Ankush Bhaguna.

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