Short, Google's 'TikTok Contest,' can it succeed?

Add to YouTube App...Google is reportedly preparing for its TikTok competition. This method adds "shott" functions within YouTube.

TikTok is a service that is drawing attention around the world with short videos of 60 seconds or less. Until now, the accumulated number of downloads alone has become so popular that it has

Attention is being paid to whether YouTube, the world's largest video platform, will be able to reach the realm of TikTok, which boasts "short and lively videos."

The news of YouTube's preparation for the TikTok competition has become widely known as the U.S. IT website "Di-Information Report." The company reported Monday that Google is working to add a "shott" function to its YouTube app within this year.

With TikTok becoming popular, rival services have been launched here and there. Facebook also released a service called Lasso, but it did not draw much attention.

So can YouTube succeed in the very attempt that Facebook has failed to make

■ Advantages of 'content network effect' as good as YouTube and TikTok 

To answer this question, we need to look at TikTok's competitive points. The biggest advantage of TikTok is its vast content and simple "remix" functions. It's very easy to remix to your own, using the various videos uploaded on the platform. The inserted music or sound effects can be easily added.

As a result, songs, dances, and games posted on TikTok are used as tools for creating different images. As remixes are repeated, contents are exploding. The effects will be amplified by continuously reproducing contents that have been rumored once.

Because remixing is easy, you can easily participate without special video production skills. This advantage underlies maximizing the "content network effect."

TechCrunch, an IT media outlet, analyzed TikTok's competitiveness as a "content network effect." Analysts added that the failure of Raso, Facebook's TikTok rival, was also due to a lack of "content network effects."

So what about YouTube?

First of all, it boasts a strong competitive edge in terms of content network effects. If you take advantage of the huge videos and music on YouTube, you can expect an effect as good as TikTok.

IT media such as Business Insider and TechCrunch note this. In particular, the business insider said, "Since the show is in YouTube, we will be able to bring in the vast amount of music and videos that have been licensed."

It also predicted that the YouTube show will also benefit from the fact that it does not need to install a separate app.

■ Is there any flexible access to copyright? 

On the other hand, TechCrunch's ideas are a little different. I agree that YouTube's vast "content network effects" will be a boost. However, he pointed out that being in YouTube could be a stumbling block. Because it is a feature within YouTube, it is not easy to compete directly with independent apps like TikTok.

The fact that Google has rarely succeeded in the social media competition is another point to note, TechCrunch pointed out. Google experimented with social media features such as Google+ and YouTube Story, but most of them ended in failure.

"Because of this record, it may not be easy to grow short on YouTube as a service that threatens TikTok."

TechCrunch pointed out that in order for the YouTube show to be successful, not only Google but also big record labels must recognize that "short videos" help promote it. TechCrunch pointed out that it would be difficult to achieve success like TikTok if it were to crack down on copyright infringement videos.