Big Technology Podcast How YouTube Shorts Picks Winners — With Todd Sherman
Nov 9, 2022
Todd Sherman, the product lead for YouTube Shorts and a veteran from Twitter and Snap, dives into the competitive world of short-form video. He discusses YouTube's innovative strategies to compete with TikTok and the evolution of platforms like Vine. Sherman sheds light on the newly launched YouTube Shorts for smart TVs, emphasizing the shift to communal viewing. The conversation also explores the challenges creators face, the importance of algorithms, and how user engagement shapes the landscape of short-form content.
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Vine's Legacy
- Short-form video has a rich history, starting with Vine, known for its 6-second comedic videos.
- Vine pioneered mobile-native video creation tools, like segmented recording, but lacked ML recommendations and music integration.
Sustainable Ecosystem
- Building a sustainable ecosystem requires aligning incentives for all participants.
- Creators, viewers, and advertisers must feel their continued involvement is worthwhile, which Vine lacked.
Recommendation Differences
- Recommending short-form videos differs significantly from long-form due to sheer volume consumed.
- Short-form feeds demand diversity, discovery, and quick feedback incorporation to satisfy viewers' varied interests and maintain engagement.