YouTube to test TikTok-like features, shorts

YouTube will commence test runs of ads on its feature shorts, which compete with short-form videos from Instagram and TikTok.

The platform is aiming to target app-install ads and promotions according to Google’s chief business officer, Philipp Schindler.

“While it’s still early days, we’re encouraged by initial advertiser feedback and results,” he said. YouTube has 30 billion daily views of YouTube Shorts, which is four times that of last year.

The video-streaming platform's ad revenue in the first quarter was only 14%, reaching $6.86 billion, which fell short of analyst expectations, according to Bloomberg. The company witnessed a drop in direct response ads.

Ruth Porat, Alphabet CFO, said We are experiencing a slight headwind to revenue growth as Shorts viewership grows as a percentage of total YouTube time. We are testing monetization on shorts, and early advertiser feedback and results are encouraging.”