People who hear a song or a bit in TikTok are often stuck Googling lyrics to figure out what it is, or at the very least going to Spotify to listen to the whole thing. That traffic flow is the other key to YouTube Shorts. "I'd say that their excitement comes from being interested in understanding how their video might be the source for a meme, and getting lots of traffic back from it." Creators can opt out, and YouTube's typical Content ID-based copyright rules apply, but Sherman said he expects most people to jump on board. The strategy is deliberately permissive, and seems likely to make some people angry. Any music video, any meme - anything can, with a tap or two, become background music for these quick vertical videos. Here's what that looks like: Every single video on YouTube, by default, can be used as a soundtrack for a Short. With Shorts, Sherman said, "We are going to effectively remix YouTube." Countless hours of videos, which 2 billion users spend hours every day watching and interacting with. The real question for YouTube is the same one that faces Instagram with Reels or any of the other companies trying to build a more interactive, mobile-first future of entertainment: What's your edge? Sherman's answer is clear. And in an industry where every new idea is immediately copied by seemingly every competitor, everybody's both a leader and a follower. He knows a thing or two about copying and being copied. Sherman would know, by the way: He was a product manager for tweets at Twitter, and then the product lead for Stories and Discover at Snapchat. It would be like calling every blog a Geocities clone. Think about providing audio sources from Dubsmash." The point is, Sherman said, the way TikTok works is actually more about an industrywide standard than a single app's point of view. Think about speed controls from Musical.ly. "Think about the Vine multi-segment camera," he said. In fact, the only part of the characterization that Shorts product manager Todd Sherman disagrees with is that those are TikTok features. Full-screen videos, vertical scrolling, likes and comments, the whole nine yards. At a glance, YouTube Shorts looks an awful lot like TikTok.
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