New Shorts ‘shelf’ feature by YouTube

YouTube, the video platform by Google has been updating the platform to make it more user-friendly for audiences and easier for the creators to get the audience’s attention.

A while back, YouTube Shorts was introduced wherein the platform gives the opportunity to YouTube channels to post share-worthy videos for up to 60 seconds. YouTube has been working to make Shorts a bigger focus, with an addition on the desktop version of YouTube channel pages that will display each channel’s Shorts clips in a separate element, according to Creator Insider.

YouTube’s new feature for ‘Shorts’

With the new update, if anyone uploads Shorts, they’ll be displayed in a separate section, which will make Shorts a more critical promotional element.

This is to create and increase engagement on YouTube for short video clips. As per YouTube, Shorts clips have cumulatively amassed over 5 trillion views thus far, and with Shorts catching on in India in particular, it makes sense for YouTube to lean into the format where it can, and help its creators boost their channel’s performance.

“We’ve launched a Shorts shelf on the Trending page that will surface the most popular shorts by location. Shorts videos will be filtered out of trending results and will instead appear on a shelf. The goal here is to improve the user experience of the Trending page.”, said YouTube.

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It is learned that YouTube is driving a greater outlook on Shorts and also is optimizing TikTok’s popularity. Rather than making an individual Shorts app to take on TikTok directly, the platform is framing Shorts as a supplementary element to the main YouTube channel.

YouTube is also hoping to showcase its broader monetization potential to top video stars, which could make YouTube’s overall offering a much more attractive option than TikTok, according to reports.

YouTube’s new Shorts shelf is getting rolled out to users in the US, the UK, Canada, Australia, Brazil, Germany, India, France, and Indonesia. They will launch it in other countries in phases.