YouTube Draws on BTS' Popularity to Promote Its New 'Shorts' Option

Following the release of the next stage of its TikTok-like 'Shorts' feature last week, which sees the beta version of the feature now accessible in all regions, and the availability of Shorts to all US users last month, YouTube is now aiming to take Shorts to the next level as it attempts to fend off rising competition from TikTok on the short-form video front.

YouTube has announced its first exclusive Shorts dance challenge, which will coincide with the release of a new song by K-pop sensation BTS.

As stated by YouTube:

"Starting this Friday, anyone from across the globe can create a 15-second YouTube Short right from the YouTube mobile app, replicating the core dance moves from the “Permission to Dance” music video. The dance moves for this challenge are the “International Sign” gestures that the septet was seen doing in the music video, bearing the meaning “Joy,” “Dance” and “Peace”.

Between July 23rd and August 14th, BTS fans are invited to upload their own versions of the dance moves to Shorts on YouTube, with BTS choosing some of their favorites to be included in an official compilation video. For their creations to be considered, users must include the hashtags #PermissiontoDance and #Shorts.

YouTube's decision to link into BTS is a wise move as it seeks to raise awareness of Shorts and increase adoption among younger users.

BTS' videos have received over 10 billion views on YouTube in the last year, as the band continues to grow in popularity. BTS is also one of the top five most-viewed artists on YouTube this year.

"With 54 million subscribers on its Official Artist Channel, they are the third most-subscribed artist on YouTube. BTS has joined YouTube's coveted billion views club on three different occasions with its hits DNA, Boy With Luv, and most recently Dynamite."

That popularity will undoubtedly encourage more people to try out the Shorts tie-in, and if they have a positive experience and do well with their Shorts clips, that might help YouTube expand Shorts adoption and steal part of TikTok's viewership.

Which is becoming a growing source of concern for both YouTube and Facebook as a whole. TikTok has remained at the top of the app download charts for the past 18 months, and its popularity among younger viewers positions it to become a crucial social media connecting app in the future.

As a result, it will become a more significant factor for marketers, potentially snatching ad dollars from incumbents while also becoming a more vital app in the lives of more users in the future.

We all remember what occurred when young people went from MySpace to Facebook, and Facebook is determined to avoid becoming a thing of the past, which is why both platforms are working hard to counter TikTok's rise in any way they can.

YouTube's tie with BTS may be the smartest move yet on this front, and while it likely won't see Shorts take a load of TikTok's thunder, it will improve awareness of the tool, and give it a better opportunity at winning out.

And, if YouTube can emphasize its reach and monetization benefits to creators, it may end up dealing a massive blow to TikTok in the long run.