Seems like Big G is sad that TikTok has surpassed YouTube on some important viewing metrics, so…YouTube is going to start testing a new feature on mobile that will allow users to record 15-second long multi-segment videos. By the way, both TikTok and Reels (Instagram’s clone of TikTok) default to 15-second lengths. “Baa.”

The most important takeaways:

1. Every social network that can build and deploy a version of this will do so. They all view TikTok as a serious threat.
2. People are becoming as comfortable in front of a video camera as they are in front of a still camera. This is a gigantic behavior change.
3. People are channeling their inner Steven Spielberg; everyone is now a “director.”

Add these characteristics to your marketing personas, as they are clearly trending.