“Expanding to New Markets: The Rise of YouTube’s Create App as a Rival to TikTok’s Creative Tools”

Google has expanded the reach of its standalone mobile app, Create, which is designed for YouTube creators to produce both Shorts and longer videos. The app, initially only available on Android in the U.S. and a few select markets, has now been rolled out to over a dozen additional countries including Brazil, Spain, Canada, and Australia.

This brings the total number of countries where Create is available to 21.

The goal of Create is to provide video creators with a user-friendly suite of free tools for making videos on the go. This was first announced at YouTube’s Create event in September last year as a way to address the specific challenges faced by creators when it comes to editing videos and utilizing creative tools like stickers, GIFs, and effects. The app also directly competes with TikTok, which is popular among non-technical creators due to its built-in creative tools and AR and AI filters.

With Create, users have the ability to upload clips, split and trim videos, use effects, and access royalty-free music to enhance their videos. The app’s selection of songs is copyright-safe and even synchronizes the beats of the music with the video clips, much like TikTok.

One of Create’s most popular features is the Audio Cleanup tool, which utilizes a denoising model to reduce background and ambient noise and improve the audio quality of clips recorded on smartphones.

Additionally, users have access to a built-in voiceover tool that offers automatic and editable captions, with various options to customize the text.

Once edits have been finalized, users can publish their videos directly to YouTube with just one tap.

By offering a suite of tools specifically for YouTube creators, Google is hoping to capture a larger portion of the market that currently prefers using standalone tools for video editing. For example, many TikTok creators rely on ByteDance’s other creative app, CapCut, to prepare their videos for publishing. Create offers a similar workflow for those who prefer to publish on YouTube.

As of today, the Create app is now available in new markets including Argentina, Australia, Brazil, Canada, Finland, Hong Kong, Ireland, Netherlands, New Zealand, Spain, Taiwan, Thailand, and Turkey. Its initial launch was limited to the U.S., Germany, France, U.K., India, Indonesia, South Korea, and Singapore.