Google Launches Its Own TikTok Clone – Tangi

The latest project to emerge from Google’s in-house incubator, Area 120, takes the newfound interest in short-form video and focuses it on the DIY space. The company today is launching a short video platform called Tangi, initially on the web and iOS, that allows creative types to share how-to videos on subjects like crafting, painting, cooking, fashion, beauty and more.

Unlike apps like TikTok or newly launched Byte, which are more focused on entertainment, Tangi aims to help people learn.

While Tangi’s vertical videos can be up to one-minute long, most average around 45 seconds. That means it’s not necessarily the place to be walked step-by-step through a complicated recipe as you could be on YouTube, for example. Instead, the videos might show you a quick cooking trick or inspire you to try a new idea in the kitchen.

Another difference between Tangi and other short-form video apps is a feature it includes called “Try It.” This encourages users to upload photos of their re-creation of the video as a way to interact with other community members, says Mao.

Also unlike other social video apps, uploading to Tangi isn’t currently open to all. Instead, creators need to apply to be a part of the video platform. This allows Tangi to ensure their videos remain focused on creativity and DIY activities.

If this picks up I wouldn’t put it past Google to start showing this content in the SERP as a featured slot. At launch, Tangi is available everywhere except the E.U., initially on the web and on iOS. It is ad-free for now.