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Google ThreadIt launched as short-form video content for the workplace

Bipasha Mandal
Bipasha Mandal
Bipasha Mondal is writer at TechGenyz

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Google’s Area 120 incubator has launched ThreadIt as a website and a Chrome extension. The service lets users record short video clips on their devices to share with other teammates. The users can also choose to create longer videos which can last up to 70 minutes. However, Google has made it clear that its target audience is influencers and vloggers who want to make short-form video content.

The developers at ThreadIt mentioned that this idea was in place long before the pandemic hit the world, which made remote work a necessity for any business. “It’s adjusted the lens through which everyone sees it,” Keller Smith, general manager and founder, ThreadIt, said in a statement. Smith further added, “It was a trend that was growing even before COVID-19, but, of course, the whole world changed overnight.”

Google has borrowed ideas from Google Workspace for the new feature. However, in ThreadIt the user can control whether the recipients of the video can respond to a clip; for doing so, the user can choose whether to limit the audiences to viewing only or allow them to add their own video to the already existing one.

The Tutorial option describes a total of six steps, and each step is designed for a different bite-sized chip. In the past, reportedly, Google had not had much luck in the short-form video format; however, Google is on its path to redeem the situation with ThreadIt. Now that more and more people are joining the work-from-home force, this could be the way in that Google was looking for all this while. It should also be kept in mind that short-form video format has become increasingly popular of late, including TikTok and Instagram Reels. ThreadIt could also carve a space out for itself in this regard.

Google ThreadIt is not available in the EU at this moment, but hopefully, it will be available in the EU soon. Moreover, although the app is currently free, the tech giant has plans to launch a paid version with advanced features for the same app.


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