Following the slow collapse of Vine, TikTok came out of relative obscurity to become a worldwide sensation. The fact it has come out of China, where Chinese apps and brands tend to stay, is a surprise to the folks in Silicon Valley.

Although apps like Snapchat and features like Instagram Stories can be used for video, TikTok has a stranglehold on a particular humorous style of user video content that other companies want a piece of.

YouTube stepping into the breach makes sense and with its music catalogue on board it could prove a canny move. But it’ll depend how good the UI integration is, and whether people will associate YouTube with their own content creation as well as consumption.