The new project to appear from the in-house incubator, Area 120 of Google, takes the newly explored interest in short-type video and aims at DIY space. On Wednesday, the company launched a short video platform named Tangi, originally on the web and iOS, which enables people with a creative mind to share how-to videos on subjects like painting, crafting, cooking, fashion, beauty and more.
Focused on DIY and Creativity only
This app is different from apps such as TikTok or newly rolled out Byte, which are primarily focused on entertainment, Tangi helps people to learn.
“We only focus on DIY and creativity content,” Coco Mao, Tangi founder explains. “Our platform’s goal is to help people learn to craft, cook and create with quick one-minute videos. We designed Tangi to make it easier for users to find a lot of high-quality how-to videos,” she says.
Mao was encouraged to make Tangi after visiting her parents in Shanghai. She discovered that they were consuming a lot of how-to videos on painting and photography on their phone, even though she had always believed they were “smartphone challenged.”
“My mom has always had a creative side, and I was surprised to learn that she’s now an amateur oil painter thanks to these niche communities with quick how-to videos,” Mao says. “I, too, joined some of these vibrant creative communities that make videos around cooking and fashion. I noticed something magical in these videos: They could quickly get a point across something that used to take a long time to learn with just text and images,” she notes.
How Tangi is different from other Apps
While vertical videos of Tangi play for one-minute long, most of them average around 45 seconds. That means it is not a platform where you have to follow the step-by-step method through a complicated recipe as you do on Youtube. Instead, the videos might help you learn a quick-cooking trick or inspire you to try a new idea in the kitchen.
Another difference between other short-form video apps and Tangi is a feature it has called “Try It.” This encourages users to post photos of their re-creation of the video as a way to communicate with other members of the community, says Mao.
For example, one of the most re-created videos is this one of making guacamole in the avocado shell.
However, the creator can leave a full actual recipe in the comments even if they don’t exhibit each step in detail. (And it’s supposedly a lot simpler to follow a recipe on Tangi rather than on most of the recipe sites, which are filled with advertisements and SEO-driven “personal stories.”)
Tangi is already very popular and it is being used by many creators, including Holly Grace who is a DIY and lifestyle blogger, Rachel Faye Carter (portrait artist ), baker and food creator Paola D Yee, beauty vlogger Sew Wigged Out, art and DIYer TheArtGe, cooking and DIYer JonathanBlogs and others.
Currently, unlike other social video apps, posting to Tangi isn’t open to all. Instead, creators need to apply to become a part of the video platform. This enables Tangi to assure their videos are focused on creativity and DIY activities.
Hello, I’m Anna Yeo. If you like my news coverage, please drop a good word in my inbox. I’m journalist by profession and have been part of many major reporting across the globe. I like to write crisp and factual news. I have completed my masters degree in journalism. Feel free to contact me at [email protected]