Social media which started off by transforming the way people interacted with family, friends and like minded people, has also facilitated digitisation of businesses as well as entertainment. Over the past decade or so, talent in the Middle East has been amplified via music streaming platforms and avenues for broadcasting visual content.

Followed by the success of TikTok, major social networks like Instagram have also raised their game.with Reels, to empower creative minds who are even making money through them. But now YouTube, the world's top video platform which started it all, has also emerged on the stage with its own set of tools for creating catchy clips.

Netizens who are already able to watch quick videos via YouTube's Shorts feature, will now be able to record their own content, which can be paired with music as well. The platform has set up an online canvas, which allows local talent to unleash creativity via filters and colour correction.

Several videos recorded through smartphone cameras can also be stitched together to tell small but engaging stories, and the users can also adjust speed to pack the narrative in a 60 second time-frame. Text can be embedded for informative clips at different points in the footage, and captions can also be added automatically.

With more features in the pipeline, influencers in the Arab world can also select music from global as well as regional labels to jazz up their content. The platform which has clocked more than six billion daily views on its Shorts Player, will also upgrade its mobile app so that users can watch the clips with a single tap.

The initial release of this set of features was restricted to 26 countries but a push for expansion into 100 nations, has made it accessible for a rapidly growing tribe of Arab content producers.

YouTube's move to empower talent via social media comes after Dubai Chamber joined TikTok, for training entrepreneurs to use short clips as effective marketing tools.