Google thinktank and experiment incubator Area 120 has now officially launched its Tangi Quick Videos app to the Google Play Store. That’s according to recent reports highlighting the launch.
Now, the branding for Tangi Quick Videos says quite a lot about what the app is but doesn’t tell the whole story. The company, when the app was first released for iOS and the web back in late January, described the app as a combination of things. Namely, the brand is a combination of “teach and give” as well as being derived from the word “tangible.”
The primary purpose of Tangi is to act as a social video sharing app. That’s as described via the Google Play Store. Specifically, its focal point is creativity and exploration, letting users learn and create. Example categories range from art, DIY projects, and cooking, to fashion, style, and crafting.
The “snackable” videos are up to 60-seconds in length. And they include features such as commenting and full video descriptions to help others replicate what’s being shown. Additionally, users can access the “Try It” feature to return posts of their own, showing how the projects turned out for them.
Area 120’s Tangi Quick Videos seems to compete almost directly with both TikTok and Pinterest
Area 120 by Google presents Tangi Quick Videos with an interface that’s going to be very familiar to anybody that’s ever used Pinterest. Users are presented with a card-based UI to navigate and a top-bar search box. The cards are split into categories. But the company isn’t necessarily competing with Pinterest at all.
Instead, this appears to be another bid by Google to address the dominance of TikTok in the app marketplace.
That’s following on recent trends in the TikTok user base. More directly, that’s the trend in that app of users creating content that showcases similar projects. As often as not, those are presented as or associated with “challenges.”
From there, the TikTok community takes over, recreating and replicating what other users have done. Like Tangi Quick Videos, TikTok clips are generally well under a minute in length.
Tangi seems destined to counter that with a more project-focused take on short-form video content. That project-focused approach is driven home in the app’s description. Google wants to encourage users to “try something new” on a daily basis and to “Never stop growing.”
You can get in on Tangi now
The initial launch period for Tangi Quick Videos by Area 120 was primarily intended to build out content on the platform. Now, that seems to have been accomplished since the app is available on Android. But it isn’t going to be for everybody.
As of this writing, the app itself appears to be both device- and region-locked. For instance, it is readily available on some Chromebooks but not on others. And it isn’t available in some regions outside of the US. Where it is available, it is compatible with nearly all Android devices running version 5.0 (Lollipop) or newer.
There’s been no indication regarding if or when the app will become available in additional markets. But, since this only took a few months to land for Android, the wait shouldn’t be too long. A similar pattern has been followed for other Area 120 apps.