Inspired by Snapchat’s success ”Spotlight‘Content Payers Program, YouTube has today announced launches its new Shorts fund, which allows the app to pay up to $ 10,000 a month to individual content providers based on Shorts performance.
As explained YouTube:
“Every month, we contact thousands of eligible content providers to get paid from the Shorts Fund – content producers can earn $ 100-10,000 based on the views and engagement of their shorts. The Shorts Fund is the first step in our journey to build a commercialization model for Shorts on YouTube – content providers who meet our eligibility criteria may participate. “
Funding comes from YouTube’s broader $ 100 million shorts fund, which it announced back in May, and provides a direct way to commercialize short video content producers who can’t commercialize their Shorts efforts with ads at this point.
As noted, direct payment for a short video presentation has been a big winner for Snapchat’s own TikTok clone, Spotlight, which originally saw the app cost a million dollars a day for the most popular Spotlight games. This helped Spotlight rise quickly 125 million active usersand allowed different content producers to make big money from their clips.
Snap has since reduced its fees because it seems to be building a more sustainable ecosystem for itself as an alternative, but the process has created some kind of framework for YouTube’s own occasion. Program integration costs and frustration of content providers with paymentscan also suggest why YouTube starts with much lower fees, even though $ 10,000 a month is still enough to arouse significant interest from content producers (and overall a lot more users, YouTube may still cost big dollars per conversion).
Will this help make Shorts a real competitor to TikTok and potentially slow it down and keep both users and content producers more compliant with YouTube video content?
YouTube wants to know for sure. According to YouTube, Shorts already has 15 billion daily views – more than 6.5 billion back in April – and shorts are now available in all regions ( in beta), you can see why it would be on the rise in terms of its success potential.
And sideways, YouTube actually claims that it, not TikTok, originated from a short video trend.
Together An interview with The Vergen this week, YouTube Product Manager Neal Mohan stated that:
“I would like to give you some idea of how [Shorts] is indeed going 15 years back to the first video uploaded to YouTube, which is a kind of canonical, famous video now: “I’m at the zoo.” It was an 18-second video uploaded to the San Diego Zoo, and it was the birth of YouTube. “
Right. So TikTok suddenly didn’t achieve huge appeal in all key markets and soared per billion users faster than any other app in history. The birth of shorts and the usually short format video came from YouTube itself.
I mean, you can tell yourself what you want – but the fact is that TikTok is still the most downloaded app right now in the last 18 months, and is a direct threat to the use of both YouTube and Facebook. Both depend on the commitment of videos to growth.
That’s why YouTube does a really great job at Shorts. And while it wants to boost these billions of impression statistics, it’s also important to note how these views came about because YouTube counts all short content views in its app, not just those that come from Shorts, its TikTok-like vertical clip feed that is more in line with changing video consumption habits.
That’s where TikTok really wins and YouTube has to address it directly. That’s why it’s launching this new content producer fund, hoping it can lure high-end creators away from TikTok and other apps and beat it, like Vine, by offering more paths to commercialization and a broader dimension that will transform the platform’s influencers into big stars.
What YouTube can do. It’s been done over and over again, and many of Hollywood’s biggest rising stars now originate in the app. TikTok hasn’t yet created similar routes – and if it can’t provide similar creator funding over time, it will eventually lose some of its top talent to larger players.
Lose too much and their audience with them, and TikTok can still fall. What YouTube is aiming for with this – no matter who claims to have started a short video change.
Does direct creator funding deliver a body blow to TikTok – or really any blow that can slow the app’s progress? We will find out in the coming months.
Learn more about the YouTube Shorts Fund here.