YouTube Targets TikTok with Monetization for Creators' Short Videos

Walpert Levy said the changes were prompted by the platform’s desire to give people producing short videos the same opportunity for financial success as those sharing long ones, which have historically been YouTube’s bread and butter. With so many factors in play behind each platform’s success, one of the best ways to figure out the best choice is to test them all with a data analytics app like Databox. This is a huge incentive for me to put all of my work into one place,” Collins said. Starting next year, eligible YouTube creators will be able to keep a more sizable portion of monthly ad revenue coming from Shorts, executives announced Tuesday at “Made on YouTube,” an event in Los Angeles that featured speakers including singer Jason Derulo, online personalities Colin and Samir, famed choreographer Kyle Hanagami and hair-stylist-turned-viral-entertainer Kris Collins. YouTube has unveiled a new way for creators to monetize Shorts, a change aimed at making the short-form videos more lucrative for some of the biggest stars and aspiring talent on the internet.

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This new revenue-sharing for Shorts, through YouTube’s Partner Program, is intended to be a more permanent, scalable alternative. She said only that it’s a competitive environment and that “we want to be the home for creators,” which means offering “the broadest suite of ways people can express themselves.” Attendee (and Forbes 30 Under 30 alum) Kris Collins, who took the stage to praise YouTube’s new initiative, notably has just 7 million followers on YouTube-and nearly 47 million on TikTok. “We selected Reels as our products are related to lifestyle niche. Unlike Instagram Live videos, which the creator broadcasts live, Instagram Reels are pre-recorded like other short videos. “This is mainly because of the launch of Instagram Reels. Zak continues, “By motivating users to click through to our profile due to the strength of our content, our Instagram page serves as a convenient hub to help us engage with customers directly and show off the benefits of our products.

Conner continues, “TikTok can take a cold lead and warm them up fast because the platform isn’t afraid of your audience going to another platform to learn more about you. The Google-owned giant is putting the squeeze on rival video platform TikTok by launching revenue-sharing for YouTube Shorts. The move is arguably YouTube’s biggest swing yet at TikTok, a rival video giant from China that is, as some say, eating the lunch of American social media companies-snapping up U.S.-based creators and audiences in the intensifying platform war. YouTube just took arguably its biggest swing yet at TikTok as the platform war intensifies. But asked by Forbes how YouTube leadership is thinking about TikTok’s aggressive expansion in the U.S., and whether monetization of YouTube Shorts will provide more upside for creators than TikTok videos do, she dodged the question. They will split that revenue with the music partners whose songs are used in the videos. Through Creator Music, users will be able to browse an expansive catalog of songs where they can choose to buy licenses for that music upfront or elect a revenue-sharing option that’ll allow creators to split their profits with the artists and songwriters. Former music industry titan Lyor Cohen, who served as a president of Def Jam and executive of Warner Music Group before becoming Google and YouTube’s global head of music, also shared the company’s plans for helping creators find and employ popular songs in their videos.

They're helping creators make stuff in multiple formats, they're removing restrictions, and they're supporting creativity, no matter what form it takes. The YouTube app has a Shorts-specific camera for creators to make these videos. For instance, we use Lumen5, a free service, to make 1-minute videos for us converted from our blog post URL. If you pay attention to social media trends, you’ve likely seen short videos all over your feeds. Similar to the TikTok Creator Fund, YouTube has been rewarding the creators behind its quick-hit videos through the YouTube Shorts Fund. “Creator funds can't keep up with the incredible growth that we're seeing in short-form video,” Mohan said Tuesday, noting that most Shorts Fund recipients are expected to earn more money under the new model. This has led to an increase in our sales, which provides us with more resources to improve our marketing strategies and attract more customers. This year, we started marketing on TikTok, and our business went viral. “Sunny started off the year as a small period care start-up. And here’s another example that shows a demographic breakdown of your followers, including industry, location, department, and seniority. I love that TikTok gives your audience the option to go to your YouTube or Instagram channel, so I find my audience finds me on TikTok and then consumes more of my other content on YouTube or Instagram,” Conner explains.

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