YouTube takes on TikTok with Shorts monetisation
February 3, 2023

YouTube takes on TikTok with Shorts monetisation

This week, the video giant officially launched its new creator monetisation programme on Shorts. Originally announced last year, the highly praised revenue share scheme is set to pose a serious threat to reigning short-form app TikTok as frustration around creator funds continues to grow.

For context, creators have continued to criticise the short-form app for its Creator Fund due to alleged low payouts. While its other option TikTok Pulse sees only the top 4% of videos by creators with at least 100,000 followers eligible for a 50% cut of revenue on advertising. And with the battle for creator attention heating up, YouTube is offering its own solution.

Already, the short-form offering has hit more than 1.5 billion monthly logged-in viewers compared to TikTok’s 1 billion monthly users. In addition to this, YouTube are also seeing a rise in a number of creators using the platforms who are drawing in both new and younger audiences.

So, exactly how does the scheme work? Eligible creators will need 4,000 watch hours on non-shorts content or 10 million views on public shorts in the last 90 days. They will then be able to earn 45% of revenue generated from ads that run between videos in the Shorts feed. 

YouTube has also been testing shopping features into Shorts, which will allow both brands and creators to tag products in videos. This will be rolled out later this year.

Your weekly round up of the latest industry news and platform updates collated by Digital Voices’ Strategy and Insights team.

Instagram launches Notes worldwide

The new text feature that offers users to compose short posts of up to 60 characters has been launched widely to Europe and Japan.

Read more here.

Pinterest partners with Condé Nast

Vogue and Architectural Digest will produce over 160 exclusive videos around Pinterest’s key season and cultural moments.

Read more here.

Twitter shuts down CoTweets

In an abrupt removal, users will no longer be able to create collaborative tweets on the platform.

Read more here.

TikTok rolls out strikes system

In an effort to offer more transparency with creators, TikTok is introducing a new strike system to address repeat offenders.

Read more here.

Twitter ends free access to its API

From February 9, Twitter will discontinue its offering to have free access to its API and is launching a paid version.

Read more here.

Read more
Get in touch

Are you a growth-seeking brand? We'd love to have a chat about how we can work together!