YouTube takes on TikTok with Shorts monetisation
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YouTube takes on TikTok with Shorts monetisation

Jennifer Adetoro
Jennifer Adetoro

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.

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