Now that YouTube is monetizing Shorts, creators will get those additional views, which will push up subscribers on their main channels, increasing overall numbers, said Simon Friend, agency lead at round. View counts like that are reminiscent of TikTok’s approach, where it’s seemingly easier to go viral, Moreover, higher view counts could encourage some creators to produce longer videos, which could be a boon to YouTube’s engagement stats. Shorts is now generating 1.5 billion views per month, as Bloomberg reported last summer. Aside from new monetization policy and lower eligibility threshold, Shorts videos seem to be widely watched. Will this be enough to drive creators to YouTube over TikTok? “It feels like YouTube is really putting its money where its mouth is when it comes to creator content, and creators should and will feel encouraged by that vote of confidence,” said Crowther. What about the YouTube Shorts Fund?īefore the revenue share split there was the YouTube Shorts Fund - a $100 million cash pile the video service had set aside for creators to monetize their content.īut the problem with funds like this is they generally have a cap on how much creators could earn from ads in their posts. This includes creative agency Billion Dollar Boy, which has already received enquiries from agencies and brands about it, to the point that a lot of them are now prioritizing YouTube and the Shorts format.
It’s been building ever since the revenue share deal was officially announced in September 2022. To say, there’s a lot of excitement around this move would be an understatement.
Creators will then earn 45% of that total amount, which in this example would be $405. This is how YouTube explained it: if a creator’s Shorts video receives one million views, the creator is allocated 1% of the Creator Pool, or $900. And if Shorts grows, the amount creators’ earn grows too. There’s a lot more to the calculations than the topline split, but its premise is simple: the better a creator’s Shorts content performs, the more money they make. “The earning potential for creators from YouTube’s new revenue sharing model will eclipse that of competitors, including TikTok’s Creator Fund and Meta’s advanced monetization opportunities on Instagram and Facebook,” said Sophie Crowther, European community director at Billion Dollar Boy. It won’t be lost on execs at Meta and TikTok that trying to immediately match YouTube’s new commercial pitch to creators could be a slippery slope. And chances are this pitch is going to go unchallenged - at least in the short term. YouTube’s new plan clearly plays on this. Creators aren’t exactly enthralled with what’s on offer elsewhere. And it couldn’t be better for YouTube’s short-form video play. In fact, she agreed that YouTube’s new Shorts rev share scheme is certainly better than what TikTok offers.Īs ever with all things advertising, timing is everything. While ForeverSammmy has fewer followers than Mr Beast and those interviewed by Fortune, (she has 25K followers on TikTok, 5,000 on Instagram and 1,000 followers on YouTube), this news of YouTube Shorts monetization exceeded her expectations because platforms rarely pay creators well for views. Top YouTuber Mr Beast, who has 131 million subscribers on the platform, even noted that if he gets one billion views on YouTube Shorts, he’d make $100K, but if he were to get the same amount of views on TikTok, he’d only earn $1,000. In fact, Fortune reported that of the seven influencers interviewed, all of whom had at least 100K followers, not one of these creators earned more than $5. Indeed, TikTok has been blasted for barely paying its creators at all. Their frustrations with TikTok and Meta seem to be getting louder. It’s safe to say creators are open to new opportunities right now.
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