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. Consequently, they tend to scroll past clips that lack captions.It’s safe to say creators are open to new opportunities right now. It is a distinguishing feature of platforms like Shorts, Reels and TikTok that many viewers prefer to watch content on mute.Īccording to recent statistics, 69% of viewers watch videos without sound, especially when in public. On the technical side, a common shortcoming of short-form video content published by businesses is the lack of captions. How you present your business needs to be adjusted for that. While older generations are slowly catching on to the use of short-form content, especially on Instagram and YouTube, the typical vertical video viewer is under 35. According to data released by Kepios in early 2023, the vast majority of TikTok's above-18 ad audience is composed of people aged 18-24 (39%) and those aged 25-34 (32%). Short-form content is particularly popular among younger audiences, Gen Z and Millennials in particular. However, there are several adjustments you need to make.
Short-form video content is no different. Your marketing strategy should already be based around a clearly defined target audience and buyer personas. Another common mistake many businesses make when integrating short-form content into their marketing strategy is losing track of their target audience.
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