YouTube is looking to provide a direct investment for short films, which is a major shift in the battle for short-form content

Could this be a fatal blow to TikTok and its leadership short video?

This may seem like an extreme measure, but YouTube, via YouTube Short, is increasing its exposure to the best short creative talent, by New York times You mentioned that YouTube will soon add a new direct monetization option for short films, which will provide a clearer path for short content creators to monetize just their clips.

according to Currently:

according to Meeting and two people familiar with the situation. The company plans to pay 45 percent of the advertising money to creators, according to one of the people. YouTube creators typically receive 55 percent of the money from ads that run before and during their videos.”

According to leaked internal audio recordings, YouTube will also lower the barrier to accessing a file YouTube Partner Programallowing more creators to make money from YouTube ads.

Currently, you need to access A total of 4,000 public watch hours on your channel in the previous 12 months to qualify for ads in your YouTube content, while you also need more than 1,000 subscribers for a YPP discount.

These requirements will likely not align with short films, as the overall watch time will be much lower, while decreasing subscribers will also open the door for more early-stage creators to build their presence in short films instead.

Taken together, this can make YouTube Shorts more attractive to short video creators. And when you also consider that the content of the shorts is now shown by 1.5 billion YouTube users per monthWith strong growth over the past year, it is clear that the case for building on YouTube, and making money from your content, will be boosted by this proposed expansion.

YouTube also offers what can be effectively phased out for monetization. Monetizing short content is hard, but YouTube pays off Billions of dollars to creators every year Through our Regular Video Upload Partner Program, pre-roll and in-play ads can be inserted into longer clips.

This provides a direct link between the content and related ad revenue, and if YouTube can attract more creators with an initial revenue share through the shorts, then more of them could also see them create their traditional YouTube channels as well, and become big income earners through subtitles. Expanded on YouTube.

But how will YouTube do it? How do you attach specific ads to specific short clips – Because the clips themselves are only seconds long, in general, so you can’t really ask people to sit 30 seconds before running to watch a short 15-second clip.

right?

I think this has something to do with it:

In recent weeks, the number of YouTubers has increased raised concerns About batches of ads like this one, where up to 10 non-skippable ads can be attached to a single video.

YouTube has replied To some of these complaints via Twitter, explaining that these “small” ads are only 6 seconds long, max – so while it might seem like a lot of individual ads, the actual running time of these ad groups isn’t important.

But what if YouTube added more of these ads in preparation for this upcoming short shift? What if people saw more of these sets of “small” ads because YouTube was building up its inventory of very short promotions, so it could then attach single 5-second ads to specific shorts in its app?

Perhaps this will solve the dilemma of direct monetization, because very short ads, associated with a specific video or content creator, can actually see direct earnings also allocated to that individual account.

This appears to be where YouTube is headed – which will be a valuable addition to the shorts system, providing direct monetization for short program users.

But then again, if that’s the path YouTube is taking, and it shows any promise, that would also open the door for TikTok and Meta (via Reels) to add the same.

In this case, it might not be a highlighter for long, but creators can still make a lot more money on YouTube than they can in other apps.

As noted, YouTube brought in $28.8 billion in advertising revenue in 2021, with about half of that being forwarded to content creators via the YPP revenue sharing program. TikTok, through its Creator Fund and other brand partnership options, doesn’t come close to this potential, while Meta, capable of offering advanced monetization on both Instagram and Facebook via longer videos and other offerings, is also still nowhere near touching this. The level of potential revenue for creators.

Providing alternative revenue path options, such as brand sponsorship via Creator Marketplace tools, provides some complementary value. But on YouTube, creators can only get paid to create content. There is no need for deals or endorsements with individual brands – at the moment, YouTube is clearly the best choice for video creators looking to make money specifically for their creative talents.

Advertising in short films complements this, while also helping direct big stars to more lucrative career opportunities.

TikTok’s death may not be, as such, but history shows us that in the end, people will follow the money.

Vine stars left for More profitable opportunities (Many of them have become millionaires via YouTube), while the best game streaming companies regularly move platforms for exclusive content deals, despite having huge followings on any one app.

These transformations are not always endless. For example, popular streaming program Ninja moved from Twitch to Microsoft-owned Mixer in 2019, in a deal worth Up to $30 millionbut in the end, Ninja was unable to bring his fans to Microsoft’s gaming platform, in order to Various reasons.

Such examples are likely why platforms are reluctant to pay so much on exclusive contracts, and instead build self-sustaining monetization ecosystems from the ground up, in order to attract more creators.

But again, every innovation can be copied, which can make it really hard to differentiate, other than offering expanded monetization capabilities in other ways.

YouTube is ahead in this area, and it will be interesting to see how monetizing direct short films adds to this allure.