YouTube Presents Payments of Up to $10k per Month for Top Performing Shorts Video Clips

In a move inspired by the success of Snapchat’s Spotlight app for paying creators, YouTube today announced the launch of its new Shorts Fund, which will pay the app up to $10,000 a month to individual creators based on Shorts’ performance.

“Every month, we contact thousands of qualified breeders to request a short-term payment –   breeders can earn $100 to $10,000 based on their shorts and that can activate them. Limited to YPP Breeders – any breeder who meets our eligibility criteria can participate.”

Funding will come from YouTube’s largest $100 million short film fund, announced in May, and will provide an avenue of direct monetization for short film creators who are currently unable to run their short film ads.

As noted, the instant payout for the short video performances was a big winner for Snapchat’s Snapchat Spotlight clone, which initially paid the app $1 million a day for the most popular Spotlight clips. As a result, Spotlight quickly reached 125 million active users and allowed various creators to earn a lot of money.

Since then, Snap has cut its payments to build a more self-sufficient ecosystem for the option, but the process has provided some sort of structure for YouTube’s ranking. The cost of putting the program together and the creators’ growing frustration with payments may also indicate why YouTube is starting with much lower payment amounts, although $10,000 a month is still enough to spark significant creative interest (and, in general, many more users, YouTube can still pay a lot of money).

Will this help make Shorts a true competitor to TikTok and perhaps dampen the momentum and get users and creators more aligned with YouTube for video content?

YouTube is certainly interested in finding out.

According to YouTube, Shorts already has 15 billion views a day – up from 6.5 billion in April – and with the shorts now available across all regions (in beta mode), you can see why he would be optimistic about the potential for success.

In an interview with The Verge this week, YouTube product director Neal Mohan noted that:

“The way I can give some hints as to how [the shorts] actually came about goes back 15 years to the first video uploaded to YouTube, which is now a famous canonical video, ‘Me at the Zoo. “It was an 18-second video uploaded to San Diego Zoo and was the source of YouTube.”

Right. So it wasn’t TikTok that suddenly took off in every major market, reaching a billion users faster than any other app in history. The origin of short films and, more often, videos comes from the app itself.

You lose a lot and your audience with them, and TikTok could still go down. That’s what YouTube is committed to, regardless of who claims to have changed the short format.

Will creator-driven creation be a big blow to TikTok or even a scam that can slow down the app’s progress? We are ready to find out in the coming months.


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