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1
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· Posted on
February 21, 2024

YouTube Shorts is testing a rev-share deal with creators because apparently nobody makes a living on TikTok

YouTube Shorts is really taking on TikTok... as it's testing a rev-share deal with creators.

What's the key learning?

  • In July 2021, YouTube launched Shorts globally to take on TikTok.
  • Shorts is testing an ad revenue-sharing model with creators and the idea is, if you pay them, they will come.
  • While TikTok is known as the place to build an audience, YouTube Shorts wants to be known as the place for creators to make a living.

👉 Background: YouTube launched back in 2005 as an online video-sharing platform - but it has grown to be much more than just the founder at the zoo, cat videos and auto-tuned bangers.

👉 What happened: Now, YouTube has 2.6 billion monthly active users. But it wasn't satisfied with this so in July 2021, YouTube launched Shorts globally to take on TikTok.

👉 What else: But now, Shorts is really taking on TikTok as it's testing an ad revenue-sharing model with creators. The idea is, if you pay them, they will come.

What's the key learning?

💡 See ya later creator funds, HELLO revenue sharing. While TikTok is known as the place to build an audience, YouTube Shorts wants to be known as the place for creators to make a living.

💡We know that TikTok has a creator fund that will pay $1 billion to creators over the next 3 years. But Youtube paid creators over $30 billion in ad revenue over the most recent 3 years.

💡YouTube has proven that it can help creators make a living in the past with YouTube OG and now it’s planning to do the same via Shorts. Your move, TikTok.

‍

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