YouTube’s $ 100 million shorts fund to challenge TikTok goes live – TechCrunch


YouTube earlier this year announced plans to invest significantly in original creator content for its TikTok competitor, YouTube Shorts, with the introduction of a YouTube Short Film Fund of $ 100 Million. The fund will reward creators for their most engaging and most viewed short form videos over the course of 2021-2022, with the goal of rapidly scaling creator activity on YouTube. new short-form video platform, Shorts, to better compete with TikTok. Today, YouTube announced that the fund will be officially launched and creators will begin receiving their first payments in August.

Image credits: Youtube

Each month YouTube will invite thousands of eligible creators to claim a payment from the fund. These payments can range from $ 100 to $ 10,000, depending on the audience and engagement with your short videos. When contacted by YouTube for comment, it declined to share the exact audience thresholds creators will have to meet to earn payments, saying those numbers can change from month to month.

The company told TechCrunch that it will determine how it calculates thresholds by analyzing the best performing channels and then calculating its bonus based on a number of factors, including views, where its audience is located, and more. The company also said it wanted to make sure it was rewarding as many creators as possible, so it set a minimum payout of $ 100.

To qualify, creators must produce original content, not videos that were reloaded from other channels or those with watermarks from other social services. That was a problem that Instagram’s TikTok competitor Reels has faced: Creators often repurpose the same content they share on TikTok when they post on Reels. To combat the problem, Instagram even had to adjust your algorithm to reduce recycled content.

While there are many tools that allow creators to remove the watermark from a video, as well as those that allow you to edit videos for upload to multiple short-form video platforms, YouTube says it will use a combination of automation and human reviewers to Make sure creators adhere to your guidelines for original content.

Creators will also need to be 13 or older in the US, or the age of majority in other countries and regions, for quality. Those between the ages of 13 and 18 will also need a parent or guardian to set up their AdSense account, link it to the creator’s channel, and agree to the terms, as this is where payments will be directed. All short videos from a creator will count toward their bonuses each month they receive views, not just the month they were uploaded, YouTube notes.

Channels must also have uploaded at least one eligible Short in the last 180 days and must follow YouTube Community Guidelines, copyright rules, and monetization policies. While members of the YouTube Partner Program can participate in the pool, creators no longer need to be monetizing the quality of new Shorts bonuses on YouTube.

At launch, the fund will support creators from the US, Brazil, India, Indonesia, Japan, Mexico, Nigeria, Russia, South Africa and the UK. Over time, it will expand to more markets.

Image credits: Youtube

The company also told us that it is not looking for any specific type of video to reward as the bottom takes off. Instead, just look at metrics, such as the total monthly performance a channel’s shorts received.

For one thing, not specifying any video category or topic to lean on gives creators a lot of freedom to experiment when producing shorts. But on the other hand, it could also lead creators to simply create more TikTok-like content, but post it on YouTube in the hopes of profiting from it. That could result in YouTube Shorts looking a lot like the TikTok clone that it is, rather than allowing it to differentiate itself by the nature of its content.

For comparison, other TikTok rivals, like Pinterest’s Idea Pins or Snapchat’s Spotlight, aim to take advantage of what makes their platform unique and offer it as public short-form videos. Pinterest Idea Pins often focus on tutorials or crafting recipes, which are popular searches on their service. Spotlight, meanwhile, can present Snaps, including those from private, non-professional accounts. That makes some Spotlight videos feel less polished and produced, compared to TikTok or Reels, which fits in with their more casual aesthetic.

YouTube says it will start contacting creators starting next week to let them know if they qualify for a bonus. The company will send a notification in the YouTube app, which includes the amount of the bonus and details on how to claim it. Creators will have until the 25th of the month to claim the bonus payment before it expires.

Image credits: Youtube

By TikTok growth And the popularity has encouraged various social platforms to invest directly in the creator community in hopes of regaining some of their audience. Facebook recently announced its own $ 1 billion + bonus system for videos on Facebook and Instagram through the end of 2022, including but not limited to Reels videos. Adjust initially said he would distribute $ 1 million per day until the end of 2020 for the best Snaps in Spotlight, but then i dialed that again. Pinterest announced a much smaller ($ 500,000) creators fund which runs through 2021.

And to counter all the challenges, TikTok last month introduced a $ 200 million fund for American creators.

With the official launch of the Shorts Fund, YouTube notes that it now has 10 ways creators can make money on its platform, including ads, YouTube Premium subscription revenue share, channel memberships, Super Chat, Super Thanks, Super Stickers, merchandising, ticket sales and YouTube. BrandConnect.


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