YouTube is pushing the idea of the “multiformat” creator, who posts both TikTok-style short videos, as well as the longer videos YouTube is known for. Meanwhile, creators are eyeing something else: Shorts monetization coming early next year.
by the U.S. — YouTube is a tantalizing opportunity, but one filled with practical roadblocks. Creators complain that success and virality on TikTok is inconsistent and that it’s hard to make money on the platform, with much of the revenue opportunities coming from brand partnerships. Meanwhile, YouTube’s Partner Program has allowed creators to share video ad revenue for 15 years. Shorts is set to join the Partner Program in early 2023, though the company hasn’t publicly announced an exact date.
In the face of that competition, YouTube likes to tout the rise of the “multiformat” creator: a jack of all trades who maybe posts Shorts, dabbles in a long form traditional video, and goes live every once in a while. YouTube says the company is finding more and more creators who are lured in by Shorts and use it as a gateway drug to longer videos . But asked to provide data or figures to support that claim, YouTube declined.
“TikTok — ByteDance — is an incredibly scrappy company that moves fast and is not afraid of taking risks,” Ferguson toldin an interview, when asked what the two platforms can learn from each other. “What we can learn from TikTok — and what we“What I think TikTok can learn from Shorts and YouTube more broadly: creators come first,” Ferguson continued, pointing to the upcoming revenue share for Shorts. “Creators are the centerpiece.
Ferguson defends Shorts as more than a clone. “As someone who came from TikTok, if this was just a copycat product — there are several of us who worked at TikTok who work here — I'm excited about the fact that we can give short form video creators a toolkit that is only possible on a platform like YouTube,” he said, citing the site’s history of helping creators make money.
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