YouTube will provide 45%advertising sharing for short video creators to catch up with TIKTOK

On September 20, YouTube announced that it will introduce advertisements on its video function SHORTS since 2023, and provide a larger share of advertising revenue for video creators. In the context of Tiktok's favored by young people, YouTube will strengthen the support of the producers.

It is reported that this will be the first time YouTube provides a real income division to short video creators.

At the "Made On YouTube" creator event, the chief product Neal Mohan mentioned that short video creators reached 1,000 subscribers and 10 million short video views within 90 days, and they could join YouTube's Partner plan.

However, it is unclear how much income this opportunity can bring to short video creators, because the related information provided by YouTube is relatively limited. YouTube said that the company will bring the advertising revenue of short videos into a capital pool every month, and allocate part of the income to the creator (but not disclosed the specific percentage), and then Youtube will pay 45%of them to the 45%of them to creator.

In 2020, YouTube launched YouTube Shorts. To help the creators on the platform further realized that YouTube did not launch an independent app directly for Shorts. Instead, the content column of the SHORTS was put into the channel page of YouTube. At the same time, the creator could use YouTube Shanghai volume Genuine music as a short video background. Link SHORTS short videos with You's long video content to provide users with a more attractive one -stop service than Tiktok. But this also means that once Shorts has lost its advantage at the main traffic entrance, it is difficult to supplement from other traffic entrances on the YouTube platform.

For a long time, popular video creators have been able to make money on YouTube's main website by advertising in the video and retaining some income in the video. As early as 2007, Google launched the YouTube Partner Plan (YPP) to achieve this goal. Creators can get 55%of the video income from the beginning or intermediate playback, but in the short video, the advertisement will not be attached to a specific video, but play between the two video and the short video information flow. As of now, the source of income from short video creators is the only creator fund SHORTS FUND.

In May 2021, YouTube created the creator fund Shortsfund, which attracted more creators by providing a reward of $ 100 million from 2021 to 2022. At present, this incentive mechanism has been launched in more than 40 countries/regions.

Google's chief business officer Philipp Schindler told investors that since its launch in 2020, YouTube Shorts has been growing steadily. At present, the platform has been tested in advertising, and advertisers have initially responded well, so it will continue to expand in the future.

"Short video funds are the first step we take, but with the incredible growth of the short video field, this creator fund can no longer keep up with the demand." Mohan said.

In fact, an important reason for this plan comes from the pressure of Tiktok.

YouTube Shorts has the mission of competing with Tiktok since its birth. June data shows that YouTube Shots have watched more than 1.5 billion viewers a month. As of September 2021, Tiktok's monthly number of users has reached 1 billion.

In the first half of 2022, Google's advertising sales on YouTube were $ 14.2 billion, an increase of 9%over the same period in 2021. However, the recent quarterly advertising sales reflected the slowest growth of the data since three years ago. Although global economic factors work, financial analysts said that Tiktok is also an influencing factor.

In addition, although YouTube has always encouraged originals, the phenomenon of lack of original works still exists. It is not difficult to find that many short videos are handled from other platforms, with watermarks with platforms such as TIKTOK and Snapchat.

YouTube's creator Kris Collins praised YouTube to provide revenue sharing for short films. "Other platforms focus on letting people get a fame for 15 seconds, which is great," she said, "but Youtube is taking different methods, they are helping creators to make a variety of formats.

Tara Walpert Levy, vice president of YouTube, said the company changed commission because it was more suitable for establishing "long -term business".

In the new short video income division model, regardless of whether the creator's short video includes the music protected by copyright, the same amount will be divided. In order to announce this function, YouTube invited Jason Druelo to come to power. It is a musician who has a large number of followers on Tiktok.

At the same time, the music formation model means that YouTube pays the authorization fee.

"This allows us to get rid of all the traditional complexity involving music authorization," Mohan said.

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