MARKETING

YouTube is expanding its $ 100 million short film fund in 30 more countries


After the first publication Shorts Fund‘Back in May, when the platform will eventually pay out $ 100 million to the best Shorts creators, to provide additional support and motivation for their efforts, YouTube has now announced an expansion of funding programs for Shorts creators to even more regions.

According to YouTube CEO for Products Neal Mohan, the Shorts Fund is now available in over 30 new regions.

Creators in these countries will now be able to get a portion of that large portion of the funds, and YouTube will pay them off between $ 100 and $ 10,000 per month to channels based on the performance of their TikTok-like clips.

But the ‘performance’ in this context is not entirely clear:

“There is no specific performance threshold for bonus qualification. The level of performance required to qualify for a bonus payout can vary from month to month based on a variety of factors, including the location of your viewers and the overall growth of the Shorts. ”

So YouTube can’t say what you need to do to get shorts in cash. But the idea is that providing carrots with current cash payments will motivate more YouTube to at least try Shorts, which could keep them on YouTube instead of switching to TikTok.

Facebook is also trying the same, with Reels ’new funding program, while Snapchat has had good success with its Spotlight funds, which initially saw it pay $ 1 million a day to promote Spotlight content.

But it also soured pretty quickly. A few months after the start of the program, Snapchat reduced the payment amounts, which affected the creators who quickly relied on funds. Some Spotlight creators have since reported payment delays and other issues, making the app feel confusing – so while this can be a solid lure (Spotlight has grown to 125 million users), such programs can also have negative effects if creators on in the end they work specifically for these payments, and the platforms, when seeking to reduce associated costs, have not established a process that can effectively replace that reduced revenue.

Which is an inherent challenge for short videos. You can’t add ads before or during playback to 30-second clips, so platform creators rely on this kind of direct funding to increase interest in such options. Ideally, it also buys them some time to establish new monetization routes – such as brand partnerships or e-commerce entries – but if these pathways are not consolidated, there will come a time when creators lose revenue as a result of such changes.

But still, the potential of $ 10,000 a month will no doubt arouse great interest. Perhaps, if YouTube manages to attract more people to post clips of short films, it would increase the option and make it a bigger consideration, which, in turn, will keep the leading stars at home instead of considering TikTok instead.

With TikTok growing to a billion users, its lure is strong, so you can bet that many creators from many platforms are now at least pushing their fingers into the waters of TikTok and watching its next development to cash in on their efforts.

Can shorts offer similar reach potential – and will creators even care about shorts if they have TikTok instead?

I mean, YouTube says Shorts already generating 6.5 billion daily reviews, so the potential exists. Maybe then, through more funding opportunities, it will become a larger element of the app, and maybe YouTube will be in a better position to lead the Shorts Fund in the more paid options built into its wider platform offering.

You can read more about YouTube’s shorts fund here.





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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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