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YouTube will pay $100 million to creators using its TikTok competitor

YouTube will pay $100 million to creators using its TikTok competitor


The simplest way to attract creators

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Three screenshots showing the interface of YouTube Shorts in beta. One shows a video, another shows a carousel of videos on the YouTube app’s main screen, and the third shows a grid of videos using the same sound.
YouTube Shorts.
Image: YouTube

YouTube plans to pay $100 million to creators who use YouTube Shorts, its TikTok competitor, throughout the next year. The goal is to encourage creators to pick up and continually post to its new service, which doesn’t otherwise give creators a built-in way to make money.

Exactly how much creators can earn is still up in the air. YouTube says that it’ll reach out to creators on a monthly basis, looking for people with the most engagement and views. “Thousands” of creators could get paid each month, YouTube says, and basically anyone who posts to Shorts is eligible. The one caveat is that their videos have to be original content, and, of course, abide by YouTube’s community guidelines.

TikTok has started paying creators, too

YouTube started launching Shorts in the US in March. The short videos appear in YouTube’s mobile app and, just like TikTok (or Instagram Reels or Snapchat Spotlight), you can swipe from one to the next in an endless full-screen feed.

Other companies have taken the same approach to encouraging creators to stick with their platform. TikTok launched a $200 million creators fund in July 2020, and Snapchat paid out $1 million per day for a period of time after its TikTok competitor, Spotlight, launched in November 2020.

Payments will be available in the US and India — the two regions Shorts has launched — to start, but YouTube plans to expand its availability as it rolls out the service to more regions. There’s no specific date yet for when YouTube will start offering payments. YouTube says the fund will last from its start this year through some point in 2022.