After first publishing its ‘Shorts Fund’ back in May, which will see the program payout $100 million to better Shorts creators across time, in order to provide extra support, and motivation, for their works, YouTube has now published an increase of the funding program to Shorts creators in even more countries.
As per YouTube Chief Product Officer Neal Mohan, the Shorts Fund is now possible in over 30 new countries.
Creators in these nations will now be capable to take a part of that big chunk of funding, with YouTube giving out between $100 and $10,000 each month to channels based on the appearance of their TikTok-like Shorts clips.
But ‘achievement’ in this context is not totally clear:
“There’s no special production threshold to qualify for a reward. The level of performance required to qualify for a bonus amount may change from month to month based on many factors, including the location of your watchers and the overall increase of Shorts.”
So YouTube can’t say what you require to do to make that Shorts cash. But the idea is that by taking out the carrot of instant money payouts, that will motivate more YouTubers to at least provide Shorts a try, which could keep them posting to YouTube, rather than moving to TikTok instead.
Facebook’s also working the same, with a new Reels funding program, while Snapchat has seen great success with its Spotlight funding, which originally saw it giving out $1 million per day to incentivize Spotlight content.
But that did also sour fairly instantly. A few months into the plan, Snapchat decreased its payout amounts, which hit creators who had immediately built trust on funding. Some Spotlight creators have since reported delays in payment and different problems, which has left them thinking rejected by the app – so while it can be a solid lure (Spotlight rose to 125 million users), such applications can also backfire if creators end up going exactly for those payouts, and the platforms, when they look to decrease associated costs, haven’t built a method that can completely replace that decreased income.
Which is an essential challenge with short-form videos. You can’t add pre or mid-roll ads to 30-second clips, so in order to make more creator interest, the programs are reliant on direct funding like this, in order to increase interest in such options. Ideally, that also gets them some time to establish new monetization routes – like brand partnerships or eCommerce listings – but if those pathways don’t set, there will come a time when creators will miss income as a result of any such modifications.
But still, the potential of $10k per month will no uncertainty generate major interest. And possibly, if YouTube can get more people posting Shorts clips, that will support the option, and make it a bigger consideration, which, again, will keep its top stars at home, instead of thinking TikTok instead.
And with TikTok growing to a billion users, its trick is strong, and you can bet that several creators, from various platforms, are also now at least lowering their toes in the TikTok waters, and eyeing its next improvements to monetize their works.
Can Shorts offer similar reach potential – and will creators even worry about Shorts, when they have TikTok instead?
I mean, YouTube says that Shorts is now generating 6 billion everyday views, so the potential is there. Possibly, then, through more funding opportunities, it will become a greater element of the app, and maybe YouTube will be properly placed to lead the Shorts Fund into higher paid choices made into its broader platform offering.
You can learn more about YouTube’s Shorts Fund here.