This week, YouTube has introduced a new revenue share scheme on YouTube Shorts, its rival TikTok offering.

The platform is rolling out new terms for all creators in the YouTube Partner Programme, which will allow them to take home 45% of the advertising revenue made on videos viewed between posts in the Shorts Feed. This will replace the YouTube Shorts Fund, a $100 million budget set aside for creators to monetise their content. 

The premise of the revenue share is simple: the better a creator’s Shorts content performs, the more revenue they generate. And if Shorts grows in popularity, the amount creators earn grows too.

To qualify for the new revenue share scheme, Shorts creators must have more than 1,000 subscribers and 10 million Shorts views over the preceding 90 days. This is compared with TikTok (minimum of 100,000 followers) and Facebook (minimum of 10,000 followers).

In lowering the eligibility threshold for creators to monetise their content, YouTube is opening up earning potential to a much bigger pool of creators and incentivising them to invest time and resources into the platform. As the number of views on Shorts grows, so will earnings – without limits.

The model appears to be more sustainable and equitable than pre-existing creator funds and revenue sharing schemes, so rival platforms will need to diversify their offerings if they want to compete.

More and more brands are investing in creator marketing in 2023, and the battle of the platforms is well and truly underway. The industry continues to grow, and platforms which best look after their creators are likely to come out on top.

Get in touch if you’d like to know how to work with creators on YouTube.

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