Oddly enough, one popular content category on YouTube Shorts that has emerged is… dental hygiene. This summer, YouTube teamed with K-pop superstars BTS for this summer’s “Permission to Dance Challenge,” inviting fans to record and share their own 15-second versions of the song. Of course, music has been a staple of YouTube Shorts, with creators able to access millions of tracks for their videos. We are figuring out how we partner-manage these folks.” “We are dealing with the next generation of mobile creators. “It’s still early days, but we’re starting to see exciting creators and communities take hold,” Ferguson said. That’s ranged from magic tricks to gaming (“Minecraft” in particular) and from food to - believe it or not - dental care. Since YouTube Shorts first launched as a beta in India in September 2020, the short-form video feature has been adopted by multiple communities of interest with some unexpected trends, according to Ferguson. YouTube has found that it’s important to keep a clean separation between the core long-form platform and YouTube Shorts, because creators are looking for different kinds of editing tools, metrics and ways to engage viewers, said Todd Sherman, product lead for YouTube Shorts.Īt the same time, YouTube believes the short-form side of the house gives it a distinct advantage over rival platforms: “Shorts is its own video ecosystem, but it’s connected to YouTube and YouTube Music,” Sherman said. ![]() Ferguson joined the YouTube Shorts team this May he previously was at chat-fiction app company Hooked and before that worked at Musical.ly (which ByteDance bought and converted into TikTok). We are working on a long-term business model,” said Kevin Ferguson, director of global operations and partnerships for YouTube Shorts.įor YouTube Shorts, “We are lightly testing ad formats right now,” he added. “For creator monetization, the fund is the first-stop solution. Creators with the highest-performing YouTube Shorts can make anywhere from $100 to $10,000 per month, according to the Google video platform. and India) and the payment program is now available in more than 40. It started cutting checks in August, first for creators in 10 countries (including the U.S. To attract short-form creators - and give them an incentive to produce unique content - YouTube established a $100 million fund for Shorts earlier this year. In other words: get the eyeballs first, then make money from them. ![]() For now, it’s far more focused on developing new tools and content-discovery mechanisms to keep driving up usage among YouTube Shorts creators and viewers. In classic Silicon Valley fashion, YouTube is slow-rolling the launch of advertising and other monetization programs for YouTube Shorts.
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