YouTube announced Tuesday (September 20) that it would integrate ads into Shorts, its short video platform, and that it would share 45% of revenue with creators. With this announcement, the Alphabet platform intends to overtake TikTok, its great rival in the market for videos under 60 seconds, which does not yet offer this possibility. Are we going to see a rush towards the Shorts platform, against the backdrop of an increasingly costly battle between social networks? wonders FortuneFriday, September 23.

For video creators and influencers contacted by our colleagues, not necessarily. They are delighted with this potential new financial windfall which does not exist on the ByteDance platform. TikTok does not offer any significant financial compensation to creators whose videos go viral, even if they reach millions of views. But for now, influencers are waiting to learn more before changing their ways. Because, often, creators publish their videos on different platforms in order to maximize their visibility and their income. The choice of the first platform on which their content will be published is a highly strategic question, which will have consequences on sponsorship contracts and the number of views.


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The creators are therefore waiting to have answers to their many questions. How much will they actually get? Will the video have to be posted on YouTube Shorts first to be eligible for ad revenue? Won’t Internet users rather go to TikTok, where you can avoid advertisements, if the latter will have to be watched on YouTube Shorts? And with such a short video (60 seconds), will Internet users have the patience to watch an advertisement? The answers should arrive in the coming months. Since the July 2021 global launch of YouTube Shorts, Google’s platform has reportedly gained ground on TikTok, claiming to have more than 1.5 billion monthly users, on par with the current market leader in short videos.