YouTube Shorts ad payouts to creators highlights deeper monetization woes

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by Lindsey Francy Mar 14, 2023 News
YouTube Shorts ad payouts to creators highlights deeper monetization woes

The sharing of ad revenue on shorts was intended to help creators make more money. creators aren't sure if it will ever happen

The creators can't see that they're losing money because of shorts. Shorts content reaches viewers far beyond a creator's target audience but those people aren't necessarily going to enjoy what they're seeing From the beginning, it has been a bugbear for creators.

When YouTube told creators they could make money from the ads around their Shorts content, they were wary that the revenue on the Shorts videos they produced would help alleviate the money they have lost.

The creators of shorts were able to make more money because they were able to get ad dollars from other places. Those dollars are not for everyone.

Six weeks have passed since the ability to monetize shorts was offered by YouTube. According to five talent managers, marketers and consultants, creators don't like the idea. They have more than 60 creators on their roster.

The overall impressions and views for the creators we work with are up, but watch time and revenue have taken a huge hit. It is difficult to give a percentage for the decrease, but I think they are down by 20%.

Since last month, Brooke Monk, who has 2.02 million subscribers on YouTube, has publicly posted her Shorts revenue statistics. She noted that she had earned £768.41 even though she had recorded 64.5 million views.

The new shorts program was designed with financial concerns in mind. After accounting for its music licensing costs, creators receive a portion of revenue from eligible shorts in its Shorts feed. This method of paying creators is different from the traditional method of paying. It's not yet a net positive for creators.

Phil Ranta, COO of digital talent management company We Are Verified said, "If your viewership goes from one million monthly views to 10 million monthly views, but you're not making any more money, that can be hard on the Psyche." We haven't seen revenue growth associated with the 20% to 50% month-over-month increase in creators' growth with shorts.

It is not yet possible to take these figures as conclusive.

It's still early, and we're focused on bringing together creators, viewers, and advertisers We expect creator earnings to keep growing as we invest in shorts. We want to build a long-term partnership with creators where they can share in the platform's success.

It is a stance the company has maintained throughout the narrative. It has insisted time and again that the growth of Shorts would not be at the expense of long-form content for creators, and that audiences who see a creator's content via Shorts might be encouraged to watch their long-form videos as well.

A viewer's Shorts watch history can be used to influence long-form recommendations on the platform. If you discover a channel in shorts, you're more likely to see long-form videos from that channel in the main recommendations.

creators are still wondering how the evolution of Shorts and the subsequent prevalent of short-form video on the platform will further contort their ad businesses.

Creators’ concerns

The general manager of Morganglory consulting said that the thing people need to look at more is how Short's is affecting creators' overall channel growth. They have a lot of short-form content and they are making money from it. There is still long form on these channels.

There are other ways to look at this issue. Over the last two years or so, the proliferation of shorts has seen some creators see a boost in their metrics. Engagement, loyalty or conversions are things that are essential to making money from ads.

It's no wonder creators are hesitant to commit to this switch, given what it could mean for everything else. There is a lot of confusion among this group.

Taking matters into their own hands

Some creators are worried about how their audience will change. Views and subscribers can still be useful when it comes to closing deals. They think that an inflated audience will help them do that. The problem with this plan is that it doesn't fit with the plans for creator content on the platform.

Morgan said thatYouTube is not very bullish on creators creating other channels that are just shorts channels. Everything should be one thing. We had a lot of conversations with them about why creators should stay on their main channel. You should do everything on your main channel. Don't make a storage channel. This is where creators are going now with it. I want to watch the second quarter.

It is possible that creators could take bigger steps to line up their long-form content with what they post on shorts. The rationale is that a video podcast that posts Shorts cut from the interviews could potentially drive more long-form viewers to watch it. The benefit is if the shorts make the viewer click through to find something.

The creators who post individual shorts that are unrelated to their long-form content may not benefit from it.

Once viewers are on your channel, the long-form content can help cater to their needs and help to transition them from views to subscribers.