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YouTube Shorts Tops 5 Trillion Views to Date, Platform to Test Shopping and Branded Content for TikTok-Style Videos

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variety.com

Todd Spangler NY Digital EditorYouTube is touting the explosive popularity of its TikTok-style short-form Shorts video feature — and says it’s going to test out new monetization features for YouTube Shorts creators.Since first launching YouTube Shorts in September 2020, the Google-owned video giant has served more than 5 trillion short-form videos, YouTube CEO Susan Wojcicki wrote in a quarterly update to creators Tuesday.“We’re working every day to improve how we help creators get started and reach an audience faster on Shorts,” Wojcicki wrote.Last year, YouTube established a $100 million fund for Shorts to encourage people to create videos of up to 60 seconds in length.

In August 2021, it began paying creators with the highest-performing YouTube Shorts up to $10,000 per month, and that program is now available in more than 100 countries.

According to Wojcicki, more than 40% of creators who received payment from the YouTube Shorts Fund last year were not in the YouTube Partner Program (YPP), its longstanding ad-revenue sharing program for qualifying creators — in other words, it’s evidence that Shorts is pulling in a different class of creator.In 2022, YouTube will test new ways for Shorts creators to make money through branded content deals via BrandConnect, YouTube’s program that matches creators with brands.

In addition, the video platform is “in the early phases of testing how shopping can be integrated with Shorts,” Wojcicki wrote.On the product front, YouTube introduced a new remix feature that lets users create Shorts using audio from videos on core YouTube (if the original creator allows it).

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