The competition between YouTube and TikTok is becoming more intense as YouTube has announced that it will start to pay creators for its Shorts feature, which is a response to the Chinese social media app’s prominence. TikTok’s Creator Fund compensates users with considerable reach, with payment ranging around £16.50 and £33 for each million views. To qualify for the YouTube Partner Programme, one must have had 10 million public Shorts views or 4,000 watch hours on non-Shorts content in the last 90 days. Victor Potrel, Vice President of Content Distribution at TheSoul Publishing indicated that reward opportunities would be created by YouTube’s decision to monetise Shorts. According to Victor, creators should create compelling content while taking advantage of new platform tools that could help drive reach, engagement and monetisation.
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