As critical developments loom for the popular Chinese social network TikTok, YouTube is gearing up for battle by rolling out new features. Ever since the bipartisan bill was enacted by Joe Biden, the standoff between the U.S. administration and ByteDance continues unabated…
Indeed, if TikTok fails to secure a buyer by this Saturday, April 5, the app could vanish entirely from the American continent. Although Donald Trump, the 47th President of the United States, has previously extended TikTok’s deadline and has mentioned the possibility of extending this period further if needed, YouTube is positioning itself for a significant opportunity…
Is YouTube Strategizing to Attract TikTok Users?
This Thursday, April 3, with the TikTok acquisition decision imminent, YouTube announced the launch of a new tool for creating and editing its Shorts. The “Shorts” format, hugely popular among younger audiences, involves creating very short, compelling vertical videos designed to captivate viewers.
In this new editor, soon to be available on YouTube this spring, content creators will be able to edit their videos more easily in the Shorts format, automatically synchronize video cuts, and add stickers.
With a potential 885 million new users who have preferred TikTok so far, this could benefit YouTube greatly if the ban becomes effective this Saturday. However, to push even further, the video platform has also decided to revise its payment policy for video creators…
A New Compensation Model for Content Creators
While TikTok is currently very popular among younger users, it’s also important to note that content creators often gravitate towards this network for much more favorable earnings.
This is likely why YouTube has chosen to revise its compensation model for the Shorts format, which has been somewhat neglected by many of the platform’s content creators until now.
Until now, views for Shorts were only counted if a video was played for several seconds, similar to other formats on YouTube. Under the new monetization rules for Shorts, views of these short videos will be counted based on the number of plays a video receives, including replays, without any minimum viewing duration requirement.
Johanna Voolich, YouTube’s Director of Product, stated in a YouTube video this Thursday that this decision was also made following consultations with some content creators. With these new rules, they will be better equipped to accurately calculate their view counts.
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Samantha Klein is a seasoned tech journalist with a sharp focus on Apple and mobile ecosystems. With over a decade of experience, she brings insightful commentary and deep technical understanding to the fast-evolving world of consumer technology.