YouTube takes on TikTok by plugging advertising into Shorts videos

Creators can join "whether they want to be the next big thing or just need help paying the bills," Mohan said at the company's Los Angeles production space

Credits: Bloomberg
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Credits: Bloomberg

Mark Bergen | Bloomberg
YouTube is fighting back against TikTok using the video giant’s key advantage: money.
 
On Tuesday, YouTube announced plans to share advertising sales with creators of Shorts, its bite-sized video feature. Unlike on YouTube’s main site, the new program will compensate creators using a pool of funds that’s similar to the way that TikTok pays its popular stars.

But YouTube sees its effort as more ambitious than what TikTok has done. Neal Mohan, the company’s chief product officer, described the plan as the first to fund short-form online video “at scale.”

Creators can join “whether they want to be the next

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First Published: Sep 20 2022 | 11:17 PM IST

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