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In February, YouTube Shorts became part of the platform's Partner Program, which pays creators a portion of the revenue the company earns from ads that run in its videos. Creators who meet the eligibility criteria can now make money from ads in their short-form videos, as well as their longer content.
The shift to YouTube comes as some TikTokers have been frustrated with efforts to monetize their content on the short-video app.
The new program replaces YouTube's previous compensation model for short-video creators, its Shorts Fund, which was a $100 million reserve that paid YouTubers each month based on their videos' performance.
Here are 3 ways TikTokers are trying to reposition their content for YouTube:
- YouTube's algorithm differs from TikTok's, so some creators are repurposing various videos to see what resonates most. Jorge Alvarez, who posts mental-health content for his 133,500 TikTok followers, usually sticks to the same format for his TikToks: talking conversationally right at the camera. But he's uploading different kinds of videos — including ones where he doesn't speak but uses a popular sound and on-screen captions— on YouTube to see what works. He said that he hasn't cracked the code yet, but he isn't giving up.
- Others are experimenting with the longer content YouTube is known for, on top of Shorts. Stacey Ervin Jr., a fitness and self-development creator who's built a following of over one million with short-form videos on TikTok and Instagram, said he's starting to post long-form videos on YouTube in an attempt to build a community that will intentionally interact and watch his content for longer.
- Some TikTokers are leaning into YouTube's SEO-friendly platform by playing with different keywords. Beauty influencer Florence Williams said she searches Google for keywords to tie to her content, to make it easier to find on Shorts. She said search-engine optimization works more effectively on YouTube, and she has gotten higher viewership when implementing this strategy.
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