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How much short form creators are getting paid in 2024 (TikTok, YouTube Shorts, Reels)

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How much short form creators are getting paid in 2024 (TikTok, YouTube Shorts, Reels)

Photo courtesy of Ryan Hughes

Opinions expressed by Digital Journal contributors are their own.

With the rise of TikTok from its early days in 2018 to the powerhouse it is today, it has revolutionized not only the way everybody consumes content but also how everybody creates it. It has catapulted the regular consumer, and many of them at that, into the limelight themselves and created a new ecosystem of online social functions. TikTok’s algorithms propel virality into anything that it agrees with using several different factors. In short, TikTok opened the door to truly accessible and equally creatable home video content that is also now monetizable.

Statistics taken from multiple online social media data sources show that short-form video is the most popular type of content on social media. In 2023, 90% of all internet traffic was projected to be made by short-form video. 73% of consumers prefer to watch a short-form video to learn about a product or service than a long-form video. Almost 60% of short videos are watched for 41-80% of their length.

A great example of someone who is adapting to this change is YouTuber ‘Bucks’, whose real name is Ryan Hughes, a 28-year-old creator from England, UK. He started his influencer journey 12 years ago at the early age of 16 and is now leading the race in the world of short-form content currently in Los Angeles. Bucks, with 1.5 million YouTube subscribers, creates comedy, gaming, and lifestyle videos, traditionally through long-form themed content. He recently started to package his content into small digestible TikToks and YouTube Shorts and his content exploded.

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Ryan commented “I just feel like when you’ve been in the game this long you have to take changes head-on productively and adapt because the machine will keep moving forward with or without you. I remember when I first started YouTube, it took me years to hit my first 10,000 subscribers and 1,000,000 total views. Today you sometimes see this happen overnight. Times have changed, accessibility has changed, and the way we experience content as a whole has changed, but the efficacy of becoming a creator can still be attained, if not at a greater level than before. Recently on TikTok alone, starting from scratch and using the same content I post on YouTube, just packaging it differently, I got 140,000,000 views and 300,000 followers in just a few months. Something that had once taken me five years in the past on YouTube.”

So how are influencers like Ryan, who are achieving this level of success, capitalizing off of those high numbers? Only recently have there been implementations within the platforms themselves to reward creators that can acquire that level of viewership suitable compensation for it. TikTok’s initial Creator Fund, which only paid a modest average of $0.02-$0.04 per 1,000 views was the first level of compensation.

This shortly changed with the introduction of TikTok’s Creativity Program, Instagram’s Reels Play Bonus and YouTube’s new YouTube Short Monetization Policy. TikTok’s program went into Beta in the USA earlier in 2023, slowly expanding globally, and still is as of January 2024. The program allowed creators to make 60+ second long videos and receive up to $1 per 1,000 views that qualify for the program, which is a huge leap from the creator fund.

Instagram’s Reels Play Bonus was a $1 billion fund that incentivized people just to create Reels in the first place. Offering good compensation at $100 for the first 20,000 views. Sadly though, the pay was capped quite hard for anything larger, with a maximum monthly payout of $1,200 and an 11,000,000 view cap. The Reels Play Bonus program was cut by Instagram in March, 2023.

YouTube released a new YouTube Short Monetization Policy in February 2023, allowing creators to make a reasonable amount of money with Ad Revenue within the YouTube Shorts world. This has typically been seen to pay about $0.10 per 1,000 views, making it a solid middle ground between TikTok’s Creator Fund and their new Creativity Program. For some, this may be better as you can still create shorter clips instead of the necessary 60+ second clips for TikTok’s Creativity Program.

On top of the new and expanding revenue systems that are currently in place, creators can also make dedicated short videos for brands designed with a faster-paced and higher level creative, giving an additional and lucrative method of promotion for both the brand and influencer. With the additional viewership, the influencer can also push merchandise and their own branded products.

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Ryan Hughes also commented on how that payment landscape looks within his leading position of high viewership. “TikTok’s new program is highly underrated. Not every view qualifies and the amount you are paid is dependent on your audience demographics, but for instance, with a majority US demographic, I was paid around $0.80 on average for every 1,000 views that qualified. I had about 30,000,000 views qualify out of about 120,000,000 submitted for it. Which is not bad considering it’s just one stream of income. I also have YouTube, brand promotions, merchandise, and live-streaming.”

Shortly after the rapid TikTok success, Ryan implemented the same strategy back on YouTube Shorts, and gained a further 160,000,000 views in the first two months.

Short-form content will continue to dominate and as the market integrates accordingly, with this new chapter, creators can expect some exciting opportunities ahead.

Innovators in the marketing space will adapt mass-scale promotions for brands that even smaller creators can take part in, and larger creators with the individual mass reach will benefit from more direct involvement.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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