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YouTube Expands Shorts Fund to More than 70 New Regions, Adds New Shorts Analytics Features



YouTube has announced some new updates for Shorts, including an expansion of its Shorts Fund, enabling more creators to get paid for posting highly viewed clips, and new Shorts analytics tools within YouTube Studio.

The main announcement is the expansion of YouTube’s Shorts funding. Back in May, YouTube announced that it would pay out $100 million over the course of 2021-22 to top Shorts creators, based on a range of criteria, in order to provide additional support, and motivation, for their efforts. 

Initially, that funding was only available to creators in the US, then in September, YouTube expanded access to the program to an additional 30 regions.

YouTube is now adding another 70 markets to the eligibility list, meaning that creators from many more markets will now be eligible for Shorts bonuses.

YouTube Shorts eligible countries

Creators in these countries will now be able to claim a piece of that funding, with YouTube paying out between $100 and $10,000 each month to channels based on the performance of their Shorts clips.

Though the factors YouTube takes into account on this front are not entirely clear:

“There’s no specific performance threshold to qualify for a bonus. The level of performance needed to qualify for a bonus payment may change from month to month based on various factors, including the location of your viewers and the overall growth of Shorts.

Creators that are eligible to claim Shorts funding will be notified by YouTube, based on the performance of their content in the previous month. YouTube’s hoping that by adding additional motivation to the process, that could help it grow Shorts adoption in more regions, and get more creators aligned to YouTube instead for their creative efforts.


You can read more about the specifics of YouTube’s Shorts fund here.

YouTube’s also adding new Shorts-specific analytics elements to YouTube Studio, including a new card that will display how many of your Shorts have been remixed, as well as your most popular Shorts clips.

YouTube Shorts analytics

YouTube’s also added the Shorts ‘Align’ tool on Android, previously only available on iOS, which enables you to see the previous frame you recorded to help line up your shots.

YouTube Shorts Align

Finally, YouTube’s also added a new Shorts grid view on channel pages, making it easier for visitors to get an overview of your Shorts content.

YouTube Shorts grid view

As you can see, the grid view is very much like TikTok, with view counts on each clip. Creators will be able to choose how their Shorts grid is displayed by changing the order of the shelves within YouTube Studio on desktop.

While it may be a direct copy of TikTok, Shorts has been a winner for YouTube, with Shorts clips now generating over 15 billion global daily views, which is more than double what it was seeing in March (6.5 billion views). It seems that the appetite for short-form content, sparked by TikTok, has spilled over to every other app, and YouTube has been able to capitalize, and fend off at least some competition from the rising app, by replicating its key features, and boosting them through adoption by its top stars.

Which is where YouTube has a distinct advantage. YouTube has a much more refined revenue share system in place for creators, and eventually, when the top stars look to move beyond short-form content, and onto bigger, better things, that’s where YouTube welcomes them in, and uses the audiences that they’ve created in other apps to turn them into millionaires.

And now, it also has Shorts too, so they can create all of their content on one platform, and use it to build their audience, and revenue, in the app.

It may seem like a questionable tactic, copying the top features from other apps. But it works, and YouTube Shorts is another example of this



Instagram Tests Out New Ad Options, Including Explore Placement and Interactive AR Displays



Instagram Tests Out New Ad Options, Including Explore Placement and Interactive AR Displays

As we head into the holiday shopping push, Instagram has announced that it’s testing out some new ad options, in the hopes of maximizing its revenue intake, while also providing new opportunities for brands.

Though I can’t imagine that these will be entirely popular additions with users.

First off, Instagram’s adding new ads into Explore, with the first page of Explore now set to feature a new ad unit in the content feed.

As you can see in this example, that’s a pretty big ad. Instagram hasn’t clarified if all of these new Explore ads will be featured as prominently as this, but the option will provide another means to reach IG users ‘in the earliest stages of discovering new content they care about’.

It could be a good consideration, with a chance to get your products featured in the main discovery feed in the app.

Instagram’s also testing ads in profile feed – ‘which is the feed experience that people can scroll through after visiting another account’s profile and tapping on a post’.

So now, if you check out someone’s profile, and tap on a post, you’ll also be eligible to be served ads in that dedicated stream of their content, essentially inserting ads into another surface in the app.


Instagram’s also looking into whether this option could also be used as a monetization opportunity for creators, as that activity will be tied back to an individual profile and content.

Instagram’s also testing what it’s calling ‘Multi-Advertiser Ads’, which will display more promotions from similar businesses to users after they’ve engaged with an ad.

Instagram ad updates

As per Instagram:

“When a person expresses commercial intent by engaging with an ad, we deliver more ads from other businesses that may be of interest, powered by machine learning.”

So Instagram’s looking to push even more related businesses at you, stacking ads upon ads. I don’t know how effective that will be, but in theory, it could get your brand in front of interested users based on previous ad engagement.

Finally, Instagram’s also launched an open beta of its AR Ads, which will be available in both feed and Stories in the app.

Instagram ads update

As you can see here, Instagram’s AR ads, built in its Spark AR platform, will invite users to interact with their ad content, which could also include positioning virtual furniture in their home, or test driving a car in the app.

Which Meta also says will help brands align with future engagement shifts:

“By giving businesses tools to create more personalized and immersive experiences today we’ll help them drive performance and prepare for the metaverse.”

I mean, AR and the metaverse, which is largely VR-based (going on the examples we’ve seen thus far) are not the same thing, but the creation of 3D objects will play a part in that next stage, and could help to advance your thinking on ad approaches.


These are some interesting ad considerations, but they’ll also see a lot more promotions being squeezed into your Instagram feeds, which, as noted, likely won’t be welcomed by users.

But with parent company Meta under rising pressure, Instagram has to do its part. And while leaning into further Reels, and forcing in more ads, may not be a great play, long-term, the usage and engagement data will ultimately tell the tale.

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