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YouTube Launches New Valentine’s Day Push on Shorts, the Latest Step in its Push to Combat TikTok

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YouTube Launches New Valentine's Day Push on Shorts, the Latest Step in its Push to Combat TikTok

YouTube has launched a Valentine’s Day push on its TikTok-like ‘Shorts’ option which encourages creators to express their appreciation for their audience via short clips.

As you can see here, YouTube’s calling on creators to share the love on Valentine’s Day through a custom Shorts background, which you can download here.

You can then share your message, using the hashtag #LoveNotes, to join in the broader expression of appreciation via Shorts clips.

Which have become a key focus for YouTube, as it works to maintain its position as the online video leader, with TikTok continuing to gain traction, and increase its audience share.

Last month, YouTube reported that Shorts has now surpassed 5 trillion all-time views. And while that’s not the same as monthly active users, or individual user engagement, it does underline the rising interest in short-form content, which YouTube’s keen to build on as it works to hold onto its crown in the space.

But where YouTube is specifically looking to beat out TikTok is that it’s seeking to use Shorts as a supplementary channel for each creators’ main feed in the app. And with creators able to make a lot more money from YouTube clips than they currently can on TikTok, that push, along with its comparable view counts, could end up being a big winner over time, by bringing more creators across to YouTube instead.

YouTube Valentine's Day

It’ll take time to play out, and TikTok’s working to develop its own monetization tools and options to provide a comparable, equitable revenue share system for its users. But it remains the biggest threat to TikTok’s ongoing momentum – if more creators eventually determine that they can make more money for the same, or similar content on YouTube and Instagram instead, that could eventually see more of them migrating away from the app, and taking their big audiences with them.

That’s what happened to Vine, which couldn’t work out how to monetize short-form content. It could still happen to TikTok too – which is why TikTok’s also looking to shift into longer form content, in addition to its experiments with eCommerce, creator tipping, facilitating brand deals, etc.

And with TikTok also now facing a new wave of creator dissatisfaction in relation to its Creator Fund program, it needs to work fast, or more of them will indeed either stay with YouTube exclusively, or move on from the app.

A large-scale creator exodus from TikTok seems unlikely at this stage, given the app’s huge momentum and influence. But it is possible, and YouTube’s working to build in more tools to beat TikTok on this front in order to press its advantage.

YouTube generated $28.8 billion in ad revenue in 2021, with around half of that going back to creators through its Partner Program. That’s a huge chunk of change, fueling its content ecosystem, and right now, TikTok is nowhere near that same level, despite rising interest.

Can it get there – or will that eventually become a major tipping point for the app?

We’ll have to wait and see, but it’s interesting to consider how YouTube is looking to play its hand in the battle for online video supremacy.


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'Astonishing' New Cognitive Research Shows Gaining Knowledge, Learning New Skills, and Achieving Mastery Comes Down to the Rule of 7

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'Astonishing' New Cognitive Research Shows Gaining Knowledge, Learning New Skills, and Achieving Mastery Comes Down to the Rule of 7

While talent matters, the good news is we all learn at basically the same rate–and can “learn anything we want.” Think you don’t have the talent for entrepreneurship? For leadership? For programming, for design… for whatever pursuit you may want to, um, pursue? According to HubSpot co-founder …

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

Are you a small business owner or marketing manager, just getting started on building your social media strategy? Need to learn the basics before launching your first social media campaign?

In this infographic, Sprout Social shares social media tips broken down as follows:

  • Who uses social media?
  • What does social media do for you?
  • Define your goals
  • Targeting your audience
  • Choosing a platform
  • Social media metrics

Check out the infographic below to learn more.

How to Successfully Use Social Media: A Small Business Guide for Beginners

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

Moore Digital, which assists nonprofit clients with fundraising, has named Adva Priso as chief strategy officer and Bonnie Huey as senior vice president of
digital media.

They are joining a team of “more than 70 top digital experts from across the for-profit and nonprofit industries, including strategists,
media planners and …



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