Shorts creators will soon be able to use Super Thanks, YouTube's creator donation feature, which enables fans to purchase highlighted comments in-stream. Super Thanks will provide another monetization pathway for short-form video creators in the app, which YouTube will be hoping will help to give it an edge over TikTok, which doesn’t have an established monetization process for creators just yet. YouTube is in a much stronger position in this respect, having paid out over $50 billion to creators over the last three years, but TikTok is the platform of the moment, and if it can harness that enthusiasm, and sweeten its deal for top stars, it may well be. But if YouTube can provide more revenue potential, that could end up hurting TikTok’s longer In order to stay competitive with the likes of TikTok and other short-form video platforms, YouTube is increasing its monetization options for creators. Super Thanks will enable creators to get paid for highlighted comments in-stream, which could help increase viewership and brand awareness.

September 27, 2022 8:00 PM