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YouTube to pay $100 million to influencers to compete with TikTok

This $ 100 million will be divided among a still undefined number of users in 2021 and 2022, and will be received by those chosen by the company based on their popularity, as explained by YouTube on their company blog.

“Every month we target thousands of creators whose videos have achieved the most views and popularity to reward them for their contributions,” they said on Google’s web portal.

The content eligible to receive the money must also be original creations and respect YouTube Community Rules.

Launched on March 18, the Shorts service stands out from The Main YouTube Portal because its content is short-lived, in the style of the Chinese TikTok app, very popular with teenagers.

Shorts allow you to record and edit videos of up to 60 seconds with music background, and before it was released in the United States, it ran in trial mode in India for several months.

Encouraged by the success in the Asian country, where the number of channels mailing through the service tripled in just four months, they decided to make way for the US.

To do this, YouTube has entered into agreements to use music from the country’s leading labels such as Universal Music Group, Sony Music Entertainment, Warner Music Group and Warner Chappell Music, Believe, Merlin, 300 Entertainment, Kobalt, Beggars, CD Baby, Empire, Peer, Reservoir and OneRPM.

In the closing months of Donald Trump’s administration (2017-2021), the future of TikTok in the US was called into question due to political pressure, but since the arrival of President Joe Biden’s administration, the pressure on the Chinese platform has dissipated.