Earlier this week, as part of its broader announcement of expanded monetization options for shorts creators, YouTube noted that in addition to a new ad revenue sharing program (which will allocate advertising funds to the top-performing shorts clips), shorts creators will soon be able to as well Be able to use Super Thanks, the creator donation feature that allows fans to buy featured comments in stream.
Now YouTube has announced the next stage of this expansion and provided examples of how Super Thanks in Shorts will work.
As you can see in this sequence, viewers can now purchase Super Thanks messages in Shorts clips posted by creators who have already enabled Super Thanks.
Super Thanks is available in select markets for creators who participate in the YouTube Partners Program. To qualify for the YPP, creators must have 4,000+ hours of public viewing and 1,000+ in-app subscribers in the last 12 months.
If you meet these thresholds and are in a region where Super Thanks is active, you can now also accept Super Thanks donations via shorts, which also provides a highlighted message in the chat stream.
But it won’t be available to all viewers just yet.
According to YouTube:
“We’re excited to announce that we’re launching a beta that will extend Super Thanks availability to Shorts content for a subset of creators who already have Super Thanks enabled. In parallel, we’re running a viewer experiment for a few weeks that allows only a subset of viewers to purchase Super Thanks on Shorts. We plan to roll this out to more creators in the coming months.”
So it’s still in early testing stages, but eventually Super Thanks will offer another monetization avenue for in-app short video creators that YouTube hopes will give it an edge over TikTok, which doesn’t have an established monetization process for creators yet Not.
Although TikTok provides a similar donation feature for its top creators, with those who are over 100,000 followers in the app eligible to receive viewer “gifts” that can be exchanged for money, giving fans a direct way to support.
That’s a much higher qualifying threshold than YouTube’s YPP, although you can expect each app will now work to lower their monetization thresholds wherever possible to allow more creators to leverage such opportunities in their apps.
This is the next big battleground for the creator economy when it comes to attracting top talent and their fans to ultimately lead the direction in the space.
YouTube is in a much stronger position in this regard after paying off over $50 billion to developers over the last three yearsbut TikTok is the platform of the moment, and if it can capitalize on that enthusiasm and sweeten its deal for top stars, it may well be able to build a stronger base and cement its place in the video platform ecosphere.
But if YouTube can offer more revenue potential, it could hurt TikTok’s long-term prospects. At the moment most developers seem happy to use TikTok and Reels as additional channels, even if YouTube is their main focus. That could be the next big challenge – if creators can maximize their earnings through cross-posting, they will, which may mean platforms have to sign stars for exclusive deals instead.
This approach hasn’t always worked, and it will be interesting to see what comes next as platforms continue to expand their offerings for popular talent.
But for now, YouTube is making the right moves, which will put pressure on the other apps to follow suit.