On YouTube Shorts Monetization (and other shiny objects)

For better or worse, YouTube never stops evolving. It’s good in some ways, but also so tough on creators when it comes to keeping up with the latest features and decide which ones are worth investing your time and effort. As a former YouTube employee with 10 years of experience, I've witnessed launch after launch of new products and features. Sometimes it felt like trains leaving a busy station. Some of them left with my input, and some didn’t.

Today, from YouTube Shorts to podcasts, the platform continues to offer creators a wild range of shiny new features, and monetization of them.

But before jumping on every new tool or format, it is absolutely crucial to decide whether it aligns with your channel's goals and audience – or else you risk wasting a TON of time and energy. In this blog post, I'll share my thoughts to help you navigate new YouTube features, with a specific focus on YouTube Shorts. Let's dive in.

1. Understand YouTube's Priorities:

YouTube aims to be the go-to platform for all video content online, competing not only with TikTok and Instagram but also with giants like Netflix, Spotify, and Hulu. As a platform-driven business, YouTube makes decisions based on what they believe is best for their growth and success.

Before launching a new feature, they assess viewer demands and advertiser preferences. And you play pivotal role as well. You are one of the millions of “content engines” powering these platforms. Without your content, the ecosystem would collapse. Therefore, when YouTube decides to enter a specific area, their primary goal is to encourage you to participate.

When it comes to the monetization of YouTube Shorts, keep in mind that YouTube has been in a colossal, heavyweight fight with TikTok. And while TikTok beat them in round 1 with vertical video, YouTube won round 2 by being the first platform to add shared revenue to the vertical format.

But how is the revenue? How much? If you think about the time it takes to make these videos, and compare it to monetization of long-form content, it’s rather pathetic. Creators are getting millions of views with Shorts, but making pennies per 1,000 views.

The bottom line is, Shorts are great for exposure, but “poor” at making money. And if revenue is a priority for you, you must keep that in mind before going all in on the vertical format. This ain’t a money-making endeavor.

2. Be Mindful of YouTube’s Marketing Talent:

YouTube's Creator Marketing team consists of talented professionals who are some of the best on Earth at their craft. I know because I worked alongside them. Their job is to persuade creators to consider adopting new features, and - similar to savvy salespeople - they know exactly what to say to convince you.

To avoid getting caught up in the excitement, it's important to stay thoughtful and disciplined. Otherwise, you might find yourself constantly switching between different formats, from Shorts to long-form videos, live streams, VR, and more. While the YouTube team genuinely values and loves creators, their jobs are to activate millions of you, sometimes regardless of whether these features are right for you or not.

The point here? Don’t get easily sold by YouTube’s highly skilled marketing team. Understand their jobs and respect their efforts.

3. Weigh the Pros and Cons:

When deciding whether to embrace something new like YouTube Shorts, take into account what is at stake. Delve deep into understanding your audience and their preferences. Consider your channel's goals, including around revenue. Consult trusted advisors or fellow creators for valuable insights. Is the shiny new feature beneficial for your content creation and business operations? Evaluate whether the investment of time, effort, and potentially money is worthwhile.

For instance, if you aim to establish a long-term, trust-based relationship with your viewers, where they perceive you as a friend, long-form content might be the way to go. Podcasts can be a great choice if you can engage your audience through freeform, conversational discussions. Alternatively, sticking to traditional long-form videos may suit your channel and personal preferences. Ultimately, choose your formats wisely based on your unique circumstances and objectives.

The Short of it:

As a dedicated YouTube creator, it's crucial to approach new features with careful consideration. While YouTube continues to innovate and introduce exciting possibilities like YouTube Shorts, it's essential to evaluate each opportunity in relation to your channel's goals, audience, and long-term success. Remember, YouTube's priorities as a platform-driven business may not always align perfectly with your individual needs. By making informed decisions and staying true to your content strategy, you can ensure that your channel thrives amidst the ever-changing YouTube landscape. Feel free to watch my video version of this post:

Thoughts from an ex-YouTube employee on Shorts and other shiny objects. Are they right for you?