YouTube launches new Valentine’s Day shorts in its latest crackdown on TikTok


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YouTube launches new Valentine's Day shorts in its latest crackdown on TikTok

YouTube launches new Valentine’s Day shorts in its latest crackdown on TikTok

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YouTube launched a TikTok-like “short clips” option on Valentine’s Day, encouraging creators to express gratitude to their audiences through short clips.

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

YouTube Valentine's Day

You can then share your message using the hashtag #LoveNotes, adding a broader expression of appreciation through Shorts clips.

This has become a key focus for YouTube as it struggles to maintain its position as the leader in online video, while TikTok continues to gain traction and grow its audience share.

Last month, YouTube reported that Shorts had now surpassed 5 trillion views. While this isn’t the same as monthly active users or individual user engagement, it does underscore the growing interest in short-form content that YouTube is eager to build on to maintain its throne in the space.

But where YouTube specifically wants to beat TikTok is that it’s looking to make Shorts a complementary channel to each creator’s main feed in the app. With creators able to make more money from YouTube clips than they currently do on TikTok, this push, along with comparable views over time, could end up being a big winner as it drives more creators Take to YouTube.

YouTube Valentine's Day

This will take time to play out, and TikTok is working hard to develop its own monetization tools and options to provide its users with a comparable and fair revenue sharing system. But it’s still the biggest threat to TikTok’s continued momentum — and if more creators finally figure out they can make more money on YouTube and Instagram for the same or similar content, that could end up seeing more creations users leave the app and take their massive audience.

That’s what happened with Vine, it couldn’t figure out how to monetize short-form content. It could also happen to TikTok — which is why TikTok is looking to pivot to longer forms of content, in addition to its experiments in e-commerce, creator tipping, facilitating brand deals, and more.

With TikTok now also facing a new wave of dissatisfaction from creators over its creator fund program, it needs to work fast, or more of them really are either just staying on YouTube or leaving the app.

Given the app’s massive momentum and reach, a mass withdrawal of creators from TikTok seems unlikely at this stage. But it’s possible, and YouTube is working hard to build more tools to beat TikTok here to its advantage.

YouTube generated $28.8 billion in ad revenue in 2021, about half of which is returned to creators through its partner program. It’s a huge change that has boosted its content ecosystem, and now, despite growing interest, TikTok is nowhere near the same level.

Can it get there — or will this end up being a major turning point for the app?

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

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