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Which content creators have jumped on the YouTube Shorts Bandwagon?

Which content creators have jumped on the YouTube Shorts Bandwagon?

YouTube Shorts has come a long way in the 11 months since the format was launched.

Some content creators have jumped on the bandwagon and are now well equipped to take advantage of new revenue generation opportunities.

Who are they? They are not the usual suspects.

In this column, you will learn who makes good use of YouTube Shorts, see what works well, and find tips to improve your own short-form video strategy.

What are YouTube Shorts?

On September 14, 2020, YouTube launched the beta version of Shorts in India. A few weeks later I wrote “YouTube Shorts: An Introduction Guide”. At the time, I said that there are actually three audiences for YouTube Shorts:

Creators and artists. Viewers and subscribers. Advertisers and brands.

In other words, if creators and artists did not see an increase in the number and types of viewers and subscribers that most advertisers and brands want to reach, then the three-legged stool would fall faster than you can say “Vine.”


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On March 18, 2021, YouTube launched the beta version of Shorts in the United States

A few weeks later I wrote “Can YouTube Shorts Make Money? Spoiler alert: Some are already! ”And shared examples of three of the 60-second-length versions of shorts that were already monetizing ads.

How about the 15 second long version of shorts?

Well, my thought at the time was that YouTube “was working on what revenue generation for this format might look like in the future, so stay tuned for further development.”

On May 11, 2021, YouTube then introduced the $ 100 million Shorts Fund, which will be distributed during 2021-2022.

Now, the Shorts Fund is not limited to creators in YouTube’s affiliate program who can monetize their longer shorts with ads.

Any content creator is eligible for support from the Shorts Foundation as long as he or she creates original content that complies with YouTube’s Community Guidelines. This provides a robust alternative to the third leg of the metaphorical stool that I mentioned above.


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Finally, on July 12, 2021, YouTube rolled out shorts in more than 100 countries around the world. So even though it’s still early days, now seems like a good time to see which creator types or content genres get the most views and engagement with Shorts – enabling them to make the most money in the foreseeable future with or without support from advertisers and brands.

Who wears YouTube Shorts?

According to Tubular Labs data, more than 152,000 accounts have uploaded 1.1 million Shorts to YouTube in the last few weeks.

These shorts have received a total of 46.3 billion views and 2 billion engagements, which include likes, shares and comments.

Even though it’s early days, we have a big enough sample to see if the cart effect will very likely encourage even more content creators to start making shorts.

So who are the early users of YouTube Shorts?

Well, I’m not shocked to find that Tubular Labs categorizes pretty much all of them as influencers.

In fact, 1.1 million out of the 1.1 million shorts uploaded in the last three weeks were uploaded by influencers, which Tubular Labs defines as “a personality, a celebrity or a public figure with a significant social presence.”

By comparison, only 8,285 were uploaded by Media & Entertainment companies, and only 4,082 were uploaded by brands — causing both of these creator types to round up errors.

In other words, the “early adopters” consist overwhelmingly of the smaller content creators who try to make a living by making videos on YouTube, not the big names that everyone already knows.

Where do they come from?

According to Tubular Labs data, 282,000 of the 1.1 million shorts or 25.6% were uploaded in India.

An additional 257,000 shorts or 23.4% were uploaded in the United States

These countries are YouTube’s two largest markets, and where the beta versions were launched, so it’s perhaps not surprising.

But just a few weeks after becoming global, the next eight countries where shorts are uploaded are:


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Brazil (57,800 shorts). Russia (45,500 shorts). Japan (32,800 shorts). South Korea (30,400 shorts). Indonesia (30,000 shorts). Vietnam (20,900 shorts). Great Britain (20,900 shorts) Pakistan (20,200 shorts).

And just behind these countries are Turkey, Mexico, Thailand, Ukraine, Egypt, Canada, Germany, Bangladesh, the Philippines and Saudi Arabia.

It looks like the shorts cart is already gaining momentum around the world, with content creators from at least 50 countries already on board.

It is worth noting that only 460,000 out of the 1.1 million shorts uploaded in the last few weeks (41.8%) are in English.

What type of content do they create? Tubular Labs has identified 21 different content genres. The top 10 are:

General interest (881,000 shorts). People and blogs (32,100 shorts). Games (29,500 shorts). Entertainment (27,800 shorts). Music and dance (25,900 shorts). Food & beverage (9,400 shorts). Science & Tech (8,500 shorts) .Sports (8,200 shorts). Children entertainment and animation (7,500 shorts) .Education (5,300 shorts).


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It is quite difficult to stereotype shorts when more than 80% of the videos fall into the category of “General interests”.

And if you look at video categories that are more niche than genres, then Tubular Labs has identified 51 of them. Let’s just say there are a ton of pigeonholes to put shorts in – which makes the whole process of drowning them pretty pathetic.

What we can say without ambiguity is that 309,000 out of the 1.1 million shorts or 28% are 15 seconds long or shorter.

This means that 72% of YouTube Shorts are between 16 seconds and 60 seconds long.

Now this situation may change as more content creators find out about the Shorts Fund. But there is nothing in the Shorts Fund that says it is limited to creators of short shorts only.

Maybe content creators are waiting to discover if they can make money on their shorts with ads and / or the Shorts Fund before we see a turnaround in one way or another.

Examples of successful YouTube shorts in action

Now, what content creators are likely to figure out the winning formula for monetizing their shorts first?


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Well, it could be Satisfactory mix of Canada who uploaded Diy #youtubshorts #short #diy #shorts.

This 13-second video has 99.1 million views and 885,000 engagements and belongs to the entertainment category.

Or it could be MingWeiRocks in Singapore who uploaded Use of CHOPSTICKS Be Like… #shorts.

This 33-second video has 96.9 million views and 2.2 million exposures.

It belongs to the category Comedy – and already makes money on ads.

Or it could be HeGil in the US that uploaded Run Healthy – NEW UPDATE All levels gameplay android, ios H002.


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This 44-second gaming category video has 77.9 million views and 2.8 million exposures.

On the other hand, the content creators who first figure out the winning formula may be the ones who upload the most shorts – and then analyze which ones generated the most money.

For example, you should see Shorts uploaded by The Pet Channel as a hawk.

Why? Well, they’ve been uploading 2,132 shorts in the last few weeks.

The one with the most views is Cute Pet Dog🐕 #shorts. This 10-second video has 500,000 views and 11,500 exposures. It belongs to the category Ordinary interest rates.

You should also keep an eye on the shorts uploaded by the Magic channel. They have uploaded 2,098 shorts during the same period.


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The one with the most views is PRANKING MCDONALD’S DRIVE THRU WORKER | MCDONALD ORDERING PROBLEMS | MAGIC. This 30-second video has 30.3 million views and 589,000 exposures.

It also belongs to the category General interest rates.

Additionally, you might see Shorts uploaded by The Walt Disney Company, Disney Media Networks, ESPN, 21st Century Fox, FX; Disney International, Direct to Consumer + International, ABC News, Disney Parks, experiences and consumer products; and Disney Parks & Resorts.

In the last few weeks, 10 Disney channels on YouTube have uploaded 162 shorts.

The one with the most views is Stephen A. Smith responds to Carmelo Anthony joining Lakers and LeBron James | #shorts.

This 56-second ad-making video has 324,000 views and 9,200 exposures. And yes, it belongs in the category Sports.


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But wait, there’s more!

It turns out that 38 accounts have uploaded 89 shorts sponsored by Brands, which represents a third way to monetize content creation.

If you would like to see a few examples of sponsored shorts from the last few weeks, check out You are asking for a sign and he will give you a SIGN … #shorts that have 1.1 million views and 72,000 exposures.

This 24 second video is in the People & Blogs category.

Or watch Forge a Flower for the RMS group project – #shorts, which has 233,000 views and 7,500 engagements.


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This 53-second video, sponsored by Combat Abrasives, belongs to the General Interest category.

Nevertheless, a large number of content creators and influencers do not even look at the revenue generation opportunities on YouTube.

They are creating more video content for Instagram, which recently stated that it is no longer a photo sharing app or jumping on the TikTok bandwagon.

How does the potential YouTube Shorts Payday compare to TikTok?

Jim Louderback, GM for VidCon, recently shared this item with his newsletter subscribers. It turns out that the Karat Black Card gives credit to content creators. What caught Louderback’s eye, however, was how Karat decides whether influencers are creditworthy.

According to Karat co-director Eric Wei, they only approve your application if you have a baseline of 100,000 YouTube subscribers, 125,000 Instagram followers, or 2.5 million TikTok followers.


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In other words, a TikTok fan is only worth 4% of a YouTube subscriber. Or to turn this upside down, 1 YouTube subscriber is worth 25 TikTok followers.

According to Louderback:

“It’s a dramatic devaluation of TikTok’s subscriber base and is probably more based on what you can EARN on TikTok versus the value of each community member (on YouTube).”

There are no favorites in financial factoring. Bottom line: Content creators and influencers who ignore YouTube Shorts risk missing out on a bigger payday.

This may be the most significant trend you can take as a starting point.

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