From production to offering equipment and shooting locations, the platform was investing heavily in the content. Seeing the competition and the ecosystem built by TikTok, Roposo, Mitron, and Chingari and others have started paying their top creators.
Also, a few have inked an exclusivity deal with influencers to have a steady flow of content for a minimum of six months. While the payment offered through these deals are not at par with TikTok, influencers are still getting paid. According to the influencers we spoke to, Instagram, which is following the performance marketing model, has also started paying influencers for Reels.
Being a part of the broadcasting network, TakaTak is also offering other forms of incentives such as running campaigns with exciting prizes and driving synergies on MX Player. Through the synergies, the app is aiming to offer some of its talented influencers a role in one of their premium web series and help them become mainstream stars. On the other hand, Roposo is taking a democratic approach.
Instead of internally choosing top influencers, it is following a coin system, wherein each user gets appreciation in the form of coins for the views generated and after accumulating million coins, the user can monetise them.
Though the cost is not as high as TikTok, the market is changing. Now, even Reels is offering money to some of the influencers. We also have to understand initially, TikTok was the only dominant player; as a result, there weren't many avenues available.
While YouTube Shorts is yet to reveal its monetisation model, the parent platform is known for offering fair amount to its users. Unlike Instagram, YouTube doesn't rely only on advertising but also has other revenue streams such as subscription product, membership, transactions, super-chat, branded content, and commissioned YouTube Originals.
Brands will pay much more for YouTube. Does this mean YouTube Shorts has won the short-video app game? Not yet, there are still a few roadblocks in the way. Being a part of a vast network offers a lot of entry benefits, but it doesn't guarantee success.
Just because you're big doesn't mean you will be successful. In the past, Google YouTube and Facebook launched many products, but not all of them have been successful. Also, there are several other apps which are doing well in the market. So it's not an easy answer, but I do think it will create a stiff competition for everybody else. That's the spot YouTube holds in the consumer's mind. Gogia says, "Currently, YouTube creators are creating videos with an average duration of six minutes and in Shorts they have to communicate with the audience in 15 seconds, which is something which the YouTube audience is not used to.
He says that probably after six months, we will get better clarity on which app has the majority of the market share. Gogia feels that within the recently launched apps, Instagram Reel will be more preferred than YouTube Shorts. Hence, it will be a transition and interesting to see if people are interested in 15 seconds content on YouTube," Gogia adds.
Engagement and views are the two factors a brand considers while hiring an influencer. Instagram and YouTube are quite popular in the business of performance marketing with social-media influencers. Brands can see precisely how many leads they could convert into the business through their post.
Being in the business for a long time, both the platforms have specific strict guidelines and censorship to adhere to when it comes to content, whereas TikTok didn't have many restrictions. It is also why people often say that content on Instagram and YouTube is much more polished while TikTok seemed more personal, but at times a bit cringy and edgy. These guidelines and censorship are like a double-edged sword, while some find it a good thing to have; others feel it hinders the creativity and reach.
Menon says, "TikTok worked very well because there was very little censorship and the content was very edgy. While not everybody liked it, it appealed to a large section of audiences.
Now, Google has its conditions around the content, which may hinder how much you can grow. So, it's not an easy answer. As a result, some exciting acquisition strategies may crop up shortly. The next few months will be interesting to watch as everyone will be vying to attract creators and consumers. All short-video platforms are trying to fill the gap left by TikTok by throwing everything at the problem to see what sticks.
In such a scenario, it will be interesting to see how YouTube fares. While YouTube has reach and engagement clubbed with strong financial backing, it still doesn't guarantee success. However, it will pose a stiff competition to other small players. Only time will tell. Graphics by Sadhana Saxena. Swagata Panjari. Abc Medium. Abc Large. Already an ET Prime Member?
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