The battle over content creators is heating up as companies race to the next big business driver: short-form videos.
Social platforms are just beginning to experiment with monetization and revenue-sharing options for short video content, which saw massive popularity fueled by 5-year-old TikTok during the height of the pandemic. Bite-size viral videos helped boost the ByteDance-owned app past 1 billion monthly users last year — a feat that took Facebook eight years to achieve.
As a result of that success, more established platforms from YouTube to Instagram have cloned the feature on their apps and poured millions into getting creators to use it.