Youtube is becoming the latest video platform to court artists and influencers with a dedicated fund. The company has announced that it will hand out $100 million between this year and next to creators on its new Shorts platform.
Shorts is essentially Youtube’s answer to Tiktok: a new in-app function lets users create videos of up to 60 seconds using their phone camera. They can string multiple clips together and sample soundtracks from other Shorts (and, soon, from any Youtube video). Viewers swipe between the videos like on Tiktok.
The platform was unveiled last September and started rolling out in beta form to U.S. users in March. It is now available to everyone in the U.S. and India. Shorts videos are garnering 6.5 billion daily views globally, according to the company.