YouTube is Powering up to Attract Content Creators and Advertisers - Will the Attention Follow?

YouTube is Powering up to Attract Content Creators and Advertisers - Will the Attention Follow?

In November, YouTube announced new features for creators and advertisers. The updates are focused on YouTube shorts as it vies for supremacy of the short form video with TikTok. Something that we started discussing last month.


Announced in a flurry, updates include:

And in 2023, YouTube will start sharing 45% of its revenue with YouTube shorts creators. On top of what they already pay long-form content creators.


It's a series of moves to ensure that creators and advertisers will stay on YouTube for the longer term.

YouTube attracting content creators
Photo by on Unsplash

Shopping ads in YouTube shorts

Why is this important? Short-form video content is the current epicentre of attention online. And YouTube is already underpriced in NZ for the eyeballs it delivers. However, the cost and time of producing video have often stopped us from easily using this medium.


As the product improves, we're likely to see more advertisers try out more video and shopping ads and take advantage of the lower costs.

Kim's thoughts: This is not my opinion, but I was chatting with someone that works closely in the TikTok space, and they believed that YouTube would win eventually. This is because of their business model and the ability to pay content creators.


So while the creators might jump on TikTok for fast personal brand building and organic reach, they will come back to YouTube in the end to pay the bills.


That is a fairly convincing argument, and based on what we're seeing in the updates, they are certainly banking on winning with the investment we're seeing.


Short-form videos across platforms are where attention is heading currently. TikTok is at the top right now, but I predict a lot of back and forth as advertising dollars are pushed into this space.

Kim Voon

Kim Voon


With over 15 years of experience in search and online marketing, Kim is the Founder of Insight Online. Kim started Insight as he saw an opportunity to build an agency that focuses on business results and strong working relationships with clients.

As the face of the business, Kim will likely be your first point of contact, chatting with you about your work and what you’d like to get done. The best part of his job is meeting new people, getting to know their businesses, and making a tangible, measurable difference for them.

In his spare time, Kim loves playing disc golf, strumming a little guitar and is an avid bookworm.

His favourite charities are Zeal which supports youth in their development over a number of years and Lifewise, an organisation focussed on getting homeless into homes.