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- Non-US producers have expressed frustration over the lack of financing options available to them.
- Like many creator accounts and bonus programs, TikTok Pulse is only available in the US.
- These manufacturers often rely on brand marketing, which puts them at a disadvantage in the current economy.
Earlier this year, when British producer Emma Downer learned that YouTube and TikTok would launch new revenue sharing features, she didn’t know how to respond.
In late September, YouTube announced that it would expand its ad-monetization model, the YouTube Partner Program, to include Shorts. TikTok followed in October with the release of TikTok Pulse, a program to distribute revenue to creators.
Like other creators, Downer, who makes short videos on TikTok, YouTube and Instagram, was happy to hear the news. But he was very concerned that the projects would not reach producers in the UK.
“Most of the time I find that because of these incentives, you can be happy with them and see the future months only in the US,” Downer told Insider.
Despite Downer’s skepticism, YouTube confirmed to Insider that Shorts monetization will be available in the 120 countries where the YouTube Partner Program exists. TikTok Pulse, like other bonus programs and creator accounts, is only available to US users.
These two programs taken together show what it’s like to be a producer outside of the US.
Although some opportunities for money may be extended to these producers, most of them do not, leaving them in the dark and closing the accounts that can be paid. Without many opportunities to diversify their income, many entrepreneurs worry about their future, especially when the economy slows down.
Most developer funding is not available outside of the US, much to the dismay of global developers
Many social media platforms have launched bonus programs to encourage creators to participate in new features. These programs – such as the Instagram Reels Play Bonus and the Pinterest Creator Rewards program – reward creators for posting content, achieving certain views, or getting high engagement.
But most of them are only available in the US.
Pinterest Creator Rewards, which rewards creators for posting content and achieving a certain number of views on their posts, is not available outside the US.
A fund that pays creators for views on Instagram Stories, the platform’s short video offering, is being beta tested in the US and India. The bonus feature for Videos on Facebook is US-only, with a beta test running in India.
And the TikTok Creator Fund, which promised in 2020 to pay $1 billion to creators, is only available in the US, UK, France, Germany, Spain, and Italy.
There are few options for creators looking to make money from the platforms out there. Snapchat Spotlight Rewards, a program from Snap that rewards creators for their short videos, is available globally, as is the YouTube Shorts Fund, a $100 million grant awarded to creators who submit in Short Cuts.
Gilberto Sosa, who manages three producers in Mexico, said that the YouTube Shorts Fund is a huge increase in income for its clients, while the lack of income on TikTok is disappointing.
“One of my clients has had over 100 million views in the last 30 days alone,” he said. “Imagine if it was all through the TikTok Fund. That’s a different situation than looking at that and knowing you’re not doing it.”
The lack of opportunities, especially for short-form creators, is one reason why creators are so excited about the expansion of YouTube’s Design Program to include Short.
Canadian tour producer Jaden Versluis told Insider that YouTube advertising was “huge” for him, adding, “It finally gave me a place where I could make money from the what I am sending.”
So far, Jaden Versluis hasn’t made any money from TikTok, even though most of his videos have hundreds of thousands of views.
Caleb Nwankwo, who manages talent in Nigeria, is optimistic about the expansion, saying that the YouTube Shorts program will push creators to submit projects there instead of TikTok.
“Situations that really inspire creators can be a huge motivation for them to keep pushing the word out and working hard,” he said.
Maker money and cash can be comforting in a tough economy
“It’s really annoying” not to have access to most of the creator’s money, said Mia Wells, a UK-based fashion designer for TikTok and Instagram.
Although the fees from these funds vary, this is a great way for producers to diversify their income – especially in a difficult economy.
As it stands, many non-US manufacturers are completely dependent on brands for joint ventures, and some manufacturers are seeing their revenue drop by five figures in the drought. of these relationships.
“The uncertainty, both financial and psychological, can be huge for producers in the UK, because we’re dependent on a market we can’t control,” Wells told Insider.
On top of that, two executives who work with producers in the US, the UK, and Mexico said that funding for brand projects outside the US is less.
The answer for some is as simple as moving.
Thomas Johnston, managing director of Canadian talent management firm Shifted Digital, said that with the current state of affairs, producers would not be able to reach their full potential if they were not in the US.
“One thing we think about our talent is when are you going to graduate and move to the US from Canada?” Johnston said. “What happened when you outgrew all the opportunities in Canada and you moved to LA? It was about physically moving them and their teams and their workflows and assets around the world. .”
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