YouTube Shorts vs. long-form video revenue: which is more cost-effective?

The rise of short-form video has seen YouTube introduce the Shorts feature to cater to the growing demand for short-form content.YouTube Shorts are video clips that are 60 seconds or less in length, similar to TikTok and Instagram Reels. However, an important question for content creators is: which is more cost-effective, YouTube Shorts or longer videos?

I. Characteristics and revenue model of YouTube Shorts

1.1 Characteristics of YouTube Shorts

• time limit: YouTube Shorts videos are capped at 60 seconds in length.
• fast spending: Due to the rapid consumption nature of short videos, viewership and interaction rates are usually high.
• Discovery mechanismsShorts has a separate "Shorts Shelf" that is displayed through the main YouTube app, increasing the chances of the video being discovered.

1.2 YouTube Shorts' revenue model

The revenue model for YouTube Shorts is different from traditional long-form video and consists of the following main ways:

• Shorts Fund: YouTube has established the Shorts Creator Fund, which pays monthly bonuses to creators to encourage quality content creation. The amount of the bonus is based on the performance of the video.
• Advertising revenue: Currently, YouTube Shorts does not have a direct ad share mechanism, but YouTube plans to introduce more ad formats to support creators in the future.
• Brand Cooperation: Creators can earn additional revenue through brand partnerships, sponsorships, and more.
• Increase subscriptions: Shorts can quickly engage viewers to subscribe, thereby increasing overall channel viewership and revenue.

Second, the characteristics and revenue model of YouTube long video

2.1 Characteristics of YouTube long videos

• Flexibility in duration: There are no strict limits on the length of long videos, making them suitable for in-depth content and series.
• wide-ranging: It can contain detailed tutorials, interviews, documentaries, etc. to meet the diverse needs of viewers.
• Ad Embedding: Long videos can be embedded with multiple ads to increase ad revenue.

2.2 Revenue model of YouTube long videos

The revenue model for long-form video is more mature and diverse, and includes the following main approaches:

• Advertising revenue: Through YouTube's ad-sharing mechanism, creators can earn ad revenue based on the number of video plays. The longer the video, the more ads can be embedded and the higher the earnings.
• Membership Program: Creators can set up channel membership programs to offer exclusive content to paying members and increase steady income.
• Super Chat & Super Thanks: During live broadcasts and premieres, viewers can directly support creators by offering rewards through the Super Chat and Super Thank You features.
• Brand Partnerships and Sponsorships: Longer videos provide more space for brands to be showcased, and creators can earn additional revenue from sponsored content.

III. Revenue Comparison: YouTube Shorts vs Long Form Video

3.1 Advertising revenue

• Long video ad revenue: Longer videos can have multiple ads embedded in them, and the longer the video, the greater the potential for ad revenue. Advertising revenue is largely dependent on the length of time the video is viewed, the viewer's geographic region, and the type of advertisement.
• Shorts Advertising Revenue: At present, the advertising revenue mechanism of Shorts is not fully mature, but it is expected to bring in some revenue when advertising is introduced in the future. At this stage, it mainly relies on the Shorts Fund and brand cooperation.

3.2 Audience interaction and subscription

• Shorts interaction rate: Due to the rapid consumption nature of short videos, the viewer interaction rate is usually high, which is suitable for attracting new viewers and increasing subscriptions. A high interaction rate helps to increase the probability of recommendation of a video, which in turn increases channel exposure.
• Long video subscription conversion: In-depth content for longer videos increases viewer stickiness and drives subscription conversions. Detailed content and series help build a loyal audience base.

3.3 Brand Partnership Opportunities

• Shorts Brand Collaboration: Short videos are suitable for quickly showcasing branded products and excel especially in branding that seeks quick exposure and viral distribution.
• Long video branding partnerships: Longer videos provide more show-and-tell space, suitable for detailed product or service introductions, for in-depth brand partnerships and sponsorships.

3.4 Content creation costs

• Shorts Creation Costs: Relatively low, short production cycle, suitable for rapid creation and release. Equipment requirements are also low, and cell phones can do most of the shooting and editing.
• Long video creation costs: Usually higher, requiring longer production cycles and more investment in resources, including filming equipment, editing software, and creative time.

IV. How to choose a suitable creative strategy

4.1 Combining the strengths of both

• comprehensive strategy: Use Shorts to quickly engage new viewers and maximize revenue by cultivating loyal fans with in-depth long-form content.Shorts can be used to tease long-form content or draw viewers' attention to specific topics.
• Regular Releases: Keep Shorts and long videos posted regularly to maintain viewer activity and channel vibrancy.

4.2 Adaptation of content to audience segments

• Understanding Audience Preferences: Analyze viewer data through YouTube Analytics to understand audience preferences and adjust the distribution strategy for Shorts and long-form videos.
• Experimenting with different elements: Experiment with different types of Shorts and long-form videos to find the content formats and topics that are most popular with viewers.

reach a verdict

YouTube Shorts and longer videos each have their own advantages and disadvantages, and are suited to different creative goals and audience needs. Shorts are ideal for creators who want to quickly boost exposure and attract subscribers. For creators who want to build a loyal audience with in-depth content and generate a steady stream of ad revenue, long-form videos are a better fit.