This means that users are able to create shorts and use some of its features, but the full functionality of ‘Shorts’ is not fully available to the public. It is likely to receive new features and/or updates before being officially rolled out to all users. It is currently being released in stages.
YouTube is hoping to attract many high-ranking creators with the introduction of Shorts. They are allegedly holding nearly £72 million to distribute amongst the best Shorts creators in 2021 and 2022 as an investment in the feature. Details on how this money will be awarded have not been released.
YouTube is aiming to make Shorts a feature that will bring overnight fame to users. There are already stories of creators increasing their following using the feature, which suggests YouTube’s algorithms are benefiting those creators. One story involves an online magician based in the UK going from 17,000 followers to over 3.8 million after switching to use Shorts. Incentives like this make Shorts more appealing to creators of all ages, who may feel they will have a better chance of being an influencer on a newer platform.