YouTube Shorts surpassed 50 billion daily views

Welcome to Wednesday. While over 12.4 million viewers tuned into the Grammys, according to CNN, YouTube Shorts is getting 50 billion daily views. Really makes you think.

Creators Can Now Get Paid for YouTube Shorts

Revenue sharing on YouTube Shorts started on February 1st. YouTube released a guide to how monetization works for creators, including this handy graphic if anyone is confused about how, exactly, the revenue is split. But if that’s still a little too oblique, creator Annie Dubé dropped the video “How Much Money Can You Make with YouTube Shorts Monetization?” on her channel.

While the verdict’s out on how YouTube Shorts, specifically, measures up for marketers, other short-form video advertisements like Instagram’s story ads and TikTok ads have high visibility and perform well. Only time will tell if YouTube Shorts dethrones TikTok and takes its current short-form crown.

Although creator sentiment about the monetization is mixed, audiences are viewing content and marketers will benefit from the number of eyes on their ads. After all, YouTube Shorts has already surpassed 50 billion daily views.

Fractional CMOs = Fraction of the Work, Fraction of the Cost

With an increase in CMO layoffs and an all-around decrease in marketing spend, fractional CMOs have become a more popular option. Instead of taking on all of the CMO duties holistically, fractional CMOs take on a fraction of the duties—and pay—and businesses are having them hyper focus on one specific area.

But the benefits aren’t just on the brand’s sides. Many CMOs are choosing the fractional route to improve work-life balance and choose more fulfilling work, as Kristine Ford, fractional CMO at canned-seafood brand Scout, told Marketing Brew.

The function of marketing has shifted. In this macro climate, outsourced marketing talent—both in the form of fractional CMOs and broader freelance marketing talent—is set to be the new status quo.

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Around the Web

• AI-generated Seinfeld show 'Nothing Forever' was banned after its AI lead wrote and performed a transphobic standup bit.

• TikTok is releasing its first-ever Black Visionary Voices list to highlight impactful Black content creators.

• A new study proves we should all be on the 4-day workweek.

• Do consumers value consistency above creativity in 2023?

• Tabasco is partnering with TikTok influencer Tinx to make salad dressing—but why?

Just Can’t Get Enough

Beyoncé. That’s it. Nothing else to say.

• She has the most Grammys of any artist.

• And the Washington Post is Team Beyoncé.

• Meanwhile, Ticketmaster is already starting to crack from her power.

Did you tune into the Grammys? When do you think we’ll have a content creator/influencer-centric awards show? Reply and let us know your thoughts—or simply whether you’re in Harry’s House or awaiting your Renaissance.

Thanks for joining us, and we’ll see you Friday!