In September 2022, YouTube announced that Shorts would become eligible for revenue sharing through the YouTube Partner Program beginning in 2023. The move made short-form video monetization a bigger competitive issue across YouTube, TikTok and Instagram.

For SMBs, the most important implication was creator seriousness. When platforms build better monetization paths, more creators invest in better content, larger audiences and more professional brand relationships. That changes the quality of influencer and creator partnership opportunities.

Creators became media partners

Shorts revenue sharing did not mean every local business needed a creator program. It did mean short-form creators were becoming part of the media landscape. Brands could learn from their formats, collaborate with niche creators or use Shorts themselves to build discovery.

Paul Burns sees creator monetization as a signal to take content partnerships more seriously. “The creator economy is not just celebrity endorsements. For SMBs, the right local or niche creator can explain trust faster than a traditional ad.”

What SMBs should have considered

• Creator fit: Look for audience relevance, trust and content quality.
• Reusable assets: Negotiate usage rights when creator content may support ads.
• Short-form testing: Use the format to answer real customer questions.
• Measurement: Track promo codes, landing pages and lead quality.

Brand Fuel Digital’s View

YouTube’s Shorts announcement showed that short-form video was maturing into a real business channel. SMBs should study creator formats and use partnerships where trust and audience fit are strong.

Sources: YouTube’s Made on YouTube announcement and YouTube recap of Made on YouTube moments.