We’re firmly in a short-form content world. After gaining mainstream popularity with TikTok in recent years, bite-sized videos have become a staple on just about every other platform. Instagram launched Reels, YouTube introduced Shorts, and some other platform out there is probably looking for a way to outshine the rest. When you’re a content creator, it can be tough to determine where to dedicate your time and energy, and know how much money you can make from different platforms.
Let’s go over the top three players in the short-form video game: TikTok, Instagram Reels, and YouTube Shorts. Read on to learn how each platform is rewarding creators for their work, and figure out which one you should focus on.
Monetization at a glance: TikTok vs. YouTube Shorts vs. Instagram Reels
Here’s a quick overview of the different ways you can make money on each platform through short-form videos.
| TikTok | YouTube Shorts | Instagram Reels | |
| Ad revenue sharing | Yes, through TikTok Pulse. | Yes, through the YouTube Partner Program. | Only for some creators, with the Ads on Reels test. |
| Creator fund | Yes, through the Creator Rewards Program. | No. | Sort of, through invite-only Instagram bonuses. |
| Fan donations | Yes, through LIVE Gifts. | Yes, through Super Chats, Super Stickers, and Super Thanks. | Yes, through Instagram Gifts. |
| Paid memberships | Yes, available through Subscriptions. | Yes, available through channel memberships. | Yes, available through Subscriptions. |
| Shopping | Yes, through TikTok Shop. | Yes, through YouTube Shopping. | Yes, with Instagram Shopping. |
| Affiliate program | Yes, with TikTok Shop affiliate marketing. | Yes, through the YouTube Shopping affiliate program. | Only in some regions, through the Instagram Affiliates Program test. |
| Other options? | TikTok Effect Creator Rewards pays creators who make viral-worthy AR effects and the TikTok Creative Challenge rewards user-generated content creators. | Creators can earn a piece of YouTube Premium fees paid by their subscribers. | No. |
Note that most of these options are monetization tools available specifically for short-form video or live streaming. Each platform also supports branded content in its own way, either through a dedicated creator marketplace — like on TikTok and Instagram — or external partnerships.
How to monetize TikTok
TikTok has single-handedly brought short-form video to the mainstream, with some of its top creators like Charli D’Amelio earning as much as $23 million in 2023. While TikTok historically struggled to help creators monetize their content within the platform itself, it’s recently rolled out several in-app monetization options in an effort to address that.
TikTok Creator Rewards
The successor to the now-defunct TikTok Creator Fund, the TikTok Creator Rewards Program pays creators for making great original content just like its predecessor did. This new fund was first announced in February 2023 to address complaints about the Creator Fund’s low payouts.
So, how is the Creator Rewards Program different from the discontinued Creator Fund?
- It’s more widely available: While the Creator Fund was restricted to only a few regions, the new Creator Rewards Program is open to creators in more countries.
- It rewards longer content: To be eligible, your videos have to be over a minute long.
- It’s supposed to pay you more: A TikTok spokesperson said creators could expect to earn 20 times the amount they would have earned with the Creator Fund.
Interested? Here are the eligibility requirements for the Creator Rewards Program:
- Be at least 18 years old.
- Have at least 10,000 followers.
- Have a minimum of 100,000 valid video views in the last 30 days.
- Must be posting videos of over one minute.
- Have a personal account that’s in good standing. Business accounts are not accepted.
- Abide by TikTok’s Community Guidelines.
- Be located in the U.S., France, Germany, Japan, Korea, the U.K., or Brazil.
LIVE Gifts
If you’re a fan of doing live streams, then LIVE Gifts could be a big deal for you. Whenever you go live on TikTok, your audience can spend “diamonds” (i.e. TikTok’s built-in currency) to send you virtual gifts. You’ll then receive 50% of the net revenue TikTok makes from these gifts.
Remember the NPC TikTok trend? LIVE Gifts allowed some TikTok creators to make thousands of dollars a month by capitalizing on this trend. While you might not make that much money from the get-go, LIVE Gifts are a great way to earn fan donations, making your live streams more lucrative.
TikTok Series
With TikTok Series, You can put exclusive collections of videos behind a paywall, i.e. you can charge your audience for accessing them. It’s worth noting that you can include up to 80 videos in a Series, while each video can be up to 20 minutes long — twice the maximum length of regular TikToks.
Creators can charge between $0.99 and $189.99 for access to their Series. If you have a dedicated audience on the platform, this could be a brilliant way to monetize your content.
TikTok Shop affiliate program
Affiliate programs are one of the most popular ways for creators to make money online. How it works is that you’d promote a brand’s products to your audience and get a commission for every sale. Easy peasy. With the TikTok Shop affiliate program, you can plug links to the products you’re promoting right in your TikTok videos — no need to direct your audience to your link in bio or a separate website.
TikTok Effect Creator Rewards
You know those fun effects that people love to use in their TikTok videos? Someone actually designed those filters. And with TikTok’s $6 million Effect Creator Rewards, you can get paid for creating an effect that goes viral.
Your earnings from the Effect Creator Rewards are based on unique video publishes (i.e. unique videos published by TikTok users in a day) that feature your effects. Here’s an estimate of how much you could earn from a single effect, according to TikTok:
- $700 from 500,000 unique video publishes in the first 90 days.
- $140 for each additional 100,000 unique publishes within that same 90-day period.
TikTok Creator Marketplace
If you want to create branded content, the TikTok Creator Marketplace is the place to be. It’s a full suite of tools for creators that matches you with brands, gives you support for creating branded campaigns, and provides tips for creating the best content you can.
Of course, being part of the Creator Marketplace doesn’t guarantee that you’ll get brand deals, but it’s a first step.
TikTok Pulse
TikTok Pulse is an ad revenue-sharing program that rewards creators for making top-performing content. Here’s how it works: once you’re signed up, TikTok will put branded content next to your videos if they’re in the top 4% of all TikTok videos. You’ll then get 50% of the ad revenue that your content generated.
Here’s what you need to be eligible for TikTok Pulse:
- Have 100,000 followers.
- Post at least five videos in the last 30 days.
- Be at least 18 years old.
TikTok Subscriptions
Initially only available for creators who live-stream, TikTok has recently extended its Subscriptions features to more creators. No need to go LIVE to earn!
The premise? You can offer three tiers of subscriptions to your followers. They pay a monthly fee and get access to exclusive content, private chats, and custom perks like performance requests and shoutouts.
Here’s how you can be eligible for Subscriptions:
- Be 18 years or older.
- Have an account in good standing with at least 10,000 followers and 100,000 video views.
The TikTok Creativity Challenge
Do you specialize in user-generated content (UGC)? Then TikTok’s got a great way for you to monetize your content: the TikTok Creative Challenge.
To make bank from this challenge, you just need to create videos advertising specific products, submit them to brands, and get rewards based on how well those videos perform.
UGC creators used to have to go through third-party services or reach out to brands directly to get paid for this sort of content, but now they can do it right from TikTok. Here’s what you need to be eligible:
- Be at least 18 years old.
- Have a U.S.-based account.
- Have a minimum of 50,000 followers.
- Agree to abide by TikTok’s Community Guidelines for content.
Want more tips for getting paid on TikTok? Get our free How To Make Money on TikTok guide!
How to monetize YouTube Shorts
Many YouTube creators use a two-pronged approach to make money on the platform. First, you’d grow your channel until it’s eligible for the YouTube Partner Program’s monetization features, like ad revenue sharing. Then, once your channel has some momentum, you’d partner with brands to create sponsored content and rake in some cash that way.
To start monetizing Shorts, you’ll first need to join the YouTube Partner Program (YPP). There are two tiers to the program; one is easier to reach but offers fewer monetization options.
To be eligible for the full-access tier, you’ll need 1,000 subscribers and either 4,000 public watch hours or 10 million public Shorts views. This tier will give you access to all monetization options of the YPP.
For the more accessible tier, you’ll need 500 subscribers, three public uploads over the last 90 days, and either 3,000 public watch hours or 3 million public Shorts views. Note that you’ll only have access to select YPP monetization options. More on that below.
YouTube Shorts ad revenue sharing
Ads play between Shorts on a user’s feed, meaning the onus isn’t on creators to introduce branded segments into their 60-second — or shorter — videos. Revenue made from these ads is then lumped together, then distributed to creators, who get to keep 45% of the revenue. How much money a creator receives depends on how many views their Shorts get.
You can only get ad revenue sharing if you meet the requirements for the full tier of the YPP.
YouTube channel memberships
YouTube channel memberships are a great way for your subscribers to show their support with recurring monthly payments. Here’s what your channel needs in order to be eligible for memberships:
- Be part of the YouTube Partner Program (either tier).
- Be at least 18 years old.
- Be based in one of the places where channel memberships are available.
- Don’t have a significant number of ineligible videos (e.g. made for kids, or with music copyright claims).
- Your channel isn’t set as “made for kids.”
With all that in place, you can create Shorts that contribute to your channel’s overall growth, and bring in revenue through memberships.
Super Chat, Super Stickers, and Super Thanks
Besides channel memberships, YouTube offers a number of other fan-funding features, including Super Chat, Super Stickers, and Super Thanks. These are available with both tiers of the YPP.
Super Chat and Super Stickers are designed to help you earn fan donations during live streams. For a couple of dollars, a viewer can highlight their comment or get an animated image to appear in a live chat, letting their message stand out from everyone else’s.
Similarly, by giving you a donation through Super Thanks, viewers can get a one-time animation that appears on your video, and a colorful, customizable comment that goes under your video.
YouTube Premium
YouTube Premium doesn’t just allow viewers to get more out of the platform, it actually helps creators make money, too. When you’re part of the YouTube Partner Program, you’ll get a share of the payments that go towards YouTube Premium. It works a little like ad revenue — the amount you get paid depends on how many views you get.
As soon as you qualify to earn from this monetization method, you’ll start receiving payments at the beginning of each month. You need to reach the higher tier of the YPP to get access to this option.
YouTube Shopping (and the affiliate program)
YouTube Shopping lets you tag products directly in your Shorts, whether they’re your own products or products from other brands. That gives you the ability to sell your products or solidify brand deals within the YouTube app itself.
What’s more, the YouTube Shopping affiliate program allows you to earn money from promoting a brand’s product. The amount you’ll earn depends on the commission rates set by individual brands, and you can also expect to earn performance bonuses for reaching specific sales targets. Creators who meet the requirements for the full tier of the YPP can plug any product in their Shorts, while the more accessible tier only allows you to do that with your own products.
Want to make bank on YouTube Shorts? Get our YouTube Shorts Monetization Guide for ways you can start earning today!
How to monetize Instagram Reels
Instagram is coming for TikTok’s top spot as the short-form video platform queen. A recent report even suggested that Instagram Reels’ global video views are outperforming TikTok’s. So, as a creator, how can you make money off your Reels?
Let’s dive in!
Instagram Gifts
With Instagram Gifts, followers can show their appreciation by sending you virtual gifts that’ll earn you up to a couple of dollars a pop.
To send these Gifts, followers have to spend a certain amount of Stars (Meta’s in-app currency). The amount you’ll get paid is based on the number of Stars each Gift is worth, with each Star netting you $0.01 USD. A Gift worth 10 Stars will earn you $0.10, a Gift worth 100 Stars will earn you $1, and so on.
To enable Instagram Gifts, you must meet the following eligibility requirements:
- Have a Business or Creator account.
- Be at least 18 years old.
- 500+ followers for American creators or 5,000+ followers for creators from other regions.
- Live in a region where Instagram Gifts are available.
- Meet Instagram’s Partner Monetization Policies, Community Guidelines, and Content Monetization Policies.
Instagram subscriptions
With Instagram subscriptions, your followers can pay a monthly fee to access exclusive content. They even get a sweet purple badge to show off their subscriber status!
To start monetizing with Instagram subscriptions, brainstorm exclusive content your subscribers will pay for. If you’re a beauty creator, for example, you might want to create more advanced makeup tutorials, or give your unfiltered, honest opinion on beauty products. You’ll need to put in a bit of extra content creation time, but you’ll get a new income stream.
Branded content
Posting branded content is still one of the best ways to make money on Instagram. And because all video content on Instagram now falls under the “Reels” umbrella, you’ll likely find more opportunities to earn from branded content through Instagram Reels than on platforms where short-form videos are secondary — like YouTube.
Instagram’s Creator Marketplace is a one-stop shop for creators who want to make a living by partnering with brands. It makes you more visible to brands and keeps all messages for potential partnerships in one place.
However, a report by Insider suggested a few weaknesses of the Creator Marketplace. A number of Instagram creators interviewed by the publication said the marketplace has few big-name brands and not enough quality brand deals. Some were also disappointed by the low pay rates offered on the marketplace.
For instance, two creators shared with Insider that a brand asked for five Reels, two posts, and 50 Stories for a total compensation of just $100.
Ads on Reels
Ads on Reels allow some creators to earn income from the ads placed on or after their reels.
That’s right, only some creators. Currently, only a small group of creators from select markets have been invited to participate in what Meta calls a “test.”
So, this may not be the most reliable way to earn income through Reels, but just know that it’s out there — and it might become more widely available soon.
Instagram Bonuses
Still being tested by Meta, Instagram Bonuses give creators an extra bit of cash based on how well their content performs over a limited period of time. These bonuses are available sporadically, and you need to accept an invitation to earn from them.
The first tests for this feature happened in 2023 and were discontinued, before some users started reporting getting invites for bonuses in the spring of 2024.
There’s no word on how much creators can expect from these bonuses, so keep an eye out on your professional dashboard!
TikTok vs. Instagram reels
The new(ish) kid on the block vs. the powerhouse from Meta. Let’s dive into some of the biggest differences between TikTok and Instagram Reels.
Which platform has the best monetization?
TikTok has more monetization options than Instagram, rewarding creators with a share of ad revenue, paid subscriptions, the Creator Rewards program, and more. Instagram has its version of many of these, but it doesn’t have a creator fund and many of its monetization options are limited, invite-only tests. For many creators, it can feel like Instagram is playing catch-up.
That being said, creators on both platforms still make the majority of their income from sponsored posts and brand partnerships. So while TikTok has more monetization options, they won’t necessarily be enough on their own.
Which platform is your target audience on?
When you’re choosing a platform you need to make sure your target audience is going to be there. Otherwise, you’ll always be fighting an uphill battle to try and find your people. Let’s break down who’s using what platform.
Who’s using TikTok
Here are some quick facts about TikTok users:
- how many users
- 47% of TikTok users are between 10-29 years old.
- Over 50% of TikTok users are female.
- The top three regions by total monthly watch time are the UK, the USA, and Mexico.
Who’s using Instagram?
Now here’s some data about Instagram users:
- There are about 2 billion total users.
- 31.3% of users are between 18-24 and 31% are between 25-34.
- About 48% of users are female, slightly edged out by male users.
- The top three regions with the most Instagram users are India, the USA, and Brazil.
The takeaway? TikTok’s audience skews younger, more of them are female, and most of them speak English, with Spanish speakers also having a strong presence on the app. On Instagram, users are a bit older, more of them are male, and there are tons of users from India.
Top-earning creators for both platforms
Most of the top-earning creators on both TikTok and Instagram use more than just short-form video content to bring in revenue. They’ll create across multiple platforms, build relationships with brands, and even start their own businesses. With that in mind, here are the top earners for each platform.
Top-earners on TikTok
- Charlie D’Amelio: $17.5 million estimated annual earnings
- Dixie D’Amelio: $10 million estimated annual earnings
- Addison Rae: $8.5 million estimated annual earnings
Top earners on Instagram
- Cristiano Ronaldo: Estimated $3.2 million per post.
- Leo Messi: Estimated $2.6 million per post.
- Selena Gomez: Estimated $2.6 million per post.
YouTube Shorts vs. Instagram Reels
YouTube might have been a bit late to short-form videos, only launching Shorts in September 2020 — about a month after Instagram’s Reels and four years after TikTok — but it’s caught up now. Shorts bring in more than 50 billion views a day, and they’re tied to YouTube, the top platform for long-form videos. So how does it stack up against Instagram?
Which platform has the best monetization?
For many creators, the answer is clear: YouTube. The video platform has one of the most robust monetization plans out there, and according to HubSpot’s 2024 State of Social Media report, it has the best return on investment for marketers. That means more ads going on YouTube and more ad revenue for creators.
That being said, some Instagram creators can bring in massive amounts of money for sponsored Instagram Reels, due to the platform’s massive organic reach.
In short, YouTube generally has a better monetization program for most creators, but top-earners can make a lot more per post.
Which platform is your target audience on?
Before deciding where to invest your precious content creation hours, you should know which platform you’re more likely to find followers on. Here’s some data about each platform’s users to help you pick.
Who’s using YouTube Shorts
Let’s start with YouTube users:
- 2.49 billion users on the platform.
- 15.5% of users are between 18-24 and 21.3% are between 25-34.
- 54.4% of YouTube users are male.
- The top three regions by number of YouTube users are India, the USA, and Brazil.
Who’s using Instagram
Here are the facts about Instagram users:
- About 2 billion total users.
- 31.3% of users are between 18-24 and 31% are between 25-34.
- About 48% of users are female, slightly edged out by male users.
- The top three regions with the most Instagram users are India, the USA, and Brazil.
YouTube’s audience skews a little older and definitely more male, by the biggest margin of the three platforms. That means some niches like beauty and travel might perform better on other platforms.
Top-earning creators for both platforms
Let’s have a look at what some of the top-earning creators on each platform are bringing in. Note that the YouTubers on this list aren’t earning exclusively from YouTube; their earnings include anything made from other business ventures that they promote through YouTube.
Top earners on YouTube
- MrBeast: $82 million in 2023.
- KSI: $24 million in 2023.
- Jake Paul: $34 million in 2023.
Top earners on Instagram
- Cristiano Ronaldo: Estimated $3.2 million per post.
- Leo Messi: Estimated $2.6 million per post.
- Selena Gomez: Estimated $2.6 million per post.
YouTube Shorts vs. TikTok
TikTok might have started the short-form content wave, but YouTube seems to have caught up. Shorts are bringing in a ton of views for YouTubers, though they don’t always have the same kind of organic reach that TikToks do. Let’s look at some of the differences between the two.
Which platform has the best monetization?
When it comes to monetization, Shorts have one clear advantage: access to the broader YouTube ecosystem. The YouTube Partner Program has been around since 2007, meaning it’s had almost two decades of tweaks and improvements. Compare that to TikTok, which launched in 2016 but only started paying creators in 2020 when the Creator Fund launched.
YouTube gives you more options and generally has bigger payouts. But TikTokers who can get a huge following together can bring in a ton of cash without depending on other income streams.
Which platform is your target audience on?
There are some key differences between audiences on YouTube Shorts and TikTok that creators should be aware of.
Who’s using YouTube Shorts
Here are some stats about YouTube users:
- 2.49 billion users on the platform.
- 15.5% of users are between 18-24 and 21.3% are between 25-34.
- 54.4% of YouTube users are male.
- The top three regions by number of YouTube users are India, the USA, and Brazil.
Who’s using TikTok
Now for some quick facts about TikTok users:
- how many users
- 47% of TikTok users are between 10-29 years old.
- Over 50% of TikTok users are female.
- The top three regions by total monthly watch time are the UK, the USA, and Mexico.
TikTok’s average user tends to be quite a bit younger than YouTube’s, and you’ll find a lot more women on the app. Another interesting point? India doesn’t seem to have much of a presence among TikTok users.
Top-earning creators for both platforms?
Top earners on YouTube
- MrBeast: $82 million in 2023.
- KSI: $24 million in 2023.
- Jake Paul: $34 million in 2023.
Top-earners on TikTok
- Charlie D’Amelio: $17.5 million estimated annual earnings
- Dixie D’Amelio: $10 million estimated annual earnings
- Addison Rae: $8.5 million estimated annual earnings
Monetize short-form content with The Leap!
While TikTok, YouTube Shorts, and Instagram Reels all offer ways for creators to monetize their content, you shouldn’t rely too heavily on these platforms’ monetization tools. Why? Although making money through ad revenue or creator funds feels great, they aren’t necessarily the most reliable or lucrative income streams.
Selling digital products, on the other hand, allows you to make passive income and build a sustainable creator business. And with The Leap, you can get started quickly and easily.
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FAQ
Between TikTok, Instagram Reels, and YouTube Shorts, which one is best for making money?
The short answer? Whichever platform best supports your highest-earning revenue streams. If you’re big on live streaming, for example, then YouTube might be better for you than Instagram or TikTok. But if you’re skilled at creating viral-worthy videos, then you might want to go with TikTok.
Additionally, if you’re naturally drawn to one platform over others — or your audience has a preference for it — then that’ll probably be the one that makes you the most money.
Can you monetize YouTube Shorts without 1,000 subscribers?
You absolutely can! YouTube has introduced a more accessible tier for the YouTube Partner Program that allows creators with fewer than 1,000 subscribers to start monetizing their content. Here are the eligibility requirements for this lower tier:
- You must have at least 500 subscribers.
- Have 3 valid uploads in the past 90 days.
- Have either 3,000 public watch hours in the past year, or 3 million public Shorts views in the last 90 days.
Note that with this lower tier, you’ll only have access to select monetization options of the YouTube Partner Program.
How much does YouTube pay for 1,000 Shorts views?
There’s no single amount that YouTube pays for 1,000 views across all channels. That’s because the amount a creator gets paid for views is calculated using RPM (revenue per mille), a metric that’s unique to each creator. It’s determined by multiple factors, including location, video length, and subscriber count.
You can calculate your RPM with this formula:
(Monthly Ad Revenue Income / Number of Monetized Views) x 1,000
So, for example, if you had made $100 in the last month and brought in 40,000 views, YouTube would have paid you $2.5 per 1,000 views.
Follow The Leap on TikTok, Instagram, and YouTube for more monetization tips for creators. We also make a newsletter.
Further reading
- How To Make Money on TikTok in 2024: 9 Effective Ways
- TikTok Creativity Program: How To Join the New Creator Fund
- TikTok Money Calculator: Estimate How Much You Can Earn as a Creator
- YouTube Shorts Monetization: How To Start Earning (Even Without 1,000 Subscribers)
- YouTube Money Calculator: Estimate How Much You Can Make on YouTube
- How To Make Money on Instagram: 6 Ways To Start Earning
- Instagram Money Calculator: Estimate How Much You Can Earn as an Influencer
