How TikTok Rivals Are Scrambling for a Share of the Short Video Market

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WrapPRO Special Report: Social media giants are playing catch-up given TikTok’s in short video clips — and trying to monetize the content too


The battle over content creators is heating up as companies race to the next big business driver: short-form videos.

Social platforms are just beginning to experiment with monetization and revenue-sharing options for short video content, which saw massive popularity fueled by 5-year-old TikTok during the height of the pandemic. Bite-size viral videos helped boost the ByteDance-owned app past 1 billion monthly users last year — a feat that took Facebook eight years to achieve.

As a result of that success, more established platforms from YouTube to Instagram have cloned the feature on their apps and poured millions into getting creators to use it.