YouTube Shorts en Google’s response to the tremendous success of TikTok among the youngest and, although perhaps to a lesser extent, also on instagram discs. And it is the short video format that has proven to be a more than temporary trend, as the years go by and the numbers of both services are constantly growing and the competition is not putting the night to sleep. So much so that in order to attract as many creators as possible to this new format, Google has decided to create a fund to financially motivate the creation of these videos for YouTube Shorts.

There is no doubt that the format on YouTube works well every time more creators jump to it, to the extent that I’m not surprised that Google has created a specific section for them, accessible from the menu of both its web interface and its applications. I’m sure that at least in the short and medium term, YouTube Shorts will continue to be a strategic bet for the company.

Now we meet again one of those situations where something needs to be earned which is otherwise a success. And it is so that users will always appreciate the news, but shareholders and investors are in the habit of expecting a certain economic return from their shares. So Google needs to start working on the profitability of YouTube Shorts and it seems to have found a way.

And how can we read in Bloomberg, Google has already begun testing ads in YouTube Shorts views, a test that was relatively limited at the time, but which, according to Google’s chief sales officer, was initially well received. This information was presented to investors on Tuesday, and depending on how positive this first test looks, we can be sure that we will see how its deployment will increase in the short and medium term.

True, according to this meeting, YouTube advertising revenue (general, not YouTube Shorts specific) was below estimates. However, this is still the main way of monetizing the platform, and tests to get it into other formats are, we can also count on, the way the company will see it. And not only because of their profitability, the profitability of the inserts, but also because they are today For many users, this is the main reason to hire YouTube Premium.