YouTube is getting into the digital gifting game

YouTube is taking a page out of TikTok’s playbook by adding “gems” that you buy to get gifts from your favorite creators during live streams. The feature, announced at a September event, hosted by YouTube, will begin rolling out in the US in the next few weeks to eligible creators on YouTube’s partner program.

This feature reminds us of TikTok’s live streaming giveaway, which works the same way, except you have to buy “coins.” On YouTube, gifts you send to live streamers appear on the screen and add to your earnings called “rubies,” which are worth one cent. YouTube says that there is no fixed amount of money as the cost of jewelry can change based on promotions, so the amount of rubies earned can vary. For the next three months, YouTube will offer a 50 percent bonus in earnings to qualified creators up to an additional $1,000 per month.

Creators can only receive gifts through direct live streams on YouTube or through third-party streaming software, and viewers can only purchase gift items while using the YouTube mobile app. Once a creator has enabled gifts on their account, they will no longer be able to receive YouTube Super Stickers from followers.

YouTube may have seen the success of TikTok’s gift feature, which can be addictive to viewers. For example, a certain woman used her inheritance to give alms; another stole $300,000 from his church and spent it on digital coins. YouTube is also testing something like TikTok’s endless video feed with a new swipe at long-form videos.