How YouTube is Creating Opportunities for Creators

From June 2019 to 2022, YouTube has helped creators and companies earn more than $50bn. Now the platform is upping its game to give everyone the chance to boost their earning potential. 

They recently ran an event – Made on YouTube – announcing its overall plans for supporting creators and businesses. 

The YouTube partner programme has introduced more ways for new and smaller creators to earn money from their work on the platform and help them grow (by adding things like earlier access to Fan Funding elements like Super Thanks and Channel Memberships). 

That’s not all.

YouTube is also exploring ways for creators to earn more from Shorts and provide them with a library of music (Creator Music) where they can purchase tracks to use in their videos.

You may have already noticed some of the changes it’s been making to support creators:  

Creators – especially smaller ones trying to grow their audiences –  often talk about how they struggle with the algorithm. 

YouTube recently announced that it is experimenting with ways to provide creators with search and engagement insights, which they can use to change how they manage their channels.

Creator Studio will get new analytics options and showcase trends and how people move between recommended videos. They’ll also be advised of areas of demand that they’re not providing content for.

If these features are rolled out to a wider audience, they could be very useful for creators and brands as they search for ways to attract and engage audiences.

  • Experimenting with adverts

YouTube has also been experimenting with ads in September. Viewers found that some videos had between five and ten unskippable ads in a row before or during a video. 

When these ad breaks were placed during a video, it didn’t take more than 60 seconds to sit through them all (and the experiment seems to have focused on the YouTube app watched via connected TVs and longer videos).

What does this mean for your brand? 

Well, Youtube seems to be trying to balance user experience with the need for brands to get a good return on their ad spend. It’s tricky to do, as skipping ads is basically a meme at this point. But, while there was some initial frustration at the unskippable ads, if it leads to YouTube developing a more consistent experience for viewers, it’ll benefit creators, brands and viewers in the long run.

  • Helping brands and creators get the most out of Shorts

YouTube’s experimenting with machine learning technology to reformat ads so that they automatically reorient for Shorts.

It’s also adding ways for creators and brands to reply to comments on their own channel via a Short posted in the comments section. 

Youtube is listening as creators have been asking for this feature for a while now (it’s already something you can do over on TikTok). This gives you and your brand great opportunities to build genuine human connections with your community. 

YouTube is competing with Twitch, Facebook, Instagram and TikTok for its audience. So we’ll see the platform make changes and perform trial runs across its services as it tries to keep up with consumer and tech trends. 

It looks like it’s doing its best to support brands and creators as they adapt to the new format.

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