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YouTube Adds New ‘Creator Liason’ to Improve Relationships With Creators



Over the last year, YouTube has been working to improve its relationship with creators, after various decisions in the past which have negatively impacted monetization, distribution and more.

Those efforts have seen significant improvements in its systems, and have been largely welcomed by the creative community – but then, earlier this month, the platform announced that it generated some $15 billion in ad revenue for 2019, up 36% from the previous year.

That’s obviously a great result for YouTube, but creators have rightfully questioned where their cut of that huge chunk of change might be. While the systems have improved, if YouTube is generating billions off their work, there’s seemingly more opportunity for better revenue share and profit mechanisms for them. That means that YouTube may need to do more to facilitate better relationships, and ensure that its creators have an even stronger voice into the future.

Aligning with this, YouTube has this week announced the appointment of a new “Head Creator Liason” who will be tasked with advocating on behalf of creators from inside the company.

As reported by The Verge, new Creator Liason Matt Koval is a former YouTube creator himself, who then joined the company as a content strategist in 2012. As Koval notes in his tweet, his role will be to help creators better understand YouTube, and what can be done to assist them, while also providing the creator angle in relevant internal discussions.

It seems like a step in the right direction – while YouTube is also exploring new revenue opportunities for creators, including an option which would enable them to sell ad space direct to advertisers. That option is in limited testing at present, but it could provide another avenue for creators to maintain more control over what has become a full-time business for many.

Indeed, in an update posted back in August, YouTube CEO Susan Wojcicki noted that YouTube’s creative community has facilitated over 28,000 full-time jobs in Canada alone, while the number of channels earning more than $100,000 continues to climb 40% year over year. The platform has become a critical source of income for many – which, inevitably, also leads to increased sensitivity around any platform changes or updates. Which is why a role like Creator Liason is necessary.


And ideally, it will also help YouTube keep creators aligned to its platform. With Facebook still working to build upon its own video ambitions, through Facebook Watch and IGTV, and other, newer challengers like TikTok seeking to provide their own revenue streams, YouTube knows that it also needs to keep its creators happy, in order to keep fresh content flowing through.

At $15b in revenue, YouTube is in a strong position, but if some of its top creators were to shift focus, and take their audience with them, that could still be a significant blow.

Given this, it’ll be worth keeping an eye on what Koval does in the role, and if/how that leads to the launch of new monetization products and tools to help YouTube creators.

And then, as these new options do arrive, what that will mean for marketing outreach and your options through increasingly influential YouTube creators.



Elon Musk in row with Zelensky over Russia ‘peace plan’



Billionaire Elon Musk has tweeted that he was buying English football club Manchester United, without providing any details as to whether he was serious or not

Billionaire Elon Musk. — © AFP/File Attila KISBENEDEK

US billionaire Elon Musk was embroiled in a social media spat with Ukrainian officials including President Volodymyr Zelensky on Monday over his ideas on ending Russia’s invasion.

Musk sparked the controversy on Twitter by proposing a peace deal involving re-running under UN supervision annexation referendums in Moscow-occupied Ukrainian regions, acknowledging Russian sovereignty over the Crimean peninsula and giving Ukraine a neutral status.

The Tesla and SpaceX founder created a poll to let his more than 107 million followers vote on the idea.

Zelensky responded with a Twitter poll of his own, asking: “Which @elonmusk do you like more?” with the options “One who supports Ukraine” and “One who supports Russia”.

Kyiv’s ambassador to Germany Andriy Melnyk replied bluntly: “My very diplomatic response (to Musk) is to get lost.”

Ukrainian presidential aide Mykhaylo Podolyak suggested a “better peace plan” under which Ukraine took back its territories including Crimea, Russia was demilitarised and denuclearised and “war criminals” faced an international tribunal.


Musk later said Moscow could announce a full mobilisation, leading to a “full war” where “death on both sides will be devastating” given Russia’s far larger population.

“Victory for Ukraine is unlikely in total war. If you care about the people of Ukraine, seek peace,” he wrote on Twitter.

Russian President Vladimir Putin has called on Ukraine to cease hostilities and negotiate after ordering a partial mobilisation to bolster his forces and threatening to use nuclear weapons.

Zelensky has said he will never negotiate with Russia as long as Putin remained its leader.

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