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YouTube Launches Expanded Test of Channel Gifting to Help Creators Grow Their Audience

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YouTube Launches Expanded Test of Channel Gifting to Help Creators Grow Their Audience

YouTube has announced that it’s expanding its test of membership gifting to more users, after launching an initial trial of the option in Japan earlier in the year.

Just as it sounds, membership gifting enables users to buy channel memberships for others who may be interested in a certain creator or channel, but are not yet paying subscribers.

Though you don’t get any control over who actually gets your donated memberships.

As explained by YouTube:

With Memberships Gifting, your channel members can buy a set number of channel memberships [5, 10, 20] in a single purchase, that YouTube will “gift” out to other viewers in your live stream. Viewers who receive a gift membership, get 1 month of access to your channel membership perks like loyalty badges, custom emoji and more. Viewers who receive gift memberships do not pay any charges and as the creator, you receive your usual revenue share from each transaction.

So YouTube’s system chooses who gets a donated membership, which is based on how non-subscribers interact with a channel. 

“For example, loyal viewers who are always watching and interacting with your content are more likely to receive gift memberships.”

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Which may seem a little strange, but it’s designed to be a support measure for creators, not a gift for friends, as such.

When chosen to receive a donated membership, the viewers will be notified via a personal live chat message, as well as a follow-up email.

YouTube Channel Memberships

So you get to support a creator, and help them grow their channel, while it also introduces more people into that creators’ broader community, and encourages them to keep coming back.

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Indeed, in its initial tests, YouTube says that membership gifting contributed to community building:

Since February, we have been testing Memberships Gifting with a small subset of creators in Japan. We’ve seen that viewers who receive a gift show appreciation and gratitude, both in text and in other monetization options. Additionally, we have seen that many users who receive a gift and try out memberships perks decide to stay and become a paying member.”

It seems like a good option for creators to encourage, as a means to contribute to their channel, helping them to reach even more people with their content.

Though I get a sense that Japanese audiences may have a stronger sense of community spirit than those in western markets, who are likely less inclined to buy something for a stranger. But we’ll see.

YouTube says that a beta version of Channel Memberships Gifting is being launched with a small group of creators from today, with all creators to get access to the option ‘over the next several months’.

It’s worth noting that users need to opt-in on a stream to be eligible to receive a gifted membership, which you do by tapping the ‘Allow Gifts’ prompt in the chat on an eligible broadcast. Then you just hope you get lucky.

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For creators, if you want to get early access, you can fill out this form to register your interest. 

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Twitter Launches New ‘Twitter Create’ Mini-Site to Highlight Monetization Opportunities for Creators

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Twitter Launches New 'Twitter Create' Mini-Site to Highlight Monetization Opportunities for Creators

Creators are the new currency for social media networks, with every platform now working to sweeten its deal in order to keep the top creative talent posting to their apps, and keep their fans coming back to check in on the latest.

And today, Twitter’s taking its latest step in working to boost its creator appeal, with the launch of a new Twitter Create mini-site, which will host a range of tips, insights and examples designed to help creators maximize their Twitter presence.

The new site, which you can check out here, includes specific sections for creators in different verticals to help guide them on how to maximize their Twitter presence.

Tap on ‘Podcasters’, for example, and you’re taken to a dedicated page of tips for how to promote your show, including notes on which specific Twitter products you can utilize.

Twitter Create

Obviously, given the focus on monetization, Twitter’s newer offerings, like Super Follows and Spaces are the main push, with each providing new ways to make money from what you do in the app.

Scroll down further in any topic stream and you’ll find case studies, notes, and other blog posts that can help to guide you in the right direction.

Twitter Create

The site provides a good overview of Twitter’s various monetization avenues, in nine different categories, while there’s also a range of blog posts and notes that can help to guide your tweet approach.

Twitter’s monetization tools, thus far, haven’t really caught on, with Twitter Blue not yet becoming a key contributor to the platform’s revenue, and other offerings also, based on Twitter’s most recent performance update, failing to drive any significant income for the company.

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But they do offer opportunity, and there are some users that are indeed driving significant benefit from these additions. The trick for Twitter now is to help creators maximize take-up, and build their own offerings to better incentivize people to pay for content, which is not a habitual behavior in the app.

That’s been a key challenge for its creator monetization tools thus far – people have always been able to read your tweets for free, why would they start paying for the privilege now? That hesitation seems to be a key tipping point that Twitter needs to overcome, and up till now, it’s been reliant on the creators themselves to come up with more compelling subscription offerings, in order to add value to their platform presence.

This new platform aims to provide more specific guidance on this element, which could make it a valuable resource for those considering their add-on options to incentivize subscribers, while newer additions like Super Follower Only Spaces provide more, simple add-on tools that can push creators in the right direction as to how they can enhance their Twitter presence for a paying audience.

Which is really what needs to happen. People aren’t going to pay for your tweets, no matter how witty you may think you are, but they will pay for exclusives and additional engagement offerings that can make them more aligned to your presence.

Up till now, Twitter hasn’t been great at articulating this, hence the low take-up of these tools. But this new platform provides more direct guidance, which could provide a boost for its monetization tools.

You can check out the new Twitter Create mini-site here.

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