YouTube Introduces New Features to Empower Creators

New features include a virtual tip jar and mobile editing capabilities.


YouTube creators, those who make the videos that populate the site and participate in revenue sharing, haven’t always had it great. The pool of content creators gets larger every year, and dealing with the infrastructure can be problematic for some. But it looks like things are about to get a lot better, with new tools and crowdfunding options on the way.

The official YouTube Creators channel released a video detailing how more transparency is on the way. “We want to show you the features and products we’re building ahead of time, so you can tell us if we’re on the right track or if we need to adjust a little,” says Matt Glotzbach, product management director for creators.

The other change mentioned in the video include a creator specific app. This app will allow video makers to manage their channels from mobile, the same way they would from a desktop. This could be a major boon for creators because when there’s a problem with a video, there could be significant impacts on monetization. Indeed, 20 percent of respondents to a survey said they make their living from YouTube.

Crowdfunding — or a virtual tip jar — is also among the slate of new features. YouTube realizes that crowdfunding options already exists, Subbable being one example, and that these solutions are external to the site. Building the funding infrastructure within YouTube could enable audiences to pay their favorite content creators directly.

All these features, in addition to revamped comments, better closed captioning, a bigger audio library and the ability to monetize cover songs, show that YouTube is moving in the direction of empowering creators. Some of the most popular YouTube content doesn’t come from established media brands, it comes from users. And the company is keen to keep that section of its audience.

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