Last week at its annual “Made on YouTube” event for creators, the video platform unveiled a suite of AI-powered capabilities and community tools designed to help creators build their audiences and grow their business.
“We’re committed to making sure creativity flourishes, communities thrive, and the creator economy grows on YouTube,” said YouTube CEO Neal Mohan in a statement. “We want to create a future full of opportunities.”
Leveraging Gen AI for Video Enhancements
A sampling of the gen AI video capabilities of Veo, which is being integrated into YouTube. (Image courtesy YouTube)
Perhaps the biggest news to come out of the event was the announcement of a new integration with Veo, Google DeepMind’s new and, according to the company its “most capable,” generative video model to-date. The tool, scheduled to become available in 2025, will allow creators and everyday users to generate video backgrounds for their content as well as six-second standalone video clips. The offering is in line with that of other digital platforms, including Meta and Amazon, which also are integrating a range of gen AI visual tools to help users beef up their content with more dynamic backgrounds and video.
“On YouTube, success isn’t one-size-fits-all; it’s as unique as our vibrant creators and artists,” said Johanna Voolich, Chief Product Officer at YouTube in a blog post outlining the updates. “Whether it’s about self-expression, finding community or reaching financial freedom, we want to offer long-lasting opportunities to forge your own path to success. And now, we’re bringing the transformative power of AI to that journey. We believe AI will unlock new forms of expression for creators and that it should put its power to work for you and your creative vision.”
Helping Creators Build Their Communities
The new Communities section on YouTube creator channels. (Image courtesy YouTube)
YouTube also is working to help creators build deeper connections with their audiences through the new Communities section, which will live on a creator’s channel. In the Community area, users can hang out, connect and converse with the creator and with other viewers. This new functionality is available to some creators now and will expand to more in 2025.
Additionally, fans will soon have a new way to bring attention to their favorite emerging creators with the “Hype” capability, which allows viewers to hype videos from creators with less than 500,000 subscriptions in addition to liking and sharing the content. Videos with the most hype points each week will be featured on a new YouTube leaderboard, giving emerging creators the opportunity to be discovered by new audiences.
And more creators can now take advantage of YouTube’s auto-dubbing tool to reach audiences in other languages, with the capability being made available to hundreds of thousands of new creators and expanded to additional languages. The tool automatically translates the audio tracks of creator videos into a range of different languages, including Spanish, Portuguese, French and Italian.
More Ways for Creators to Make Money
Affiliate linking in YouTube Shopping is a key way that creators can earn income off their content, and YouTube has announced that the Shopping affiliate program, which is currently only available in the U.S. and South Korea, will expand in the coming weeks to Indonesia, in partnership with Shopee, as well as to Thailand and Vietnam.
Gifts, powered by Jewels on YouTube. (Image courtesy YouTube)
Creators also will soon be able to earn money through digital gifts and “jewels” that fans of their content can send them. Jewels and gifts will be available on vertical livestreams in the U.S. later this year.
Additionally, with the number of creators who make the majority of their YouTube revenue on TV screens up more than 30% this year, the company has announced new functionality that will allow creators to organize their content into formats that are familiar to TV audiences. This includes the ability to present content in episodes and seasons, as well as streamlined subscription options and easier access to links in descriptions.
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{URL}https://www.retailtouchpoints.com/topics/digital-marketing/youtube-sharpens-appeal-to-creators-with-new-gen-ai-tools-earning-capabilities{/URL}
{Author}Nicole Silberstein{/Author}
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{Keywords}AI & Machine Learning,Digital Commerce,Digital Marketing,E-commerce Experience,Social Commerce,Social Media Marketing,affiliate linking,auto-dubbing,community,digital gifts,gen AI,generative AI,Google,Shopee,Veo,YouTube{/Keywords}
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