YouTube has updated its video linking system, giving creators in the YouTube Partner Program (YPP) more control over advertising partnerships.
This addresses several long-standing issues in collaborations between creators and brands.
Previously, creators lacked a direct way to start advertising relationships. They had to wait for advertisers to reach out.
The new system allows creators to take a more active approach to monetization. Channels can now reach out to advertisers aligned with their audience.
This update is available to channels in the YouTube Partner Program that run ads on Shorts.
In an announcement, a YouTube representative states:
“We’re launching the ability for creators in YPP with more than 4,000 subscribers to send video linking requests for shorts to advertisers via YouTube Studio.
YouTube will recommend creator-initiated tagged content to brands if they choose to run ads.”
Key Features For Marketers
Performance Data
For creators, having their videos linked to advertisers’ accounts clarifies how their content performs and resonates with audiences.
This information can inform future content strategies and help creators refine their approach to brand collaborations.
Once a video linking request is approved, advertisers can access information through their Google Ads accounts.
This data includes organic video performance metrics such as view counts, engagement rates, and audience demographics.
Rights Management
Creators can restrict their content usage to only linked Google Ads accounts.
This feature, accessible through YouTube Studio’s Advanced Settings, helps prevent brands from using a creator’s videos without permission.
By linking videos to advertisers’ accounts, creators grant permission for their content to be used in ad campaigns.
A YouTube representative confirms creator-initiated video linking requests work the same way:
“These creator-initiated links will act in the same way as advertiser-initiated links, which confirm rights between brands and creators, and gives advertisers the ability to view organic video performance in Google ads.”
Up to 300 Google Ads accounts can be linked per channel
Looking Ahead
With the introduction of creator-initiated video linking, channels have more freedom to choose the brands they work with.
This can potentially lead to more authentic and engaging advertising opportunities.
YouTube’s latest update introduces experimental features to enhance creator analytics and community engagement,
Additionally, YouTube is rolling out improvements to brand collaboration.
Key Updates
Data Stories
YouTube is testing a “data story” feature in its Studio mobile app that helps creators understand their video performance.
This tool provides a visual breakdown of the first 24 hours’ metrics, making it easier to identify key performance drivers.
Screenshot from: YouTube.com/CreatorInsider, November 2024.
Data stories transform YouTube’s analytics for creators by offering a narrative format instead of the traditional multi-tab dashboard.
“Most Relevant” Filter
YouTube recently rebranded its Comments tab to “Community” and is now introducing a “most relevant” comment filter.
This new feature, currently being tested with a select group, analyzes a channel’s comments to highlight potential engagement opportunities, such as viewer questions.
Screenshot from: YouTube.com/CreatorInsider, November 2024.
The introduction of the “most relevant” filter in the Community tab is timely, as YouTube aims to reinforce its position against competitors like TikTok and Instagram.
This feature:
Utilizes AI to pinpoint valuable comments throughout a creator’s entire channel
Prioritizes viewer questions and fosters meaningful interactions
Assists creators in managing engagement more efficiently on both mobile and desktop platforms
Video Linking
YouTube is allowing eligible creators to initiate video linking requests with advertisers.
This option is available to YouTube Partner Program members with more than 4,000 subscribers and focuses specifically on Shorts content.
Screenshot from: YouTube.com/CreatorInsider, November 2024.
Previously, only advertisers could start video linking requests sent through emails and YouTube notifications. The new system empowers creators to proactively connect with brands, as YouTube suggests tagged content to potential advertisers.
Once approved, these links enable advertisers to access organic video performance data through Google Ads and establish clear content reuse rights between creators and brands.
Looking Ahead
As YouTube continues to roll out these features, here’s what you need to know:
Data stories are in beta – most creators won’t have access yet
The new comment filter should help spot meaningful viewer interactions faster
To use the brand linking tool, you’ll need 4K+ subs and YPP status
YouTube’s collecting feedback on all these features, so expect tweaks and updates. Keep an eye on your Studio dashboard for when these roll out to your channel.
“These video summaries use generative AI to create a short basic summary of a YouTube video which provides viewers with a quick glimpse of what to expect.”
The company emphasized that these AI summaries “do not replace or impact a Creator’s ability to write their own video descriptions” but serve as complementary content to help viewers find relevant information more efficiently.
Studio Mobile
YouTube announced a restructured content management system for creators.
The revamped Studio mobile interface organizes content by format-specific shelves, including videos, Shorts, livestreams, and playlists.
Notable changes include:
A new list view option for each content format
Simplified visibility of monetization status
Scheduled content filter that appears only when relevant
Community Engagement Updates
YouTube is rolling out changes to its community engagement tools.
The former “comments” tab is being rebranded as “Community” and will feature enhanced audience metrics and moderation capabilities.
Notable additions include a community spotlight feature highlighting engaged viewers and AI-powered comment reply suggestions.
YouTube notes this feature “will be limited to a small number of creators while we test the feature.”
Creator Support Chatbot
YouTube is testing an AI-powered support chatbot on Studio desktop.
The feature appears as a clickable icon next to the search field, though currently limited to eligible creators during the testing phase.
Availability
According to the announcement, these features will be rolled out gradually “over the coming weeks and months.”
YouTube requests feedback from creators and viewers as the new features become available, particularly regarding the AI-generated summaries.
YouTube is rolling out an update with changes across desktop, mobile, TV, and YouTube Music.
Key Changes & New Features
User Interface
The update brings visual changes to YouTube’s interface across all platforms.
These changes may improve readability and navigation, particularly on mobile devices.
YouTube’s Chief Product Officer, Johanna Voolich, stated in an interview:
“On the mobile app we’re doing things like updating the colors to be consistent with the YouTube brand and we’re also making the landscape experience a lot cleaner bigger thumbnails bigger font.”
Miniplayer & Playback Speed
You can now resize and move the miniplayer within the YouTube mobile app.
Additionally, you now have more control over playback speed.
Voolich explained,
“We have variable playback speed but now you can do it at the smallest finest grain increments for people who want to have a lot of control.”
Collaborative Playlists
YouTube is introducing collaborative playlists, allowing multiple people to contribute to shared playlists.
Describing a potential use case, Voolich said,
“A really good use case might be I’m having a party I want to invite my friends over I want to watch some comedy together I put on my favorite comedy videos and then I ask them and they could just add theirs to it we can pop it on the TV and sit and watch together.”
This feature will be accessible via a special link or QR code on TV platforms.
Sleep Timer
A new Sleep Timer feature allows you to set a duration, after which videos will automatically pause.
This may be useful for people who often fall asleep while watching content.
Badge System
YouTube is implementing a badge system to acknowledge user engagement.
Voolich described this feature as:
“… ways to recognize the community and the super fans and the people for using YouTube and the milestones that they’ve created within the YouTube community.”
Immersive Channel Pages On TV
For people who watch on their TV, YouTube is launching immersive channel pages.
Now, a video will automatically play when visiting a creator’s channel on a connected TV
This change could potentially impact how viewers discover and engage with content on larger screens.
Availability
While many features are available now, some, like playlist voting, are scheduled for release later in the year.
With these changes, YouTube is showing its commitment to improving the platform based on user needs and preferences.
Voolich said, “These are the features that people ask for the most and what the people want.”
She encouraged continued feedback, adding, “Keep those requests coming.”
Featured Image: Screenshot from blog.youtube.com, October 2024.
At the “Made on YouTube” event, which was held at Pier 57 on Sept. 18, 2024, CEO Neal Mohan, product executives, and top creators introduced nine new features and tools aimed at helping creators express their creativity, build communities, and grow their businesses.
Here is a quick overview of the announcements:
Veo for Dream Screen: Dream Screen, which allows creators to generate backgrounds in YouTube Shorts, will soon be enhanced with Google’s DeepMind technology, bringing more realistic backgrounds and standalone video clips.
Inspiration Tab: The upgraded Inspiration tab in YouTube Studio helps creators turn curated suggestions into full projects, with AI refining ideas, titles, and thumbnails to fit their style.
Communities: A new feature that allows creators to create spaces on their channel pages where both they and their fans can post art, share ideas, and engage with each other.
Community Hub: This new space in the YouTube Studio app helps creators engage more effectively with their audiences, with AI-powered suggestions for replies to comments.
Auto Dubbing: Soon to be available to more creators, auto dubbing will allow creators to add audio tracks in different languages, making their content more accessible globally.
Hype: A new way for viewers to support smaller creators by “hyping” their videos to help them appear on a weekly leaderboard, which increases visibility and audience reach.
YouTube Shopping: YouTube’s shopping program is expanding to creators in Indonesia, Thailand, and Vietnam, following its success in the U.S. and South Korea.
Gifts Powered by Jewels: This feature allows viewers to engage with live streams on vertical video formats, giving creators another way to earn revenue.
Big Screen Experience: Creators will soon be able to structure their content into seasons and episodes, improving the TV viewing experience. Additionally, autoplay features for channel pages will help engage viewers from the start.
For more details, you can read about the “Made On YouTube” event here and watch the New YouTube Features — Explained! video below.
In the video, YouTube’s Chief Product Officer, Johanna Voolich, says, “On YouTube, success isn’t one-size-fits-all.” It is as distinctive as the video platform’s talented creators and artists.
Whether it is about expressing yourself, building a community, or achieving financial independence, YouTube aims to provide lasting opportunities for creators to chart their own path to success.
Dream Screen With Google DeepMind’s Veo
The most eye-catching announcement at this week’s “Made on YouTube” event was Google DeepMind’s Veo.
Screenshot from blog.google, September 2024
Last year, YouTube launched Dream Screen, which allows creators to generate limitless backgrounds for YouTube Shorts.
While millions of creators are already using Dream Screen, YouTube announced its plans to integrate Google DeepMind’s advanced video-generating model, Veo, into YouTube Shorts later this year.
With Veo, creators will be able to produce even more immersive backgrounds.
For example, BookTubers could immerse themselves in the world of the classic novel, The Secret Garden, or a fashion designer could instantly bring creative and playful design ideas to life to present to their audience.
This means creators will soon be able to generate standalone six-second video clips for their YouTube Shorts using Veo.
For instance, if you are reviewing your footage and sense that something is needed to bring it all together, you can easily create a single clip that seamlessly integrates with the content you have already filmed.
These creations will include a SynthID watermark, along with a label that clearly informs viewers they were generated using AI.
Inspiration Tab Also Gets A Makeover
YouTube also unveiled an Inspiration Tab makeover.
Screenshot from blog.google, September 2024
As 20.4 million YouTube creators worldwide already know all too well, generating fresh ideas can be tough.
So, the Inspiration Tab in YouTube Studio is getting a makeover, creating a brainstorming buddy that is powered by generative AI.
It will assist in generating suggestions that you can develop into complete projects, including video ideas, titles, thumbnails, and outlines that align with your style.
Next year, YouTube will roll out a new shortcut that will take you directly to the Inspiration Tab from any source of inspiration, such as your top comments, other videos, or even your own content library.
Four New Features To Build Stronger Connections
YouTube understands that the bond between creators and their loyal fans is special. So, they introduced four new tools to build even stronger connections:
1. Communities
Creators can think of this feature as their own space on their channel to discuss videos, share fan art, and connect with others.
Communities are live on select channels, with wider access planned for early 2025.
2. Hype
A new feature to spotlight emerging creators. Fans can “hype” a video, boosting its chances of being discovered.
Hype has already been tested in Brazil, Türkiye, and Taiwan, and will soon roll out to other countries.
3. Auto Dubbing
YouTube’s automatic dubbing tool allows creators to generate translated audio tracks, making content accessible in multiple languages.
Soon, it will support even more languages, and they are testing a feature that will replicate tone and ambiance for a more natural listening experience.
4. Comments Tab
YouTube is reimagining the Comments tab in the YouTube Studio app, turning it into a “Community” hub for deeper engagement.
Responding to comments can be overwhelming for creators, so YouTube is introducing AI-powered suggestions to help creators craft responses faster, along with tools like community spotlights and audience metrics.
Three New Ways To Support The Creator Economy
YouTube’s creative ecosystem contributed more than $35 billion to the U.S. GDP in 2022, which supported over 390,000 full-time equivalent jobs in the country, according to a report by Oxford Economics.
“Today, YouTube is the only platform that shares revenue with creators at scale, across multiple formats. Our YouTube Partner Program pays out more than any other creator monetization platform, and we’ve paid $70 billion to creators, artists, and media companies over the last three years,” notes Voolich.
YouTube has also unveiled three new features to reinforce their support for the Creator Economy:
1. Jewels And Gifts
YouTube launched digital items designed to boost real-time fan interaction and provide a new way for creators to earn.
Initially, this will roll out in the U.S. for vertical livestreams, making it simpler for viewers to engage, show excitement, and participate actively, enhancing the live experience.
2. YouTube Shopping Expansion
YouTube Shopping now has over 250,000 creators! The affiliate program is available in the U.S. and South Korea, and YouTube is expanding to Indonesia through a partnership with Shopee.
Soon, YouTube will bring the program to Thailand and Vietnam, allowing more creators to promote products and grow their businesses globally.
3. Access To Living Rooms
Creators are increasingly creating content specifically for the big screen, with TV revenue growing over 30% year over year.
To support this, YouTube introduced features like organizing content into seasons and episodes, making it easier for viewers to follow their favorite shows.
Additionally, YouTube enhances the TV experience with immersive content from creators’ channels, better subscription management, and easier access to links in descriptions.
The Biggest Splash For YouTube Since Brandcast
The annual YouTube event did not fail to deliver. By unveiling nine new features at Made on YouTube 2024, the platform made its biggest splash since Brandcast back in May.
What does this mean for YouTube?
Creators are central to YouTube’s success. They are the ones who bring their ideas, stories, and visions to the platform. And they are uploading more than 500 hours of content to YouTube every minute.
What does this mean for brands and their agencies?
Well, creators have turned YouTube into the second-most visited website in the world, after Google Search.
As of September 2024, YouTube had more than 2.5 billion monthly users, who collectively watch more than 1 billion hours of videos every day. And YouTube Shorts is now averaging over 70 billion daily views from billions of monthly logged-in users.
So, brands and their agencies can reach potential customers while they’re searching, browsing, or watching YouTube videos.
At Brandcast back in May, YouTube unveiled new ad offerings, touted creator influence, and shared strong viewership metrics. At Made on YouTube this week, it announced a lot of new products and updated features that aim to give creators the opportunity to build engaging communities, drive sustainable businesses, and express creativity on their platform.
And as any fan of the movie Ghostbusters (1984) can tell you, that makes this “the biggest interdimensional cross rip since the Tunguska Blast of 1909.”
More resources:
Featured Image: YouTube CEO Neal Mohan speaks onstage at Made on YouTube at Pier 57 on September 18, 2024 in New York City. (Photo by Dave Kotinsky/Getty Images for Made on YouTube 2024)
With the 2024 Olympic Games in Paris officially opening today, DAIVID used its advanced content testing platform to see which ads from the global sporting event have elicited the most intense positive emotions of all time.
Procter & Gamble (P&G) dominates DAIVID’s chart, with five of the top seven ads – including the top three positions.
So, the rest of the search and marketing community will want to figure out what the American multinational consumer goods corporation headquartered in Cincinnati, Ohio has understood for more than a dozen years.
A P&G 2014 Winter Olympics campaign honoring the crucial support mothers provide to athletes is the most emotionally engaging Olympic ad ever.
This accolade comes from DAIVID, a creative effectiveness platform, which found that the “Pick Them Back Up” campaign evoked the strongest positive emotions among viewers.
“P&G Thank You, Mom | Pick Them Back Up | Sochi 2014 Olympic Winter Games” led the chart with 59.6% of viewers responding with intense positive emotions. As the video’s description says, “For teaching us that falling only makes us stronger. For giving us the encouragement to try again. Thank you, Mom.”
Following the (emotional) success from 2014, Thank You, Mom – The Winter Olympics (2018) was close behind in second place with a score of 59.5%.
This video guides the viewer through moms supporting their kids with their dreams and through their circumstances – whether it be bias over color, religion, disability, or sexual orientation.
P&G’s ad from the London 2012 Olympics took third place, with 58.4% of viewers responding with intense positive emotions.
In this 2012 edition of Procter & Gamble’s ad campaign, supportive mothers take their children to practices and help the kids deal with setbacks on their way to becoming successful Olympic athletes.
4. National Lottery Funded Athletes – TV Extended Version
The UK’s National Lottery ad, ” National Lottery funded athletes – TV advert Extended Version,” took fourth place with a score of 56.9%.
It was inspired by the story of 800-meter runner Jenny Meadows’ mother and showcased how National Lottery funding supports British athletes in achieving their dreams.
Another from P&G’s Thank You, Mom series for the Rio 2016 Olympics was placed fifth, with 55.9% of viewers responding with intense positive emotions.
In this two-minute commercial, P&G features supportive mothers helping their children persevere through difficult circumstances on their way to becoming Olympic champions.
The brand positions itself as the “Proud sponsor of Moms” and uses the tagline: “It takes someone strong to make someone strong. Thank you, Mom.”
6. We’re The Superhumans – Rio Paralympics 2016
Channel 4, a British free-to-air public broadcast television channel, took sixth place with its “Superhumans” trailer for the Rio Paralympics 2016. The 3-minute video ad got a score of 55.7%.
7. Procter & Gamble – Your Goodness Is Your Greatness
Your Goodness is Your Greatness from P&G took seventh place, with 55.5% of viewers responding with intense positive emotions.
Now, P&G was founded in 1837 by William Procter and James Gamble. Do you think this gave them a head start on the rest of the field?
DAIVID CEO’s Insights
In a press release, Ian Forrester, CEO and founder of DAIVID, said:
“When it comes to emotional Olympic campaigns, no brand has ever gone faster, higher or stronger than P&G.
The company’s incredible tributes to the role mums play in helping to put future Olympic champions on the path to Games glory really tug at the emotional heartstrings and are capable of turning even the most cynical viewers into emotional wrecks.
‘Pick Them Back Up’ is a worthy gold winner, generating some of the most intense feelings of positivity we’ve ever seen for an ad.”
He added, “It’s also great to see Channel 4’s sensational campaign, ‘We’re The Superhumans’ in the top 6. Generating incredibly intense feelings of inspiration, the ad has played a crucial role in putting the Paralympics firmly in the hearts and minds of viewers all around the world.”
What can I add?
I’ve known Forrester since September 2012, when he joined the Unruly Group as global insight lead. And I talked with him several times over the next six years about Unruly’s Viral Spiral charts, which showed which video ads were among the most shared.
But if you want to figure out what P&G already understands, then it’s worth spending a few moments learning more about DAIVID’s methodology.
Check Out DAIVID’s Methodology
Based in London, DAIVID leverages technologies like facial coding, eye tracking, and computer vision to help advertisers enhance the emotional and business impact of their campaigns.
Their platform allows marketers to assess and improve ad effectiveness on a large scale using advanced data analysis methods.
DAIVID’s study of the most emotionally engaging Olympics ads utilized its Self-Serve solution, trained on millions of consumer data points, to predict the emotional reactions and attention levels ads would generate, along with their potential brand and business impacts.
The analysis involved 56 Olympic ads, excluding those from the current Paris Olympics.
Watch For Yourself To See Why These Videos Trigger Emotion
So, watch the seven ads above and see for yourself what kind of video content triggers intense positive emotions in viewers. You may see something that I might have missed.
But the next time you want to know if your ad creative is working, test it. I know, talking about testing social videos the way that Madison Avenue once tested TV commercials seems like pie in the sky.
But with AI as your co-pilot, making creative testing affordable, you can fix problems and identify solutions faster and easier than it could back in the old days.
Okay, this may not bring tears to your eyes – like “Pick Them Back Up” probably will – but it can help you catch up with P&G, which already has a 12-year head start.
