It’s that time of year again for YouTubers:
YouTube CEO Susan Wojcicki has published this year’s annual letter to the video platform’s community and the big focus is clear: 2022 is going to be all about YouTube Shorts.
According to Wojcicki, YouTube Shorts content has hit “5 trillion all time views” on the platform. It appears clear in the letter that YouTube is very happy with how it’s built-in shortform video platform – a way for the company to keep up with its compe*** TikTok – is performing.
“More people are creating content on YouTube than ever before,” says Wojcicki. “We’re seeing momentum across the platform, including on Shorts.”
The letter continues to tout the success of its Shorts Fund, a monetization program set up to specifically foster the growth of shortform video on YouTube. Significantly, over 40 percent of creators who received money in this way weren’t even a part of the YouTube Partner Program, the traditional way to make money on YouTube.
To qualify for the Partner Program, creators need to reach certain viewership and subscriber criteria in order to monetize their channels through advertisement, paid memberships, and other methods. The fact that a significant portion finding success on YouTube Shorts don’t just overlap with already-established creators making money on YouTube is certainly a sign that the platform is successfully branching out.
Looking ahead, the company says it will focus on making Shorts more discoverable, and offer users more ways to edit and remix content for shortform video.
And if Shorts is taking on TikTok, YouTube is coming after another compe*** next: Twitch.
Livestreams are a ubiquitous feature of the online gaming community and, in her letter, CEO Wojcicki says that the company is working on better “discoverability” when it comes to live content on YouTube. She mentions more “chat features” on the way as well, which seems like a clear reference to Twitch’s currently more robust live chat feature on streams. Wojcicki also specifically mentions “Gifted Memberships” as a feature rolling out later this year, meaning users will be able to buy memberships to a creators channel for others… a feature already long available on Twitch.
YouTube also intends to bring on additional employees in order to get more “specific about policy violations.” A common complaint from YouTube creators is that when users are notified of a strike on a video, the company doesn’t specify exactly what the violation was. Providing users with a timestamp of the policy violation, something they already started testing last year, is one possibility, according to the letter.
One final thing to mention from the letter, which might result in a collective sigh from a large swath of creators, was that it mentioned Web3… and specifically, NFTs.
Wojcicki says that, when it comes to monetization for creators, YouTube is “following everything happening in Web3 as a source of inspiration.”
“We’re always focused on expanding the YouTube ecosystem to help creators capitalize on emerging technologies, including things like NFTs,” she writes.
Crypto, NFTs, and other emerging “Web3” technologies have frequently been lambasted by consumers of whatever industry tries to retrofit them into an existing service. Most recently, gamers revolted against a number of moves made by developers to launch NFTs. So, it’ll certainly be interesting to see what exactly YouTube is looking to do in this space and how it’s received by a base that is far from shy about broadcasting its opinions.
又到了YouTubers一年中的这个时候：
YouTube首席执行官苏珊·沃伊西基（Susan Wojcicki）发布了今年给该视频平台社区的年度信函，重点很明确：2022年将是YouTube短片的天下。
据Wojcicki称，YouTube Shorts内容在该平台上的浏览量达到“5万亿次”。从信中可以明显看出，YouTube对其内置的短格式视频平台的表现非常满意，这是该公司跟上竞争对手TikTok的一种方式。
“在YouTube上创建内容的人比以往任何时候都多，”沃西基说。“我们看到整个平台的势头，包括空头。”
这封信继续吹嘘其Shorts基金的成功，这是一个专门为促进YouTube上短格式视频的增长而设立的货币化项目。值得注意的是，通过这种方式获得资金的创作者中，超过40%甚至没有参与YouTube合作伙伴计划，这是YouTube上赚钱的传统方式。
为了获得合作伙伴计划的资格，创作者需要达到特定的收视率和订户标准，以便通过广告、付费会员和其他方式实现频道的货币化。事实上，在YouTube短片上获得成功的很大一部分并不只是与在YouTube上赚钱的老牌创作者重叠，这无疑是该平台正在成功拓展的一个迹象。
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