Every day, people come to YouTube to connect with their favorite creators, and in the process, they discover new products they love. In turn, this creates a valuable opportunity for brands to reach new audiences on YouTube and partner with creators to amplify their message. Over the years, we’ve seen branded content grow on YouTube, thanks to the direct connection creators have with their fans. In fact, the influencer marketing industry as a whole is projected to reach $ 15 billion by 2022.
Given the success our brands and creators have seen with branded content on YouTube, we are evolving FameBit to YouTube BrandConnect.
Through YouTube BrandConnect, we’re making it easier for creators and brands to create branded content that is both authentic and effective. Our focus will continue to be supporting and driving revenue to creators, providing measurable campaigns for brands, and reaching viewers with authentic and relevant content. We’ve built unique, industry-first features within our branded content platform to support each of these goals.
On the creator side, we’ve developed insights-based matchmaking tools that allow more access to branded content deals for eligible creators across YouTube. Because of the connection that creators have with their fans, our proactive matchmaking produces highly engaging and relevant branded content. And it’s working – over the past two years, average deal size across the full service product grew more than 260%.
YouTube creators have a real-time pulse on their community and have the flexibility to pivot their content to serve audience (and brand) needs, something we’re seeing firsthand right now. For example, the Reese’s brand’s March Madness campaign took a turn when the annual basketball tournament was cancelled due to the pandemic. Creators including 2Hype, Smosh Pit, and Eh Bee Family were able to adapt their previously-shot content to still bring a relevant vibe to fans at home, while driving strong consumer engagement and awareness for Reese’s Miniature Cups newly designed packaging, which was perfect for a stay-at-home game of couch basketball.
For brands, we’ve added new measurement solutions like Brand Interest Lift, Influencer Lift, and organic view-through conversations that provide them with real-time campaign results and bring the accountability of digital advertising to branded content campaigns. Brand Interest Lift allows advertisers to measure consumer search behavior resulting from viewing the creator’s video, and Influencer Lift measures consumer sentiment on Purchase Intent, Brand Recall, and more. Through Google insights and tools, it is possible for brands to measure the impact and ROI of influencer marketing for the first time on YouTube.
We’ve also introduced several ads technology innovations such as the shopping shelf and app shelf to help viewers buy products and download apps being discussed in creators’ videos directly from the watch page. This will soon expand to a new media shelf, where viewers can buy or rent movies and shows. We’ve also introduced new technologies like the AR try-on experience that allow viewers to virtually try on and shop products, alongside their favorite creators.
Eligible creators in the U.S. with 25,000+ subscribers will be able to sign up for YouTube BrandConnect directly in YouTube Studio, where we’ll be adding more campaign management features in the coming months. With YouTube BrandConnect, brands can easily connect and measure branded content campaigns with their Google and YouTube advertising strategies – allowing for full-funnel influencer marketing integrations.
We’re always looking for new ways to help creators earn more money, and we’ve added additional resources to help creators get started making branded content on Creator Academy. We’ll continue investing in our technology and expanding internationally to bring new experiences to creators, brands and their fans globally. This is just the beginning for YouTube BrandConnect, and we’re excited to bring even more value to creators, brands, and viewers through branded content campaigns in the months ahead.
Lori Sobel, Global Business Head of YouTube BrandConnect
Henry Scott-Green, Product Manager at YouTube BrandConnect
This new look includes longer video titles and larger, richer thumbnails to give you clearer information about the video at a glance, plus higher resolution video previews. As part of this cleaner design, you’ll notice we’ve also removed some content shelves. You can still find rows of videos for breaking news, music mixes, and more.
When browsing on Home, you’ll also see channel icons below each video making it easier to recognize your favorite creators and content you love.
You’ve told us you want a better way to queue up the next video to watch, so we’re introducing the option to add to queue on desktop. You can select a handful of videos to watch next without interrupting the video you’re currently watching. Videos in your queue won’t save after you’ve closed your browser, but you can always save videos to your permanent “Watch Later” playlist, too.
We launched a feature on mobile earlier this year to make it even simpler for you to tell us to stop suggesting videos from a particular channel, and today we’re bringing this to desktop. Just select the three-dot menu next to a video on the homepage, then select “Don’t recommend channel.” After that, you should no longer see videos from that channel suggested to you on the YouTube homepage. You may still be able to find these videos if you search for them, or visit the channel page or Trending tab.
Earlier this year, we added a new feature to the YouTube Android app that lets you select your favorite topics and customize your Home feed with related videos. We’ll be releasing it on desktop and tablets soon!
We’ve been experimenting with this updated design for a few months and — based on your input — have made dozens of improvements to the layout, most notably adjusting the thumbnail sizes and showing more videos on larger screens. We’re excited to roll this out to everyone, and we hope you’ll find the updated design and new features helpful as you navigate the incredible breadth of content available on YouTube.
Posted by Essam El-Dardiry, Senior Product Manager
In anticipation of the International Day for Tolerance on November 16th, we are proud to celebrate the creators who are using the power of one view to open minds, inspire understanding, celebrate culture, and make a difference. From a beauty vlogger in California to a rapper in Sudan, a painter in Germany to a comedy collective in India, YouTube’s Creators for Change program brings together storytellers from around the world to share moments of hope, humanity, and acceptance. At YouTube, we believe that the world is a better place when we listen, share and build community through our stories. YouTube Creators for Change is a critical part of this mission and we are incredibly proud of the continued momentum of the creators from around the world who are using their voices to overcome divisiveness and hate.
Today, YouTube’s Creators for Change Ambassadors came together to release over 50 new films that aim to promote tolerance, encourage empathy, and spark dialogue, locally and globally.
In May we announced that 47 Global Ambassadors joined the Creators for Change program, a global initiative dedicated to amplifying and multiplying the voices of YouTube creators who are using their platforms to spread messages of positivity, hope and acceptance. Since the announcement, they’ve been working with mentors like award-winning filmmaker Eliot Rausch, the Founder of The Nzinga Effect, Eliza Anyangwe, and Anthony Robinson, the Director of Training & Public Engagement at the Truman National Security Project on persuasive storytelling and bridge-building to create inspiring Impact Films. Some highlights from this year’s films include:
Driving impact locally
In addition to the global program, creators around the world are using their voices to stand for positivity through our local chapter efforts in 9 countries. Through a combination of creator-led videos that opens minds to educational workshops that inspire critical though, local initiatives span 9 markets and continue to inspire local communities. For example:
To all the creators who participated in this year’s program: thank you. We are grateful for your passion and dedication.
— Juniper Downs, Head of YouTube Public Policy
Since launching YouTube Red in 2015, we’ve been thrilled with how people are enjoying the service, whether it’s downloading videos for a flight, binging the first season of Cobra Kai, or listening to the wide breadth of ad-free music. As part of ongoing enhancements to the member experience, today we’re excited to announce that YouTube Red is becoming YouTube Premium!
The new YouTube Premium includes:
It’s all coming soon to even more countries.
Ad-free, background play, and downloads across YouTube
Pricing and Availability
*South Korea will only offer YouTube Premium at the current price of YouTube Red.
**If that price changes in the future, we will give plenty of notice
When we launched the YouTube Kids app three years ago, our goal was to give kids around the world a place to access videos that were enriching, engaging and allowed them to explore their endless interests.
Since then, our team has continued to work to improve the app experience for kids and families around the world. One area of focus has been building new features that give parents even more control around the content available in the YouTube Kids app so they can make the right choice for their unique family and for each child within their family.
We are excited to announce that throughout the year, we will be rolling out three new options in YouTube Kids:
For parents who like the current version of YouTube Kids and want a wider selection of content, it’s still available. While no system is perfect, we continue to fine-tune, rigorously test and improve our filters for this more open version of our app. And, as always, we encourage parents to block and flag videos for review that they don’t think should be in the YouTube Kids app. This makes YouTube Kids better for everyone.
It is our hope that these additional options will allow every family to have the experience they want in the YouTube Kids app.
James Beser, Product Director for YouTube Kids, recently watched “Photosynthesis for Kids” on the Kids Learning Tube channel with his 2nd grade daughter.
After talking to parents all over, we know that kids who love the YouTube Kids app are getting older and want a platform that’ll grow with them. Whether kids are watching Monster High, DC Kids, LEGO, learning their ABCs, or picking up the latest tricks in Minecraft, we want YouTube Kids to help. Here’s what’s new with YouTube Kids:
When you sign in with your Google account, you get:
Remember, our systems work hard to filter out more mature content from the app. But no system is perfect. If you find a video that you think should not be in the app, you can block it and flag it for review. This helps make YouTube Kids better for everyone.
YouTube Kids is now live in 37 countries, has more than 70 billion views in the app, and more than 11 million weekly active viewers.
We’re looking at ways to build an even better experience for families. Coming soon, we’ll give parents the option to have more content available in the app experience for their child. Our team is working to identify the most relevant content categories for tweens to make the app even more awesome.
*Not available in all markets. Kid profiles are available in the following markets: Argentina, Australia, Brazil, Canada, Chile, Colombia, Ghana, India, Jamaica, Japan, Kenya, Malaysia, Mexico, Nepal, New Zealand, Nigeria, Pakistan, Peru, Philippines, Singapore, South Africa, South Korea, Sri Lanka, Tanzania, Uganda, United States, Zimbabwe.
Balaji Srinivasan, YouTube Kids Engineering Director, recently watched Can you solve the magnet riddle? ft YouTube CEO Susan Wojcicki.
Remember the first time you heard the opening beats of “Despacito”? Your ears perked up, your foot unconsciously tapping beneath the table. Like every “Despacito” loving person before you, you can’t help but dance, and when you’d finally caught your breath, you had to share it with all your friends. It would be wrong to keep something this good to yourself. And that means you had to copy and paste a link into an email, social or messaging app to share that moment.
But like chats around the water cooler, shouldn’t sharing a video be as easy as saying, “Have you heard this new song?” We’ve been experimenting with a better way to share videos on YouTube since last year. Thanks to all your feedback, we made some improvements and are now ready to roll out this new sharing feature to all users globally.
Starting today, you can share videos with your friends and family directly on YouTube. Not only can you share and receive videos in the app, you can also chat about them right on YouTube, reply with another video, invite others to the conversation, and more. We think it’ll make sharing easier, faster and more fun on your phone. And if you want to continue sharing videos through other apps, you can still do that too.
These shared videos all live in a brand new tab on your YouTube mobile app, making it easier than ever to catch up on videos your friends have shared or to show them a few of your own favorites.
Start a group, share your favorite “Despacito” version and make a friend dance!
Benoît de Boursetty, Product Manager, recently shared “A new way to share on YouTube.”
Back in September, YouTube announced a new program called Creators for Change, putting forward creators with big ideas to help counter xenophobia, extremism and hate with stories promoting positive change. One of our first steps was teaming up with 11 program ambassadors who are now hard at work developing unique social impact projects which range from a new web series on topics like race, religion, and sexual orientation, to a 10-city workshop series for high school and university students dedicated to creating positive content. Our local chapters in countries like Indonesia continue to promote the importance of inclusiveness among young people. And as part of this program, Google.org, our philanthropic arm, has awarded $ 2M in charitable funds to support nonprofits that promote inclusion and cross-cultural understanding to the: Active Change Foundation, Habibie Center, Maslaha, Skateistan, Southern Poverty Law Center, TAFNIT and Witness.
Mentorship and support for emerging voices is a key part of the Creators for Change program, and we’re now ready to take on our next phase. We’ve collaborated with our program ambassadors to identify new voices we’d like to support and today, we’re excited to introduce the 27 creators from around the world who will join us as the first-ever Creators for Change fellows:
Together with our ambassadors, we’re eager to support these YouTube role models as they continue to create content that challenges tough topics like hate and extremism, and spread positive messages. For starters, these Creators for Change fellows will each receive equipment and production grants to help them develop new projects and take these productions to the next level.
We’ll also give the creators production support through our YouTube Spaces, and this summer our Spaces in London, New York and Mumbai will host new social impact camps designed exclusively for our program Fellows. These three-day-long camps will include workshops on best practices for producing social change videos, 1:1 channel support from YouTube experts, as well as plenty of time for the Fellows to connect with one another and some of the global program ambassadors.
Through these new resources and programs, we’re committed to helping our new Creators for Change fellows take on new projects that help raise and amplify the issues they care about. Stay tuned for more soon and, for now, you can read about their inspiring stories at the Creators for Change site.
Juniper Downs, Head of YouTube Public Policy, recently watched this inspiring group of creators share their stories.
Video affects us like no other medium. It can heighten our passions, stoke our fears, awaken us to new experiences and make our hearts ache. It can educate, build understanding and even change the way we see our world. In fact, over half of our millennial subscribers have said a YouTube creator has changed their life.
At a time when the internet is criticized for fueling division and distrust, we want to help demonstrate the incredible power YouTube has to generate a positive social impact. That’s why today, we’re introducing a new global program called YouTube Creators for Change, as well as new resources and grants dedicated to social change work.
YouTube Creators for Change is a new initiative dedicated to amplifying the voices of role models who are tackling difficult social issues with their channels. From combating hate speech, to countering xenophobia and extremism, to simply making the case for greater tolerance and empathy toward others, these creators are helping generate positive social change with their global fan bases.
Our first six Creators for Change ambassadors are Natalie Tran (Australia), Abdel en Vrai (Belgium), Nilam Farooq (Germany), Omar Hussein (Saudi Arabia), Barış Özcan (Turkey), and Humza Arshad (United Kingdom).
We’ll be introducing other ambassadors soon, and we will be sharing their stories — starting with Humza Arshad whose “Diary of a Badman” series is helping redefine what it means to be a young Muslim today in the U.K. Since video is such a powerful form of expression, watch and learn more about how Humza is using comedy to create change:
Over the next year, program ambassadors will drive greater awareness of social issues and foster productive dialogue around these topics through the videos they create. They’ll also help identify and empower emerging creators who also want to speak out on these crucial topics. To support and amplify ambassadors and emerging creators alike, we are committing $ 1M in equipment and production grants as part of the Creators for Change program. We’ll also welcome these creators at new programs at YouTube Spaces throughout the year, so stay tuned for more details soon.
Our efforts don’t stop here — we’ll also continue working with NGOs, schools, and media companies around the world to launch more local programs as part of Creators for Change. We recently introduced a program in France that brought together more than 700 participants who created 140 videos under the theme of fraternité. In Germany, YouTube creators joined forces under #NichtEgal, a movement dedicated to unite Germans in countering online hate.
We’re also pleased to announce that Google.org, our philanthropic arm, is establishing a $ 2M charitable fund to support nonprofits working on innovative solutions that promote inclusion and cross-cultural understanding.
We hope these new programs and resources will continue making YouTube a place where anyone can have a voice and where anyone can use the power of video to help generate positive social change.
Juniper Downs, Head of YouTube Public Policy, recently watched “Web Rangers – ORT Sajur 2016.”
Whether it’s for entertainment, indulging a passion, or discovering something new, more people are turning to YouTube to watch video. In fact, growth in watch time on YouTube is up at least 50 percent year-over-year.1 Now, more than ever, businesses can connect with their customers through video advertising on YouTube.
But we know that creating a video ad can be challenging. To make it easier for every business— from a dog walker to a barber shop owner—to get started with advertising on YouTube, we’re launching the YouTube Director suite of products. Three products that make video ads more accessible to businesses.
Make a video ad right from your phone
With the free YouTube Director for business app (available for iPhone today in the U.S. and Canada) anyone can create a video ad for their business quickly and easily—right from their phone. No editing experience required. People like Woody Lovell Jr., owner of the The Barber Shop Club in Los Angeles, are already seeing positive results with YouTube Director.
Woody shot and edited a video ad by himself, uploaded it to YouTube, and worked with an AdWords expert to run a campaign. As a result, Woody’s business saw a significant increase in potential customers being able to remember and recognize his ad.2
We challenged five business owners—including Woody—to create a video ad in 20 minutes or less. Watch what happened and download the app to give it a try.
Get a professional to make your video ad
In select U.S. cities, we’re also offering YouTube Director onsite, a service that sends a professional filmmaker to shoot and edit a video ad for free whenever a business spends at least $ 150 to advertise on YouTube. YouTube Director onsite is available in Atlanta, Boston, Chicago, Los Angeles, San Francisco, Washington D.C.—and coming to more cities soon.
Is your business an app? We can create a video ad for you too
YouTube Director automated video creates a video ad automatically from existing assets like logos and app screenshots in the App Store or Google Play Store, and is available globally. Reach out to a Google expert (1-855-500-2756) for more information.
No matter what kind of business you’re in, getting started with advertising on YouTube just became a whole lot easier. We can’t wait to see what you make. Happy filming.
Max Goldman, Product Manager, YouTube Director, recently watched “YouTube Director Video Challenge.”
1 Google Data, 2016
2 Woody’s YouTube Director video ad for The Barber Shop Club drove a 73 percent increase in ad recall among target customers on YouTube, and a 56 percent lift in brand awareness (AdWords Brand Lift Study, June 2016)
Growing up as a kid, my favorite basketball player was Magic Johnson. I wanted nothing more than to be able to watch him play in person, but unfortunately I never got the chance. Whether it’s a sporting event or a concert or even a family gathering, all of us have had the feeling of wanting to be somewhere we couldn’t. But these days, virtual reality and 360-degree video can help get you one step closer to actually being at those places and in those moments. Today, we’re taking immersive video even further with 360-degree live streaming on YouTube.
We first launched support for 360-degree videos back in March 2015. From musicians to athletes to brands, creators have done some incredible things with this technology. Now, they’ll be able to do even more to bring fans directly into their world, with 360-degree live streaming. And after years of live streaming Coachella for fans around the world who can’t attend the festival, this year we’re bringing you the festival like never before by live streaming select artist performances in 360 degrees this weekend.
Starting today, we’re also launching spatial audio for on-demand YouTube videos. Just as watching a concert in 360 degrees can give you an unmatched immersive experience, spatial audio allows you to listen along as you do in real life, where depth, distance and intensity all play a role. Try out this playlist on your Android device.
To make sure all creators can tell awesome stories with virtual reality, we’ve been working with companies across the industry. We’re working with companies like VideoStitch and Two Big Ears to make their software compatible with 360-degree live streams or spatial audio on YouTube and more will be available soon. We’ll also make 360-degree live streaming and spatial audio technologies available at all YouTube Space locations around the globe, so you can take it for a spin.
What excites me most about 360-degree storytelling is that it lets us open up the world’s experiences to everyone. Students can now experience news events in the classroom as they unfold. Travelers can experience faraway sites and explorers can deep-sea dive, all without the physical constraints of the real world. And today’s kids dreaming of going to a basketball game or a concert can access those experiences firsthand, even if they’re far away from the court. What were once limited experiences are now available to anyone, anywhere, at any time.
Are you ready to never miss a moment again?
Neal Mohan, Chief Product Officer, recently watched “Dub360: Stephen Curry pregame warmup routine.”
Last year, we announced an initiative to invest in the creativity of our top YouTube stars. We wanted to give them an opportunity to realize some of their long-held creative ambitions by developing new content for YouTube. Today, we’re announcing some of the original series and movies we’ll be debuting with YouTube Red.
YouTube Red is the experience fans have been asking for. For just $ 9.99 a month, you’ll be able to enjoy videos across all of YouTube without ads, save videos to watch offline on your phone or tablet and play videos in the background.
But we’re not stopping there. Starting next year, YouTube Red members will get access to new, original series and movies from some of YouTube’s biggest creators. We’re excited to announce some of them today, with more to come:
We’re excited to bring these original series and movies to YouTube Red members and give you even more for your membership beginning next year. Viewers in the U.S. can try YouTube Red for free with a one month trial starting on October 28.
Susanne Daniels, VP, Global Head of Original Programming, recently watched “If Google Was A Guy (Part 4).”
We know how much time you spend surfing the web for the perfect look or the latest products whether that be Stephen Curry’s newest sneaker, fringe skirts for fall, or the newest hoverboard prototype.
But people aren’t just limiting their research to websites; they’re also watching videos on YouTube. Sixty-four percent of shoppers say that YouTube influences their purchase decisions.1 In fact, we’ve seen more than 40 percent growth year-over-year in viewership of product videos such as sneaker pickups, first impressions, and product reviews.2
To help you discover more of the latest and greatest products, we’re partnering with your favorite YouTube personalities to bring you Awesome Stuff Week: a series of week-long celebrations highlighting popular, trendy, undiscovered-but-cool products on YouTube. During each Awesome Stuff Week, creators such as GiGiGorgeous, iJustine, Jim Chapman, and UnboxTherapy, will share their views and reviews on products ranging from fashion to gadgets to holiday gifts.
We’re also making it easy for you to buy the products you want in the exact moment you want them. Scroll through the comments on any product video and you’re sure to find “where can I get those shoes or that skirt or that self-balancing scooter?” Why shouldn’t every product video be shoppable? Products featured during Awesome Stuff Week will be.
Like those brown Hudson boots from Jim Chapman in the below video? Now you can simply click on a product image on the right-hand side of the video, and be taken to that retailer’s website. It’s as easy as that.
This week – dedicated to fashion – is the first of several Awesome Stuff Weeks that we’ll be rolling out. New videos will appear daily from Monday through Friday, and each will feature a new theme related to fashion such as Must-have-Monday or Hundred-Dollar-Wednesday. In the coming weeks, we’ll introduce an Awesome Stuff Week featuring gadgets as well as holiday gifts to help you check off items on your shopping list.
To discover the latest shoppable videos, subscribe to the Awesome Stuff Week YouTube channel and stay tuned for more!
Vikram Tank, Product Marketing Manager, Art, Copy & Code, recently watched “What Do You Mean / Epic Segway Dance Cover @justinbieber.”
1Source: When the Path to Purchase Becomes the-Path-to-Purpose, June 2014.
2Source: View count growth, Google Data, April 2015 vs. April 2014, U.S., classification was based on public data such as headlines, tags, etc., and may not account for every type of review video available on YouTube.
Like most parents, I love helping my kids learn more about something they’re interested in. For example, right now, I spend a lot of time on YouTube with my 3-year-old son, who loves watching videos of car washes, Super Simple Songs, and about the universe. We’re not the only ones: Families worldwide are watching millions of videos on YouTube. And lately, those of us at YouTube have been working on a new way for our kids—and yours—to discover and explore videos on every topic in, well, the universe.
Today, we’re introducing the YouTube Kids app, the first Google product built from the ground up with little ones in mind. The app makes it safer and easier for children to find videos on topics they want to explore, and is available for free on Google Play and the App Store in the U.S.
Bright and playful design
Your 4-year-old may already be a swiping expert, but the app’s design makes it even easier to find Pocoyo or the latest episode of Sesame Street’s The Furchester Hotel. With larger images, bold icons and more, it’s fast and simple for little thumbs to navigate. And we’ve built in voice search so that even if your child can’t spell or type, they can still find videos of things they’re curious about.
For years, families have come to YouTube, watching countless hours of videos on all kinds of topics. Now, parents can rest a little easier knowing that videos in the YouTube Kids app are narrowed down to content appropriate for kids. You can browse channels and playlists in four categories: Shows, Music, Learning and Explore. Or search for videos of particular interest to your family, like how to build a model volcano, math tutorials, the amazing (and endless) world of trains—and everything in between.
Along with favorites from DreamWorksTV, Jim Henson TV, Mother Goose Club, Talking Tom and Friends and more, your kids can watch new series from YouTube channels they already like. Discover new facts about dinosaurs from National Geographic Kids; learn about technology from Reading Rainbow; or watch Thomas the Tank Engine leave the world of Sodor for the first time in 70 years to travel the globe. Plus, more new videos are coming soon from beloved YouTubers like John and Hank Green of the Vlogbrothers and Stampylonghead.
We realize every family is different, so we’ve built options into the app that help you control the experience for your kids:
This is the first step toward reimagining YouTube for families, but with your help, the app will continue to get better over time. We’re excited to start this chapter with you—so from our family to yours, enjoy!
Shimrit Ben-Yair, mother of two and YouTube Kids Group Product Manager, recently watched “How Big is the Universe” with her kids, along with countless “car wash” videos.
Apple today unveiled Apple Music, a single, intuitive app that combines the best ways to enjoy music — all in one place. Apple Music is a streaming music service, a worldwide live radio station broadcasting 24 hours a day, and a new way for music fans to connect with their favorite artists. Apple Music combines the largest and most diverse collection of music with the expertise of world-class experts who have programmed playlists for your iPhone, iPad, iPod touch, Mac, PC, Apple TV, and Android phones. Apple Music will be available starting June 30 in over 100 countries. “We love music, and the new Apple Music service puts an incredible experience at every fan’s fingertips,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services. “All the ways people love enjoying music come together in one app — a revolutionary streaming service, live worldwide radio, and an exciting way for fans to connect with artists.”
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