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YouTube's 'Hype' feature helps small creators get noticed

YouTube's 'Hype' feature helps small creators get noticed

Plus: MrBeast’s $100 million Amazon deal hits a wall, and it’s not looking good

Rosa Gosling
September 20, 2024

Heyyyy!

YouTube's new Communities feature transforms channels into mini Discords, allowing fans to interact directly with each other and creators, creating a more engaging space beyond just video comments.

Top updates

🛒 YouTube teams with Shopee as it battles TikTok for shopping dominance in Southeast Asia.

👀 Runway partners with Lionsgate to develop custom AI tools for pre-production and editing, leveraging its content catalog.

📍 Cait Marron joins Billion Dollar Boy as SVP of creative strategy after leaving Collectively.

🎥 Substack rolls out live video, featuring Bill Maher and Dan Harris among its first creators.

⏸️ YouTube now confirms pause ads are here to stay, letting advertisers target your paused screentime.

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MrBeast’s $100 million Amazon deal hits a wall, and it’s not looking good

MrBeast’s $100 million Amazon reality show Beast Games is in hot water. Five contestants filed a lawsuit claiming sexual harassment, unpaid wages, and poor working conditions on set. This follows other setbacks for MrBeast, including a split from his management company and a lawsuit over his MrBeast Burger franchise.

Despite pulling in $223 million last year, the basics—like paying wages and following labor laws—seem to have been neglected. Amazon, known for handling large operations, also dropped the ball.

Yet, MrBeast isn’t slowing down. He just launched a product line with Logan Paul and KSI, banking on fans sticking around despite the controversy. For creators, this serves as a reminder: even the biggest stars can face major missteps.

Google is pushing AI hard. Here is what it means for YouTube creators…

At YouTube's latest Made on YouTube event, one thing was clear—Google is going all in on AI. For creators, this means a whole new set of tools designed to make content creation faster, smarter, and more efficient. Whether you love AI or are a bit skeptical, YouTube is banking on it becoming an essential part of every creator's workflow.

What’s new? YouTube has rolled out features that use AI to brainstorm video ideas, generate visuals, and even translate content into different languages automatically. These tools are powered by Google DeepMind and other AI tech, with the goal of helping creators produce high-quality content more efficiently.

Take fashion creator Joe Ando, for example. He used AI to create otherworldly versions of a dress in a short video, while musician D4vd generated visuals for his song using AI. Whether you're producing shorts, long-form content, or anything in between, AI can now be part of your toolkit.

What about AI overtaking human content? Johanna Voolich, YouTube’s Chief Product Officer, says AI isn’t here to replace creators—it's here to help. "Our mission is to give creators a voice," she explains. YouTube's focus is on amplifying what creators can do, not replacing them. That’s why the platform is working with rights holders to avoid copyright issues and making sure AI-generated content is clearly labeled.

The bottom line for creators: Some top creators like MrBeast are already exploring AI to streamline their work, while others remain wary of the tech. But whether you're for or against it, AI is here to stay. YouTube's goal is to make sure creators—from those just starting out to seasoned pros—find AI to be a helpful tool rather than a threat.

So, if you’re on YouTube, AI is about to become part of your journey. How you use it is up to you.