hey creators this week we have a special
guest I'm in Zurich but Marcel is in
Paris hey Marcel hi Tom how are you I'm
great
tell everybody what team you work out of
YouTube at I'm a product manager in the
session discovery team where we try and
get the best videos in front of every
user great and you are many creators may
not know this but you are very well
liked I think by a lot of them even if
they don't know you because you are the
man behind creator on the rise is that
right yeah maybe I feel like it
sometimes sometimes we were maybe a
little bit disliked because we're also
the team that does trending and
everybody's like why is this trending
but yeah creator otherwise would seem to
be very popular with creatives which
were super happy about so what's the
backstory on that why what why did you
when did you start thinking about that
project and why did you want to do it
yeah actually it came from a couple of
different places at once we we had some
people at VidCon and there's lots of
youtubers go to VidCon to connect with
the creative community and talking to
people there there was this kind of
feeling of you know how do I break
through I'm a small creator I'm super
excited about what I do but YouTube's
really big how do I break through and
people who've been around for a while
you know people people who have been on
the platform for many years we talked
wistfully about the old times when you
could be featured on the home page and
YouTube's changed and grown a lot since
then it's not something we do right now
but we asked ourselves what could we do
that's similar and at the same time
after we launched trending we got some
feedback both from creators and from
users that they would love to see more
small creators they'd love for trending
to be a place where they could find a
cool new channel so both from the
creator point of view and from the
viewer point of view we asked ourselves
what can we do to highlight more small
channels and that's really where creator
on the ride came from so how does the
how does it work so well the challenging
thing is we have so many growing
channels the hard thing is trying to
figure out who we want to show and so we
build an algorithm to try and try and
detect channels that we're really
experiencing a bit of burst of growth
they're reflected you know something
that's really coming out strongly from
the from the creative community um and
so we have an algorithm that goes
through and calculates the best
candidates and we have some excuse me we
have some people who have a look at that
list and make sure that you know these
really represent YouTube and what
youtubes are bound and they're excited
about them and then we take the top one
every couple of days so there's now
three a week and then we show them on
the training term and is that just in
the US or or what markets is that
available Kelly doing it in the US which
is obviously the biggest for for YouTube
so it's where we can have the biggest
impact and we're looking at doing it
elsewhere but it's not quite worked out
yet got it and so as you as you looked
at how it's done what are some things
that you're happy with and what are some
things that you're thinking about we may
want to tweak going forward yeah sure um
well I mean one thing is just a really
enjoyable thing to work on when you get
to see every week the amazing channels
that are out there and you find these
channels that you just how else would
you have found them and so we feel like
we get a kind of preview of the exciting
things that we get to share with the
world so it's really it's been a
highlight just working with the team and
being able to see all these new channels
and that we get to feature um in terms
of what we've had to learn and when we
started picking channels when we started
when we started building this algorithm
and we actually had a week delay between
when we did the calculations about who
was really rising and when we showed
them and actually on on YouTube a week
is a long time and we found that in that
week that we had creators that we that
we identified and that we wanted to
feature had already really you know
growing so much that it started to feel
like oh can we really call them on the
road and so so one thing that surprised
us is we actually had to shorten that
window we had to make the make the whole
process much faster and in order to make
sure that there was really only a day or
a couple of days between when we
identified them and when we showed them
on the on trending now if I were a
smaller creator
I'm guessing hearing this I might be
tempted to say well hey why don't you
sort of pick some smaller fellows who
aren't necessarily you know already
already on this kind of trajectory how
did you guys think about that yeah
that's the tough part right there's some
there's three plus a week there's
there's many many many great creators
and so we have to find the right balance
if it's a you know if it's a channel
that's a little bit larger say twenty to
thirty thousand subscriptions which is
where we roughly end up showing them
right now then we have a bit more signal
as to the fact that they're producing
good content that they've really got a
bit of momentum behind the channel and
we feel like we're really giving a boost
to somebody who's already having a
little bit of success and we could go
smaller
but there's let it's less clear for us
that any given channel is going to be
successful and so from the viewer
pointer point of view like when we think
about what we're showing our viewers
it's a bit more hit and miss so you know
it's something that I think YouTube
could make more space for for you know
less than ten thousand subscription
channels or you know maybe even let's
look at who cross the thousand
subscriptions today these are things
that I think we could do more of on
YouTube but with creator on the rise we
feel like the sweet spot even though
people are eligible after a thousand and
up to 50,000 subscriptions and the sweet
spot has really turned out to be between
about twenty or thirty thousand
subscribers got it now you know one of
the things around this topic of whether
creators can make it is is this metric
that I think you shared with me earlier
around how many creators are sort of
amassing a certain number of subscribers
each day well what is it what does that
look like to help us get a census okay
are there new is there a new crop of
YouTube creators kind of popping up all
the time yeah I mean I think you know
these numbers is better than meet them
but the one that we talked about when we
when we launched creator on the rise was
that we have more than 1,000 creators
passing a thousand subscribers every day
so it's just YouTube is this very very
dynamic community where where there's
more and more of these channels which
are going and being successful because
YouTube's audience is growing every day
so there's there's more and more space
for people to be successful on on
YouTube
I
the questions you're thinking about the
kind of tickets to the next level
yeah so it's been three months now that
we've been running creator on the right
almost three months started 11th of
January and so we're just doing a bit of
a check to make sure that we're happy
with how the process is working in a
couple of ways one is you know we really
want to highlight channels who are
who are on the rise and so we're verifying that
that's really what our our algorithm
catches secondly we know that YouTube is
a really diverse community and so we're
checking that we're really representing
that diversity properly if there's
groups that are not well represented we
want to make sure that they're included
as well um and then the question that
you asked at the start that we talked
about with different markets um you know
can we can we bring this same feature to
other markets and that's an active
discussion for us and we'll see where it
goes
let me ask you a hard question that I'm
sure creators will have and they would
say I'm not keeping it real I don't ask
you to do ha ha ha ha that's right
that's right goes on you're here so
Visal I might as well ask you so how
many gets featured is it three weeks
it's three weeks so if I put on my you
know aspiring creator hat I would say
like oh my goodness like with all of
that inventory with the size of YouTube
why couldn't you do like three a day or
three an hour kind of thing yeah we
could we could do we could do three an
hour I'm sure there are channels out
there to feature the question is the
impact right so and this is true of
trending over all right we could we
could have a trending video list that
changes every five minutes but it would
mean that if you come once a day as as
you said you do and which you know we
really hope people do to come and see
what's happening on YouTube and you
would miss a lot of what happened
yesterday if it changed every five
minutes and it's kind of the same with
creator creator on the rise actually
when we when we started talking about it
we thought of it as creator of the day
because we really wanted it to be like a
significant moment for that creator so
we're you know we're trying to find the
right balance between how many creators
can we celebrate
and and how many people is it like how
long do they appear how long can I talk
about it and share that that limelight
with their community and with the rest
of YouTube so yeah there's definitely a
balance there we realize that that's an
important trainer yeah that makes sense
I guess I had thought about it you're
only there for an hour you're not going
to get nearly as much benefit as if
you're there for for a week yeah yeah
it's definitely the case awesome
well Marcel thank you so much for
spending time with us really appreciate
it and folks if you have any other
questions go ahead and put them in the
comments we'll try and get to as many of
them as we can and hopefully this was
helpful
keep it real thanks folks if you enjoyed
this video don't forget to subscribe
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