This Top YouTube Editor Doesn't Limit His Thinking

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• Instagram's head, Adam Mosseri, has been highlighting 'sends per reach,' the rate at which people see and share your content via DMs, as a crucial metric for reach. With new features like a Share Button on Reels and public share counts, Instagram encourages creators and brands to focus on making shareable content to optimize reach and engagement.

• The European Commission's investigation has found Meta's "pay or consent" model for Facebook and Instagram in Europe non-compliant with the Digital Markets Act, as it forces users to choose between data tracking or paying a subscription instead of offering a free, less personalised alternative.

• The creator economy is maturing, with creators increasingly diversifying their revenue streams beyond brand deals to direct consumer monetisation, significantly boosting earnings from tipping, subscriptions, and merchandising, which are projected to triple by 2024 compared to 2021.

• Meta’s Threads turns one year old, and according to Zuckerberg, it is used by 175 million users every month! The platform has now surpassed X’s daily user rates. Do you use Threads?

• Have you seen the viral “Hawk Tuah Girl” video? Hailey Welch has signed with a talent management firm.

I met with Logen Kershaw, who edits video journalist Cleo Abram’s work. If you’re unfamiliar with Cleo, she leads, hosts, and writes Huge If True, an optimistic show about technology. Basically, every one of her videos goes viral, making Logen the key to capturing and maintaining your attention.

After sitting with Logen for over an hour chatting about the maturing creator economy, YouTube algorithms, and optimising Shorts and long-form content, I explained to him what the industry was like back at home.

I shared with Logen that our creator scene isn’t quite keeping pace with the States back home in Australia. He found it surprising, considering how normal it is to talk about creators like they’re just part of everyday life.

The other day, I overheard two girls chatting about creators in the same breath as they would about a friend who’s a teacher. I explained to Logen that smaller budgets and limited beliefs hold us back here in Australia.

What really hit home was realising how much I’ve been holding myself back. Even though I know how powerful YouTube can be for reaching new audiences. It made me think about how Tall Poppy Syndrome still sneaks into our mindset, even in a global market like this. Logen just couldn’t relate to what I was saying at all.

I mean, think about the opportunities you’re saying no to because of a pervasive cultural mindset?

For us Aussies, putting ourselves out there can feel like walking a tightrope with everyone watching.

It’s like, “She’s really putting herself out there – what a wanker!”

But seriously, we need to push past this.

Expressing yourself digitally and creatively is vital because it adds to the diversity of online content, fosters connection and community, and can inspire and influence others.

It also opens up opportunities for growth, helps build confidence, and allows you to reach a global audience.

These all sound like great things!

So, for this week, pretend like no one is watching and put yourself out there more.

Instagram

• Meta updated its AI label to ‘AI Info’ from ‘Made With AI’ following feedback and frustration from creators.

• Instagram is experimenting with Recent Highlights, showcasing Story Highlights from followed accounts between feed posts.

• now lets you add images on top of images in carousels.

• is testing public Share/Send counts on posts, as send rate becomes a priority metric.

• is automatically changing the default setting for who can message you to only people you follow you.

• has added an ‘open to collaboration’ feature on the professional dashboard.

TikTok

• now lets you download videos without a watermark.

• is testing a “people also searched for…” section in search results, just like Google.

YouTube

• YouTube's AI-powered Erase Song tool now offers "Erase Song" to remove copyright-claimed segments while preserving other audio and "Mute All Sound" to silence all audio, helping creators manage copyright claims and improve monetization eligibility.

• now lets you request the removal of AI-generated content that simulates your face or voice.

• now lets you upload custom thumbnails for playlists.

• now lets you choose to stream horizontally or vertically directly within the app.

X

• launched a new Ads Academy platform to help marketers build effective ad campaigns.

READ: Meditations: A New Translation by Marcus Aurelius.

LISTEN: #806 – Brian Klaas – Chaos Theory: The Hidden Force That Secretly Controls Your Life.

WATCH: Cleo Abram’s most personal video yet, ‘The Truth About Egg Freezing'.