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Hey creator,

By day, I work heavily in the podcasting space. I’m always talking to creators, producers, and brands about how to get the most out of their audience.

But when I mention YouTube, I often receive one of two responses.

1. Who is watching a long-form podcast on YouTube? Can you even call it a podcast if it’s video-based?

2. I just do not have the bandwidth to add video to my content offering.

I get it.

I remember speaking to someone who works at YouTube and admitted that launching a YouTube channel that attracted an audience isn’t a straightforward task. Some would argue that it’s getting harder for smaller creators to stand out.

Thing is, if you don’t get on this boat, I firmly believe that you will find yourself swimming to it.

You are well aware that the traditional media model is dead. As a result, audiences are incredibly fractured.

So the real power now lies with creators who build trust over a long period of time by capturing the right attention and showing up where the audience already is.

YouTube.

Let’s get into it 👇

—

Your personal brand is one of the most valuable things you own.

No one can take that away from you. Not even AI.

But first, you need to cultivate an audience.

How?

I’ve consulted with entrepreneurs who have a ready audience, as well as those taking the first step in building their brand.

As a result of 7+ years working with creators like you, I’ve helped build:

• Chart-topping podcasts that attract dedicated audiences

• Transformed experts into recognisable voices in their industry

• Grown personal brands that open doors to new opportunities

If you’re ready to strategise your next move 👇

Book here

This issue will bring you up to speed on what’s happening in the creator economy:

• Quick Fire news headlines

• Worth The Read news stories

• Social Media Updates that you need to know about

• Check out my READ, LISTEN + WATCH recommendations for this week

Was this forwarded to you? Sign up here 🤙 

Quick Fire 🧨

• Deal is done to keep TikTok in the US, says Trump

• US Congress to question Discord, Reddit, Twitch, and Valve over role in Kirk shooting

• Meta approaches media companies about AI content-licensing deals 

• Gary Vaynerchuk announces he has become an investor in the creator platform, Stan.

Worth The Read

The most exciting YouTube rollout yet

YouTube announced 30 new features set to roll out on the platform at its Made On YouTube event this week.

This annual event has got everyone excited because the new tools are making it easier for creators like you and me to run a business through the platform.

YouTube CEO Neil Mohan announced at the event that the biggest changes will be made to:

• Podcasts

• Brand Partnerships

• Live

• Music

YouTube is working hard to be the go-to platform for creators.

So, let’s cut to the chase.

These are the most exciting updates for creators:

1. Dynamic Sponsorships

Until now, brand deals on YouTube worked like a time capsule.

Once the ad was baked into a video, it lived there forever. Great for brands…not so great for creators in the long term.

But starting next year, creators will be able to swap sponsorships in and out of their videos, just like podcasters have been doing with dynamic ad insertion for years.

That means:

🔄 Old videos = new revenue streams

💰 Sponsorship slots can be resold over and over again

🌲 Back catalogues become living assets instead of locked-up archives

This matters because most creators underestimate the long tail value of their work. A video (or podcast) can keep working for you!

2. Collaborations

You’ll now be able to officially “collab” with up to 5 creators on a video! That means when a creator publishes a video and tags their guest as a collaborator, the video gets distributed to both audiences.

It’s one of the biggest organic growth opportunities we’ve seen for creators on YouTube. Essentially doubling discoverability with every collaboration.

The shift is big.

• Brands lose the “forever deal” but gain fresher, more targeted campaigns.

• Creators move from one-off paydays to recurring revenue.

• Podcasters have more built-in tools for growth and monetisation on the biggest discovery engine in the world. (Podcasting has operated this way for years. YouTube catching up tells me we’re about to see sponsorships evolve into something more sustainable and equitable for creators.)

For creators who’ve been reluctant to embrace video? It’s really time to embrace YouTube as another platform offering.

You will be left behind.

Socially Updated

Facebook

• added more options for page admins to filter notifications. 

• now gives creators the option to enable or disable ads on their videos.

Instagram

• says it has fixed a bug that was giving Stories less reach if you posted lots of Stories in a day.

• has added a new “Automations” section to help manage lead detection in messages, giving businesses more tools to organise and respond efficiently.

• Stories drafts will now only be available for seven days.

• added an option to use audio you liked in Edits, directly from the audio page on Instagram.

• now lets you filter comments to only see ones from people you follow or from verified accounts.

• Edits now have overlays, fade control, and saved sounds.

Threads 

• now let’s anyone DM anyone. A new toggle allows messages from strangers, which arrive in a separate inbox.

LinkedIn 

• created AI-powered mock interviews to help you prepare for the job you applied for on the platform (only available to Premium users).

The Dig

READ: Lia Haberman is a trusted source when it comes to creators and social media. She breaks down how to enter the world of YouTube with a strategy.

LISTEN: If you’re like me and regularly get upset by your own memory, and you know you can’t blame early-onset alzheimers, then this is a Science Vs podcast episode worth listening to.

WATCH: Jon Youshai, a former employee at YouTube turned creator entrepreneur, speaks with YouTube CEO Neal Mohan about the new features rolled out by the platform and includes pivotal questions from creators, including MrBeast and Logan Paul.