Why YouTube is the best place to stay plugged into culture

The newest creative tool for advertisers. Plus, interviews & highlights from Made on YouTube | [ReView_Banner_31_8_9.gif] YOUTUBE IS WHERE MASS CULTURE MEETS CREATOR CULTURE YouTube is committed to being the home for the world’s most innovative & exciting stories. That’s why we’re [rolling out new capabilities]() powered by Google AI that’ll allow creators of every size to keep pushing the boundaries of their creativity. YouTube’s always-on, always-fresh content offers viewers nearly limitless ways to connect and explore their passions — from mass culture’s biggest moments to the rich, eclectic creator culture that you can’t find anywhere else. And thanks to the variety of formats, creators, & content, viewers can go deeper on YouTube than any other platform. That’s why [YouTube is the leader in streaming watch time](), according to Nielsen’s latest Gauge Report1. [ABCD_1.png]() NEW CREATIVE GUIDANCE TOOL DRIVES EFFECTIVENESS We’re making it easier to optimize your ads with [creative guidance in Google Ads](). This tool uses Google AI to surface tailored creative recommendations based on YouTube’s ABCDs, [proven creative best practices](). Today, the tool can detect if ads are missing brand logos, recommend optimal video lengths based on the marketing objective, flag missing voice-overs, and determine if all applicable video orientations are met. And thanks to AI-powered tools like Flip video & Trim video, solutions are just a click away from the recommendations. Aligning to these best practices drives impact. Take eBay who added vertical video assets to 100% of their ad groups. Across their AI-powered campaigns, conversion rates increased 34% and CPMs decreased 11%. And to top it off: their view rate on Shorts went up 114%2. From embracing creative essentials to expanding reach and enabling new creative horizons, AI is reshaping advertising on YouTube. Learn more below about how AI is pushing the boundaries of creativity for brands. [READ ON]() [REVIEW_MADEON.png] EXCLUSIVE: ALAN CHIKIN CHOW ON YOUTUBE’S CREATIVE MAGIC Popular creator [Alan Chikin Chow]() is known for his comedy & strong storytelling. Originally used as a way to connect with his family while at college, Alan’s content now brings joy & laughter to countless fans across the globe. Within 3 years of starting his creator journey, he’s become one of YouTube’s top Shorts creators and has grown his community to millions. We sat down with Alan at “Made on YouTube,” an annual event focused on sharing the future of creation on YouTube. Hi Alan! How’s your experience been as a creator on YouTube? Great! I've always felt that YouTube is a fantastic place to create, and it's still one of the most important parts of my content strategy. I want to create where culture is happening, and thanks to YouTube’s reach & relevance, I'm able to share everything I make with a deeply engaged global community. What’re your thoughts on the updates shared at “Made on YouTube”? The announcements are super exciting. There are so many ways that Google AI will further support the creativity of creators, making it easier & faster than ever to share our best ideas. What do these creator advancements mean for advertisers? Google AI will allow creators to continue innovating and do even more, which gives advertisers more opportunity for new viewers and engaged reach. Thanks for your time. Any last thoughts? Creating on YouTube these past 3 years has been very rewarding. Looking forward to what the next 3 bring! [GRWM_Yoodle_.png]() HOW GRWM HAS EVOLVED ON YOUTUBE For the past decade, “Get Ready with Me” (GRWM) videos have been one of YouTube’s favorite trends. Once a high-level snapshot of someone’s routine, today’s creators detail almost every step of their prep. And they don't stop there: from life updates to engaging stories, GRWMs offer fans more than just a simple beauty routine. These videos have transformed into a true community event — where viewers anywhere can come along for the ride. They've become so popular that videos with variations of "GRWM" in the title have nabbed 6B views in 2023 alone 3. Learn more below about how creators like [Bailey Sarian]() and partners like Benefit Cosmetics are going all in on GRWM. [CHECK IT OUT]() [Claim_Meme_4.png]() CREATORS CAN’T STOP SHARING THEIR CANON EVENTS Mass culture doesn't exist in a vacuum. More and more, creators are finding creative ways to remix & react to their favorite pop culture moments, especially this summer’s blockbuster hits. For instance, fans have been recasting pivotal moments of their own lives as "canon events" – moments that were destined to happen to every version of them in every universe. By sharing their lives in funny, creative, and authentic ways, creators have powered this phenomenon all on their own. And viewers are all in on this too, with 44% of people (online 18-44-year-olds) responding that they participated in a meme over the past 12 months 4. [LEARN MORE]() Sources: 1 Nielsen National TV Panel and Nielsen National Streaming Platform Ratings, August 2023 edition. Note: YouTube numbers include YouTube TV until February 2023 2 YouTube data, US, July 1, 2023 - August 20, 2023 3 YouTube data, Global, January 1, 2023 - June 5 2023 4 Google/Ipsos, YouTube Trends Survey, Global (US, UK, AU, FR, DE, MX, IN, ID, KOR, CAN, JP, BR, KSA, EGY), May 2023, n=25892, online adults, age 18-44. How was this edition? 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