More YouTube creators will now have access to the video-sharing platform’s multi-language audio tracks.
- YouTube’s new feature allows content creators to add dubbing to both new and existing videos. The new feature will let YouTubers extend their audience reach worldwide.
- In test runs with creators like MrBeast, YouTube noted that more than 3,500 multi-language videos were uploaded in more than 40 different languages, Variety reports.
- Creators who participated in the test run saw a 15% increase in watch time from viewers who did not speak the video’s primary language.
- As one of the most popular YouTubers of all time, MrBeast has worked alongside YouTube to promote the new feature. He dubbed some of his most popular videos in 11 languages to draw in new viewers who would have otherwise been out of his reach.
- MrBeast is a fan of the new feature, saying it “supercharges the heck out of videos.”
Why it’s news
As YouTube seeks to compete with TikTok, it has been working to draw new content creators and retain existing ones. The new dubbing feature will allow creators to reach a broader audience and make more profitable videos.
While TikTok has a quickly growing audience among younger viewers, the platform has struggled to make content profitable for creators. Its new program Pulse is falling short of the expectations of creators, who say that the program drastically underpays for content.
Last May, TikTok announced Pulse, a program allowing creators to share ad revenue with the social-media company. YouTube and Facebook have similar programs that are historically beneficial to content creators and companies. These programs typically give creators between 45% and 55% of revenue.
Recently, YouTube announced it would begin sharing advertising sales with YouTube Shorts creators. YouTube Shorts resemble the short-from videos popularized on TikTok.
With more opportunities to make money from content available on YouTube, the platform could draw even more users to its site.
Backing up a bit
So far, there’s no explanation for why the content creators are not receiving much of a payout from Pulse. Videos that are part of the Pulse program are prominently featured in the social-media feed, and ads are included in the top 4% of all content across the feed.
One potential cause for the low return on investment could be that the program is better suited for major brands with massive social-media campaign budgets. President of marketing company EGC Group Nicole Penn explains that brands should be looking at a $500,000 investment to see desirable returns from the TikTok videos.
Despite the program predominantly favoring big brands, TikTok has recently lowered the minimum enrollment fee to $500. While this could promote more participation in the program, a $500 budget isn’t much to work with in the world of advertising.
While TikTok is currently popular among young social-media users, the app needs to cultivate a successful roster of influencers to stay relevant and continue producing popular content. Unlike its competitors, it has struggled to keep influencers.
TikTok’s competitors have held onto creators by making it lucrative for influencers to use their platform. In 2020, TikTok launched its Creator Fund, but its results have been less than expected. Prominent creators like MrBeast have expressed disappointment in low payouts, Fortune reports.