YouTube CEO's Strategy For Winning Creators and Advertisers

總結(jié)自WSJ Tech News Briefing

原視頻：https://www.youtube.com/watch?v=V4RgjfXQ5Ik&list=PLqQNt9DP_BNDmddbDeWfm_kJ301E0WO0N&index=24

學(xué)習(xí)稿：

Neil Mohan, the CEO of YouTube, is intensifying efforts to engage with the platform's content creators amid rising competition. YouTube's largest share of content comes from thousands of independent creators, and this content is critical for the platform's ad revenue. As competitive platforms like TikTok and Instagram Reels gain traction, Mohan is working to ensure YouTube remains the primary platform for creators.

Despite not offering the same level of ad revenue sharing as YouTube, these competing platforms attract creators due to their extensive reach. To combat this, Mohan is keen to build closer relationships with creators and understand their needs.

Prior to becoming CEO, Mohan was instrumental in addressing content-related concerns that had upset advertisers, implementing new content upload rules. He is now leveraging this experience to tackle YouTube's advertising challenges. Currently, the platform is seeing a slow uptake of short-form videos by advertisers, which impacts ad revenue. The challenge lies in optimizing the monetization of these short videos to continue incentivizing creators.

YouTube has also been expanding into TV-like content and positioning itself as the future of TV viewing, especially among younger audiences. Mohan's vision is to remain flexible, accommodating various formats to meet creators' needs, rather than leaning heavily on any single format.

YouTube的首席執(zhí)行官尼爾·莫漢近期正努力加強(qiáng)與平臺(tái)內(nèi)容創(chuàng)作者們的聯(lián)系，以應(yīng)對(duì)來(lái)自各方面的競(jìng)爭(zhēng)壓力。YouTube上海量的內(nèi)容大部分出自個(gè)人創(chuàng)作者，他們的作品對(duì)于平臺(tái)廣告收入非常重要。而隨著TikTok和Instagram Reels等競(jìng)爭(zhēng)對(duì)手的崛起，莫漢正在采取行動(dòng)，確保YouTube仍能夠保持其創(chuàng)作者的首選平臺(tái)地位。

盡管這些競(jìng)爭(zhēng)對(duì)手并沒(méi)有像YouTube如此豐厚的收入分成，但是由于他們的覆蓋范圍廣泛，也成功吸引了許多創(chuàng)作者的關(guān)注。為了對(duì)抗這種挑戰(zhàn)，莫漢正在積極尋求與創(chuàng)作者們建立更為緊密的關(guān)系，更好地了解他們的需求。

在成為首席執(zhí)行官之前，莫漢在解決一些引起廣告客戶不滿的內(nèi)容問(wèn)題上起到了關(guān)鍵作用，他推出了一套新的內(nèi)容上傳規(guī)則?，F(xiàn)在他正在利用這些經(jīng)驗(yàn)來(lái)應(yīng)對(duì)YouTube在廣告方面的挑戰(zhàn)。目前，平臺(tái)上的廣告客戶對(duì)于短視頻的接納度較低，這對(duì)廣告收入產(chǎn)生了影響。莫漢所面臨的挑戰(zhàn)是如何優(yōu)化這些短視頻的變現(xiàn)模式，以便繼續(xù)吸引和激勵(lì)創(chuàng)作者。

此外，YouTube也在不斷拓展其類似電視的內(nèi)容部分，以此吸引年輕的觀眾群體。莫漢對(duì)于YouTube的未來(lái)設(shè)想是靈活多變，他希望平臺(tái)能夠擁有各種各樣的內(nèi)容形式，滿足創(chuàng)作者的需求，而不僅僅是依賴于一種固定的內(nèi)容形式。

重點(diǎn)表達(dá)：

1. Intensify efforts: This phrase means to increase or step up the amount of energy or resources dedicated to achieve a particular goal. It often implies a situation where existing efforts are not sufficient and need to be strengthened.

Example: Due to the recent spike in crime, the local police department decided to intensify efforts to patrol the neighborhood.

1. Gain traction: This term is often used to describe a concept, idea, or product that is starting to become accepted or popular. It's especially common in business and technology contexts.

Example: When the company first introduced the electric car, it didn’t gain much traction. However, as people became more aware of environmental issues, the car started to gain traction in the market.

1. Uptake: In a general sense, uptake refers to the rate or act of accepting or adopting something. In a business context, it can refer to the rate at which people start using or buying a new product or service.

Example: The uptake of the new fitness app has been slow, perhaps because many people are still unaware of its innovative features.

1. Lean heavily on: This phrase means to rely on someone or something to a large extent or degree. It could be used to refer to dependence on a person, resource, or strategy.

Example: Since our team is new and relatively inexperienced, we have to lean heavily on our mentor’s expertise to guide us through the project.