May 25, 2026: Incentives, Playbooks, and Reels
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TL;DR
YouTube publishes brand growth playbook
Meta adds new publishing tools for creators: content scheduling and bulk Reels upload
Snapchat publish report on how creators use sponsored ads to engage with their audience
Twitch now allows ALL users to access their monetisation tools and adds new tools
X reveals AI-matchmaking tool to connect creators with brands for campaigns
Spotify bans AI-generated content that impersonates podcast creators and hosts
Roku launch new hub for content creators
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YouTube publishes brand growth playbook
YouTube have published a 6-page playbook with simple tips for advertisers and influencer agencies who want to build a brand on the platform. Its brevity makes it more of an advert than a useful guide, but it provides a starting point for those who haven’t yet utilised YouTube.
Meta adds new creator publishing tools
Meta have rolled out two new publishing tools to make content scheduling easier for creators. These include a content planner and a bulk upload feature for Reels. The planner comes with an updated UI where creators can see gaps in their content schedule and gain greater performance insights, while the bulk upload feature makes it easier to edit the Reels and perform copyright checks on all uploads.
This is part of Meta’s ongoing campaign to attract more content creators and encourage them to post original content rather than AI slop.
Creator content drives brand success on Snapchat
Snapchat have published a new report (AI-written, by the looks of it) promoting the way in which creators use the platform and its ads functions to connect more intimately with their audience.
It’s a handy reminder of the tools that Snapchat can offer creators and how they can be best utilised.
Twitch announces monetisation tools are now available to ALL users
Twitch have announced the global rollout of their monetisation tools for all users. These tools – Bits, subs, and Channel Points – were previously exclusive to Affiliates and Partners but are now available to everyone, though you are still required to “earn Partner or Affiliate status to receive a payout”. They have also lowered the eligibility requirement for Affiliate status to make it easier for users to qualify.
Twitch adds new community-driven monetisation tools for eligible creators
Twitch has introduced three new monetisation features for increasing creator earnings: Creator Badge Drops, Custom Power-Ups, and expanded Hype Train formats.
While these aren’t new revenue streams, they are engagement mechanics layered on top of the existing subs and Bits, intended to drive higher spending per stream.
X unveils ‘Creator Connect’, an AI matchmaking tool for brand-creator campaigns
X has launched ‘Creator Connect’, an AI tool for matching brands with creators on the platform based on “campaign objectives, audience interests, and real-time trends”.
The tool is built on the platform’s internal xAI technology and the entire process of creating the campaign, finding suitable creators, and distributing the adverts is automated, with brands simply needing to approve each stage of the process – though, they can be more hands-on if desired.
Spotify have been busy in recent weeks trying to counter the rise in AI-fuelled fraud on their platform. One of their main tools is their verification program which was originally for artists and has now been extended to podcasts.
Spotify confirmed that they will “remove podcast shows and content that impersonate another creator or host’s likeness without permission, whether that’s using AI voice cloning or any other method”.
In addition, they have extended the use of their ‘Verified by Spotify’ badges to podcasts so users can be sure that the podcast is legitimate.
Roku launch new hub for content creators
As broadcasters chase closer relationships with content creators, Roku – the free, ad-supported TV platform – has announced a creator hub showcasing big names from YouTube and Twitch, including content from MrBeast, iShowSpeed, and Hot Ones’ Sean Evans.
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This newsletter is for informational purposes only and does not constitute legal advice.
Written and produced by a human. All opinions are my own.