Todd Sherman
@tdd
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Product Lead for @YouTube Shorts. Previously @Twitter & @Snapchat . Interested in platforms, creators, AI.
San Francisco Bay Area, CA
Joined April 2014
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In collaboration with
@GoogleDeepMind
and 9 partnering artist
@YouTube
is launching an experiment called ✨Dream Track✨ to a small group of creators. You're going to want to learn about this.
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We are just getting started. 🚀
YouTube is reporting over 50 billion daily views on Shorts.
That is an insane number.
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I was thinking randomly about what the largest number you can spell for each numeric value. For example, for 3 its "ten", for 4 its "nine", and 5 is "sixty". Then as one does, I wanted AI to expand the list. Every model I've tried seems unable to reason about this problem up 20…
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Creators, don’t sleep on Shorts.
YouTube Shorts now has 1.6B Monthly Active Users (62% of total), getting 30B+ daily views, up 4x over last year
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My father passed away recently. I’m so thankful to have had a dad that was always supportive of our family, hard working and a tinkerer. RIP Arthur Sherman.
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Shorts 🤝 Live
This new feature on YouTube could be MASSIVE for all Streamers that upload YouTube Shorts. 😳📈
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🩳🤝🦩 Creators often don't add a title/description to Shorts for various reasons and that makes them harder to find.
@DeepMind
's Flamingo visual language model watches Shorts and generates descriptive metadata to make them more searchable.
Our powerful visual language model Flamingo is changing the way 𝘺𝘰𝘶 can watch
@YouTube
Shorts. 🦩
It automatically generates descriptions for hundreds of millions of videos in their metadata, making them more searchable.
Here’s how AI is helping creators and viewers. ⬇️
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Magnetite (Fe₃O₄) is the most magnetic of all the naturally occurring minerals on Earth. We gathered this on the beach and it took quite a bit of effort to separate out impurities.
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📣📣📣 While this technique may have worked in the past, we do not recommend creators reupload the same Short (or any other content) multiple times as a way to get more traffic. This could be interpreted as abusive. cc
@hitsman
@reneritchie
2. A strategy Elliot swears by is to re-upload the same short several times.
One of his most viewed shorts (41 million views) has been uploaded three separate times and each time has resulted in over a million views.
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📣🩳💰YouTube Shorts revenue sharing! Creators are at the heart of YouTube and I'm so excited that Shorts creators can qualify for the YouTube Partner Program and earn money from making great Shorts.
#MadeOnYouTube
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@hankgreen
Probably a form of automaticity. I’ve experienced it when driving and reading to my kids on occasion.
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👀 New Shorts Analytics
New YouTube Analytics Update for Shorts
👉 Shown in Feed
Shows how many times your Short was shown in the feed
👉 How Many Chose to View
The % of times a Viewer chose to watch your Short or Swiped it away
👀 The second shows how important the first few seconds are on Shorts
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🚨 New Shorts creation tools!
- Remix with Collab
- New effects and stickers
- Go live!
- Effects suggestions
- Save Shorts to playlists
- Transform your videos to Shorts
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@mws
We don’t publish what a view is. Why? My sense is that it’s better not disclosed to avoid people trying to game it. Also it’s complicated! Depend on what’s tapped, autoplaying on browse surfaces, played in Shorts, etc. Overall a view encodes for people intending to watch a video.
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If I recall correctly from when we first built Twitter polls, there is a position bias in favor of the first item. I recommend against making multi-billion dollar decisions based on these result
@elonmusk
.
Much is made lately of unrealized gains being a means of tax avoidance, so I propose selling 10% of my Tesla stock.
Do you support this?
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I recall an app called FireChat that used wireless mesh networking between phones to spread messages without an internet connection. Wonder how feasible it is to build that into Signal while maintaining security.
A request to our community: Signal is blocked in Iran. You can help people in Iran reconnect to Signal by hosting a proxy server. If you’re willing and able, please follow the instructions here: 1/2
#IRanASignalProxy
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🚨 Check it out!
@reneritchie
and I spent time with
@ColinandSamir
going deep on Shorts on their new Creators Support channel.
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Full moon tonight. Go outside and see it if the weather is good! Shot on a Canon R5 at 500mm ISO100, f/11, shutter at 1/60.
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My 4 & 7 year old's
@midjourney
creations. Spiral galaxy made out of skittles, unicorn with a dress on, a long prompt about a toilet with toilet paper hands stuffing paper inside itself, and gummy bears battling with light sabers. They laughed 20+ mins about one of these.
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Watching the latest
@ColinandSamir
video on my TV (with
@hankgreen
) while flipping through Shorts on my phone.. while they are talking about people watching their video on TVs and flipping through Shorts on their phone.
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YouTube succeeds when creators succeed so it's awesome that a rev share is coming to Shorts. Learn more here
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My feature request for iOS is to enable me to remotely take over the screen on my parent’s iPad and teach them how to do things (and fix the things they messed up). If they can make this simple and secure it would be magical.
I am really curious what Apple is up to with iOS17 and beyond…
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@Casey
❤️
@1Password
and use it to store all my 2FAs as well. Also, get a few
@Yubico
5ci Yubikeys, keep them on keychains, and require those for new devices getting access to the vault. 1Password is also great for family sharing - we keep all financial accounts in a shared vault.
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New chapter for YouTube! Really excited to see how this evolves over time.
Creators,
#YouTubeShorts
ad revenue sharing starts today — and here’s what you need to know!
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One of my favorite thing about working from home some days is seeing my kids. Oh and also this awesome hawk hunting in our backyard.
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📢 ICYMI,
@nealmohan
's letter:
- Shorts is >50B views a day
- Number of channels uploading Shorts grew >80% year over year
- More video remix features coming to Shorts
- Recomposing gaming content into Shorts
- Much more:
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@mhdempsey
The 2 year window makes it tough. Ex Machina (7.7, 2014), Blade Runner 2049 (8.0, 2017), The Martian (8.0, 2015), Gravity (7.7, 2013), Edge of Tomorrow (7.9, 2014), Interstellar (8.6, 2014), Dune (8.1, 2021), District 9 (7.9, 2009), Passengers (7.0, 2016).
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If you’ve got some old family photos that are a bit blurry, this is incredible. Scroll to the bottom of the page and run the app.
Here’s something fun to do with your family this week: Restore your low-quality family photos with this photo restoration app, built with BaseTen and powered by the GFP-GAN model 🖼
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Instead story time tonight (with my 4 and 6 year olds) we prompted chatGTP to write us some short stories about stuff they like, asked it to describe the main characters in detail, and used midjourney to visualize them. They already take these superpowers for granted. 😂
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@Timmy2Cans
Part of our approach is to try and get people a seed audience quickly and that helps other parts of the algorithm learn who else wants to watch your Shorts.
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This is the first long tweet ever. IIRC we broke about 10 systems when we first sent it.
This is a long tweet. This is a long tweet. This is a long tweet. This is a long tweet. This is a long tweet. his is a long tweet.
This is a long tweet. This is a long tweet. This is a long tweet. This is a long tweet. This is a long tweet. his is a long tweet.
This is a long…
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Pretty happy with this camera/mic setup. I use it for video calls on the big screen in the living room. Tucks away nicely when not in use.
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Doing science experiments is fun. My kids have been the catalyst but I’m usually still tinkering and playing after they move on to something else. Buy a prism and split some light - you won’t regret it.
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@TheFamousFilms
I recommend main if it’s on-brand for you and a similar value prob compared to your long-form (except short).
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One of the coolest things that followed the Vision Pro announcement is all the people that now get to talk about what they worked on. Clearly a lot of love when into this product for a very long time.
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Really excited for where this is going!
You can now find vertical livestreams in the Shorts feed! Learn more from our
@YouTubeLiaison
and Product Manager Sherry Lin. They talk features, community building, the future of vertical live & more in this Creator Insider video…
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China's video landscape didn't have American competition. Short-form video was matured on a large sheltered population until it had strong product/market fit and was viable outside of China. Vine, Mindie, Dubsmash and Musically weren't going to cross the chasm.
TikTok became dominant in the US because no American company was able to build a better product.
In the free market, US companies struggled to win so now the government is trying to ban the app due to geopolitical concerns.
This should be a wake up call to the American…
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Just so
@justmadhu
isn’t left out I also have a photo of him and
@ptr
basically wearing the same shirt.
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Maybe chess is a good case study. People can’t beat computers but it’s more popular than ever.
What happens to us when AI becomes better than us at every mental task?
Ignoring the economic factors, what does that mean for our self worth? If we know it’s easier to ask a machine to do it, will we stop doing everything?
Can we reframe our purpose and just be content living?
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Being awesome at gen AI prompts reminds me of the early days of being great at advanced search techniques. I’m guessing the marginal value of being a great prompter will shrink much more quickly though.
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🦃🍂 Thanksgiving approaches. Don’t forget to update that OS, antivirus, and browser. Finally get your family on a password manager. Enable 2FA on critical accounts. Teach them your ways.
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Jupiter won’t be this bright again until 2129. Not bad for my R5 at 500mm.
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✨Spoiler for Tenet✨
This is one of the best charts I’ve seen explaining the movie. Via Reddit
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My kids just got their first
@crunchlabs
box and could not be more excited. Nailed it
@MarkRober
🎯
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I'm really excited for what is in store for Shorts in 2023. Looking back, so many awesome creators have accomplished so much with Shorts in 2022. Check out these 15!
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So much going on with Shorts! Check out this interview with
@nealmohan
on the
@verge
. They touch on a bunch of areas including the $100M Shorts fund and our aspirations for a long-term, scalable monetization program for Shorts.
Spoke to
@reckless
for
@verge
Decoder podcast about new $100M
@YouTube
#Shorts
Fund, how we're innovating on behalf of
@YouTubeCreators
, and why we integrate a framework of responsibility into all of our products.
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🧵
1/ Covid (
@UCSF
) Chronicles, Day 199
OK, now this is now officially mind-blowing. Of course, today’s thread will be all about the President’s illness, what might come next, and what it means.
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Recently got into playing the Pokémon trading card game with my 6 year old. They learn to interpret rules on cards, practice math, strategy, and it’s fun to collect more cards to improve your deck. Highly recommended.
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Shorts on the same channel? Generally if you're target the same audience the answer is yes. All the more reason with these recommendations changes.
At VidCon, I spoke about YouTube building a bridge to better connect Shorts to long-form discovery.
Today, the first lane on that bridge opened. Recommendations now consider recent long-form videos from channels the viewer watches in Shorts. More to come!
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‘It Takes Two’ by
@HazelightGames
is awesome. It’s 2-player cooperative action-adventure game with a bunch of fun/unique gameplay dynamics. Playing it with my 6 year old has been a total blast.
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Social networks minimize cost to sharing because the relationship between users makes the content valuable.
TikTok made producing videos interesting to strangers easy by providing inspiration via trends, music/media to remix, tools to capture/edit, and giving everyone a shot.
TikTok violates the biggest dogma that social app founders were taught throughout the 2010s: make content production easier so your app has sufficient inventory. But it’s actually really hard to make a good TikTok video.
Every winning social app is an outlier & break the rules.
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When my watch is like “You did it! You stood up!” it feels like my watch doesn’t have very high expectations of me.
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Great chatting with
@Kantrowitz
on the
@BigTechnology
podcast. We dug into a bunch of interesting areas related to short-form video. Check it out!
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@Boldguy22
@hankgreen
This is Apple’s iPhone upgrade program and doesn’t include the cellular plan. For me it’s worth always having the latest phone.
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If you don’t want your toddlers to memorize all the things they want out of this catalog, I recommend not allowing this into your home.
Amazon killed catalog retail and then resurrected it as its own. $AMZN
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You think
@pmarca
’s block game is strong?
Sorry for the shade,
@NASASun
,
@NASAMoon
&
@NASAEarth
! But you're just not cool enough 😎
Now fully deployed, our sunshield blocks your heat & light so that our mirrors will be able to detect faint heat signals in the universe:
#UnfoldTheUniverse
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Amazing what you can pull off when you deeply integrate across the entire tech stack.
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🩳 On Shorts we’re working to ensure that all creators, including new and small ones, get the audience they deserve as quickly as possible. There has been fantastic progress and we’ll continuing to invest in this area.
Tik Tok is gives far more mass distribution for more creators.
There is no other platform that routinely drops 1M impressions on a video for any random creator.
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My guess is that they have a pretty good hit rate with less security minded people. Here is your reminder to use app-based 2FA (not sms) on everything, long/strong passwords and a password manager, and never trust people that claim to represent companies that call you.
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Book publishing (at least non-fiction) might survive if buying a book means I get access to AI generated chapter summaries, an audio book in the authors voice, videos, and a chatbot to ask the book/author questions.
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@MarSukkar
Mom is Danish and I’ve eaten my weight in these cookies over the years. Maybe that’s why we never saved the tins.
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❤️ I love seeing creators getting started with Shorts.
@theJayAlto
Starting out I did longform. Got no views. This is 99.9% of yt channeIs. I started doing shorts & within 2 months my life completely changed. & Now, I have the freedom to succeed in longform. I hope ppl come 2 realize shorts arent a cheat code, but a resource. And a damn good one
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@umang
@danluu
My guess is 1) that they haven’t gone deep enough within a particular domain and then interacted with people outside their area of depth to gain the self-awareness, or 2) they are just at a party, aren’t trying to get to real solutions, and it’s just a sort of conversational play
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Jonah Hill’s documentary ‘Stutz’ is worth a watch on Netflix. It centers on the use of visual model of therapy (i.e. tools) with psychiatrist Phil Stutz. These tools seem broadly useful to almost anyone. Bravo to Jonah for being so vulnerable.
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👀
the YouTube app now has a separate section for Shorts in the subscriptions tab 👀👀👀 this makes it easier to batch watch Shorts from the creators you’re subbed to and looks a lot better
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@hankgreen
@kyurieff
Interesting. The multi-segment camera pioneered by Vine and adopted by all successors isn’t great at making longer videos. It’s very good at lightweight creation. I’d expect most of the best videos >1 minute will leverage a heavier weight process (shoot, non-linear editor, etc.).
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My 7 year old is playing Celeste. Awesome game dynamic to teach persistence and learning from mistakes. Incredibly frustrating at times but rewarding when you finally succeed.
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Was getting my kids (7, 5, almost 2) absolutely HYPED for dinner by playing 'Start a Riot' by
@DUCKWRTH
. My wife's reaction to us was to mistakenly inhale some of the soup she was tasting into her nasal passage. This song is dangerous.
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