YouTube Shorts Views Are Set to Skyrocket 🚀

IN PARTNERSHIP WITH

TODAY’S EDITION

• YouTube is changing how it calculates views for Shorts to align more closely with other platforms, but it’s also part of its influencer marketing push.

• Meta upgraded the Instagram Creator Marketplace with new AI features.

• Instagram is discontinuing Notes on Feed posts & Reels but looks to have an alternative in a spotted Repost feature.

• LinkedIn's Senior Director of Product Marketing shared video content tips amid the platform’s ongoing video tests.

• Younger consumers are choosing creator content over TV and movies.

If you’re enjoying the newsletter, please share it with a friend or colleague. You can also support it via Buy Me A Coffee or by upgrading to the paid tier.

NEWS, TRENDS, & INSIGHTS

YouTube

YouTube Changes How It Calculates Views for Shorts

Starting March 31st, YouTube will update how it counts views for Shorts. Views will now be recorded as soon as a Short starts playing or replaying—removing the previous minimum watch time requirement. The original Shorts view metric will be rebranded as "Engaged Views," which will still determine eligibility for the YouTube Partner Program and how creators earn.

Why It Matters: This change aligns Shorts' metrics with Instagram and TikTok, making cross-platform comparisons easier for creators. Expect higher view counts moving forward, which will benefit YouTube's push to attract more brands to work with creators on sponsored content. The boost in views makes Shorts more appealing to marketers accustomed to the high numbers seen on TikTok and Reels.

After relatively minimal effort in promoting YouTube as a channel for influencer marketing, the platform is now ramping up quickly to attract the attention of brands and agencies with new features and tools, including integrations for Shorts with third-party influencer marketing platforms, and by teaming up with eMarketer for a report. According to eMarketer, more than half of U.S. marketers will work with creators and influencers on YouTube for the first time this year.

YouTube Tops Nielsen’s TV Viewing Chart Thanks to Older Viewers

YouTube dominated Nielsen’s Media Distributor Gauge report in February, capturing 11.6% of U.S. TV viewing—its highest share ever, up from 9.8% in January. It outperformed Disney, FOX, and Netflix, with viewers over 50 driving much of this growth, making up 36% of YouTube’s TV audience compared to 28% for teens and young adults combined.

Why It Matters: This milestone reinforces YouTube’s growth in TV viewership and proves it’s not just a platform for younger audiences. With its expanding reach across generations, YouTube is well-positioned to capture more ad dollars traditionally reserved for linear TV and traditional streaming services.

With its Brandcast event scheduled for May 14th and design updates for the TV experience on the horizon, the next few months will be pivotal for YouTube’s TV business.

YouTube Launches ‘Take a Break’ Ads for Livestreams

YouTube has introduced ‘Take a Break’ Ads for livestreams, allowing creators to set temporary away screens for 1, 3, or 5 minutes. During these breaks, mid-roll ads may appear for eligible viewers. Creators can also use custom video slates instead of the default away screen.

Why It Matters: Beyond giving streamers a break, this feature opens up new monetization opportunities, allowing creators to promote other videos (including sponsored content) while generating additional revenue. This move could also entice Twitch and TikTok streamers to explore YouTube’s live streaming ecosystem.

Meta

Meta Unveils AI-Powered Features for Instagram Creator Marketplace

Meta is upgrading the Instagram Creator Marketplace with AI-powered features. One of the key updates is the addition of creator content recommendations in the Partnership Ads hub within Ads Manager, which began testing last year. This feature predicts which creator content is likely to perform best in ad campaigns.

Other updates include a keyword search and 20 new vertical filters to improve creator discovery. Creator profiles will now feature sample content from original Reels and Partnership Ads currently running, as well as provide direct email access for easier outreach.

Why It Matters: While Meta doesn’t directly profit from organic creator-brand partnerships, it’s expanding its marketplace to drive ad revenue by helping brands produce assets that can be used in paid campaigns. Since creator content often outperforms brand-created assets, these specific recommendations for content that will drive results could convince more brands and agencies to allocate more budget toward Partnership Ads.

Instagram Discontinues Content Notes After Low Adoption

Instagram is shutting down Content Notes, a feature that lets users attach Notes to posts and Reels visible to mutual followers. Adam Mosseri explained that while the goal was to make Instagram ‘more fun and social,’ the feature failed to gain adoption. Mosseri says it will continue to explore new features (see below) but will also get rid of ones that don’t work.

Why It Matters: The decision makes sense as Content Notes lacked a clear purpose, and some creators gamified it by adding Notes to their own posts for extra visibility, leading users to mute the feature.

Some users are calling this a sign that Instagram doesn’t fully understand what users want, but the reality is that user preferences vary depending on how they use the platform. Expect to see more platforms aggressively remove features. Just last week, TikTok notified users that it was sunsetting its standalone photo app, TikTok Notes.

Related: Facebook is revamping its Friends tab so users can connect with just their friends on Facebook. Meta CEO Mark Zuckerberg also joined the Colin & Samir podcast to discuss the update, Facebook for creators, and more, along with an appearance from MrBeast.

Instagram Quietly Adds a Repost Feature

Instagram seems to be quietly testing a Repost feature for select users. According to its Help Center, users can now tap a Repost button on posts or Reels, add their own commentary, and reshare the content. Reposted content may appear in followers' feeds and on a dedicated "Reposts" tab on user profiles. Creators can also control whether their content is eligible for reposting.

Why It Matters: With Content Notes going away, Reposts provide a more structured way to reshare content. Instagram actually tested a Repost feature in 2022, but this new iteration is a better fit with Instagram’s current strategy of balancing original content and resharing. Reposts could be appealing for creators, offering them additional reach when their content is reposted by fans and brand partners.

Instagram Plans Improvements to Search Experience

Instagram is working to improve its search experience, as revealed by Adam Mosseri in a recent Ask Me Anything session. He says it’s working to help users find content and also said it will consider adding search on profiles, which is available on Threads and TikTok. 

Why It Matters: Search has long been a weak spot for Instagram, but recent efforts, such as integrating more Reels into search results and testing search shortcuts, suggest it’s evolving. As TikTok continues to dominate discovery, refining search will be key for Instagram to keep users engaged, especially as younger audiences gravitate to social search over traditional search engines.

Related: Instagram is rolling out the ability to play Reels at 2x speed, which has been one of its most requested features.

LinkedIn

LinkedIn’s Julia (Cabral) Flavin Shares Video Content Tips Amid Ongoing Tests

LinkedIn’s Senior Director of Product Marketing, Julia (Cabral) Flavin, shared tips for optimizing video content on the platform amid ongoing tests around video, including adding and removing video placements across markets. Her tips include:

• Shoot in 9:16, but leave space above your head since videos are cropped to 2:3 in the full-screen player.

• Be strategic with the first 100 characters of your post caption to encourage clicks.

• Include a strong hook, as only the first three seconds of a video appear in the “Videos for You” carousel.

Why It Matters: With LinkedIn actively experimenting with video placements, these insights will help creators optimize their videos, no matter where they appear or don’t appear. One thing that’s becoming apparent is that creators and marketers are slowly going to need a specific strategy for video content on LinkedIn.

IN PARTNERSHIP WITH INFLUENCER MARKETING SHOW

Join the Brightest Minds in Creator & Influencer Marketing at IMS USA 2025

Don’t miss your chance to connect with top leaders in creator and influencer marketing at IMS USA 2025, happening April 22-25 in Hollywood, Florida.

This three-day event is packed with expert insights, lively debates, and unmatched networking opportunities with brands, agencies, and tech companies shaping the creator economy.

Speakers include leaders from Google, CeraVe, Ogilvy, The Goat Agency, and more.

You can save $50 on your ticket with code GAMBLE50

WHAT I’M READING

These People Found Fame and Money—on LinkedIn (The Wall Street Journal)

I’ve been vocal about how LinkedIn has evolved into a destination for creators since 2022, so it’s exciting to see one of the biggest newspapers dive into the stories of four LinkedIn creators and the opportunities they’re creating on the platform. You’ll also find a quote from me!

In Warning Sign for Hollywood, Younger Consumers Are Choosing Creator Content Over Premium TV and Movies (The Hollywood Reporter)

According to Deloitte’s annual Digital Media Trends survey, 56 percent of Gen Z and 43 percent of millennials find social media content more relevant than traditional TV shows and movies. Plus, about half feel a stronger personal connection to social media creators than to TV personalities or actors. No surprises here—this is exactly why Hollywood is going after creators.

How brands can shift their focus from public engagement to private messaging (eMarketer)

The days of social media success being determined by likes and comments are being disrupted as people move toward private spaces like DMs and group chats. With this trend, brands are having to rethink their social and influencer marketing strategies.

THANK YOU FOR READING

Was this forwarded to you? Sign up here to receive the next edition directly in your inbox.

Support the Newsletter: If you'd like to support the newsletter, you can do so by sharing it with a friend or colleague, contributing via Buy Me A Coffee, or upgrading to the paid tier.

Stay Connected: For more content and updates, visit my website or follow me on LinkedIn, Threads, Instagram, Flipboard, and Bluesky.

Interested in working together?: I’m available for a full-time role, consulting, advising, brand partnerships, speaking, and more. Let’s connect here.