132 - Kim Larson, YouTube Creators

Earned: Unlocking the Power of the Creator Economy

In Ep. 132 of Earned, Conor sits down with Kim Larson, Global Managing Director & Head of YouTube Creators. To start, we dive into Kim’s career at Jamba Juice and Google, which helped shape her interest in diverse global markets and growing niche communities. We pivot to YouTube, and Kim explains how the platform’s monetization strategies empower creators to earn an income outside of brand deals. We also discuss YouTube’s dedicated support systems for gaming content, and the rise of watching YouTube content on TV. Next, Kim reveals how generative AI is revolutionizing content creation, with tools like thumbnail A-B testing and Project Lantern, before offering a sneak peek into YouTube's innovative features like Dream Screen and Dream Track. We then hear how YouTube’s community and partner managers provide personalized support to creators at every stage of their journey. To close the show, Kim talks about motherhood, and shares the joys and challenges of raising multilingual children.

In this episode you will learn:

• The different support models that YouTube offers to its creators across verticals.
• How YouTube is investing in AI tools for content creation and why the platform is prioritizing longer, high-quality videos.
• The monetization strategies that empower creators to earn money outside of typical brand deals.

Resources:

• YouTube - https://www.youtube.com/

Connect with the Guest:

• Kim’s LinkedIn - https://www.linkedin.com/in/kim-larson-304486/

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley

• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics

• CreatorIQ Instagram - @creatoriq

• CreatorIQ TikTok - @creator.iq

• CreatorIQ Twitter - @CreatorIQ