YouTube of the future

Given the strength of recommendation media platforms like TikTok and YouTube, and the way traditional social media platforms are chasing them, it seems likely Professional Media platforms (such as Netflix) may try to follow suit (in fact, Netflix’s co-CEO, Reed Hastings, may have even foreshadowed this when he famously stated that his biggest compe... See more

While our strategy is designed to stand the test of time, our execution and focus must be responsive to the needs of the current moment. Today we see a shift towards social media products serving as “discovery engines.” We’re sharing an updated articulation of our near-term priorities that are aimed at strengthening the Facebook discovery engine. T... See more

YouTube is less surprising than its peers, especially TikTok. While the latter has an almost telepathic capacity for serving you a wide variety of content it thinks you’ll like, YouTube is instead a platform designed for long-term buy-in. Creators are less likely to go viral on a one-off video on YouTube than they are on TikTok, but they’re more li... See more

How to do this in a way that wouldn’t upset the creator community or disrupt the egalitarianism of the ecosystem or - after all, every channel starts with zero subscribers, and every video with zero views - is another question: I’m excited to see if anyone’s figured it out by 2030.

It isn't just Instagram that’s changed, we have too.

A successful social product has a symbiotic relationship with its user base. It taps into users' latent desires and allows them to better connect with each other. However, how we connect and consume content evolves over time. Mosseri acknowledged these shifts in his video. "I do believe that more... See more

But as we move towards a world that is more creator direct, subscribers should have the opportunity to literally invest in their favorite creators and share upside in their success.