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YouTube Is Putting Effects Creation In Creators’ Hands For The First Time

YouTube announced it is experimenting with allowing creators to design and publish their own unique visual effects for the platform’s short-form video product, Shorts.

The Google-owned platform states in a recent update, “To make Shorts creation even more fun and expressive, we’re running an experiment that gives a small group of creators the ability to design and publish their own unique effects directly to Shorts.”

This creator effects feature mirrors similar offerings from social media rivals like Snapchat and Instagram, which allow users to create custom augmented reality filters and effects. However, YouTube does not provide details on whether this initial effects experiment utilizes advanced AR creation tools.

YouTube indicates the experiment is starting small, rolling out to just a limited number of creators initially. The company has “plans for broader expansion later this year” if the test deployment goes well.

Once published by authorized creators, YouTube states in the update, “All creators can use these user-generated effects in their own Shorts content by tapping the Effects button and exploring from there.”

Other tests and updates mentioned by YouTube include adding QR codes for easier channel sharing, allowing creators to @mention other channels in comments, expanding multi-currency payment options in YouTube Studio beyond just U.S. dollars, and broader rollout of the AI-powered “Jump Ahead” video navigation feature.

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David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.

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